Posted On: Jan 07, 2016
Posted By: John Duff
Measure to Success – B2B Online Marketing Programs and its Effect

It would not come as a surprise that like all marketing professionals, B2B marketers are also crazy about numbers and data. So technological innovation creates immense opportunities for marketers to slice and dice information in an effortto create more meaningful lead acquisition strategies. But, in cases, as such innovation might act as a deterrent and be considered as overwhelming in some aspects.

Do you really need analytics, measurement and mapping?

Analytics is an excellent tool to make intelligent decisions about the online marketing and where to spend your time and resources, and better inform their strategies and tactics moving forward. Moreover it will help you demonstrate the ROI of your online marketing programs and provide the proof that your efforts are delivering results.

What should you be measuring in online marketing?


Your website is the nest for all your online marketing efforts and serves as the headquarter for all factors like:

  • Unique Visitors
  • Conversions
  • % New Visits vs. % Return Visits
  • Traffic Sources
  • Inbound Links/Referring URLs
  • Indexed Pages
  • Bounce Rate
  • Most Popular/Least Popular Pages
  • Companies Visiting
  • Leads Visiting

Landing Pages:

Landing pages, no doubt, plays a critical role in online lead generation, consider the following metrics while measuring for your website:

  • Visitor-to-Lead Conversion %
  • Lead-to-Customer Conversion %
  • Visitor-to-Customer Conversion %


Blogging is the cornerstone of content marketing and can contribute directly to web traffic, SEO and lead generation. So what should you measure?

  • Unique Visitors
  • Traffic Sources
  • Individual Post Views
  • Subscribers
  • Generated Leads
  • Visitor-to-Lead Conversion %
  • Call-to-Action (CTA) Performance

Search Engine Optimization (SEO)

Applying SEO best practices, its best to measure:

  • Organic Traffic
  • Top Unique Search Terms
  • Branded vs. Non-Branded Search Traffic
  • Keyword Rankings
  • Inbound Links

Social Media Marketing

Social media marketing is also a valuable component of your B2B online marketing program, and here’s what you should be tracking:

  • Audience (Followers, Likes, etc.)
  • Engagement (Shares/Mentions/Retweets/Likes/Pins)
  • Website Traffic Generated
  • Conversions Generated

Email Marketing

Email marketing can help to drive website traffic, generate leads, nurture leads and upsell existing customers so be sure to pay attention to these metrics:

    • A/B Test Results
    • Delivery Rate
    • Bounce Rate
    • Open Rate (with a grain of salt)i
  • Click-through Rate
  • Subscribers/Growth Rate
  • Forwards
  • Click-to-Conversion Rate
  • Unsubscribes

So once you know what to measure within the domain it becomes clear where actually to maintain your focus area by creating high-quality content within.