If your entire company helps create content marketing materials, revenue attribution is a great way to show how their efforts have helped close deals. If you’re using HubSpot, they make it easy for you to track and report on these numbers. Tracking this information is a great way for your team to show the monetary value of their efforts. With marketing revenue attribution, you’re looking beyond the number of qualified leads you close to see how much of your revenue is influenced by your marketing efforts. You can also analyze multi-touch attribution models that divvy up the deal credits over each touchpoint. There are various models you can use to track revenue attribution, for example, single-touch attribution models look at your website users’ first or last interactions. You can also track how the individual pieces of your marketing strategy, such as blogging or social media, impact sales. This is something you can use to track and evaluate all of your efforts, and not just as a whole.
This is why, of all the marketing KPIs, revenue attribution is at the top of this list. No company wants to spend money on something that isn’t generating a return on investment (ROI).Īs They Ask, You Answer author Marcus Sheridan says, the only content that works is the content that generates sales. Understanding this metric is important because it allows you to see how effective those campaigns are. How much revenue have your digital marketing campaigns brought in to your company? In other words, how much of your revenue can be attributed to your content marketing efforts?
This way, you’ll know exactly which metrics you should pay attention to that will help you grow your business.
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IMPACT has taught hundreds of businesses how to build world-class content marketing programs with our They Ask, You Answer inbound marketing framework - and many of these businesses have become true inbound marketing success stories. Without the right ones, however, your company might be reporting and making decisions based on incomplete information.īut with so many possible marketing KPIs to track, it can be pretty overwhelming to know where to start. By tracking the right marketing KPIs, your company will be able to make the right adjustments to various strategies and budgets. No one wants to support a marketing activity that’s losing their company money. The right marketing KPIs help you identify which campaigns and tactics have the biggest impact on whether you reach (or fail to reach) your sales and marketing goals. While many think these common KPIs are the best indicators of success, there are a number of other marketing KPIs that will help your business lead a more successful digital marketing strategy. The number of sales-qualified leads generated.
When setting and tracking marketing key performance indicators (KPIs), many marketers and business owners give all their attention to the usual suspects:
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