 Marketing KPIs List

• Total Marketing Employees – Total number of staff members in all marketing departments as stated in interviews, whether corporate and business groups at the end of the preceding year.
• Marketing Employees as Percentage of Total Employees – Percentage of marketing staff versus total staff at the end of the preceding year.
• Marketing Expense per Employee – Total dollar expense in offering marketing services in the preceding year divided by the total number of staff in the preceding year.

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• Number of Signatures to Approve New Product – Number of signatures needed to authorize the development of new merchandise/product offering.
• New Product Approval Cycle Time – Average number of days from the moment the new product concept is conceived up to the time it is introduced to the market.
• Average Number of Revisions – Average number of modifications of a new product concept from the moment the concept is introduced up to the time it is authorized for development.
• Number of New Products Launched – Total number of new products introduced to the market in the preceding year.
• Time to Market – The amount of time passed from the ideation of a new product up to the time the product is ready for purchase by the people.
• Average Revenue per Customer – The average profit produced by one client relationship for particular merchandise or service over a determined time period.
• Market Penetration – An approximation of the possible amount of money that could be generated on a merchandise or service (prospective clients and market share x selling price x yearly consumption).

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• Advertising Charge Point – The period at which costs related to advertising are charged.

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• Advertising Value Equivalency – The amount that editorial PR broadcasting would cost if it were advertising slot.
• Clip Counting – The amount of time that editorial broadcasting spends across all mediums.

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• Means of Communication – The mediums used by the firm to educate the staff of new product or service offerings.

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• Means of Communication – The mediums used by the firm to educate the staff of new product or service offerings.
• Marketing Originated Customer Rate – The percentage of new clients gained over a specified time period that came from a lead produced by marketing channels.
• Number of External Promotional Events – Number of promotional events conducted during the preceding year in each of the following types.
• Number of Promotional Employees – Total number of staff members engaged in promotional efforts.
• Outsourcing – Yes/no showing whether areas of event planning are outsourced.
• Number of Direct Marketing Employees – Total number of staff member engaged in direct marketing efforts.
• Customer Acquisition Cost (CAC) – Total marketing and sales expenditure (salaries, advertising costs, fixed costs) per new client gained via marketing mediums over a similar time period.
• Cost per Impression – The average expense on a single impression for a single marketing/advertising project.
• Impressions per Campaign – The number of views, by channel (TC, print, web produced by a single marketing/advertising project.
• Reach – The percentage of entities in a target audience who were exposed at least one time to an advertisement during a specific time period.

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• Outsource – Yes/No metric showing whether the firm hires an outside vendor to perform market research.

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• Percentage of Projects Outsourced – Percentage of outsourced goods versus the number of total products.
• Percentage of Promotional Materials Expense – Percentage of the marketing budget consumed on developing or creating promotional tools.
• Number of External Printers – Number of printing suppliers employed during the preceding year.
• Promotional Materials Development Cycle Time – Average number of days from product approval that promotional tools are created.
• Number of Signatures to Approve Promotional – Number of signatures needed to authorize finished promotional tools for circulation.
• Promotional Materials Approval Cycle Time – Average number of days from the creation of promotional tools to their authorization for circulation.
• Pageviews per Article – The number of website page views produced by one article/blog entry over a specified time period.
• Engagement (Comments + Shares) – The number of comments and shares produced by one article/blog entry over a specified time period.
• Cost per Promotional Material Produced – The average expense incurred by the content marketing team to generate a piece of promotional marketing material (should be categorized by print, web, video).

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• Email Marketing: Click Rate – The percentage of email sent out to clients or subscribers that generates a click in one place within the email body.
• Email Marketing: Open Rate – The percentage of emails sent out to clients or subscribers during one email campaign that is accessed by the receiver.
• SEO: Lead-to-Close Rate – The percentage of leads produced from SEO marketing campaigns (organic search traffic) that lead to a purchase.
• SEO: Visitor-to-Lead Rate – The percentage of website visits produced by SEO campaigns (organic search traffic) that produce qualified sales leads.
• SEO: Sales Conversion Rate – The percentage of leads produced from SEO marketing campaigns (organic search traffic) that lead to a purchase.
• Brand Mentions – The number of instances the brand is mentioned on each social media platform used by the marketing group over a specified time period.

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• Research Methods Used – A yes/no metric showing which audience research technique are employed (online surveys, phone surveys, focus groups, etc.).

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• Net Promoter Score (NPS) – A metric (200 point scale; – 100 to +100) to calculate client loyalty. NPS detects the possibility of a client recommending a firm’s products or services to a contact.
• Click-Through Rate – The percentage of clients who view social media advertisements or entries and click through to the website or destination.

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• Inbound Marketing ROI.
• Landing Page & Form Conversion Rates.
• Marketing Influenced Pipeline.
• MQL-to-SQL Ratio.
• Social Media Traffic & Conversion Rates.
• Traffic-to-Lead Ratio – Total lead conversions divided by the total number of visitors.
• Website Traffic (by Channel).

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• Contribute to referral activity – Ask for referrals (Financial Advisor, Advisor Associate) or facilitates referral process (Administrative Assistant, Practice Manager) on a regular basis.
• Identify and act on business opportunities – Identify opportunities to increase revenue to the Team. Act appropriately to help the Team close on business opportunities.
• Rate overall marketing and prospecting – Rate overall marketing and prospecting skills and activity. Include examples, ideas for improvement and other comments.
• Track and follow-up on business opportunities – Track business opportunities in process and follow-up in an appropriate and timely manner.

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• Campaign set-up: keyword development, ad copy creation & testing, account set-up and restricting, bid, and budget management.
• Contribute to internal projects that improve the company’s trafficking and data processes.
• Escalate any performance issues directly to relevant technology providers.
• Escalate any usage concerns and provide solution recommendations to Account Managers.
• Execute and support paid search campaigns, including but not limited to account setup, strategy development, organization, and management.
• Manage the setup and day-to-day trafficking of online ad campaigns.
• Perform all basic tactical execution and campaign audits.
• Provide optimization analysis and create thoughtful recommendations that support client objectives.
• Provide quality assurance (QA) to any trafficked ad, tracking tags, and data uploads.
• Pull campaign reports on behalf of the Account Managers as required.
• Support Account Managers in evaluating and testing new features and products.
• Use reporting, analytics, and trend tools on a daily basis.

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• Draft and review corporate documents – Investor collateral.
• Support business development and fundraising – Communications.
• Support business development and fundraising – Due diligence.
• Support business development and fundraising – Presentations.
• Support business development and fundraising – Research and modeling.
• Support business development and fundraising -Transaction.
• Support strategic communication goals – Advocacy partnerships.
• Support strategic communication goals – Investor communications.
• Support strategic communication goals – Medical meetings.
• Support strategic communication goals – Social media.
• Support strategic communication goals – Public relations.

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• Increase the lifetime value (LTV) of a customer – A customer’s lifetime value (LTV) is the net profit a particular customer will generate during the total time that they purchase your company’s products and services. The longer a customer’s lifetime value, the greater the net profit will be.
• Improve the website traffic to website lead ratio – The website traffic to website lead ratio is designed to determine how many of your brand’s website visitors convert into leads. This KPI measures the quality of your website traffic and your website’s conversion rate.
• Increase the website lead to marketing qualified lead (MQL) ratio – A website lead is someone who has landed on your brand’s website but has not expressed an interest in your brands. A marketing qualified lead (MQL) is someone who has engaged with your marketing team. It is typically a visitor who has expressed an interest in your brand.
• Improve the quoted to closed customer ratio – This metric measures how many of your sales team’s leads (quotes) convert into customers. Your company’s profitability ratios will increase dramatically if your sales team spends time closing quoted customers (or leads). After all, your company has already committed the marketing spend to attracting leads.
• Improve email marketing performance metrics – Email marketing is still the best value in terms of marketing spend versus its ROI. Statistics show that email’s inbox placement rate is about 85%. Your company’s email marketing strategy is your lifeline to your customer. Therefore, it is critical to evaluate and improve your company’s email marketing performance metrics.
• Improve inbound link building metrics – Inbound link building is the cornerstone of a successful SEO strategy. And, it adds immense value to any brand awareness campaign. When a third-party website or blog post links to your website, it adds value to your website’s Google ranking and raises your brand’s profile.
• Improve landing page conversion metrics – Landing pages are a critical element of any inbound marketing and brand awareness strategy because they are designed to convert visitors into customers. It is essential to track your website’s landing page conversion metrics to determine how successful this aspect of your brand awareness strategy is.
• Improve brand awareness metrics – Brand awareness is a challenging KPI to measure. Brand awareness is not necessarily measured in numbers. The measurement includes the percentage of direct and referral traffic versus the overall website traffic, earned media value, the share of voice metrics, and the brand’s earned media value versus its competitors.
• Improve brand familiarity metrics – Brand familiarity translates into how acquainted your brand’s target audience is with the brand. If the brand’s audience does not know it exists, they will not purchase any related products. When deciding which products to buy, your brand must be foremost in the consumer’s mind.
• Improve brand consideration metrics – Brand consideration KPIs answer the question of whether your brand’s target audience wants to buy the products linked to your brand or not. The simplest way to determine what your target audience’s intent is to ask them.
• Improve brand purchase ratio – The brand purchase ratio is the difference between the number of people who intend to buy your products and who complete the purchase transaction. In a perfect world, the ratio should be 1:1. Using brand purchase KPIs as a benchmark, it is possible to work towards achieving the perfect score.
• Improve brand advocacy metrics – Brand advocacy measures the number of your customers who will recommend your brand to their social circle. The greater the number of clients that recommend your brand, the higher your sales figures will be.
• Increase search volume data metrics – The search volume data metrics helps you determine how much interest your brand attracts. It also shows how your brand’s online search volume compared to its competition and demonstrates the level of opportunity there is to build brand awareness using targeted keywords.
• Increase brand awareness survey metrics – Brand awareness surveys are useful to provide context to your qualitative data. These surveys must be designed to answer the question of how aware your target audience is of your brand. When conducted correctly, these surveys will also help you build brand affinity.
• Improve earned media metrics – The earned media metric measures the conversations and content around your brand that is created by, and published on, third-party media channels. This media attention is an amplification of your marketing activities, and it is generated by your brand’s paid marketing efforts.
• Increase the number of external links – External links are hyperlinks that link back to a landing page (home page or other) on your brand’s website. These external links are an essential source of ranking power. The higher the ranking, the greater your brand’s exposure, and the greater the chance of converting visitors into returning customers.
• Improve the total brand coverage metrics – The total brand coverage metric shows the total channels where your brand is mentioned. These channels include bylines, social mentions, news sites, and blog posts. It is essential to measure this metric because it shows how well your brand is reaching its target audience.
• Improve message pull-through metrics – Message pull-through measures the quality of your brand’s media coverage. The different media channels must pick up on your brand messages? It’s essential to land key company messages in the right media so that the brand will benefit both directly and indirectly.
• Increase the social shares metric – Social shares are translatable into social proof. It is necessary to determine the number of social shares and the channels that your brand’s messages are shared on. This metric provides insight into which social media channels are popular with your brand’s target audience to increase your brand’s social coverage.
• Increase the total followers metric – Gauging the total number of social media followers on the main social media channels is a vital part of the brand awareness measurements. A brand’s social media audience must be targeted and focused; otherwise, there can be no customer conversions.
• Improve the referral traffic & quality of visits metrics – Referral traffic and social media visits are an essential part of the brand awareness campaign. However, the referral traffic and social media visits must contribute towards customer conversions and drive up sales figures.

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