Inbound Marketing Metrics: TOP 10 to Track

[jisansorkar8990]

Knowing and monitoring the main inbound marketing metrics is crucial to the success of a strategy that aims to attract qualified leads to a business.

Key takeaways from this article:
Monitoring inbound marketing metrics is one of the skills required of marketing and sales managers .
Tracking metrics allows internal processes to be improved, more efficient marketing strategies to be created and sales results to be increased.
Among the main inbound marketing metrics are: lead scoring, MQL to SQL conversion, ROI, cost per visitor, click rates and open rate.
The integration between marketing tools and CRM systems helps to assess how these strategies impact the sales process. Learn more about tool integration in: Webinar Recording | How integrating tools can help you sell more
Likewise, monitoring results prevents the return on investment made in marketing actions from being too low, which generates losses and low productivity for the team.

Without inbound marketing metrics, managers and teams are left in the dark, unable to accurately see how their strategy is performing and unable to obtain data to support their own activities.

This tool is part of the basic commitment of a marketing leader, and therefore, it is an indispensable part of efficient management, after all, what you don't measure, you can't control.

The choice of inbound marketing metrics to be measured varies according to the goals set by management. Even so, it is essential to have a range of metrics to have a more complete view of the results .

In the following lines, you will learn about 10 inbound marketing metrics and the purpose of each one.

Follow the reading to check and improve your management!

Key inbound marketing metrics
If you are starting an inbound marketing strategy and still don't know how to evaluate your results, know that all inbound marketing actions are measurable, and therefore, serve as a thermometer of the success of your strategy.

This thermometer, in turn, takes on the guise of metrics.

Despite being so vital to the health of your marketing and sales results, inbound marketing metrics and KPIs should not be defined before your goals.

Without a goal, you will have no references to compare results, or evaluate the performance of your actions.

Even if you are not completely convinced that the goals to be achieved are ideal, it is important to have a starting point.

The metrics resulting from this monitoring will generate data that, in the future, can be used to better understand the customer journey and generate inputs to support new tactics.

Once you have well-defined goals, you will need to establish the metrics that you will monitor.

Discover the 10 main inbound marketing metrics and what they are for below.

1. Lead scoring
Lead scoring is an inbound marketing metric that defines a score for a lead list of turkey cell phone numbers generated according to criteria predetermined by marketing and sales , and which cover several parameters, such as the number of conversions in the marketing funnel, personal data of the leads or the interactions they had with your brand.

This metric allows the prioritization of leads to be optimized and the conversion of qualified leads to the sales team to be more assertive, which brings us to the next metric.

Learn how to manage leads without errors!


2. MQL to SQL
The conversion rate of marketing qualified leads to sales qualified leads refers to the number of leads that, in the eyes of marketing, have purchasing potential, and are validated by the sales team as truly qualified sales opportunities.

Measuring this metric makes it easier to understand the efficiency of marketing campaigns, the performance of the sales team and the frequency of conversions.

To calculate, simply use the following formula:

MQL to SQL Conversion Rate = (SQLs Generated / MQLs Generated) X 100

Read also: What is MQL and SQL? Understand what they are and how they will help your sales conversion

3. Return on Investment (ROI)
One of the most important inbound marketing metrics is ROI , the return on investment.

This is a financial metric and basically shows whether your campaigns are generating profits instead of losses. In addition, this metric is essential for redirecting investments and preserving the financial health of your business.

The formula to calculate it is very practical:

ROI = revenues – investments in inbound marketing / investments in inbound marketing

4. Cost per visitor
If you invest in campaigns that drive audiences to your website, it is crucial to calculate the cost per visitor.

To do this, map the monthly number of visits and divide this result by the total amount invested in the website and targeting campaigns.

This calculation will provide more clarity on how your campaigns are performing and help you evaluate which ad channels are most beneficial for your strategy.

5. New Visitors vs. Returning Visitors
The ratio of new versus returning visitors demonstrates the quality of your content and your audience's perception of it.

If you have a high rate of new visitors but a low rate of returning visitors, you need to stop and evaluate the content you provide. Is it really relevant? Is it clear and educational? How does it help your visitors?

These are examples of questions you should ask if you are not experiencing good visitor retention rates.

6. Click-through rate
By calculating the click-through rate of your content, you will be able to identify which content your leads prefer and what they would like to know more about.

This metric is important because it can guide the content production process to be more assertive, such as inserting links to other content and creating more attractive CTAs .

The click-through rate is generated from the calculation:

Click-through rate = clicks / impressions

7. Opening rate
Do you invest in email marketing to generate more leads? If so, be sure to measure how many of the emails sent were opened by your leads.

The open rate can generate many insights from questions such as:

Is the email subject line engaging and attractive?
Was the email sending time the most appropriate?
To calculate the open rate, use the following formula:

Email open rate = (number of emails opened / number of emails sent) X 100

Need to improve your email subject lines? Learn some powerful words that can help you!