AMA: Gong Performance Marketing Lead, Bhavisha Oza on Demand Generation KPI's

B2B demand generation OKRs should be defined by funnel metrics and channel metrics Funnel Metrics: Marketing OKRs should include marketing qualified leads (MQLs), sales qualified leads (SQLs), pipeline and closed-won revenue. Being held accountable for pipeline and revenue/customers sourced by marketing drives revenue marketers. It is incredibly rewarding to look back at the end of the quarter/year to see that our campaigns drove x% customers and $ ARR Channel Metrics: In addition to funnel metr ...Read More

This may sound cliched but it is tried and tested. Targets should be SMART :) Specific KPIs should be defined for each channel tactic or campaign. Paid search, paid social, webinars, events should have channel specific goals. The Marketing team overall maybe responsible for # of SQLs and pipeline revenue but each campaign owner needs to understand how their channel/campaign contributes to the SQL and pipeline goals Measurable Having measurable targets drives success. Sometimes when you launch a ...Read More

Brandformance. Brandformance is the idea of driving brand awareness to improve performance and conversion rates.Most demand gen teams are laser focused on clicks and conversions. It is important to take a few steps back and look at the big picture. Easier said than done for sure. We all know the importance of brand awareness and the impact it has on clicks and conversions. That said, it is not easy to prove the ROI of brand campaigns which makes budget approval tougher. I would encourage demand ...Read More

KPIs should be socialized: Before the work starts so all stakeholders are aligned and marching towards the same goal On an on-going basis with a weekly, monthly and quarterly reviews to understand how campaign KPIs are tracking to goals. These check-ins also provide an opportunity to course correct as needed The one critical piece is to use one single source of truth. In addition to campaign manager tools in ad platforms such as LinkedIn Ads, Google Ads or your webinar platform, be sure to set u ...Read More