Marketing Automation Metrics

In order to understand what is working and what is not working for the business, it is important to develop some marketing automation metrics that can measure automation success. If you want to measure how effectively your marketing team is using marketing automation platform tools and your investments, then campaign metrics can be a good one.

Learn how these activity metrics can help you determine if your marketing team is getting the most out of the software, or if there are issues preventing them from getting the most out of their automation investments.

Activity metrics

Activity metrics also speak to your team’s performance, including the number of new contacts added to the database, or the number of meetings scheduled by the marketing team, and more. Activity metrics are very useful for checking if your investment in marketing automation is worth your time and money, as well as how much you use your marketing automation software and how much you should be using to run various marketing activities.

The business metric is also the best business metric to understand if your automation investments are working to improve productivity or represent a barrier to productivity. In addition to these three metrics mentioned above, to measure the success of your marketing automation platforms, you need to consider value metrics that show whether your marketing automation implementation can impact your ROI.

You can consider the marketing lead close rate to measure the value of your marketing automation software investment. Gleansight research found that 71% of the top performers also use unsubscribe rate as a metric to reap the benefits of their marketing automation metrics. This metric, often referred to as your “win rate,” measures how well your marketing spend is driving sales.

Higher conversion rates, especially when leads turn into opportunities and then customers, indicate better marketing efforts that provide what the sales team needs to achieve their goals.

Bounce rate is also an important metric for email marketing campaigns. It’s often seen as one of the lesser-known indicators of email marketing success, but it’s actually quite important. Another email marketing campaign metric that is more important than open rate is the click-through rate of your emails.

Open and click-through rates

Open and click-through rates are great metrics for marketing automation because they show that email text and subject lines are well thought out to make them interesting and relevant to potential customers, so they feel compelled to open the email and find it. More about content. Open rates, click-through rates, and unsubscribes are some of the metrics that can effectively measure the success of email marketing automation metrics. Activity metrics play an important role in determining whether your email is well-formed based on email templates, headers and pre-headers, subject lines, email copy, product offerings, and other aspects of your email.

This post describes a process that creates automated alerts to get key marketing metrics such as web traffic, click through rate, conversion rate, and channel performance, all in one place. Key marketing metrics such as web traffic, click through rate, conversion speed and performance per channel. This post explains how to automate your marketing metrics to track campaign performance on a regular basis. It is important to understand the effectiveness of automated marketing campaigns in lead generation.

Use automation for repetitive tasks

Marketers use automation to complete routine and repetitive tasks, as well as create customized marketing campaigns for prospects. Marketers often use automated platforms to perform simple emailing tasks, whether they are driven by specific customer behavior or targeting a specific segment of prospects.

Marketing automation metrics provide the tools to identify, track, and analyze key metrics, enabling marketers to spend valuable time on activities outside of spreadsheets and other manual tracking methods. Instead of logging in and searching through dashboards for individual marketing metrics for campaign performance, or even digging into your CRM for registered leads from a specific source, smart marketers use automation to send campaign performance reports immediately and regularly directly to their team.

At the end of a particular campaign or budget period, gather all the data to demonstrate how marketing automation has helped your marketing team over time, rather than just providing context-free performance metrics. Marketing Automation Reports will define success rates in terms of opportunities won and their original campaign origins, such as whether you shared social media, email marketing campaigns, promoted campaigns, or used other methods.

KPIs, as MA analysis develops further

While cost per lead and close rate are often used as KPIs, as MA analysis develops further, marketing leaders will be able to focus on evaluating practices that are directly affected by marketing automation. While the metrics below are quantitative, if your sales and marketing teams are aligned, your marketing automation is more likely to be in sync with your sales efforts, and you will gain a valuable source of qualitative information about your automation, i.e. your sales team.

If you’re using marketing automation effectively by feeding leads based on their on-site and off-site behavior, you should start to notice lower cost per customer as more of those leads aren’t wasted but instead used by the sales team. who turns them into customers.

The marketing automation tool has evolved from bulk email tools focused on lead generation to fully integrated engagement marketing platforms that can work with both the top and bottom funnel of customer experience.

While this particular workflow generates alerts for key social media metrics, it can be easily modified to include other digital marketing metrics, such as SEO-driven organic website traffic, paid search traffic, or a range of other metrics. The final part of our automated marketing metrics workflow calculates and formats the data we choose to display in notifications.

The next part of our automated marketing metrics workflow retrieves all lead data recorded in Salesforce for the specified time period (in this case, the previous month) in the last month and provides the corresponding lead tags by source channel.