What are the best KPIs to measure for the product marketing department that aren't conversion metrics?

There are a lot of KPIs that you can look at based on your stakeholders, product and GTM efforts. There's some always on metrics you should be looking at like win rates, sales content usage, feature adoption, and pre-established launch metrics.

1. Customer Engagement with Product Content

   • Track metrics like average time spent on product pages, completion rates for product demo videos, and engagement with educational content. This can indicate how well the messaging resonates and educates the audience.

2. Ongoing Product Adoption and Feature Utilization

   • Measure the % of customers using specific features and track how quickly users adopt new features after launch.

3. Content and Resource Usage Rates

   • Monitor downloads and views of key content, like product guides, white papers, or case studies, to see if resources are aiding the sales team and educating potential users.

4. Sales and Marketing Alignment

   • Assess the use and perceived value of marketing materials by sales teams through surveys and usage rates, tracking how effectively product marketing supports sales enablement.

5. Customer Feedback on Messaging and Positioning

   • Gather feedback from customer support interactions, NPS responses, or targeted surveys to determine if customers feel the product delivers on the promises made in marketing.