Software marketers often find it difficult to establish the ROI of demand generation programs, leading to inefficient use of resources and difficulty meeting objectives. You may have access to plenty of performance data, but understanding it all requires context.
For example, are the 30 new sales-qualified leads (SQLs) you achieved this quarter a good or bad result? You can only answer that by comparing against past performance from the same quarter last year or what you acquired through different channels such as social media or email.
Software marketers launching a demand generation campaign should identify and track the right metrics; only then can they gauge if a campaign is meeting goals.
In this article, we'll cover three steps to identify performance metrics for your demand generation campaigns that contribute to business goals.