What KPIs and metrics can you recommend to use to measure the demand generation function + content marketing function?

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

Demand generation KPIs: leads generated - # of new leads captured (from form fills, webinar, etc) MQLs - leads that meet your criteria and are sales ready (could be BDRs, SDRs that take the initial call based on your org set up) CPL - cost per lead, how much do you spend to acquire each lead lead conversion rate - the % of leads that move to the next funnel stage (ie: MQL > SQL or different stages based on your org setup) pipeline contribution - value of deals influenced by demand gen efforts ...Read More

If Demand Generation and Content Marketing were to share a single KPI, Marketing Engaged Leads (MELs)—also known as leads generated or new emails in the system—would be ideal. MELs provide a clear view of top-of-funnel content performance, it answers which blog posts, landing pages, and ad creatives drive new signups and grow the lead base. This KPI is powerful for understanding if content is attracting the right leads and if Demand Generation can scale paid traffic to that specific content effe ...Read More

Typically a content marketing function is measured on the engagement with the associated content put into market via paid, owned, earned tactics (i.e. content/asset downloads, social media engagements, webinar views, etc.), however when associating that content to demand generation programs and campaigns, It's important to understand how that content is impacting and driving the business. Essentially, how many MQLs did that content produce and ultimately what is pipeline associated to the conten ...Read More

The quickest answer for demand generation would be impact to pipeline and bookings produced. How you represent that is a longer answer that would include the ability to show how different marketing channels and engagements impact each phase of the buying journey/funnel/flywheel. For example in the awareness stage showing how many targeted impressions you got is important, how many web visits, how many demos or contact sales submissions, how many quality leads did marketing produce. Those numbers ...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

Demand generation and content marketing are truly a match made in heaven 🌟. Together, they create a powerful blend of long-term brand building and short-term pipeline generation—a partnership that strengthens your marketing strategy from every angle. Here’s how I would measure their combined impact: Content Marketing Metrics 📝: Audience Growth: Track how much your database is growing 📈. How many people are you bringing into your funnel through content? Long-Term Conversions: Measure the lifecycl ...Read More