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3 Key Inbound Marketing Metrics And How You Should Be Optimizing For Them

Drive Relevant Search Traffic And Qualified Leads By Continuously Fine-Tuning Your Inbound Marketing Program

Whether you work to rank for keywords on the first page of Google or increase landing page conversions, the results of a true inbound marketing program should be more engaged prospects, more relevant search traffic and more qualified leads.

There are many ways to optimize for a successful marketing program – so many that you may be wondering where to start. By learning about these three key marketing metrics, you’ll be prepared to evaluate how some of your strategies must be adjusted to meet your marketing goals.



Why Engagement Metrics Matter To The Science Of Inbound Marketing

Numbers Tell A Story; Understanding The Story And Responding Drives Inbound Leads

Everyone says that “a picture is worth a thousand words.” In the case of inbound marketing, numbers are worth a thousand words, too. When marketing moved from mostly art and creative to mostly math and science, we realized that analysis, experimentation and insights would be the difference between high-performing client programs and low-performing client programs.

One of the challenges is knowing what to look at, when to look at it, what the inbound marketing metrics are telling you and then, most importantly, how to respond to take advantage of the opportunity or challenge within your inbound marketing program. To further complicate the situation with inbound, most of the metrics are cross-connected, meaning a variety of variables are affecting the performance. You have to understand the interconnectivity to drive improved results based on data.



The Top 20 Most Valuable Inbound Marketing Metrics

Marketers Have Been Granted Superpowers 

As a marketing scientist, I’m attracted to the data associated with inbound marketing and Agile marketing. As Agile inbound marketers, we’ve been able to attach numbers to each marketing tactic. We see in real time what’s working and what might be underperforming. We spring into action when tactics slip and we’re able to impact monthly performance even before the month is over. When done right and applied responsibly, this is a superpower.

But with power comes great responsibility. How do you leverage this power for good and not evil? How do you share this power with others? How do you make sure that you use your newly found superpowers to help businesses all over the world thrive well beyond their own expectations? Perhaps more importantly, how do you make sure that those who don’t understand your powers aren’t intimidated, or worse, afraid of your new abilities?



The Internal Creative Review Vs. The Inbound Marketing Performance Review

Agencies Are Moving Away From Leaning On Creative And Toward Impacting Business Results

The agency world has changed. The days of internal creative reviews where people sit around a conference room looking at boards with ads and creative concepts is quickly disappearing. It’s being replaced with lead review meetings where charts and graphs show real-time data that provides insight into lead generation, close rates and new customers.

What does your meeting with your agency look like? If it’s creative and you want it to be about results, you have a lot of new options. If it’s about inbound marketing results and your current digital agency can’t deliver to your expectations, you have a lot of options there too. The bottom line is with so many digital and inbound marketing agencies out there, the time has never been better to find one that knows how to impact business results and revenue.



Don't Lose Sight Of Business Outcomes With Agile And Inbound Marketing

Inbound Marketing Metrics Like Leads And Revenue Are Important, Not Velocity

There’s really only one reason to move your marketing team to Agile from traditional waterfall approaches. That one reason is RESULTS! 

Whether you’re looking for more website visitors, more top-of-funnel leads, more bottom-of-funnel leads, more sales-qualified leads, more proposals/agreements, more revenue from current clients or more revenue from new clients – whatever your goal for business results is – that has to be the end game for Agile marketing and Scrum.

Unfortunately, Agile gives you so many new metrics associated with the performance and operation of your marketing team that it’s easy to get blinded by the data.



What Should Your Inbound Marketing And Inbound Sales Funnel Look Like?

If You Don’t Know Your Funnel Metrics, You’re Flying Blind

When we’re talking to a new inbound marketing prospect, one of the first questions we ask is, “What’s your close rate on the sales opportunities you get?” Almost everyone answers 50%.

“You get me the leads, and we’ll close them.” It’s a common fallacy among most CEOs. The reality is that after working with clients for a few months, we have actually found their close rate to be around 10% or less.

Not knowing your marketing and sales funnel numbers is like not knowing how much cash you have in the bank right now. You have to know your full funnel analytics, and you have to know them cold. You also have to track them monthly so you’re able to improve month over month.

Here’s what a healthy inbound marketing and inbound sales funnel should look like, as well as what kind of improvements you should expect month over month.



The Must-Have Metrics For Your Inbound Marketing Dashboard

What Inbound Marketing Metrics To Track To Generate Leads

Inbound marketing turned marketing and sales into a science literally overnight. Along with a much more quantitative and metrics-oriented approach to marketing and sales came a set of numbers that reflect the health of your sales and marketing effort.

Much like the numbers you get on your personal health like weight, cholesterol (LDLs and HDLs), blood pressure, liver enzymes, triglycerides and morning pulse rate, now you have the same dashboard and KPIs (key performance indicators) for your marketing and sales programs.



The Inbound Marketing Metrics You Need To Track Every Day

Regularly reviewing your marketing metrics is a critical part of any successful inbound marketing strategy as it provides the opportunity to identify areas that need improvement and make adjustments as necessary.

Of course, any marketer who has explored the plethora of marketing analytics data available in programs like HubSpot and Google Analytics knows that going through all of the information at once is daunting.

To help save you time, we’re launching a three-part series that highlights the inbound marketing metrics you must track daily, weekly and monthly. Here, in part one, we’re taking a look at the metrics you need to check on a daily basis.



Inbound Marketing Metrics Are Nothing If You Don’t Take Action

Inbound marketing metrics are fantastic – but only if you take action on your findings. If you simply track for the sake of tracking and never make any adjustments to your program, do anything different or try anything new, you’re never going to realize the full potential of your inbound program.

One of the major advantages of inbound marketing is that you're able to identify what is and isn't working right now, implement adjustments to the program today and see the results tomorrow.



Inbound Marketing Metrics Are Useless If You Don’t Set Goals

It’s one thing to keep an eye on your inbound marketing metrics. It’s another to proactively manage them.

The best way to get proactive about your inbound marketing is to set goals and then take action to achieve them.

There is a variety of productive options for setting marketing goals to ensure that your inbound results are moving up and to the right month over month. There is no right or wrong comparison for tracking performance versus goals. In fact, we typically use a combination of many, depending on the client and the stage of the engagement.