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.