Sharebird
Sign Up / Sign In

For PMMs running campaigns to drive pipeline, what KPIs do you recommend?

Answer
3 Answers
Product Marketing KPI's
  1. Madison Springgate
    Madison Springgate

    Vanta Group Product Marketing Manager | Formerly Twilio, Sauce Labs • 1y

    When pipeline is the main focus, I recommend these KPIs to capture both reach and conversion when running your campaign: Marketing-Sourced Pipeline: This metric shows us the dollar value of the pipeline generated by campaigns that we support as PMMs. And this gives us a concrete measure of our impact from marketing efforts.  Campaign Engagement: Tracking clicks, open rates, and sign-ups shows how well we’re capturing interest. For example, we recently uncovered that customer stories in emails dr ...Read More

    1,566 Views
  2. Lizzie Yarbrough de Cantor
    Lizzie Yarbrough de Cantor

    Hightouch Head of Product Marketing • 1y

    My favorite KPI related to pipeline-focused initiatives are sales opportunities that can be attributed to your campaign or initiative. As a role with "marketing" in the title it can be easy to look to metrics like leads, page or asset conversions, site traffic, or other higher in the funnel marketing metrics. While these are directionally important, I do not think they are enough stake in the game. It's not just about exposure, it's about quality of that lead and your ability to find the right p ...Read More

    843 Views
  3. Chris Glanzman
    Chris Glanzman

    ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y

    Above all else, use measurements that impact company performance, especially for success measures that will be shared more broadly. These are our top-level pipeline measurements: Bookings Depending on your business, you might supplement Bookings with a measure of revenue retention. This is especially true if these cycles are relatively short (< 1 year). In many B2B settings, contracts are annual or multi-year, so there is too much lag to be helpful as a campaign measurement. Pipeline Velocity ...Read More

    1,137 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Marina Ben-Zvi

Atlassian Product Marketing Leader, Marina Ben-Zvi on Product Marketing KPI's

November 12 @ 10:00AM PT

Register
Charles Tsang

BILL Head of Product Marketing - Accounts Payable and Developers / Partners, Charles Tsang on Product Marketing KPI's

March 11 @ 10:00AM PT

View Answers
Sapphire Reels

Atlassian Senior Director of Product Marketing, Sapphire Reels on Product Marketing KPI's

January 28 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors