It’s important for B2B software founders to track certain metrics over time to identify patterns and trends, and to use them to make data-driven decisions about the direction of the company’s marketing efforts. Factors like lead generation, campaign reach, customer acquisition cost, sales pipeline, brand awareness play a large role in understanding the success of the marketing campaigns and deciding what can be changed to accelerate engagement and awareness for prospective clients.
And that’s why we would like to point you to our Trends in B2B Software Content Marketing 2023 report which gives you insight and ideas from the best of the best B2B content and marketing leaders!
Thanks to these incredible insights from these 22-behind-the-scene interviews, we found that when it comes to marketing success attributes, the factors that most of these B2B marketing veterans seem to be obsessed with were organic traffic, branded search, sign-up rate, website visitors, demos scheduled, MQLs, lead growth, closed wins, bounce rate on content pieces and email open rates.
Thanks to the expert B2B content marketers that allowed us to grill them over pressing content marketing issues, we have some amazing tips for you.
Brand awarenessMarketing-sourced pipeline is a primary success metric for the marketing team as a whole. We look to see if the campaigns and programs we run resonate with our audience and drive qualified opportunities for the sales team. Individual teams and contributors have sub-goals, but ultimately, marketing is responsible for driving pipeline and opportunities.
Brand awareness and growth is a softer metric our Founders monitor, which is harder to track and more of a qualitative success metric. We look at our engagement on social media, comments on customer and prospect calls, email responses, and reviews/mentions online. We’re a small startup, so any feedback we get from our audience is very important to us. It helps us understand what’s resonating so we can do more of those things and what’s a miss so we can pivot to new areas.
Again, with how long it takes our leads to move down the funnel, attribution can be a challenge. We do track the number of website visitors, demos scheduled, and the correlation between them.
We’re currently tracking qualified leads, opportunities, and closed won – that’s the priority for all of us. There are other KPIs that we’re tracking, of course, but everyone in the company is measured by the same metrics because those are the ones that matter most.
There are a few KPIs that the founding team measure closely. The rate of MQL to SQL, our cost of new customer acquisition (CAC) and average contract value of new customers.
Increase sales velocity through 1) Clean database/targeted sales list 2) Webinars & Lead magnets 3) Measuring content MQLs, domain authority ranking, organic content, social, email performance
We track traffic to our key conversion oriented services pages, demos scheduled, and customers closed.
This depends on what it’s in regards to. If it’s content marketing then it’s definitely the leads generated per piece of content or per content strategy.
We keenly measure our customer lifespan and our website conversion rates.
The customer lifespan enables us to measure the quality of value our product offers our customers, giving us a broader sense of customer satisfaction.
Longer customer lifespans show happier customers, meaning we are not mindlessly chasing the customer’s dollars over his satisfaction.
We also monitor our website conversion rates. We are regularly carrying our SEO split tests to know which elements in our website architecture is most influential (both in the positive and negative sense) in the number of customers we derive from our website.
We’re more focused on top of the funnel as a start-up, so we’re tracking time spent on page, bounce rate, new vs returning users and top performing blogs.
Organic traffic, on-site and social media engagement, and funnel conversions (how many lead magnet downloads, calls booked etc.)
Monthly revenue growth and churn are our north star metrics. We also look at unique visitors and track our position in the SERPs.
Quantity and Quality of Guests on Weekly Discussion Show, Thought leaders sharing content, Demos requested by those collaborating on content
MQLs, contributions to pipeline or # opportunities created, inbound demo requests MOM
Number of users, Source, referring partner
For us, it has always been the number of people who come to our website through search and social media; but more importantly, also the key phrases/ keywords they use while making the search that lands them on our site. This helps us understand how they discovered us and what they’re looking for.
App Installs, Website visits, Blog reads
Customer acquisition (MQL), and lead growth
Number of signups, number of subscriptions, revenue
Spend, qualified leads, closed deals
No B2B company that has made it big today can tell you that they did it without the hours of brainstorming and sweat put behind their campaigns by their content marketing team. And so we need to hear the behind-the-scene stories from these guys.
This guide is sponsored by Content Beta – a video and design service for B2B marketers.
This year, Content Beta decided to put together Trends in B2B Software Content Marketing 2023 in which we converse with the B2B content experts who grabbed attention with their clever marketing strategies.
You can get insight into all the current trend in this report.
Grab your copy grab your copy of Trends in B2B Software Content Marketing 2023 here.
Put on your noise-canceling headphones and get ready to dive into this report. You can thank us later!
If you are a founder of a B2B software company here are some of the marketing success attributes you should track in order to measure success:
It is important for founders to track B2B software content marketing success attributes to ensure that their marketing efforts are aligned with their business goals and are delivering the desired results. By tracking key metrics and attributes, founders can identify areas for improvement and optimize their content marketing strategy for maximum impact and ROI.
The key attributes of successful B2B software content marketing include having a clear strategy and goals, understanding your target audience and their pain points, creating high-quality and relevant content, using multiple channels to distribute your content, measuring and analyzing your results, and continuously improving your strategy based on data and feedback.
Some key metrics that founders should track for B2B software content marketing success include website traffic, engagement rates, leads generated, sales conversions, social media followers and engagement, email open and click-through rates, and ROI. By tracking these metrics, founders can evaluate the effectiveness of their content marketing strategy and make data-driven decisions to improve their results.