Marketing KPIs: How to measure your online success

The most important KPIs in B2B Marketing

• Website Traffic

  This means something like "website traffic". In marketing, traffic is equated with the number of hits on a page. This means website traffic = the total number of visitors to a website.

  On its own, this KPI doesn't provide a lot of detailed information. However, it is a good basis for assessing the quality of organic and paid content.

• Organic Content

  This metric refers to the total number of visitors who came to a website from a search query.

  Paid ads are not included. Organic content is one of the most important KPIs for measuring how well content marketing and SEO strategies are working. Increasing organic traffic is an important goal because visitors have chosen to come to the website. Therefore, no additional budget is needed to attract them.

• Paid Traffic

  Paid traffic refers to the total number of visitors who have come to a website through paid advertising. This includes campaigns such as sponsored content, paid search, paid social, and display & video ads.

  Paid campaigns are targeted to users with user-defined demographics. This means that they are served to those that the advertiser defines as "most valuable". That is, the user most likely to click on the ad.

• Cost Per Click (CPC)

  CPC is calculated by dividing the total cost per click by the total number of clicks.

  Simply put, "how much does a visitor pay to click". The CPC metric is important for determining whether B2B marketing campaigns are getting efficient value from paid advertising.

• Click Through Rate (CTR)

  CTR is calculated by dividing the number of clicks by the number of total impressions.

  CTR is one of the most common KPIs that can be optimized on the fly. The metric is used in a variety of B2B marketing contexts. These include email marketing, paid search, sponsored content, and any other campaign where the total number of impressions can be measured in conjunction with the number of clicks.

  It shows that the message, creative, or CTA encourages users to take an action and that they click on something.

• Conversion Rate

  The conversion rate is calculated by dividing the number of conversions by the number of visitors to a page times 100.

• Cost per Lead (CPL)

  This metric is calculated by dividing the total spend by the number of leads generated.

  Like CPC, the metric defines whether or not the marketing campaign results justify the cost. For some companies, the CPL target achieved with a single purchase will be well below what was expected. Here, other companies consider customer lifetime value (CLV) when determining the metric.

  The CPL shows whether campaigns are having a positive impact on the pipeline at an efficient cost.

• MQL to SQL Conversion Rate

  This metric is calculated by dividing the number of closed sales over the same time period by the number of sales leads over a given time period and multiplying the result by 100.

  This metric is useful for measuring the relevance and readiness of the audience reached by a campaign. It shows that campaigns are reaching the right audience and moving prospects through the sales funnel.

• Cost per Aquisition (CPA)

  By dividing the total number of expenses by the number of customers acquired, you get the CPA.

  This metric indicates how much it costs to acquire a customer. A CPC is obviously important, but it can be of limited use without additional context. For example, we would need context for this, such as what the long-term impact of brand campaigns is on customer acquisition and the lifetime value of a customer acquired.

  The CPA shows us that our sales and marketing are winning new customers with efficiency.

• Customer Lifetime Value (CLV)

  CLV refers to the total value of a customer in time by having a relationship with the brand.

  A basic formula for calculating customer value is:

  Customer value = average order value number of orders per year average customer retention period in years.

  Tracking customer lifetime value (CLV) provides a comprehensive picture of ongoing subscriptions, upsells, referrals and other factors. By gaining insight into CLV, your organization can accurately assess the return on investment (ROI) of your marketing efforts. Using CLV as a performance indicator allows you to optimize your strategies, methods, and target customer groups to build the most profitable, long-term relationships.

  For example, let's say a customer spends an average of $50 per order and orders twice a year. The average customer retention period is three years. Customer value would then be calculated as:

  Customer value = 50 euros 2 orders per year 3 years Customer retention period Customer value = 300 euros.

• Share of Voice (SoV)

  The formula for SoV is sum of own mentions / sum of mentions of all relevant competitors * 100

  This metric is used to calculate how often a brand is mentioned compared to its competitors. The calculated value is essential as a measure of your brand's visibility and allows for competitive analysis. The value is expressed as a percentage.

• Engagement Rate (ER)

  By dividing the number of engagements by the number of followers and multiplying the result by 100, you get the engagement rate.

  This metric measures how many of your followers actually interact with your posts in the form of likes, shares, or comments. The higher your ER, the more likely you'll see a high return on your investment. The interaction rate is useful for comparing your own performance on different social media platforms. In creator marketing, the engagement rate is also a great help in selecting different creators. The higher the metric, the more it indicates a "real" following.

• Net Promoter Score (NPS)

  This key figure indicates the customer satisfaction of the company.

  The NPS can be determined within the framework of a survey. The customers are divided into three categories on the basis of their answers: Detractors (critics), Indifferents and Promoters (supporters). The NPS value is calculated from the difference between promoters and detractors.