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Marketing Metrics

By: Joyce Hayne

At year-end it’s important to review which marketing initiatives worked and which didn’t, so you can make informed decisions for next year. In order to calculate your return on investment (ROI) on marketing expenditures, you need to have specific metrics that you’re measuring. Don’t forget to track the costs related to each marketing initiative including staff’s time. Following are some common numbers you should track for B2B marketing efforts:

  • Gross and net revenue
  • Customer acquisition cost
  • Churn rates
  • Average revenue per account/user
  • Lifetime value of a customer
  • # of website visits/month
  • Website engagement
  • Search rankings
  • # of social media engagements per post
  • # of blog subscribers/month
  • # of qualified leads