Week 45: LinkedIn Boost: Top B2B Marketing KPIs (And, Hacks) your Marketer Should be Tracking At All Times

Remember the BAMF mantra?

“You can’t growth hack if you don’t track.”?

And, that applies to everything that we do with digital marketing.

With proper tracking, you know where you stand, you’re more efficient with your resources and adapt more quickly to the needs of your clients.

There’s just no workaround to good tracking.

This is especially true if you run a B2B firm.

With longer sales cycles, larger deals and more resources spent on marketing, you need to pay closer attention to what you’re doing.

You need to know how you're performing.

But more importantly, you need to be at the forefront of any trends.

We’ve included a quick excerpt of which KPIs you should be tracking today from our full guide on our site.

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Quality of Leads - How Many are MQLs? SQLs?

These KPIs are the same KPIs that BAMF tracks since we work with a lot of B2B companies.

Successful B2B lead generation is dependent on lead quality as much as the marketing campaigns that your marketer is spearheading.

B2B markets have a very specific customer type due to the various niches in the industry and the value of the goods and services being exchanged.

This is the reason why methods such as ABM (account-based marketing) have taken center stage when it comes to intensive B2B lead generation.

Before you even get to start marketing, you need to determine the ideal customer profile(s), create a prospecting list, heavily segment, and create messages that highly resonate with them.

The quality of the leads coming through is critical.

You do not want to waste valuable resources marketing to people that won't even turn into a marketing-qualified lead, let alone a sales-qualified lead.

Tell your marketer to keep an eye out for the lead quality coming through your lead generation channels. If only a few of them are qualified, you're probably having trouble targeting, your lead generation magnets aren't filtering the right people through, or worse, you're selling in the wrong place,

Ask your marketer about the current lead quality status, if you're not getting the right leads in, invest in a third-party lead generation service or retool your campaigns to filter through the leads.

Here's a hack we use on LinkedIn.

Every little bit of information about the lead can be leveraged to tweak your message and filter unqualified prospects out.

At BAMF, we go beyond the vanilla LinkedIn Sales Navigator to refine our lead generation. We use tools such as LeadFuze to properly refine our targeting.

LTV and Customer Retention

The biggest KPI that pretty much determines how much you can and "should" spend on your marketing is LTV or customer lifetime value.

LTV is computed via the following:

Average purchase value x frequency of purchase x average customer lifespan.

However, at BAMF, we take it a step further.

We also multiply this by our cost margins (e.g. if it's 50 percent, then we multiply by 0.5). This makes our LTV much more accurate in determining not only the value but also the profit during a customer's lifespan

This value is directly correlated to how much you should be spending on your B2B marketing and lead generation.

High customer lifetime values can allow for more spending, while lower customer lifetime values should have controlled spending.

But, here's what.

Lower LTVs don't mean slashing your campaigns, it could mean spending more resources on remarketing or increasing lead generation efforts to gain more economies of scale to lower the cost to produce your products and services.

B2B marketing relies on high-value repeat customers and there is no excuse for your marketer not to keep an eye out for this value, especially when running multiple high-value lead generation campaigns.

Although customer retention is generally assigned to customer service and support teams, your marketer also has to be highly involved in the process.

They are responsible for creating customer retention campaigns and remarketing to repeat customers.

Also, customer satisfaction, which is a major contributor to LTV, starts at the lead generation and incubation phases.

Email Ma...

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