Digital marketing has started to take over the budgets of marketing departments in the B2B technology industry and measuring the ROI of that investment can at times be difficult. With so many tools and analytics available it can be most useful to take a higher-level look when evaluating your performance. Here we’ve identified 8 of the most important statistics to track as a part of your digital marketing strategy.

Contacts

A contact, or lead, can be defined as anyone who has performed an action, such as a content download, where they have provided their email address and other contact information. These are the people who may not be a buyer at this time, but have entered the funnel. These leads can be nurtured through email workflows, teleprospecting campaigns and other outreach until they are ready to make a purchase. Having a steady flow of new contacts will ensure your marketing funnel doesn’t dry up.

Marketing Qualified Leads

As defined by HubSpot, “A marketing qualified lead (MQL) is a lead judged more likely to become a customer compared to other leads based on lead intelligence, often informed by closed-loop analytics.” These are contacts that have performed an action that deems them far enough down the funnel to warrant a discovery call. Qualifiers will vary by industry so you’ll want develop a list that will determine if you have a true marketing qualified lead.

Website Visits

Your number of website visits is a strong indicator of your online presence. Your ability to drive people to your site will affect your search engine rankings, lead generation capabilities and website conversions. Content distribution and SEO factor greatly into your website’s ability to be found online. Social media, blog posts, email newsletters and Pay Per Click Ads can all help to increase your audience.

Blog Views

Your company blog is your most forward facing piece of content and your ability to attract viewers will help you gauge the effectiveness of your content distribution, subject matter and design. Posting blogs to social media company pages, groups and conversations will help expand the reach of your blog. Email newsletters, blog recaps and links from other blog posts are all ways to extend the shelf life of your blog.

Sources

Knowing where each contact, lead and visit comes from will help you evaluate each aspect of your digital marketing strategy. This will allow you increase efforts on your most successful channels while cultivating new ideas to bring your other channels up to speed. You’ll want to closely monitor the numbers as they pertain to blog posts, social media pages, PPC ads, referrals, email campaigns and organic traffic.

Click Through Rate

Your click through rate measures the frequency that people click on a call to action within a blog post, social media post or email. This helps you determine the effectiveness of your calls to action and overall content. Creating CTAs that stand out and communicate a value proposition will help you increase your click through rates, and as a result, your website conversions.

Social Media Interactions

Social interactions such as clicks, likes, comments and shares all help to measure your social media presence and the quality of your content. There are many different types of social media posts that can be used to drive engagement. Social media has become a part of the buying cycle and represents an easy way to engage with prospects on their preferred channels. Always reply to comments and encourage followers from other platforms to follow you on your other pages. With LinkedIn posts now becoming public, driving social media interactions has become even more important as public posts will now rank in search engines.

Email Opens and Clicks

The number of opens and clicks you have will largely depend on your timing, subject line and the segmentation of your contact database. Are you reaching the right audience, at the right time, with the right content? A/B testing will help you determine which aspects need work. Subject lines play a major part in your number of opens and there are several tactics you can use to improve your email’s most forward facing feature.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.