Let's face it: marketing without measuring results is a waste of time. You need insight into how your campaigns are performing so you can double down on what's working, ditch what's not, and improve what could perform better.
However, the sheer number of available metrics can be overwhelming, while ROI feels amorphous. How do you know your B2B marketing strategy is working? And what does "success" even look like?
Relequint CEO, Ran Mullins, and Kinettix CEO, Chad Mattix, explored these exact questions in “KPIs for Global IT: How to Measure B2B Marketing Success” on August 18, 2021. Let’s look at some of the main lessons viewers can learn from the live webinar.
Top 3 Takeaways from Relequint’s B2B Tech Webinar
1. All KPIs tell a story — but these four metrics most effectively measure success.
In the August 18 webinar, Mullins identified four KPIs that are the most relevant to B2B technology companies.
- Traffic: How many people are coming to your site via direct and organic traffic? High organic traffic suggests that you’ve caught the eye of Google and other search engines. Focus on producing high-value, SEO driven content.
- Leads: How many new contacts are you getting from both direct and organic traffic? More importantly, do these contacts align with your ideal customer persona? If not, you’ll need to modify your content marketing strategy to cut out the noise and more effectively engage with your target audience.
- Revenue: How many sales qualified leads are converting into customers? How much revenue is attributed to your marketing efforts? Mullins and Mattix note that 40% of Kinettix’s revenue is attributed to inbound marketing strategies.
- ROI: How does your revenue generation compare to the total marketing budget? This should result in a positive return on investment. If not, then it’s time to reevaluate your strategy.
2. Content doesn’t just establish thought leadership; it can also create warm leads.
We’ve all heard that “content is king.” It drives traffic to your site and gets people engaged with your brand.
More importantly, though, it can solve problems. And that’s what today’s B2B consumers are looking for — a solution to their problem. By providing that answer to prospects, you can drive warm leads that generate revenue for your business.
In “KPIs for Global IT,” Ran Mullins and Chad Mattix take viewers through the history of Kinettix. Mattix notes that the company was founded in 2016 by a team of industry veterans. They needed help establishing a digital footprint commensurate with the staff’s vast industry experience. They also needed a marketing strategy that would not only help them launch and grow their new brand but also build market share in an already-saturated tech market.
Kinettix leveraged Relequint’s Growth Catalyst Framework™ to enhance their digital presence and build a wealth of content for leads at every stage of the buyer’s journey.
“There’s a lot of factors that [B2B consumers] look at to validate [a solutions provider], and they make a lot of those discoveries on their own time — before they even interact with your company,” Mattix notes. “We have over 900 pages on our site now. It shows the depth of content that’s been created over the years. It’s about delivering the right content to the right persona at the right time. It’s about learning how to layer these things and give prospects information that compels them to move forward.”
3. Inbound requires patience and an “all-in” mentality.
You can’t create hundreds of blogs, landing pages, case studies, and whitepapers over night. Even if you could, it probably wouldn’t be the high-value content that modern decision-makers are looking for.
Inbound marketing is all about patience. You have to be an active listener and keep producing content that’s relevant to your buyer persona’s, even if it feels like no one is reading it. The more you publish, the more consistent your messaging gets. Likewise, the more resources you produce, the more relevant you become to prospects at every stage of the sales funnel.
“Having that patience and knowing the return is there is key,” Mattix says. “[Kinettix stuck with it and] now I’m competing against substantially larger organizers — but I’m considered a peer. That has been a huge win for us.”
Conclusion
Most B2B technology companies don’t have the internal resources needed to measure and report on their marketing KPIs or regularly write and produce high-value, SEO-driven content.
That’s why many rely on inbound marketing agencies like Relequint to help them drive leads and define ROI. When you have a trusted partner keeping this framework going, it drives quantifiable success for your company.
Looking for more insights into KPIs and marketing strategy for B2B technology companies? Download the “KPIs for Global IT: How to Measure B2B Marketing Success” webinar on-demand here. 
