Marketing metrics demystified.
I've spent 30 years thinking about what should be the right marketing metrics that incentivize the right behavior for the team. Here are the six categories I used at Slack, Zendesk and Salesforce for my B2B marketing teams.
1.Funnel Metrics đ
These are the bread and butter of every B2B SaaS marketing team. I really advocated for moving beyond just leads.
â˘Website visits
â˘Form completes
â˘Leads
â˘Marketing Qualified Leads (MQLs)
â˘Sales Accepted Leads (SALs)
â˘Sales Qualified Leads (SQLs)
â˘Opportunities
â˘Pipeline
â˘Closed won business
â˘Expansion opportunities
2.Brand Metrics đŻ
Often overlooked in B2B SaaS, I loved tracking brand metrics to measure our impact.
â˘Aided recall
â˘Unaided recall
â˘Brand sentiment
â˘Share of voice
â˘Share of conversation
3.Experience Metrics đ
Good experiences = happy customers = word of mouth = fast growth
â˘Net Promoter Score (NPS)
â˘Customer Satisfaction (CSAT)
â˘Page load time
4.PLG Metrics (Product-Led Growth) đ
PLG isnât just for the product teamâmarketing plays a huge role too.
â˘Daily Active Users (DAUs)
â˘Product Qualified Leads (PQLs)
â˘Time to Value (TTV)
â˘How simple is product
â˘How fun is product
5.Date-Driven Metrics đď¸
These metrics keep teams accountable to timelines.
â˘Campaign deadlines
â˘Event timelines
â˘Content publication schedules
6.Stakeholder Value Metrics đ¤
Marketing doesnât just serve external audiencesâit supports internal stakeholders too.
â˘Stakeholder satisfaction surveys
â˘Internal service response times
đŹ What did I miss?
#MarketingMetrics #B2BMarketing #AIMarketing
đ About Bill đ
Bill Macaitis is an advisor and board member guiding aspiring AI & SaaS unicorns/decacorns. Bill works with companies to build out capital efficient go-to-market strategies and world class teams. Over his 30 year career Bill has achieved five successful exits and powered growth at three of the fastest-ever growing companies: Slack (CRO/CMO), Zendesk (CMO), and Salesforce (SVP of Marketing).
Learn marketing + watch full video at đ Saascmopro.com đ
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Ruthie's Table 4
For more than 30 years The River Cafe in London, has been the home-from-home of artists, architects, designers, actors, collectors, writers, activists, and politicians. Michael Caine, Glenn Close, JJ Abrams, Steve McQueen, Victoria and David Beckham, and Lily Allen, are just some of the people who love to call The River Cafe home. On River Cafe Table 4, Rogers sits down with her customersâwho have become friendsâto talk about food memories. Table 4 explores how food impacts every aspect of our lives. âFoods is politics, food is cultural, food is how you express love, food is about your heritage, it defines who you and who you want to be,â says Rogers. Each week, Rogers invites her guest to reminisce about family suppers and first dates, what they cook, how they eat when performing, the restaurants they choose, and what food they seek when they need comfort. And to punctuate each episode of Table 4, guests such as Ralph Fiennes, Emily Blunt, and Alfonso CuarĂłn, read their favourite recipe from one of the best-selling River Cafe cookbooks. Table 4 itself, is situated near The River Cafeâs open kitchen, close to the bright pink wood-fired oven and next to the glossy yellow pass, where Ruthie oversees the restaurant. You are invited to take a seat at this intimate table and join the conversation. For more information, recipes, and ingredients, go to https://shoptherivercafe.co.uk/ Web: https://rivercafe.co.uk/ Instagram: www.instagram.com/therivercafelondon/ Facebook: https://en-gb.facebook.com/therivercafelondon/ For more podcasts from iHeartRadio, visit the iheartradio app, apple podcasts, or wherever you listen to your favorite shows. Learn more about your ad-choices at https://www.iheartpodcastnetwork.com
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com