What are the key metrics you use to measure the success of your industry marketing program?

As industry marketers, our hope is to get a message that we author deeply embedded into the minds of as many target buyers across as many accounts as possible. Some measurements of this ‘influence’ are quantifiable (measurable) and some are not.   When we are trying to reach a new audience of target buyers, we may look at our investments on channels where those audiences congregate and ask questions about our content’s reach (SEO, how many unique page views, impressions?). We may want to measure ...Read More

There are multiple key metrics I look at to see how our industry programs are performing and positively influencing the right outcomes, sliced by industry: Company-level metrics: growth, profitability and retention Marketing metrics: pipeline, campaign/content performance, brand perception Sales metrics: average deal size, average win rate, pipeline conversion At the end of the day, it all comes back to revenue, but it’s hard to directly quantify impact to revenue without seeing how you’ve influ ...Read More

I love this question -- and it's actually one I ask candidates during my interview process as well, because the way that Product Marketing is measured overall varies widely across organizations.  Right now, I think of it across these five areas: Stakeholder alignment. This sounds "soft", but in industry marketing, your stakeholders are often even more broad than product marketing, and each group -- this includes Sales, P&T / R&D, Demand Gen / Campaigns, Enablement, Customer Success, and ...Read More

Metrics around awareness and demand in a given industry. For awareness, web traffic and enagement, press coverage and customer reference stories are key. If there are industry associations and trade publications, there are no shortage of lists and awards that tend to lay out the landscape. If your company is in the mix there, you're doing the right things. For demand, marketing-driven and marketing-influenced pipeline from programs targeting an industry whether the products or verticalized or ho ...Read More

In a proper program, Industry Marketing & Campaigns have joint ownership of communicating the right messages, in the right channels, at the right time, in order to build pipeline and win NARR. I say this as a preface because Industry and Campaign leadership should work together to:  Establish business objectives Set targets, goals, and key intiiatives Help with cross-industry efforts This should then yield to:  Pipeline generation Open Pipe NARR As such, they should hold each other accountab ...Read More

In short, however you're measuring success of your marketing programs today, cut by industry and trended over time. A couple things are critical to setting yourself up for success in measuring the impact of industry marketing: Alignment on how you track industries & getting the data coverage you need so you can segment your user & sales data. You're likely not explicitly asking for "industry" in lead or signup forms, so you probably need to enrich your dataset with sources like Hoovers, ...Read More