#138: Demand Generation KPIs: What to measure at each stage - Demand Gen mini-series Ep.10

The B2B Playbook

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How should you measure the success of your Demand Generation programs? What KPIs should you use?

This week, we walk you through our proven 3-tiered framework for measuring the success of your demand generation programs at every stage. We give you a detailed breakdown of the quantitative and qualitative metrics you should be tracking, from initial awareness and reach to pipeline creation and ultimately revenue contribution.

To illustrate the measurement framework in action, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.10 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ The three tiers of demand generation reporting and what to measure at each stage

+ How to track quantitative and qualitative data for a holistic view of your demand gen efforts

+ Strategies for aligning marketing and sales teams through shared reporting and metrics

This episode is a must-watch for B2B demand gen marketers looking to optimise their demand programs, justify their marketing spend, and position themselves as a revenue-driving force in their organisation.

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00:00 Introduction and Overview

00:13 The 5B's Framework for Demand Generation

01:43 Measuring Success: Tier 3 Reporting

04:21 Tier 3: Quantitative Data

09:56 Tier 3: Qualitative Data

10:04 Tier 2: Measuring Hero Pipeline

12:11 Tier 2: Qualitative Data and Hybrid Attribution

15:56 Tier 1: Marketing's KPIs

19:48 Website Source Pipeline and Revenue

21:26 Customer Acquisition Costs (CAC)

22:48 Pipeline Velocity

24:00 Summary of the Three Tiers

25:27 Call to Action and Outro

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S06 E138 - The B2B Playbook

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