In an effort to build a list of the top marketing KPI examples, we asked 259 marketing executives, directors, officers and specialists to tell us about how they approach marketing KPIs.
52% of marketers hit their 2019 KPIs
More than half (52%) of the marketers in our sample claimed that their marketing strategy has met or exceeded its KPIs in the last year. However, 35% reported that their marketing strategy had been unsuccessful, hitting only some (32%) or none (3%) of its KPIs. A further 7% reported that their company does not have a formal marketing strategy (we think those people need a good B2B PR agency or some solid SEO services.
Sales growth is the top KPI for marketers
36% of the marketers we surveyed are measured on sales growth, with leads generated (28%), lifetime customer value (27%), cost of customer acquisition (24%) and media hits generated (23%) also noted as significant measures of success.
And the top 20 marketing KPI examples used by our sample were:
Lifetime customer value
Cost of customer acquisition
Media hits generated
Website traffic to lead ratio
Pitch / quote conversion rate
Social media engagement rate
Social media reach
Sales qualified lead to quote ratio
Marketing qualified lead to sales qualified lead ratio
Cost per lead
Email marketing performance
Landing page conversion rate
Share of voice
Organic website traffic
Inbound links built
Time spent on site
Audience brand recognition survey data
Social website traffic
Team skills biggest driver of success
We also asked our sample what had the biggest impact on success. They reported that team skills (28%), budget (26%) and strategy design are the most significant drivers of success, with luck playing a role for 10%.
We believe KPIs matter. Contact our head of digital PR and SEO to find out how we can help you drive sales growth, generate leads and decrease your cost of customer acquisition.