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📊 Mastering Marketing Metrics for B2B SaaS 📊
Manage episode 438132600 series 3586448
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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. Here are the six categories I used at Slack, Zendesk and Salesforce for my B2B marketing teams.
1.Funnel Metrics 🔄
These are the bread and butter of every B2B SaaS marketing team. I really advocated for moving beyond just leads.
•Website visits
•Form completes
•Leads
•Marketing Qualified Leads (MQLs)
•Sales Accepted Leads (SALs)
•Sales Qualified Leads (SQLs)
•Opportunities
•Pipeline
•Closed won business
•Expansion opportunities
2.Brand Metrics 🎯
Often overlooked in B2B SaaS, I loved tracking brand metrics to measure our impact.
•Aided recall
•Unaided recall
•Brand sentiment
•Share of voice
•Share of conversation
3.Experience Metrics 🏆
Good experiences = happy customers = word of mouth = fast growth
•Net Promoter Score (NPS)
•Customer Satisfaction (CSAT)
•Page load time
4.PLG Metrics (Product-Led Growth) 📈
PLG isn’t just for the product team—marketing plays a huge role too.
•Daily Active Users (DAUs)
•Product Qualified Leads (PQLs)
•Time to Value (TTV)
•How simple is product
•How fun is product
5.Date-Driven Metrics 🗓️
These metrics keep teams accountable to timelines.
•Campaign deadlines
•Event timelines
•Content publication schedules
6.Stakeholder Value Metrics 🤝
Marketing doesn’t just serve external audiences—it supports internal stakeholders too.
•Stakeholder satisfaction surveys
•Internal service response times
💬 What did I miss?
#MarketingMetrics #B2BMarketing #AIMarketing
🚀 About Bill 🚀
Bill Macaitis is an advisor and board member guiding aspiring AI & SaaS unicorns/decacorns. 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 🚀 Saascmopro.com 🚀
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