The common B2B marketing metrics can tell you about how someone has engaged with a piece of content but still, there is a huge lack of details which you need to know to make your marketing strategies more effective.
In this blog, I will tell you the next-gen marketing metrics which you need to replace with the traditional B2B marketing metrics. These modern metrics will help you uncover deeper insights about your buyer and reveal your team’s actual impact on revenue.
1. Reach instead of Impressions
Impressions track how many times an ad has been displayed but this doesn’t mean that the ad has been seen by your target audience.
So instead of Impressions start measuring Reach. It will tell you the number of unique people in your target audience who are exposed to your ads.
2. View through rate instead of click through rate
Click through rate (CTR) tells you the percentage of people who saw your ads and clicked on it. There are many critical details like why they clicked, their online activities or whether they were part of the buying team which CTR doesn’t tell you.
Maybe the person who has your ad is someone who is not even your target audience. He may be someone looking for some information about a certain topic. While it may be there are people from your target audience who have viewed your ad but never clicked. With CTR you do not have any ideas about the answers.
View through rate tells you how a particular ad or piece of content influences people to take further action. It measures how many people convert on your website after viewing an ad, but not necessarily clicking on it.
3. Focus on Cost per Result, Not Just Cost per Click
Clicking an ad doesn’t automatically signal buying intent. So, pinning your success solely on cost per click? It’s a bit short-sighted. Sure, a low cost per click might seem impressive at a glance, but it doesn’t really tell you if it’s driving tangible business outcomes.
That’s where the concept of ‘cost per result’ steps in. It’s more precise, adaptable, and shines a spotlight on specific outcomes you value — be it keyword research, website visits, content consumption, or even setting up a demo. Embracing cost per result means smarter marketing. It helps you invest your time, effort, and budget in actions that truly matter.
4. Gauging Account Engagement Over Simple Clicks
Clicks can be deceiving. Some might be accidental, while others come from folks who aren’t the right fit for your brand.
Why focus just on clicks then? A smarter move is to zero in on the number of accounts actively engaging with your ads. This gives you a clearer picture of account behavior and their interactions with your brand.
5. In-market Accounts: The Upgrade from MQLs
Each company has its own take on what a Marketing Qualified Lead (MQL) is. But mostly, they’re people who’ve interacted with your marketing content and seem ready for a sales chat.
However, just because someone’s downloaded an ebook or clicked an ad doesn’t mean they’re about to purchase. Dive in too fast with follow-up emails and calls, and you might scare them off. After all, they could be in the early stages of research or just looking for educational info.
Enter “in-market accounts.” These are the accounts that not only fit your ideal customer profile but are also flashing those ‘ready-to-buy’ signals. When you spot in-market accounts, it’s a clear sign: These folks are genuinely interested, and it’s the right time to start engaging with them.
6. From SQLs to 6QAs: Identifying Genuine Opportunities
We’ve talked about MQLs, but what about Sales-Qualified Leads (SQLs)? These are leads we believe have real potential. But, defining an SQL can be as unique as each company’s perspective.
Now, let’s dive into 6QAs. Crafted by 6sense, this metric gives us a heads-up when an account seems on the brink of a buying decision. It looks at how active potential buyers are, the number of team members eyeing your offerings, and even past deal patterns.
Imagine this: Several people from the same company are exploring your brand. That’s like them waving a big flag, signaling they’re serious about buying. Spotting this flag means it’s time for some engaging chats and connecting with these interested folks.
7. From Pipeline Attribution to Tracking Revenue Growth
Digital marketers often aim to link leads to specific marketing avenues. But here’s the catch: B2B sales and purchasing cycles these days can span months and have countless touchpoints. Pinning a lead to just one marketing channel? It’s like trying to catch smoke with your bare hands – and could leave you chasing your tail.
Instead, focus on the bigger picture. Understand how your campaigns are guiding customers throughout their journey. Which campaigns gently push them further towards making a purchase? This wider view lets you see the real MVPs in your strategy, rather than giving all the credit to just the starting line or finish line.
8. From Conversion Rate to Account Engagement Score: The Next Level
Think of conversion rate as the basics: It’s about seeing who interacted with your content and then determining what chunk of them became customers. Sounds simple, right?
But sometimes, simple doesn’t cut it. That’s where the Account Engagement Score comes into play. It delves deep, examining account behaviors and comparing them to previous trends. Accounts are then given a score from one to 100. This score clues in both marketing and sales teams on how engaged an account is — be it through website visits, clicks, keyword searches, or video interactions. A higher score? That’s your sign that the account might be gearing up to buy. That means it’s go-time: Time to dish out more content or give them a ring.
9. From Page Views to Valuable Insights: Relevant Content Consumed
Simply counting how many times someone checks out a page on your site doesn’t tell the whole story. They could be early in their research phase, using your content for a completely different purpose, or just satisfying a bit of curiosity. Jumping to conclusions and then showering them with messages? Not the best move.
Let’s pivot to “relevant content consumed.” Consider this: A potential buyer lands on a product page on your site, runs a keyword search tied to that product, and even sneaks a peek at what competitors offer. These actions aren’t random; they show intention. It’s a clear hint that they might be up for a deeper chat.
10. From Simple Contacts to In-Depth Insights: Buying Team Engagement
Beyond the basic details like email, name, and location, how well do you really know your contacts? Are they from a company you’ve been eyeing, or are they not quite the right fit? Is the person you’re reaching out to the one calling the shots, or are they just getting their feet wet in the industry?
That’s where tools like 6sense come into play. They shed light on buyer personas and help you pinpoint the right contacts. Once you’ve got a bead on a target account with an engaged buyer persona, it’s a game changer. You can secure details for the entire buying team and tailor your content to each member’s unique role.
11. From Lead Counting to Gauging Momentum: Account Velocity Through Buying Stages
Instead of just tallying leads, turn your attention to tracking accounts – especially how swiftly in-market accounts navigate the buying stages. Think of account velocity as a health-check for your sales pipeline. It tells you the speed at which you’re turning opportunities into revenue.
If nudging accounts through your sales process feels like pushing a boulder uphill, two things might be happening: Either you’re not connecting with the right audience, or there’s a kink in your process making buyers rethink their options.
When accounts zip through the buying stages, it’s a good sign. It means you’re offering a seamless and valuable experience for those thinking of buying. Remember, the smoother the journey you offer, the more wins you secure.
In Conclusion
Embracing next-gen metrics without the right tech tools? It’s a tall order. Modern marketing demands precision, sophistication, and a deep dive into data. Not just in collecting it, but in interpreting it to foster genuine engagement with the right audience.
