Marketing performance metrics or key performance indicators (KPIs) are a source of useful data for marketers, CEOs and sales departments. Marketing KPIs help you gain a clear insight into how marketing activities and spend are impacting the company’s bottom line.
By determining the customer journey, the steps in the marketing funnel and the consistent alignment of our actions, we create the basis for performance management.
These goals can vary depending on the company and the marketing funnel selected. Below I will show you a selection of possible key figures along the customer journey:
- This is where we measure how leads interact with our content. Do we get “likes“, is our content shared, how often is it displayed? “Do they go viral?
- In the next phase, we measure how many e-mail addresses, telephone numbers or physical addresses we have received. How many visitors did we have, how many were leads, or how high was the conversion rate? How much money did we spend on a lead? This is the cost per conversion.
- In the consideration phase, we can measure how well the leads react to our warm-up measures. Are they interacting with our content? Do they qualify?
- In the commitment phase, we ask ourselves: Is the sales cycle shortening? How high is the Customer Effort Score? Are the acquisition costs reduced?
- In the success phase and in the promotion phase, we look in particular at customer satisfaction and the Net Promoter Score. Do customers stay with us? Do they even become fans and share our solution with their environment?
