How are folks measuring the ROI of B2B content marketing efforts? What metric(s) is most critical?

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2 years ago

our number one metric is conversions to "Opportunities" that is all marketing can control -LEAD through quality content that turns into Opportunity depending on channel. Top of funnel is tracked but there are debates on the value of those - can sales get to them all, are they qualified etc.

SVP of Marketing in Banking2 years ago

We look at many metrics to optimize real-time. Impressions, CTR, engagement (social) and more. Our blog articles are intended to keep readers clicking, eventually piquing their interest in our products. That's the real ROI/KPI: # of leads. Gartner has great info on KPIs for multichannel marketing, including extensive content strategy info. We built our content strategy using Gartner's framework, FWIW.

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