What key performance indicators (KPIs) do you prioritize in measuring the success of your B2B software product marketing campaigns?

They all need to come down to revenue impact. How much revenue is the campaign bringing or protecting?

This is especially true for Product Marketing that should work across the buyer journey - from attracting the right audience, improving conversion, enabling sales to qualify and sell successfuly.

Nevertheless, revenue can take some time and be affected by many things, so you can add some leading indicators (that will lead to revenue)

• new leads

• new opportunities (volume and value)

• win-rate: if there's a good match between who we attract and the product, this should be high(er)

All of this depends on the actual campaign objective.

Needless to say, Product marketing should share the KPIs with other functions that are partnering with - e.g. Demand Gen, Sales, Product