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:

  • Sales growth
  • Leads generated
  • 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%.

At TopLine, 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.   

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