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B2B KPIs Increasingly Move to More Holistic View

B2B KPIs Increasingly Move to More Holistic View. This article was originally written by Susan Borst for the IAB. When it comes to Key Performance Indicators, KPIs, we wanted to know what were viewed as the most important in the B2B digital space so we put out a call to IAB B2B Committee members to answer the question: What key performance indicators KPIs are most important to your business and/or your client s business and why?

Knowing the diverse composition of our nearly 150 active committee members, we expected diversity in responses, but one resounding similarity shone through which was that B2B marketers have moved well beyond the click as a leading metric of success and are moving toward a more holistic view of digital campaign effectiveness. As you ll see in the responses below, regardless of where the B2B leader sits in the B2B ecosystem, when it comes to KPIs, there is much for a B2B company to consider to evaluate the effectiveness of their campaigns including, but not limited to: Brand PerceptionLead to Conversion RateBusiness KPIs a la Corporate CultureLead QualityClick Through RateLead VolumeConversion RatesReturn on Ad SpendCost per ActionRevenue Closed DealsCost per ClickRevenue GeneratedCross-sellsTime SpentCost per LeadUpsellsEngagement RateVideo Completion RateInteraction RateViewability. The below responses provide some good nuggets of wisdom and food for thought on the various considerations of companies as they consider their most important KPIs for themselves or the clients that they represent.

When it comes to KPIs, know this: just because it can be counted, doesn t mean it counts. Take CTR for example.


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