Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

5 Marketing KPIs You Should Be Tracking (But Most Likely Aren't)

5 Marketing KPIs You Should Be Tracking (But Most Likely Aren't) Blog Feature

Bob Ruffolo

Founder & CEO, Keynote Speaker, Entrepreneur, Recipient of Comparably’s Best CEO ’17

November 3rd, 2015 min read

marketing-kpis-youre-not-tracking.jpgTracking your marketing KPIs is essential to creating successful marketing campaigns, but some of the most valuable KPIs often get overlooked.

You're probably already tracking page views, conversion rates, and other obvious metrics -- but those KPIs only scratch the surface.

For deep insight into your marketing performance and how your buyer persona is responding to your marketing, you need to have several additional metrics on your radar.

Increasing web traffic isn't that difficult, so it's a fun KPI to measure. However, in this article I'm going to focus on KPIs that challenge your marketing and force it to prove its effectiveness. Let's get started.

1. Customer Lifetime Value (CLV)

Customer lifetime value (CLV and sometimes called LTV) is possibly the most underrated KPI that you should be tracking as a B2B organization.

How to Measure CLV

There are several versions of this formula, depending on how complicated you want to get. In simplest terms, CLV is calculated by:

(Average sale per customer) x (Average number of times a customer buys per year) x (Average retention time in months or years for a typical customer) = CLV

Why You Should Measure CLV

Marketing today is all about building relationships. Companies and consumers (as well as B2B customers) alike aren't looking for one-off purchases. Consumers want to find businesses that they can rely on and continue to make purchases from in the future.

At the same time, businesses want customers that consistently make repeat purchases. This makes growth more predictable and allows businesses to invest more money back into improving those products and services as well.

One of the best things about tracking CLV is that it does provide a snapshot into the future, since you're looking at how much profit an average customer generates over a long period of time. This information is incredibly valuable for your marketing team.

Knowing how much a new customer is worth helps your business determine how much to spend on marketing. You can look at the cost of a marketing campaign and determine how many lifetime customers it would take to see a positive ROI. Then you can look at your past success with a similar campaign or the success that other businesses in your industry have had with a similar campaign and you have a good estimate of whether it's worth it or not.

CLV tells you more than just how much you should spend to acquire new customers (we'll talk about that next), it also tells you how much you can spend to retain customers.

It's often said that it's exponentially more expensive to acquire new customers than it is to keep the ones you have, but that all depends on your CLV and how much you're spending for each goal. Knowing your CLV helps you figure out exactly how much you can spend on customer loyalty programs and helps you craft your retention strategies. The length of time that a customer does business with your company is the multiplier that has the biggest impact on CLV, so customer retention is extremely valuable.

Every business needs to know their CLV and should be working to increase that value every year.

2. Customer Acquisition Cost (CAC)

Your customer acquisition cost (CAC) is the average marketing cost of each new customer that you acquire. This is a key metric that you should be tracking to fully understand your marketing ROI. However, a lot of businesses neglect this KPI in the early stages, usually because their CAC is high and they'd rather not see it.

How to Calculate CAC

Measuring CAC is simple:

(Marketing campaign cost) / (Number of customers acquired from campaign) = CAC

Why You Should Measure CAC

CAC shows you how effective your marketing is and there's no excuse for not tracking it. While measuring your overall CAC is helpful, you really want to measure the CAC of each marketing channel and each individual campaign.

Your money is best spent on marketing campaigns that have a CAC significantly lower than your CLV. Once you identify the channels or tactics with the lowest CAC, you obviously want to pump more money into them. These areas of strength in your marketing help pay for improvement in weaker areas and give you more room in your budget for customer retention. 

One of the great things about Inbound Marketing is the tendency for CAC to decrease over time. Most traditional advertising methods have a high CAC that might fluctuate up or down with each campaign.

3. Sales Team Response Time

You might think this is strictly a sales KPI and not marketing, but it's actually both. Marketing and sales often overlap and the initial hand-off between the two teams is definitely an area where there is overlap.

It could be argued that all aspects of business are about sales. Everyone in your organization that interacts with a prospect is selling the image and experience of your brand. Ultimately, these things play a role in whether a person decides to make a purchase from your company or not and whether a current customer stays with you or not.

On the other hand, you could make the same argument for marketing. Every interaction between prospects and your company before the sale plays a role in your brand's marketing. If your sales reps are slow to respond to inquiries, your brand could develop a reputation for being lazy or having poor customer service. These are issues that the marketing team will have to overcome when managing your company's brand.

Excelling in this department isn't difficult because industry standards are pretty bad -- especially in B2B.

Take a look at the following lead response time statistics:

  • The average first response time of B2B companies to their leads was 42 hours
  • Only 37% of companies responded to their leads within an hour
  • 16% of companies responded within one to 24 hours
  • 24% of companies took more than 24 hours
  • 23% of the companies never responded at all

Prospects do their research before contacting your business, so by the time they do get in touch they are ready to buy. According to The Digital Evolution in B2B Marketing, “B2B customers reported to being nearly 60% through the sales process before engaging a sales rep, regardless of price point."

If that's not enough to convince you of the value for this KPI, consider that research from shows that 35 to 50% of sales go to the vendor that responds first.

4. Inbound Links

The best advertising is word-of-mouth advertising and in the digital marketing world, inbound links are the equivalent to word-of-mouth.

Inbound links are very important for SEO, but they get overlooked outside of that capacity. Inbound links also indicate marketing performance, because it shows you who is referring people to your brand and how many referrals you're getting -- indicating brand awareness and authority, which are important factors for Inbound Marketing.

If you're creating great content that is worth linking to, you'll see a natural increase in links to your website over time. However, you can take the process into your own hands by contributing to major websites that provide a high-quality link back to your website in return for your guest content.

Aside from improving SEO and tracking brand awareness, you should monitor inbound links to find out where people are having conversations relevant to your brand and joining in. You might find that someone linked to your product in a Reddit thread -- this presents an opportunity to introduce yourself and offer to answer any questions.

If you don't see an increase in inbound links from year to year with Inbound Marketing, this is cause for concern because it shows that your brand isn't highly relevant to people and your message isn't being spread. You want to see this number climb steadily over time.

5. Ratio of Website Leads to Marketing Qualified Leads (MQLs)

Inbound Marketing is very powerful for generating leads, but the leads you really want are marketing qualified leads (MQLs).

The caveat here is that the more authority and reach you attain through Inbound Marketing, the lower your ratio of MQLs is because so many people are only interested in your great content. This is a good problem to have!

However, it is a problem that deserves your attention.

Having too many unqualified leads wastes your resources and does little to increase your bottom line. An abundance of leads can actually be more of a burden than a benefit if they aren't good leads. You may need to revisit the fundamentals and make sure that you are properly targeting your buyer persona with your content.

When you only measure web traffic, it causes you to create content that's more focused on total traffic than qualified traffic. To ensure that you're getting a higher ratio of MQLs, you need to create content exclusively for your buyer persona, even if it gets less total traffic.

A good strategy is to do both.

Try creating gated content that only your buyer persona will benefit from and see how it affects your ratio. You might see less total leads by doing this, but sometimes less is more.

Free Ebook - How to Fix Critical Marketing KPIs
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE