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B2B KPIs Increasingly Move to More Holistic View

When it comes to Key Performance Indicators, KPIs, we wanted to know what were viewed as the most important in the B2B digital space so we put out a call to IAB B2B Committee members to answer the question:

What key performance indicators (KPIs) are most important to your business and/or your client’s business and why?  For full IAB article visit here.

Knowing the diverse composition of our nearly 150 active committee members, we expected diversity in responses, but one resounding similarity shone through which was that B2B marketers have moved well beyond the click as a leading metric of success and are moving toward a more holistic view of digital campaign effectiveness.

As you’ll see in the response below, regardless of where the B2B leader sits in the B2B ecosystem, when it comes to KPIs, there is much for a B2B company to consider to evaluate the effectiveness of their campaigns.

The below response provide some good nuggets of wisdom and food for thought on the various considerations of companies as they consider their most important KPIs for themselves or the clients that they represent.  For full article please visit here.

For the most part, B2B direct response marketers focus on the following areas: click through rate, cost per click, cost per lead or action, lead-to-conversion rate, revenue generated and finally return on ad spend. Looking at all of these KPI’s holistically helps ensure that not only does the marketer drive quality leads, but also helps maximize the lifetime value of the lead.

B2B brand marketers tend to focus on: ad viewability, click through rate, ad placement (above or below the fold), time spent on site, ad interaction rate and post view or post click site interaction. Looking at these KPI’s holistically helps ensure that brand marketers generate awareness with the right audience.

~ Ethan Simblist, Vice President, Digital Services, MeritDirect

To be up to date on the latest thinking on measurement, IAB encourages all B2B marketers, agencies and publishers to follow the work of 3MS, Making Measurement Make Sense. This is a cross-industry initiative founded by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB). This group works with the Media Rating Council (MRC), an independent body, who is responsible for setting and implementing measurement standards.

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