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The Most Important Demand Generation & Demand Capture KPIs

If you want to be successful in B2B marketing today, think about your demand generation funnel and analyze the right KPIs. The de-anonymization or identification of your contacts is crucial here.

The modern B2B marketer is dependent on data and must carefully choose which to track. The goal must be to achieve sustainable and efficient demand generation and better demand capture. Here you can find out which metrics you should definitely analyze, what information they contain and what advantages they offer you.

If you want to jump right to a specific one, here's the overview

  • Average Conversion Rate

  • Landing Page Performance

  • Top Conversion Driving Pages

  • CPC (Cost per Click)

  • Total New Contacts

  • Conversion Rate

Average Conversion Rate

The goal of any demand generation and demand capture in B2B is to convert high-converting contacts and turn a prospect into a customer. To do this, you work with a demand generation funnel and make sure the customer follows along with the conversion from stage to stage. You measure how well this works throughout the entire funnel with the Average Conversion Rate.

What You Can Glean from It (Benefits)

Every business builds their own funnel to bring B2B customers to their products and ultimately a deal. The Average Conversion Rate tells you how many of your leads actually reach the next stage of the funnel, and thus participate in the conversion. Ideally, you want to improve conversion at each stage.

That's Why You Have to Question It

In practice, you don't look at the conversion rate in isolation, but in combination with the lead generation. Otherwise, the significance suffers, since a lead can also make several conversions within one stage of the funnel.

Landing Page Performance

You measure the effectiveness of your landing pages in the context of content performance. Every content has its own KPI and the landing page is an important part of the content strategy. The landing page offers various possibilities to measure the actions of B2B customers.

What Can You Get out of It (Benefits)?

On your landing pages, you're interested in how many downloads they contribute to, how many page views they achieve, and how they generally succeed in piquing the interest of your contacts. The relevant metrics can also tell you how often visitors leave their email address on a particular landing page.

Another important metric related to landing pages is bounce rate: how many of your visitors leave the landing page without filling out your form? A high bounce rate often means that visitors didn't feel addressed by the content on your landing page or didn't understand it.

That's Why You Have to Question Them

The success of landing pages can be measured by a wide variety of metrics. It can be difficult to make the right choice here, because every B2B company is different and has different customers. This is also where a little experience is needed to figure out which metrics work best.

Top Conversion Driving Pages

When evaluating your strategy for demand generation and demand capture, you work with a variety of pages. The most important of these are the homepage and landing pages on various topics. Here, you're interested in which ones are most successful at driving conversions for you.

What Can You Get out of It (Benefits)?

For example, if you look at the Top Conversion Driving Pages, you create a ranking of all the pages that are part of your marketing strategy. At the top is the page with the highest conversion rate or the largest absolute number of conversions. This allows you to see at a glance which pages you still need to optimize and which landing pages are possibly superfluous for your campaign.

That's Why You Have to Question Them

In B2B, it is common to measure the contribution to conversions for each landing page and, of course, also for the homepage. So you basically have to look at each page separately and track a separate KPI for each. This can take a lot of effort. It is also often difficult to compare landing pages with each other if the content has a different depth of information, for example. Here, differentiated considerations are necessary.

CPC (Cost per Click)

Cost per click gives you another way to evaluate your leads. You calculate CPC using this simple formula:

CPC = (total ad spend) / (number of measured clicks) x 100

What Can You Get out of It (Benefits)?

The CPC tells you what you have to spend for every single click users have on your ads. How high the costs are depends on the design of the ads and factors such as the keyword popularity or the number of bidders. The CPC gives you a quick overview of the costs for different campaigns and thus offers important control options.

That's Why You Have to Question Them

For this KPI, it is again true that an isolated view is not very useful. You look at the CPC together with the conversion rates or the click-through rate. For example, it is interesting to look at the relationship between the expenditure and the conversions achieved later. The CPC alone is therefore not particularly meaningful.

Total New Contacts

For the B2B marketer, it is crucial to track the number of new contacts. With this metric, you're interested in the total number of new contacts you've been able to acquire through the various channels.

What Can You Get out of It (Benefits)?

In any marketing strategy in B2B, the main focus is on whether you succeed in attracting visitors' interest. This KPI tells you how many new contacts have been added, giving you a way to gauge the success of your campaigns. It is crucial that the total new contacts actually take all channels into account.

That's Why You Have to Question Them

This metric is useful for assessing the overall effectiveness of your current B2B marketing strategy. However, it does not allow for a differentiated analysis by individual channels. For that, you need to collect additional metrics.

Conversion Rates

Conversion rates can be defined for each stage of the demand generation funnel. Only if the conversion is successful, the contact moves further on his way through the funnel. You should therefore always keep an eye on the conversion rates.

What Can You Get out of It (Benefits)?

The different conversion rates tell you how well you're doing at driving contact through the funnel. Ultimately, it's about generating revenue from a demand and a need. For example, you can measure when a lead reaches a certain lead score or when an MQL converts to an SQL. Which measurement makes sense depends on the design of your funnel and how you define reaching the next stage.

That's Why You Have to Question Them

Conversion rates have a high significance in themselves, especially if you look at them over time. However, it is also important to look at the sales you achieve with the individual customers. A conversion with a solvent and returning B2B customer is worth more than with a customer who only orders products and services once for a small sum.

Bottom line: rely on relevant metrics instead of your gut feeling

There are many metrics to choose from in demand generation and demand capture. Each has its own significance, and they are most effective for managing your B2B marketing work in combination.

Every company needs to choose KPIs that best measure the performance of their own funnel

We've given you an overview of the benefits and problems of metrics so you can make the best choice for your B2B business. One thing is for sure: no marketer should rely on their gut instinct and use targeted KPIs instead when managing their actions and campaigns. Data-driven decisions are essential in B2B today.