Before you start any advertising program, it’s so damn important to have a clearly documented set of campaign KPIs that map to the financial goals of the business. At Visionary, we call these KPIs “Campaign Economics”. In this video we break down the most professional way to measure a B2B growth campaign, and take you through a step by step example of the metrics.
Why is this vid so important?
Because… When you’re running marketing programs to attract 5 – 7 figure clients, your campaign decisions should be made based on clear reporting data that maps to Business Goals.
But instead, marketers tend to optimise their campaigns towards more: “leads”, clicks, “#1 0n Go0gLe”, impressions and followers…
None of which tell you whether your marketing is actually impacting your P&L, right?
Here’s the problem: B2B marketing is much more complex than standard B2C advertising.
In B2B companies:
– Sales cycles are long
– ROI is long term
– The real value isn’t in the first sale—it’s in the lifetime value of the client
– The buyer’s journey is [unfortunately] way more than just: click, click, Buuyyyy!
So, you’ll need to track the right metrics, so that marketing & sales are incentivised to attract optimal customers into the business.
Here are the metrics that will make a difference. If you track them in real-time, the entire business improves because everyone works together towards unified KPIs:
🔵 Target New Customers – How many actual customers do we need to hit our revenue goal? Not “leads”. Not “MQLs”. Signed Customers
🔵 Initial Deal Value – If your best customers are a $100K deal, but marketing is unconsciously optimising for easier $5K deals, you’re misallocating budget. Measuring “Initial Deal Value” forces your marketers to focus on the right audience
🔵 Customer Lifetime Value – For B2B companies, MOST of the revenue comes in AFTER the first deal is signed, from customers that stay with you for years. This is the most significant marketing opportunity in many B2B companies. But if you’re not measuring it, chances are your marketers aren’t improving it
🔵 Qualified Deals Close Rate – Are we generating high-quality pipeline? Are the sales team achieving their targets?
🔵 Cost per QUALIFIED Deal – NOT “cost per lead.” Keep your measurements to “Qualified Deals” – that forces your marketing team to attract the right opportunities for an acceptable price.
It’s a simple fix with a business-defining impact.
