15 Metrics Every Marketing Manager Should Be Tracking

Topics: Marketing, Internet marketing, Search engine optimization Pages: 10 (2906 words) Published: March 18, 2013

15 M etr ics Ever y M ar keting M anag er Should Be Tr acking

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15 Metrics Every Marketing Manager Should Be Tracking
Posted by Rebecca Corliss
Fri, Feb 15, 2013 @ 08:00 AM



A mark eter who is s k illed at
us ing data -- whether y ou're
entry -level or a CMO -- is a
powerful forc e. Having data at
y our s ide will help y ou mak e
s mart dec is ions , s ugges t fas t
c hanges when nec es s ary , and
find opportunities for different
mark eting c hannels and teams
to work together. W ho does n't
want that?
Quite often, however, even
good mark eters are in the
bus ines s of only monitoring
the bas ic s : traffic and leads .
But there's a s ubs tantial world bey ond thos e important y et s imple meas urements . In fac t, y ou c an go muc h deeper into y our data to s ee how c ertain mark eting c omponents are work ing together, learn what improvements c an be made to better y our mark eting, and avoid s ome s erious pitfalls before they happen. All y ou need is to have y our mark eting metric s lis t ready , and the tools to get s tarted.

So to help you get started, here are some of the key marketing metrics and reports you should be analyzing if you're looking to advance your marketing game. It'll help you strengthen your analytical tool belt, and run marketing programs that work smarter -- not harder -- for your business. You ready? Let's go.

Goal Setting and Progress Tracking
The first few sets of metrics and measuring methods are to help you (you fearless marketer, you), stay ahead of your lead generation goals so you can have a solid month. 1) Leads Waterfall
Wouldn't it be great if you knew at the start of every day if you were on track to meet your leads goals for the month? Well that's exactly what a leads waterfall graph is for! This chart helps you guide your progress by visualizing what you need to achieve on a day by day basis. As your month progresses, plot what you actually achieve each day to compare your results to your goal. Now you can catch yourself when you're falling behind the first day it happens, so you can react quickly to pick up the pace. If y ou're a HubSpot c us tomer (in fac t, with c los ed-loop mark eting s oftware all of the metric s rec ommended in this pos t will be muc h s impler to get), y ou c an s imply input y our numbers into the s oftware to get a graph lik e this that automatic ally updates :

blog .hubspot.com/blog /tabid/6307/bid/34179/15- metr ics- ever y- mar keting - manag er - should- be- tr acking ?sour ce= Blog _Email_[15 M etr ics Ever y M ar ]



15 M etr ics Ever y M ar keting M anag er Should Be Tr acking

If you're not using HubSpot software, you can still keep track of this number using Excel. We've written a blog post that tells you how, which you can read here. 2) Traffic Waterfall
The same concept as above can be used for traffic, which is important if you hope to achieve a particular leads goal. Use a waterfall to monitor your traffic growth closely. Again, if you fall behind, you can act quickly, perhaps by creating content that will draw more readers in at a faster rate.

3) Average Lead Close Rate
Do you know the average rate at which your leads close? You should track this often, I recommend on a monthly basis. Why is this number helpful? It will help you monitor the...
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