With so much data and so many options, the task of measuring can seem overwhelming. What metrics really matter? Which ones can help you make more informed marketing decisions?
2. One advantage of the digital age is that industrial marketers have access to a wealth of data and a trove of
metrics they can track and analyze to determine if they are meeting their marketing objectives.
However, with so much data and so many options, the task of measuring can seem overwhelming. What
metrics really matter? Which ones can help you make more informed marketing decisions?
Below is a checklist of meaningful metrics you should be tracking regularly for your programs. Not every
metric or measurement will apply to your program. Choose the ones that are relevant to you and use the
results to improve your marketing programs.
• Email deliverability and spam reports. You want deliverability to go up and spam reports to go down,
which will indicate you have an accurate and updated email list.
• Email opens. Shows how well your subject line works and how effectively you are targeting the right
audience.
• Clicks. Links in emails, linked offers in display or e-newsletter ads, social media links and text links on
your website all reveal how well your message is resonating with your audience.
• Pageviews. On your website, directory listings, or content hubs of industry-specific websites, page
views indicate the popularity of a page.
• Time on-page. How long a visitor stays on a page before dropping off. This tells you how relevant the
content is to the audience.
• New vs. returning visitors. An important website metric that reveals how you’re doing attracting a new
audience.
• Social media views, comments, and shares. These social media metrics, tracked by channel, can tell
you if you’re using the right social media platforms and delivering content that your audience finds
valuable.
• Impressions. For display ads or e-newsletter advertisements. This simple metric counts the number of
times your ad is seen and can measure visibility and awareness.
• Video views, drop-offs, and point of drop off. For marketers using video, these three metrics tell you
how many people are watching and for how long. If they’re dropping off at a certain point, you’ve lost
their interest.
• Brand, company, or product mentions. You can use the free service Google Alerts, which will notify
you of specific keyword mentions such as your company name, product names or other relevant
keywords that appear in news articles, blog posts web pages. This is a good indicator of the strength
of your brand and the effectiveness of public relations efforts.
• Attendees, booth visitors. Important for measuring events such as webinars or tradeshows. You can
also track drop-offs for webinars, which is a measure of relevancy and engagement.
THE INDUSTRIAL MARKETER’S MEASUREMENT
CHECKLIST
PAGE 2GlobalSpec.com/advertising sales@IEEEGlobalSpec.com 800-261-2052
3. THE INDUSTRIAL MARKETER’S MEASUREMENT
CHECKLIST
PAGE 3GlobalSpec.com/advertising sales@IEEEGlobalSpec.com 800-261-2052
TWO MORE ESSENTIAL MEASUREMENTS
Seldom do marketing programs exist in isolation or do isolated metrics tell the full story. As every marketer
knows, a prospect will have multiple touches with your company before becoming a qualified lead and
even more touches throughout their buying journey before making a purchase decision.
• You should try to track all touches a prospect has with your company to better understand what
content and programs resonate with them and the cumulative touches that contribute to a sale.
Marketing automation software makes this complex task much easier.
• All the metrics and measurements listed here ultimately roll up into one measurement that most
marketing teams are ultimately judged by: qualified leads delivered to sales.
If you’re staying within your marketing budget and leads are increasing, you’re doing something right. If
leads are flat or declining, examine those metrics that are stagnant and underperforming programs. Weed
out the weak and work with your media partners to strengthen your overall marketing portfolio.
4. For more information about
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