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When it's hard to tie certain campaigns or assets to the pipeline generation, what other metrics we can consider?

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3 Answers
Product Marketing KPI's
  1. Christine Sotelo-Dag
    Christine Sotelo-Dag

    Close Head of Product Marketing • 2y

    I think my first question here is why you aren't able to? If you are creating content (blogs, whitepapers, webinars, etc) you should be measuring high level metrics like views, downloads, registrants. Ideally, you don't stop there though. These are really high level metrics that don't necessarily signal success. You should be able to take these metrics a step further and understand how they continued through the marketing funnel. Did they engage with any other content, did they become a lead, di ...Read More

    645 Views
  2. Chris Glanzman
    Chris Glanzman

    ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 5y

    Really tough question! To start, it's worth noting that even the best attribution mechanism has blind spots. It's just a fact, and it's likely to be true for a while. Ultimately, you'll need to embrace some of the "art" of marketing to understand what's going on and improve it. With attribution limitations known, you'll want to break a campaign into two components: the content; the distribution. Admittedly, much of this will also incorporate qualitative feedback loops, so "metrics" may be a gene ...Read More

    361 Views
  3. Alex Gammelgard
    Alex Gammelgard

    Wowza VP of Marketing • 4y

    Whenever I’m reporting on PMM results, I include a slide called “PMM across the funnel.” This allows me to showcase how specific PMM programs impact the effectiveness of the entire team. For example, a lot of competitive projects/sales enablement efforts have nothing to do with pipeline generation, and are more focused on cycle times, competitive win rates, and close rates. In-product campaigns or assets associated with a product launch may be tied to adoption for a specific user segment, and ot ...Read More

    1,865 Views

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