Measuring results across marketing funnel stages
Ensuring that your measurement strategy aligns to your marketing funnel is how you verify that you are optimizing for the right outcomes. For example, marketers who measure solely by lower-funnel metrics are at risk of sacrificing future growth by overlooking key upper-funnel metrics.
These are some common marketing metrics used at each stage of the B2B funnel:
Awareness
Website traffic
Social media reach and engagement
Brand mentions
Share of voice
Interest
Click-through rate
Content conversion rate
Leads generated
Consideration
Content engagement
Lead quality
Opportunities generated
Conversion
Lead/opportunity conversion rate
Average deal size
Sales cycle length
Customer lifetime value
Retention rate
Referrals/upsells
Keep your B2B marketing funnel flowing
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