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Ep. 17 - Vanity Metrics vs. Value Metrics: What Really Drives Growth
Likes don’t grow revenue. Learn which marketing metrics actually drive business growth—and which to ignore.
In this episode, you'll learn:
- Why vanity metrics like page views and likes often mislead marketing decisions
- How AI is changing the way people engage with content—and your website traffic
- The difference between feel-good stats and KPIs that actually move the needle
- A simple test CEOs can use to evaluate if a metric is worth tracking
- What tools like Google Search Console, GA4, and HubSpot can tell you
- Why content quantity without strategy is a red flag
- The critical role of the GUIDE Marketing Framework in aligning marketing with business goals
- How to empower your marketing team to lead with data-driven insights
Timestamps:
00:00 Introduction: Likes vs. Sales Conversations
00:53 The Impact of AI on Website Traffic
01:42 Understanding Marketing Metrics
02:20 Vanity Metrics vs. KPIs
06:22 Tracking Meaningful Metrics
08:49 The GUIDE Marketing Framework
13:28 Tools for Tracking Metrics
19:42 Coaching Your Marketing Team
21:48 Conclusion: Measuring What Matters
Quotes:
- “Vanity metrics may look nice, but they won’t grow your business.”
- “Start with the end in mind. Track what drives revenue, not just recognition.”
- “We’re not anti-data—we’re pro-alignment.”
- “If you’re not tracking the right data, then you're just guessing.”
Resources:
- GUIDE Marketing Framework Podcast Series --> Start Here
- Google Search Console
- HubSpot
- UTM Tracking Guide
Take the Free B2B Marketing Assessment:
https://wayfindmarketing.com/b2b-marketing-assessment/
Grab the Free AI Marketing Guide:
https://wayfindmarketing.com/ai-marketing-guide/
Connect with the Hosts on LinkedIn:
Steve Phipps
AnnieLaurie Walters
About Steve Phipps
Steve Phipps is the CEO, President, and Chief Strategist of Wayfind Marketing. As the company’s visionary founder and chief pathfinder, Steve brings a passion for helping businesses navigate the often overwhelming world of marketing. With a career spanning corporate leadership, agency ownership, and hands-on experience across the marketing spectrum, Steve knows firsthand how frustrating it can be to translate marketing activity into meaningful results. That’s why he’s committed to simplifying strategy and aligning marketing with real business outcomes. Whether he's leading creative strategy or mentoring teams, Steve is driven by one mission: helping growth-minded leaders confidently chart their course.
About AnnieLaurie Walters
AnnieLaurie Walters is a seasoned content strategist with 25+ years of experience in strategic communications. At Wayfind Marketing, she helps businesses attract and convert qualified leads through SEO-driven content strategies that answer real customer questions. With a background in Washington, D.C. communications and a knack for blending storytelling with strategy, AnnieLaurie empowers brands to grow with clarity and purpose.
View all episodes
By Steve PhippsLikes don’t grow revenue. Learn which marketing metrics actually drive business growth—and which to ignore.
In this episode, you'll learn:
- Why vanity metrics like page views and likes often mislead marketing decisions
- How AI is changing the way people engage with content—and your website traffic
- The difference between feel-good stats and KPIs that actually move the needle
- A simple test CEOs can use to evaluate if a metric is worth tracking
- What tools like Google Search Console, GA4, and HubSpot can tell you
- Why content quantity without strategy is a red flag
- The critical role of the GUIDE Marketing Framework in aligning marketing with business goals
- How to empower your marketing team to lead with data-driven insights
Timestamps:
00:00 Introduction: Likes vs. Sales Conversations
00:53 The Impact of AI on Website Traffic
01:42 Understanding Marketing Metrics
02:20 Vanity Metrics vs. KPIs
06:22 Tracking Meaningful Metrics
08:49 The GUIDE Marketing Framework
13:28 Tools for Tracking Metrics
19:42 Coaching Your Marketing Team
21:48 Conclusion: Measuring What Matters
Quotes:
- “Vanity metrics may look nice, but they won’t grow your business.”
- “Start with the end in mind. Track what drives revenue, not just recognition.”
- “We’re not anti-data—we’re pro-alignment.”
- “If you’re not tracking the right data, then you're just guessing.”
Resources:
- GUIDE Marketing Framework Podcast Series --> Start Here
- Google Search Console
- HubSpot
- UTM Tracking Guide
Take the Free B2B Marketing Assessment:
https://wayfindmarketing.com/b2b-marketing-assessment/
Grab the Free AI Marketing Guide:
https://wayfindmarketing.com/ai-marketing-guide/
Connect with the Hosts on LinkedIn:
Steve Phipps
AnnieLaurie Walters
About Steve Phipps
Steve Phipps is the CEO, President, and Chief Strategist of Wayfind Marketing. As the company’s visionary founder and chief pathfinder, Steve brings a passion for helping businesses navigate the often overwhelming world of marketing. With a career spanning corporate leadership, agency ownership, and hands-on experience across the marketing spectrum, Steve knows firsthand how frustrating it can be to translate marketing activity into meaningful results. That’s why he’s committed to simplifying strategy and aligning marketing with real business outcomes. Whether he's leading creative strategy or mentoring teams, Steve is driven by one mission: helping growth-minded leaders confidently chart their course.
About AnnieLaurie Walters
AnnieLaurie Walters is a seasoned content strategist with 25+ years of experience in strategic communications. At Wayfind Marketing, she helps businesses attract and convert qualified leads through SEO-driven content strategies that answer real customer questions. With a background in Washington, D.C. communications and a knack for blending storytelling with strategy, AnnieLaurie empowers brands to grow with clarity and purpose.