Reporting & Analytics

SebScheuer
Contributor

Reliable Performance KPIs for Marketing team

Hi,

 

we are setting up 3-4 main KPIs for each specific role in our organisation, especially now in the marketing team. I am interested in hearing which ones you selected and how you set up the reporting infrastructure. Are you using Hubspot reports or are you exporting them to Looker etc. to have custom calculations?

One of the ones we want to track is:
 

Content To Lead Conversion

The percentage of content optimised for conversion, such as including clear CTAs or lead generation forms, driving conversions for content offers, events, subscriptions…


Landing Pages?
So, first i was looking for a report returning me landing pages and the % from sessions to contacts. Here we got so many pages of different kinds that I needed to do a lot of exclusion filtering which Hubspot does not offer in their filtering setup.

Form submissions?
So, I set up this report from the library returning the conversation for forms, but here again, I can not exclude specific forms. Also, I don't have a summary line with the average conversion rate for all forms.

 

How would you measure this properly and over time with reliable data?

 

SebScheuer_0-1695801979427.png

 

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2 Replies 2
Ben_M
Key Advisor

Reliable Performance KPIs for Marketing team

Before thinking about goals, what are the roles on your marketing team? These that you list would seem very high level, probably for a digital marketing or campaigns specialist. But they might not be relevant to a product marketing or content marketing role or even as far as a paid media specialist. 

SebScheuer
Contributor

Reliable Performance KPIs for Marketing team

Good catch:

Content Marketeer (Both strategist and producer)

Demand Generation Manager (Focuses on distribution of content, but not paid acquisition)

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