Don't Become a Victim: Discover the Power of Right Marketing Metrics

I launched my first online venture in 2008. The digital competition was low back then as many companies were yet to embrace online marketing, favoring traditional sales channels.

Big tech companies like Amazon secured ad space on Google for as little as 5-10 cents per click. Fast forward to today, and the average cost per click (CPC) has skyrocketed to $6-20.

Although my online shop didn't rival Amazon, it provided a comfortable lifestyle, whereas Jeff Bezos had the means for extravagant luxuries. The secret to his success? An excellent team that understood the right metrics at the right time, something I learned much later.

2008 hit me hard due to a financial crisis, leaving me with substantial debts. With an empty wallet, I had to find a way to recover. So, I started an online shop selling products I bought from Amazon - indirectly contributing to Bezos' luxury lifestyle! Lol.

The initial years were tough as I grappled with understanding the right marketing metrics. It took some time and failures to fine-tune my marketing strategy. I hope to share my experience and knowledge to save you from similar pitfalls. So, let's dive in.

Volume Confuses More Than Help

Many fall into the trap of prioritizing 'volume' as the leading metric, thanks to how keyword research tools present data. However, volume is an estimate based on past data and may not reflect changing search habits. Furthermore, the high volume doesn't necessarily translate to clicks or guarantee sales.

Here's the catch: Google often answers queries in highlights or featured snippets, leading to fewer clicks on individual search results. Also, the click-through rate (CTR) varies drastically based on your ranking position on Google. Lastly, high-volume keywords face stiff competition from established authorities like Wikipedia.

Interestingly, 80% of sales come from long-tail keywords, not high-volume ones. It would help if you considered volume, but it should not be your primary focus.

What, then, should you prioritize? Traffic value.?

Traffic Value Shows Selling Keywords

I once spoke with a webmaster who lost significant traffic without affecting his sales. How so? The lost traffic was not valuable; it didn't contribute to sales. You can ascertain traffic value through the average CPC or by testing with PPC campaigns.

An even better approach? Capitalize on the 15% new keywords that pop up daily. These keywords have zero volume and minimal competition, offering a quicker route to higher rankings. I'll share how to find them shortly.

The most successful marketers understand sales. They use past sales data to devise effective marketing strategies. Spend time with your sales team, learn from customer reviews, and stay updated on breaking news that might impact customer behavior.

The days of lazy marketing are over. You must understand your customers better and provide as much value as possible.

Lastly, don't overlook zero-volume keywords. Many competitors ignore these gems, missing out on potential quick wins. So, dig in, and start discovering them.

How Can Marketers Master Sales?

I often dive into unfamiliar territories to understand their intricacies. While I initially stumble, these experiences provide valuable insights that aid in selecting the right team members to drive exceptional results.

There's a vast difference between theory and practice. Marketers, too, should get their hands dirty with sales. Marketers should transition into the salespeople's role for at least a few days each month, ideally, a day each week. Practical experience often illuminates aspects of the customer journey that theoretical knowledge might overlook.

Here are some remarks I encountered on a LinkedIn post from the great Chris Walker regarding the significance of marketers understanding sales:

1. Kenneth Burke

I was never a sales leader, but the few years I spent in sales, and the few after that managing outbound, have been an invaluable experience for marketing. Still have to keep refreshing and refining that experience. It’s a different game when you actually talk to customers!

2. Pablo D Pacheco

I never thought those years in sales could pay off in such a way as a marketer.

3. Justin Rowe

Marketers who understand business and sales have an unfair advantage.

4. Elie Daccache

You're not pitching a VP of Marketing. You're pitching a 36 y.o mother with 2 toddlers, thinking about how she wants that raise so she can have 7 days in Marbella with her hubby.?Make it so clear and evident that they'll win by working with you (or they won't).

5. James Gilbert ????

I have learned as a CMO to run deals myself and see what works and what doesn’t. How are you going to know if the content you create is worthwhile? How else will you know why all the content or assets created are not being used? Be in their shoes and see where you’d use those things yourself.

6. Scott Marker

All team members can be compensated with total salaries and bonuses by working together towards the common goal of acquiring, retaining, up-serving, cross-serving, and growing existing customers. However, the bonuses should be tied to bringing in only the right customers and retaining and growing them.

7. Jesse Gernigin

My experience in sales (From, of all things, running my entertainment company as a magician and hypnotist) has given me a massive advantage over more prominent, more well-established marketing firms (and a majority of the reason 'why' is I'm good on the phone and know how to lead a call).

8. Randy Laub

It's the classic "walk in their shoes" and then change things. Time block it for a few hours and do it on the hamster wheel leads that many marketers believe should be closed (MQLs, downloads, etc.). It won't take long before you realize the wasted time and then change the game plan.

9. Charlie Whyman

Sales skills are one of the most valuable skills a marketer can have.?

When I ask my clients why they like working with me, one of the main things is my sales experience and the fact that 'I get it' whenever we talk about the company's commercials.?

10. Aaron Wolff

Marketers celebrate performance marketing successes based on top-of-funnel metrics without considering their impact on tangible business outcomes; while performance marketing can generate a high volume of leads, it's crucial to assess their quality, conversion rates, and impact on SQLs and pipeline.?

11. Yulia Olennikova

The worst part is that sales quickly run out of trust for marketing if it’s constantly delivering poor-quality leads, and even if they start bringing good leads and valuable insights, it will take time to restore this trust, and a lot of potential revenue will be lost.

12. Matt Wanty

One thing I’ve seen marketers (and many others) miss is that they can’t identify an ideal prospect. If you schedule a meeting with the best rep, they should be able to explain what a good prospect looks like.

13. Abbey Phillips

Some of my most impactful marketing ideas have come from conversations with customers or QBRs with the sales team. Aligning more with the sales team has always led to stronger messaging and a deepened understanding of buyer needs.

14. Kasey Jones ??

I have long felt that starting my career in B2B sales before transitioning to marketing gave me a unique edge in demand generation. I better understood what the sales team needed and was more likely to employ innovative strategies that I learned from sales.?

15. Roy Brockmann

Whenever you see a marketer's resume with 2-3 years of sales experience, don't think twice... YOU WANT HER OR HIM ON YOUR TEAM!!!

Conclusion

Top-notch marketers gain their edge through first-hand sales experience. Do you agree? Share your thoughts in the comments below.