Resumo de Measuring Five B2b Kpis

Key Performance Indicators1. Leads Generated2. Lead Conversion Ratio3. Cost per Lead4. Web Inquiries5. Web Inquiry Failure RateFor each KPI, this document will describe:? How to Setup and Measure? Quick Wins (What to look for, Actions to Take)LeADS GeNeRATeDLeads generated is purely quantitative, and is an excellent measurementof success when considered with other indicators. By itself,leads generated provides insight into how effective your site andmarketing efforts are at acquiring visitors and converting them toleads. As noted, it is important to measure total leads in considerationof other metrics which indicate lead quality.how to measure? Calculation: Leads for the reporting time frameSample Reports:It is suggested that once you configure the date range and reportingstyle to your liking, that you create a dashboard view of thisreport and save it under the category of ?Strategic KPI? for easyviewing and scheduled delivery. You may also consider creating analert to notify you or key stakeholders of any significant changes inthis metric.Quick winsThe number of leads generated is a key indicator of marketing effectiveness.This metric is very high level and should be considereda long-term trended KPI. As traffic fluctuates, leads will naturallyfluctuate. The goal is to increase leads over time, as long as moreleads result in more sales.? Increasing Visitor Counts ? More traffic means more opportunitiesfor leads! Identify the most effective marketing channelspage 1.888.722.7000 | www.omniture.comand optimize around these. To do this, breakdown lead metricsby campaigns and marketing channels. Compare this informationto target market (demographics, geographic, etc.) andoptimize around the top performing channels and creatives.? Increasing Conversion ? You already have the visitors, nowyou need to help them take the next step. The easiest placeto start is with path and fallout analysis. Begin by running afallout report related to the path users are expected to follow.Then, analyze exit pages and run Previous Page Flow analysisfrom these. Are there patterns? Does something need to befixed? Optimize navigation and design with A/B testing.? Qualified Traffic ? Although lead numbers alone do notmeasure lead quality, another angle is to understand thequality of visitors, or the propensity of visitors to convert toleads. This is a sub level of quality and should be optimizedto: decrease cost per lead, increase conversions, and improvelead quality. Breakdown campaign and marketing channelinformation by leads. This will point to marketing effortswhich produce the highest number of leads. Now comparethese campaigns to demographics and geographics. Look forpatterns and optimize marketing efforts around top performingelements.

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