AMA: Attentive Director of Growth Marketing, Acquisition, Samantha Lerner on Demand Generation KPI's

Effective OKRs for demand gen are measurable objectives that drive impact or growth in key areas such as acquisition, pipeline, awareness, and engagement. Before creating OKRs, it's crucial to have a firm grasp of not only your team's specific goals but also the broader company objectives. This ensures that your marketing efforts and the OKRs you develop will ladder up to these higher-level objectives. This approach elevates your OKRs from good to great and enables you to tailor them more effect ...Read More

This is a great question! Demand generation marketing and content marketing should work hand-in-hand to achieve broader marketing objectives. When identifying KPIs and metrics to measure demand generation and content marketing together, you should consider the type of content being distributed and the channels through which it's being distributed. This will help determine your KPIs. For example, a blog post may not have the same KPIs as a gated piece of content or a video. The channel mix of pro ...Read More

To determine the KPIs you want to track, it's important to align with stakeholders on which KPIs matter most. While there may not be an inherently "wrong" KPI to track, some may require more analysis to understand the full picture. Here are a couple of examples: Email open rates can indicate interest in a topic or message, and can be useful for benchmarking overall email engagement. However, open rates aren't always the most accurate due to bots, email client blocking, or privacy features. Inste ...Read More

Managing and tracking KPIs by goals and channels can vary from team to team, depending on team structure and organization. For example, your organization may have a dedicated role or team for marketing analytics and reporting, while other teams may be structured differently, with the campaign manager or channel owner responsible for managing and tracking KPIs and goals. In any case, I recommend developing a scorecard with the top-line KPIs and goals you want to achieve for a specific time frame. ...Read More

Socializing KPIs before and after a campaign is important. It allows all stakeholders to align, prioritize work that impacts these KPIs, and understand performance, including the reasons behind the performance. Before creating KPIs, it's important to understand the following: Know the campaign messaging and call to action you want users to take: What do we want people to ultimately gain from this campaign? Do you want to drive users to a specific page on your site? Increase free trial sign-ups? ...Read More