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š Mastering Marketing Metrics for B2B SaaS š
Marketing metrics demystified.
I've spent 30 years thinking about what should be the right marketing metrics that incentivize the right behavior for the team.Ā Here are the six categories I used at Slack, Zendesk and Salesforce for my B2B marketing teams.
1.Funnel Metrics š
These are the bread and butter of every B2B SaaS marketing team. I really advocated for moving beyond just leads.
ā¢Website visits
ā¢Form completes
ā¢Leads
ā¢Marketing Qualified Leads (MQLs)
ā¢Sales Accepted Leads (SALs)
ā¢Sales Qualified Leads (SQLs)
ā¢Opportunities
ā¢Pipeline
ā¢Closed won business
ā¢Expansion opportunities
2.Brand Metrics šÆ
Often overlooked in B2B SaaS, I loved tracking brand metrics to measure our impact.
ā¢Aided recall
ā¢Unaided recall
ā¢Brand sentiment
ā¢Share of voice
ā¢Share of conversation
3.Experience Metrics š
Good experiences = happy customers = word of mouth = fast growth
ā¢Net Promoter Score (NPS)
ā¢Customer Satisfaction (CSAT)
ā¢Page load time
4.PLG Metrics (Product-Led Growth) š
PLG isnāt just for the product teamāmarketing plays a huge role too.
ā¢Daily Active Users (DAUs)
ā¢Product Qualified Leads (PQLs)
ā¢Time to Value (TTV)
ā¢How simple is product
ā¢How fun is product
5.Date-Driven Metrics šļø
These metrics keep teams accountable to timelines.
ā¢Campaign deadlines
ā¢Event timelines
ā¢Content publication schedules
6.Stakeholder Value Metrics š¤
Marketing doesnāt just serve external audiencesāit supports internal stakeholders too.
ā¢Stakeholder satisfaction surveys
ā¢Internal service response times
š¬ What did I miss?
#MarketingMetrics #B2BMarketing #AIMarketing
š About Bill š
Bill Macaitis is an advisor and board member guiding aspiring AI & SaaS unicorns/decacorns.Ā Bill works with companies to build out capital efficient go-to-market strategies and world class teams. Over his 30 year career Bill has achieved five successful exits and powered growth at three of the fastest-ever growing companies: Slack (CRO/CMO), Zendesk (CMO), and Salesforce (SVP of Marketing).
Learn marketing + watch full video at š Saascmopro.com š
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By William MacaitisMarketing metrics demystified.
I've spent 30 years thinking about what should be the right marketing metrics that incentivize the right behavior for the team.Ā Here are the six categories I used at Slack, Zendesk and Salesforce for my B2B marketing teams.
1.Funnel Metrics š
These are the bread and butter of every B2B SaaS marketing team. I really advocated for moving beyond just leads.
ā¢Website visits
ā¢Form completes
ā¢Leads
ā¢Marketing Qualified Leads (MQLs)
ā¢Sales Accepted Leads (SALs)
ā¢Sales Qualified Leads (SQLs)
ā¢Opportunities
ā¢Pipeline
ā¢Closed won business
ā¢Expansion opportunities
2.Brand Metrics šÆ
Often overlooked in B2B SaaS, I loved tracking brand metrics to measure our impact.
ā¢Aided recall
ā¢Unaided recall
ā¢Brand sentiment
ā¢Share of voice
ā¢Share of conversation
3.Experience Metrics š
Good experiences = happy customers = word of mouth = fast growth
ā¢Net Promoter Score (NPS)
ā¢Customer Satisfaction (CSAT)
ā¢Page load time
4.PLG Metrics (Product-Led Growth) š
PLG isnāt just for the product teamāmarketing plays a huge role too.
ā¢Daily Active Users (DAUs)
ā¢Product Qualified Leads (PQLs)
ā¢Time to Value (TTV)
ā¢How simple is product
ā¢How fun is product
5.Date-Driven Metrics šļø
These metrics keep teams accountable to timelines.
ā¢Campaign deadlines
ā¢Event timelines
ā¢Content publication schedules
6.Stakeholder Value Metrics š¤
Marketing doesnāt just serve external audiencesāit supports internal stakeholders too.
ā¢Stakeholder satisfaction surveys
ā¢Internal service response times
š¬ What did I miss?
#MarketingMetrics #B2BMarketing #AIMarketing
š About Bill š
Bill Macaitis is an advisor and board member guiding aspiring AI & SaaS unicorns/decacorns.Ā Bill works with companies to build out capital efficient go-to-market strategies and world class teams. Over his 30 year career Bill has achieved five successful exits and powered growth at three of the fastest-ever growing companies: Slack (CRO/CMO), Zendesk (CMO), and Salesforce (SVP of Marketing).
Learn marketing + watch full video at š Saascmopro.com š