AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation KPI's

The 2 most important factors in determining targets are: Past performance and current/future business goals.   Past performance: Looks at historical performance (within the company or look at industry benchmarks), to understand what can be achieved by deploying a particular campaign, e.g. email CTR, website bounce rates, etc. Look at data from atleast 2 years to give you a better sense of trends and patterns, e.g. did a large deal skew Q2 last year? You can only know if you look at Q2 from a yea ...Read More

There are a couple of KPIs that can do with some love: Customer Lifetime Value: We don’t see enough emphasis on CLV, which is an important metric in improving customer retention. Without tracking CLV, we are constantly in a state of monitoring tactical metrics even for large enterprise accounts. A focus on CLV will yield rich dividends in retaining the top strategic customers, converting them into advocates for your brand.   Account based marketing (ABM): Not 1 specific metric, but all metrics t ...Read More

A lot of the digital, social metrics tend to be overhyped, especially impressions, page views, followers, etc.   What helps to sift through these is do a deeper analyses of these, e.g. who are the followers? Are they prospects/customers or mostly job seekers?   What is driving the page views? Source of the inbound traffic? Profile of visitors?   If you have to track the above metrics, it helps to double click and get a reality check to understand how much of it is relevant to your business. Othe ...Read More

What is the objective that you want to drive? Is it customer acquisition? Is the top of your funnel healthy, but conversions aren’t? Are you looking at optimizing cost and campaign performance?   The answers to the above questions should give you the primary metrics and KPIs that you need to monitor.   Some metrics that will show up are: MQLs, SQLs, etc., which help you monitor your customer acquisition strategy Metrics like, Sign ups, Meetings completed, Pipeline, Win Rate, Conversion of MQLs t ...Read More

There are 2 sets of KPIs that you need to keep at hand. One is for internal marketing consumption and the other is what you share with the business. The business will be more interested bottom of the funnel, so pipeline, opportunities etc. While for internal tracking, you’d need to track everything from MQLs to revenue and conversions in between.   As you socialize KPIs with these different set of folks, align with their objectives and goals. During the planning process as you outline the plan a ...Read More

Demand generation: reaching out to prospects, engaging with them and building pipeline. More broad based and focused mostly on customer acquisition.   Growth marketing: more focused on the entire journey from customer acquisition to retention. This would include cross-selling, upselling to customers, so the journey continues. This also is a lot more data driven, where you’d access information about the customer’s usage of your product and leverage in-app features to reach out to customers.   For ...Read More