Like so much nowadays, marketing is mostly digital. That means you're staring at a lot of data: page views, likes, clicks... It’s easy to get lost when figuring out what actually pays the bills.
So how do you distinguish vanity from valuable? Let's have a look.
To figure out which metrics are worth tracking, we've got one simple tip. Forget the high scores and start looking for signals.
There are a few subtle signs that your content is landing with the right people. A key decision-maker starts following you after a social post, a lead spends several minutes checking out your services, a competitors keeps coming back to your site, ...
These kinds of signals prove that you are reaching the part of the market that is not ready to buy yet. And that's about 95% of it! But the key thing is that by engaging them now, you make sure that you'll be top of mind when they finally move to that other 5%.
A hundred likes from your friends and family might boost your ego, but two likes from your actual target audience is worth more.
So, you're convinced where to look, but how do you measure something like intent? Google Analytics can tell you a whole lot about what happened. But you'll need other tools to tell you who is actually interested in what you do, and how they discover that.
We use Leadinfo to take a look behind the curtain. It shows us which companies visit our clients’ sites, how long they stay, and what they read. This helps our clients move from guessing to knowing. If one case is read dozens of times and another blog just a few, you'll know what works and what doesn't.
Contrary to what some people might think, B2B marketing is much more than just a numbers game. The goal is to create impact, so you should focus on meaningful engagement. Instead of just measuring website traffic, check for things like:
By focusing on the right signals, you will build real relationships instead of an illusion of popularity. So, the next time you check your dashboard, ask yourself: are you tracking what truly matters?
Ready to stop guessing and start knowing?
.avif)
