Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX
While reviewing metrics, it can sometimes be hard to identify the metrics that matter vs vanity metrics.
Vanity metrics are metrics that may look impressive on the surface but do not provide meaningful insights into the performance of a marketing campaign or business. They are called “vanity” metrics because they make us feel good but are ultimately superficial and not indicative of real success. Some examples of vanity metrics for marketers include:
- Likes and followers on social media: While having a large following on social media may look impressive, it does not necessarily translate into actual engagement or conversions.
- Pageviews: Pageviews can be a useful metric for understanding how many people are visiting a website, but they do not provide any insight into whether those visitors are actually engaging with the content or taking any desired action.
- Impressions: Impressions refer to the number of times an ad or piece of content is displayed, but they do not measure how effective that content is at driving engagement or conversions.
- Click-through rates (CTR): While CTR can be a useful metric for measuring the effectiveness of an ad or email campaign, it does not provide any insight into whether those clicks are actually resulting in conversions or sales.
- Email open rates: Open rates can be a useful metric for measuring the effectiveness of an email campaign, but they do not provide any insight into whether those emails are actually driving conversions or sales.
As B2B marketers, it is important to focus on metrics that provide actionable insights into the campaign/brand performance that show true impact and relevance to make make informed decisions about marketing strategies and optimizations. These metrics should be tied to specific business goals and should be tracked over time to measure progress and identify areas for improvement.
At B2B Marketing Exchange, I joined the session on vanity metrics, presented by Sophia Agustina (IBM), Carol Mallia (Citrix), Nick Bennett (Airmeet), Danny Sachdev (Beeleads), and Will Aitken (Lavender).
Here are the top quotes from these experts on driving real marketing outcomes that impact sales:
“Instead of jumping into tactics, spend the time to start with the outcomes. Use data to know where your audience is, how they are interacting with your brand to learn how they want to hear from you.” — Sophia Agustina (IBM)
[bctt tweet=”“Instead of jumping into tactics, spend the time to start with the outcomes. Use data to know where your audience is, how they are interacting with your brand to learn how they want to hear from you.” — Sophia Agustina of @IBM” username=”toprank”]
“When it comes to data, marketers can not operate in a black box. Marketers need more data overall and need to be able to pull data from multiple sources to launch campaigns and strategy that …read more
Source:: Top Rank Blog
