Amy Staniszewski, a digital marketing specialist working in a business to business environment, shared details about the metrics she uses to measure their B2B marketing campaigns. She explained that the main metrics included engagement and sales volume measures. There are examples here, with why they matter:

• Engagement metrics such as retweets and likes on social media – to understand what content is effective

• Open rates on emails, particularly in A/B testing – to understand which headlines and images work, to inform future campaigns

• Number of Playbook downloads – to see what works and if these convert to webinar bookings

• Number of signups to webinars – to see what topics work and provide leads for the sales team

• Number of attendees for webinars – to see what topics resonate with the audience and provide leads for the sales team after the webinar

• Number of people who drop out from webinars – to understand why the engagement wasn’t completed and inform future timing of online events

• Number of leads created – to measure how many convert to sales and monitor conversion rate Case Questions

• What other metrics would be beneficial for the company?

• What is the best way to report these metrics?

Questions
• What other metrics would be beneficial for the company?
• What is the best way to report these metrics?