69% of CMOs were unable to prove the impact of their marketing in quantitative measurements, according to a Duke University report.
Marketers should define each metric and find out what KPIs affect their business. While the number of leads can be an important metric, but an increase in leads does not necessarily mean the lead generation strategies have been successful.
Even if the CTR is growing, businesses should find out whether they are targeting the relevant audience and if the content is appropriately positioned. Analysing bounce rates and conversion rates can help marketers measure the effectiveness of their strategies.
Marketers should also determine the most effective channels for their lead generation activities. They should focus their money into channels which offer the majority of relevant leads instead of those with less ROI.
[6 minute read]