Ninad Pathak

In today's data-driven world, marketing teams are well aware of the importance of collecting and analyzing the right data to inform their strategies. 

But, the sheer volume of data available can be both a blessing and a curse. It can lead to an abundance of insights or overwhelm teams while letting the right data go unused. 60% to 73% of all data in an enterprise is left unused when running analytics. 

To ensure that your marketing team doesn't fall into this trap, you need proper marketing reporting in place. In this guide, we’ll talk about how you can create top-notch marketing reports specifically tailored for your company. 

tl;dr:

• Marketing reports help with decision-making in SaaS marketing
• Before creating a report, know your primary goal, target audience, relevant metrics, report actionability, and reporting frequency
• Avoid common pitfalls like lack of data collaboration between teams, over-reliance on vanity metrics, and ignoring context when creating or analyzing reports
• Use visually engaging elements like graphs and charts for better and faster comprehension of complex data sets and trends
• Three important SaaS marketing reports—marketing attribution, campaign performance, and content marketing reports
• Use a powerful analytics platform like Factors to streamline your reporting process and gain valuable insights for data-driven decision-making

Marketing reporting basics: Questions to ask before you make your reports

Before diving headfirst into creating marketing reports, let’s take a step back and consider some critical questions. These questions will ensure that your report is not only comprehensive but also specifically tailored to the unique needs and objectives of your team and organization.

1. What is the primary goal of this report?

Before you begin creating a report, you must have the primary objective in place. This gives your reporting the necessary direction and will also make it easier to pick the right metrics for the report. 

For instance, if you're creating a report on lead generation for your B2B SaaS company, you'll want to include metrics related to website traffic, lead conversion rate, cost per lead, and qualified leads generated.

2. Who is the target audience for this report?

Once you know the goal and pick the metrics according to the requirements, you need to think about the person reading the report. Not all metrics are important for everyone on the team. 

For example, if you’re reporting to the upper management teams, focus on high-level metrics, such as revenue, overall performance, and other growth indicators. This audience wants to see the big picture and how a project or campaign aligns with the company's overall objectives.

For team leaders or project managers, including conversion rates, task completion rates, and individual performance indicators. Team leaders want to understand the team's performance along with the goal achievement. 

Finally, we come to individual team members. For this set, focus on metrics relevant to their roles and responsibilities. This might include individual performance metrics, task progress, and any feedback or suggestions for improvement. 

3. Which metrics should we be tracking?

Depending on the goals of your marketing efforts and the specific channels utilized, different metrics will be relevant to measure success. Here are five of the nine most important SaaS marketing metrics you need to track.

1. Conversion rate: Measure the percentage of visitors who take a desired action, such as signing up for a trial or making a purchase.
2. Marketing Qualified Leads (MQLs): Track the number of leads generated by your marketing efforts who are more likely to become customers.
3. Customer Acquisition Cost (CAC): Calculate the average cost to acquire a new customer, including marketing and sales expenses.
4. Customer Lifetime Value (CLV): Estimate the total revenue a customer will generate over the entire duration of their relationship with your company.
5. Retention & Churn: Monitor the percentage of customers who continue using your SaaS product and those who cancel, to understand customer satisfaction and inform retention strategies.

We’ve covered these and other top SaaS marketing metrics in detail that can be valuable in your reporting.

4. How can we make these reports more actionable?

To maximize the utility of your reports, consider incorporating clear visualizations such as graphs or charts that showcase trends over time or performance benchmarks against industry standards. 

This way, decision-makers can quickly grasp key insights without sifting through endless rows of raw data.

5. How frequently do we need to create and analyze these reports?

The frequency at which you create and analyze marketing reports depends on the specific goals and needs of your B2B SaaS company. However, here are some general guidelines on report frequency:

1. Weekly: Weekly reports help you track short-term performance and make data-driven decisions. These reports often focus on metrics like website traffic, leads, and conversions. 
2. Monthly: Monthly reports provide a more comprehensive view of your marketing performance and allow you to analyze trends and patterns over a longer period. These reports typically include a broader range of metrics, such as customer acquisition cost (CAC), lifetime value (LTV), and churn rate.
3. Quarterly: Quarterly reports help evaluate the effectiveness of your campaigns and make adjustments as needed. Quarterly reports often include a mix of high-level KPIs like revenue growth and more granular metrics related to specific campaigns and channels.
4. Annually: Annual reports offer a big-picture view of your marketing performance and are important for strategic planning and goal setting. These include a thorough analysis of the key metrics, as well as an evaluation of your overall marketing strategy in terms of its alignment with the company’s goals.

5 marketing reporting mistakes to avoid in B2B marketing

As important as it is to create insightful marketing reports, you must avoid common mistakes that can diminish the value and impact of these reports. Here are some prevalent pitfalls in marketing reporting and examples of how they manifest in a B2B context.

1. Lack of data collaboration

In many B2B organizations, marketing data is siloed within individual teams. This leads to a fragmented and incomplete view of marketing performance. Without input from the sales team, the marketing team may be unable to determine lead quality or measure the efficacy of lead nurturing efforts accurately.

To solve this, you need to foster a culture of data collaboration and sharing. Businesses can ensure that all relevant stakeholders have access to the information they need to make informed decisions. A tool like Factors can help bring together data from various analytics and CRM platforms to give a complete 360-degree view of the marketing performance.

2. Not tying metrics to business outcomes

When creating marketing reports, prioritize metrics that directly impact revenue generation, customer acquisition, and retention. For instance, if one goal is increasing annual recurring revenue (ARR), make sure you're tracking metrics such as customer lifetime value (CLV) or churn rate alongside standard campaign performance indicators. 

Also, track the number of marketing-qualified leads (MQLs) that convert to sales-qualified leads (SQLs) and ultimately close deals. This will give your readers a better understanding of how your marketing efforts have helped the company achieve its goals.

3. Over-reliance on vanity metrics

Vanity metrics may appear impressive at first glance, but they often fail to provide meaningful insight into marketing success. Instead of fixating on surface-level stats, dive deeper and examine how these figures impact crucial factors like lead generation, conversion rates, or sales pipeline growth.

Suppose you see an increase in social media following and engagement in a particular month. Looking at just the vanity metric, it may seem like the company is growing in the right direction. But if you dig deeper to find that the audience engaging with your content isn’t moving further down the funnel, the vanity growth adds no value to the company. 

4. Disregarding context when creating or analyzing reports

Without context, interpreting marketing data can be misleading and result in poor decision-making. B2B marketers should consider industry trends, seasonal fluctuations, and competitor activities when analyzing their marketing reports. 

For instance, in the case of a company that sells tax preparation software as a service (SaaS), there might be a significant uptick in subscriptions in the months leading up to the tax filing deadline. If this seasonal trend is not considered, the sudden increase could be misinterpreted as the success of a recent marketing campaign. Similarly, a drop in subscriptions after the tax season shouldn't automatically be seen as a failure in marketing efforts.

5. Overlooking actionable insights

Effective marketing reporting should provide not only data but also actionable insights that drive improvement. This requires a thorough understanding of the target audience, marketing goals, and key performance indicators (KPIs). As you craft your reports, add and present information such that it can be turned into specific actions or strategic decisions.

For example, a B2B software-as-a-service (SaaS) company can analyze its website's user behavior data, such as time spent on specific pages or click paths, to identify areas where potential customers may be dropping off during the sales process. After identifying the important areas, the company can make targeted improvements to its website layout, content, or calls to action, ultimately increasing conversion rates and driving more sales.

Tips to extract actionable insights from your marketing reports

To maximize the impact and utility of your marketing reports, it's essential to focus on extracting actionable insights that can drive decision-making and strategy optimization. Here are five tips to help you achieve this:

1. Define clear objectives

Start by outlining specific, measurable goals for each report. Are you looking to optimize your ad spend, improve customer engagement, or identify your most successful marketing channels? Knowing the objectives will help you focus your analysis and extract the most relevant insights.

For instance, if you’re looking for ways to increase sales, you may want to analyze your marketing channels and identify the most effective channels that drive conversions. Then, pinpoint the best-selling products that appeal to your target audience. With this, you can allocate your resources more effectively and make well-informed decisions on marketing strategies.

2. Understand the context of your data

Before making major changes to your marketing, consider external context that may influence performance. This can include industry trends, competitor actions, seasonal fluctuations, or even global events like economic downturns or pandemics. 

Suppose there's a decrease in your trial sign-ups during a trade show. When you take that in context, potential customers may be busy attending sessions which can affect your marketing campaigns. Recognizing this helps avoid unnecessary changes to your strategies and helps you optimize your efforts around the event instead.

3. Segment your reports

Your customer-base is diverse. And understanding this diversity can help deliver the right information to the right group. Start by segmenting your marketing reports based on demographics, geography, behavior, or other relevant details. This will help you uncover trends, patterns, and preferences that can inform your marketing strategies.

For example, suppose you operate a project management SaaS. Through segmented reports, you discover that: 

• small tech startups frequently use the platform for sprint planning
• larger corporations use it more for long-term project tracking 

With this knowledge, you can now tailor the marketing messages to highlight the exact features and benefits that resonate with each segment—enhancing the relevance of your communications and positively impacting your conversion rates.

4. Improve visualizations

A well-designed visualization can make a world of difference in how easily you can understand and interpret your marketing reports. Use charts, graphs, and other visuals to present your data clearly and compellingly to your audience. People are more likely to consume and leverage visual data. Also, it’s easier to identify trends, spot anomalies, and draw accurate conclusions from visual plots compared to reading through tables of data.

To make visualization easier, use tools like Factors, PowerBI, or Google Looker Studio to create interactive dashboards that allow you to explore your data from multiple angles and extract valuable insights.

5. Embrace data storytelling

Data storytelling means weaving a narrative around your data, making it easier to understand, remember, and act upon. This can connect marketing data points with broader business objectives while keeping the presentations easy to digest. Stories can also help stakeholders better understand the significance of your marketing efforts.

For example, if your data reveals that a targeted content marketing campaign significantly boosted trial sign-ups and subsequently increased monthly recurring revenue (MRR), showcasing this storyline in your report will emphasize the strategic value of content marketing efforts.

3 types of marketing reports SaaS companies should be creating

To fully understand the impact of your marketing efforts and make informed decisions, you need to create and analyze various types of marketing reports. Here are three types of marketing reports that SaaS companies should be focusing on:

1. Marketing attribution reports

These reports help you understand which marketing channels or touchpoints contribute the most to achieving specific goals like lead generation or customer acquisition. By accurately attributing success to different initiatives, you can allocate resources more effectively and optimize strategies based on performance.

Suppose your marketing attribution report shows that LinkedIn advertising has consistently generated a high number of qualified leads at a low cost per acquisition (CPA). In that case, you may want to increase your ad budget for LinkedIn while reducing spend on lower-performing channels.

2. Campaign performance reports

Campaign performance reports are vital for measuring the effectiveness of individual marketing campaigns and initiatives such as email series, content promotions, or product launches. These reports typically include metrics like click-through rates (CTR), conversion rates, return on investment (ROI), and customer feedback.

For instance, if you recently launched a webinar series targeting C-level executives in the FinTech industry, your campaign performance report could assess registration numbers, attendee engagement levels, post-webinar survey responses, and any subsequent sales pipeline growth attributed to this initiative.

3. Content marketing reports

Content marketing is often an integral part of B2B SaaS companies' overall strategy. Monitoring the effectiveness of your content assets can provide valuable insights into what resonates with your target audience and drives desired outcomes such as increased website traffic or lead generation.

A comprehensive content marketing report may track metrics such as page views, time spent on a page, bounce rate, or social media shares for individual blog posts or e-books. Additionally, assessing how specific pieces of content impact broader business outcomes like trial sign-ups or revenue growth can further refine your understanding of your content's value.

When it comes to streamlining your marketing reporting process and gaining valuable insights, leveraging a powerful tool like Factors can be a game-changer. Factors’ comprehensive analytics platform offers an efficient way to generate marketing attribution, campaign performance, and content marketing reports, allowing you to make data-driven decisions that drive business growth in the B2B SaaS space.

Unlock the power of data-driven decision-making with stellar marketing reports

The modern data-driven world presents a double-edged sword for SaaS marketing teams. On one hand, it offers access to an abundance of data to inform strategies and drive growth. On the other, it poses the risk of overwhelming marketers, leading to valuable data being left unused.

To unlock the full potential of your data, you need to craft tailored, insightful, and actionable reports that address your unique business needs and objectives. Central to the process of marketing reporting are reporting and analytics tools that streamline and enhance your reporting efforts. 

Enter Factors. Factors is an advanced B2B account analytics, attribution, and account intelligence platform that aims to help businesses drive more pipeline with less spend. By revealing anonymous companies visiting the website, decoding customer journeys, and providing valuable insights, Factors gives companies the data they need to make the right decisions and optimize their marketing strategies.

Don't let valuable insights slip through the cracks. Embrace data-driven decision-making and upgrade your B2B SaaS marketing game with powerful marketing reporting today.

FAQs

To further enhance your understanding of marketing reporting in the B2B SaaS context, here are some frequently asked questions with concise answers:

1. What are the main components of a marketing report?

A typical marketing report may include:

• An executive summary highlighting key findings and insights
• Data visualizations like charts, graphs, or tables for clear presentation of the conversion rates, traffic, session data, and leads and revenue generated
• Analysis of performance/results aligned with business objectives
• Actionable insights and recommendations for optimization or improvements 
• Appendices with raw data or supplementary information as needed

2. How do you run a marketing report?

To create an effective marketing report, follow these steps:

• Set clear objectives and goals for the report
• Determine which metrics are most relevant to your campaign or initiative
• Collect data from various channels (e.g., Factors, Google Analytics, CRM, social media platforms) 
• Analyze the data within the context of your goals and industry landscape
• Present findings through clear visualizations and concise narratives
• Include actionable insights that guide decision-making or strategy adjustments

3. What is the objective of marketing reporting?

The primary goal of marketing reporting is to give in-depth insights into the performance of different campaigns or projects. It helps make decisions based on data by providing actionable suggestions for optimization or enhancement. 

Marketing efforts are aligned with wider business goals in these reports. They can help discover growth opportunities and improve overall efficiency. This leads to achieving desired results such as generating leads or acquiring customers in B2B SaaS companies.

Did you know the content market industry is projected to reach an astounding $107 billion by 2026? With such high stakes, almost half of the marketers have planned to increase their content marketing budgets this year.

But here's the catch: while everyone wants to jump on the bandwagon, measuring content marketing ROI is where many marketers trip.

In this article, we'll discuss 5 of the most common mistakes marketers make when measuring content marketing ROI. 

What is Content Marketing ROI?

Content marketing return on investment (ROI), is a metric that measures the revenue a business earns from its content marketing efforts compared to the cost of those efforts. It's a way to quantify the effectiveness of your content marketing strategy in terms of financial returns.

Calculating content marketing ROI might seem daunting, but it's quite straightforward. Here's a simple formula:

This formula gives you a percentage that represents your return on investment. 

For example, if you spent $1000 on content marketing and earned $3000 in revenue, the profit is $2000. This means your ROI is 200%---you made $2 for every $1 spent.

Why is Measuring Content ROI Important?

Here are some of the major reasons why every marketer must measure the ROI from content marketing:

Streamline Budget and Resource Allocation

Content marketing is a broad field that includes various types of content—from blog posts and social media updates to podcasts and videos. 

Each of these content types requires different resources and has a different impact on your audience. When you measure the ROI of each content type, you can understand which ones are delivering the best results and allocate higher budgets to that type of content.

Let's consider an example. Suppose you have a budget of $10,000 for content marketing. You decide to split it equally between blog posts and video content, spending $5000 on each.

A few months in, you find that:

• Your blog posts generated $10,000 in revenue, giving you an ROI of 100% (10,000 - 5,000) / 5,000 * 100
• Your videos generated $20,000 in revenue, giving you an ROI of 300% (20,000 - 5,000) / 5,000 * 100.

Along with revenue, your attribution model shows that while blog posts are often the first touchpoint, videos are the last touchpoint before a customer makes a purchase.

This data suggests this—blog posts are important for attracting customers and videos are more effective at converting them. As a result, you decide to allocate a higher budget to video production in the future.

This kind of data-driven decision-making can help you optimize your content marketing strategy and ensure that your resources are being used effectively.

Helps with Executive Buy-In

We've all heard of a CEO or CMO who redirected their marketing budget from organic to paid ads. Why does this happen? The answer—content marketing does not offer an immediate or direct conversion, unlike paid marketing. 

However, a comprehensive tracking and analytics system like Factors makes attributing revenue and sales to content marketing easier. All the data is displayed in the form of a user timeline in chronological order. You see all the touchpoints all the way from the first one right up to the conversion, helping you set up attribution and get executive buy-in for increased budgets. 

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Can Reduce Churn

When tracking ROI, you tend to notice gaps within your existing content. This could be a lack of knowledge base, FAQs, video tutorials, or other content pieces. 

If you notice that your customers interact and use your existing knowledge base a lot, you can double down on the content there to help them make the most out of your product or service. 

As customers become more invested in your products through these efforts, sunk cost fallacy comes into play and your customers are less likely to switch.

Improve Collaboration Between Sales and Marketing

Measuring content ROI also requires collaboration between the sales and marketing teams. During sales calls, your sales team can identify which content a user viewed before booking the demo. They can then correlate the conversion rates with the type of content to identify what performs best.

For instance, if whitepapers or webinars are effective in moving leads further down the sales funnel, your marketing team can double down on these pieces. This can also help the sales team close more leads and bring in more revenue.

Mistakes to Avoid When Measuring Content Marketing ROI

When it comes to measuring the return on investment (ROI) of your content marketing efforts, there are several common mistakes that marketers often make. Avoiding these pitfalls can help you gain a more accurate understanding of your content's performance and its impact on your bottom line.

1. Not Understanding the True Cost of Content Production and Distribution

Most marketing teams do not track the true cost of content production and distribution. 

This cost includes both 

• direct costs: such as the cost of hiring writers or purchasing content
• indirect costs: such as the time spent by your team to manage, edit, and distribute the content.

According to a Forbes article, content is the gasoline that fuels the entire marketing engine. Just like gasoline, there are different grades of content and each grade comes at a different price. Knowing the collective costs of creating and distributing content is the best way to start identifying the ROI from your content marketing efforts.

2. Relying Exclusively on Vanity Metrics

Vanity metrics make you feel good about your marketing efforts. They include website page views, the number of subscribers on your newsletter list, the number of likes or followers on social media, and email open rates.

However, vanity metrics tell you nothing about your business performance.

For example, a million monthly page views might sound impressive. But if they do not translate into sales, they are not contributing to your bottom line. Similarly, having a large number of email subscribers is meaningless if they do not engage with your content and take the desired actions.

Instead, focus on actionable metrics like: 

• website conversion rates
• click-through rates of email campaigns
• customer acquisition costs
• positive brand mentions on socials and other websites

These metrics help you better understand how your content is impacting your bottom line and make data-driven decisions to improve your content marketing ROI.

3. Ignoring Micro-Conversions

Micro-conversions are the smaller actions that website users take on the path to macro-conversions. 

Micro conversions can include actions such as:

• signing up for a newsletter
• downloading a whitepaper
• brand mention on social media

While these actions may not directly lead to a sale, they are important indicators of user engagement and can provide valuable insights into the customer journey.

Ignoring these micro-conversions can lead to missed opportunities for optimization and improvement. But tracking and analyzing these small actions helps you better understand your customer's behavior and make impactful decisions for your content strategy.

4. Relying only on self-attribution

Self-attribution is the source of conversion as reported by the customers themselves. This could be through surveys, feedback forms, or other direct communication where the customer tells you how they found out about you or what influenced their decision to convert.

A study by Google mentions that customers have an average of 2.8 touchpoints before making a purchase. This means that if you're only attributing success to the last touchpoint, you're missing out on considering the impact of the other 1.8 touchpoints.

Consider a customer who discovered your brand through a blog post. They also engaged with your social media content before making a purchase through a promotional email. If you ask this customer what influenced their purchase, they may mention it was the promotional email. But that undervalues the role of other pieces of content within the buyer journey.

To avoid this mistake, complement self-attribution data with other methods of tracking customer interactions. This means, using analytics tools like Factors to track customer behavior on your website and across platforms, and implementing various attribution models to consider all touchpoints in the customer journey. 

For example, a linear attribution model would give equal credit to all touchpoints, while a time-decay model would give more credit to the touchpoints closer to the conversion. 

Let’s now look at how we can calculate the content marketing ROI with an example. 

Calculating Content Marketing ROI With An Example

Let's take a look at an example to better understand how to measure the ROI of a content marketing campaign. 

Suppose one of your blog posts started ranking on Google through SEO and was also promoted on social media and email campaigns. 

By the end of the month, the blog got 800+ unique visitors – 500 through search engines and 300 through promotional efforts. Of these 800 visitors, 60 signed up for the product.

You earn around $5000 from these 60 customers

If the cost of producing and promoting the blog post was $1000—which includes the cost of writing and repurposing the content across platforms, what’s our ROI on this piece of content?

Using the content marketing ROI formula:

ROI = ($5000 - $1000) / $1000 * 100% = 400%

This means that for every $1 spent on the blog post, you earned $4 back. 

And because SEO content keeps bringing in visitors, long after the work is done, you continue to reap the benefits from these efforts.

Measure your content efforts with Factors 

Let’s get started with a practical setup of how you can leverage Factors for content marketing ROI measurement. 

Step 1: Define Your Goals and Metrics

Before you start measuring your content performance, you need to determine what success means for content marketing. 

For you, it could mean increasing website traffic, generating leads, improving conversion rates, or boosting customer engagement. Determining your metrics and key performance indicators (KPIs) will help you measure your progress toward these goals.

Factors provide Attribution tracking which helps you create reports that attribute your marketing efforts to specific goals and metrics.  

Here's how you can build an event report in Factors.ai:

1. Log in to Factors and click on Reports > Analyse

2. Next, click Attribution Reports. These reports keep track of all the touchpoints through the platforms that Factors has connected with and UTM data to identify the source of conversion. 

3. Next, we need to identify the specific goals that signify a successful conversion. 

Step 2: Set Up Tracking/Attribution

If you haven’t set up events, you can do so by clicking on the configure icon beside your profile picture and clicking Events.

1. Factors also automatically track events across all the pages of your website. You can simply set a page as your conversion goal (for ex. Demo page). Let’s take this as an example and create an attribution report. 
2. The conversion goal is set to the /schedule-a-demo page. 

3. Marketing touch points are the type of marketing campaigns that you want to track within these reports. Tactics are outbound marketing campaigns like Google ads. Offers are inbound marketing tactics like landing pages and content that you create to bring in visitors. 
4. We then pick the Property as a Campaign here so we can attribute the marketing efforts to specific campaigns. You can pick a source if you want to identify which of your channels is bringing in the most conversions. 
5. Then, we move to Criteria. This helps you configure how a conversion is attributed to a specific campaign. We’ll start by configuring it to the first touchpoint. This means all conversions are attributed to the first touchpoint. 

We also set the time window to 30 days. This ensures that even if a visitor converts after 30 days, you can attribute it back to the first touchpoint. 

6. Once done, click Run analysis and you’ll have a complete visual report specifying exactly what campaigns bring in your leads. 

Step 3: Understanding Campaign Costs and ROI

Scrolling down the report will give you a breakdown of individual campaigns that bring in leads. 

1. Factors can also bring in the ad spends for each campaign on a single dashboard. This means you can identify how much money was spent on a campaign vs. the return. 

2. Scroll below the chart to see the breakup. This breakup will give you insight into how your content marketing performs and the number of conversions it brings in.

With that, you have a fundamental understanding of how to attribute business success to your content marketing efforts and showcase the impact to the stakeholders. 

However, it’s just the beginning. Factors integrates with 6signal by 6sense, Hubspot, Zapier, Ads platforms, Slack, and many other tools to bring data from across platforms under a single dashboard. This lets you create comprehensive reports and also gives you a holistic view of all your marketing campaigns, no matter the platform.

Leverage The Factors Advantage for Content Marketing ROI Optimization

With content marketing, you're juggling multiple tasks—creating content, tracking performance, and more importantly, measuring return on investment (ROI). But, measuring ROI isn’t straightforward. It involves setting clear goals, tracking the right metrics, understanding your costs, and connecting the dots to get a holistic view. 

That’s a lot to handle. But Factors is here to simplify things for you.

It makes tracking and understanding your content marketing efforts a breeze. With its analytics and attribution tools, you can easily track user behavior, identify key touchpoints, and optimize your sales process. Plus, Factors’ customizable dashboards give you a real-time view of your key metrics, helping you make data-driven decisions on the fly.

So, are you ready to unlock the full potential of your content marketing? Then it's time to take the next step. Book a demo with Factors and start your journey towards content marketing success, today!

Drowning in data but thirsty for answers? We've been there. As content creators, we have numbers on clicks, views, bounce rates, and more. 

But what we need is for that information to come together and show us what's working,  what's not, and how to improve. 

That's where content marketing analytics tools come in. 

Content marketing analytics tools are digital platforms that help you understand how your content is performing. They provide insights into key metrics like site traffic, social media engagement, search rankings, and whether your content is driving conversions.

They help make sense of your content so you can optimize your content marketing strategy. They show key metrics like site traffic, social engagement, search performance, and whether your long blogs are converting readers.

But with many options, finding tools for B2B SaaS teams is hard. We've listed the top content marketing analytics tools to prove & improve the impact of content. These tools ensure you're making progress with your content, not just treading water. Let's get started! 

tl;dr

• Content marketing analytics tools help SaaS businesses understand and optimize their content strategy.
• Key features in these tools include visualizations, customer journey insights, integrations, metric tracking, an intuitive user interface, customizable reporting options, and real-time analytics
• The 6 best content marketing analytics tools for SaaS include: Factors, Google Analytics, HubSpot, HockeyStack, Dreamdata, and Matomo
• The right content marketing analytics tool can make your decision-making and optimization efforts more streamlined and provide valuable insights into audience engagement and campaign performance.
• Factors helps you identify top-performing content, uncover hidden patterns, and track customer journeys, ensuring that your content marketing strategy continually evolves for maximum impact.

What to look for in a content marketing analytics tool?

Every tool is designed with a specific audience in mind. But here are some of the features that your content marketing analytics tool must possess. 

• Account Visualizations: Visualizations translate raw stats into a form simple to grasp and analyze. They help you quickly spot trends, patterns, and outliers that wordy stats may miss. A solid analytics tool will offer various visual formats, like charts, graphs, and heat maps, to suit different data types and needs.
• Insight into Customer Journeys: Each customer interaction with your content is a step in their journey. Insight into how customers interact with your content is key to improving your content strategy. The analytics tool you choose should show each customer's full path, tracking what they do across channels and touchpoints. This means seeing the content they connect with, the actions they take, and the order of these interactions.
• Integrations with Other Tools: No tool operates alone. Your content marketing analytics tool must work with your other marketing software. This could mean your CRM, email tool, social media manager, and more. Seamless linking allows centralized data control, eliminating manual data transfer between systems.  
• Ability to Track Relevant Metrics: Not all metrics are equal. The tool should track metrics most relevant to your goals. If your goal is brand awareness, track page views and social shares. If lead generation is what you’re after, track form completions, and newsletter signups. The tool should allow custom metrics for your needs.
• Intuitive User Interface (UI): A tool can have all features but if it’s hard to use, no one will want to use it. An intuitive interface makes it easy for all skill levels to navigate the tool and leverage it for their use cases. This means clear menus, logical layouts, and helpful tips.
• Customizable Reporting Options: Every business is unique, as are reporting needs. A good tool allows customized reports to focus on important data. You may also want a tool that allows you to choose metrics, how they're displayed, and who they're shared with. Custom reports also make it easier to share insights with stakeholders.
• Real-Time Analytics: The digital world constantly changes. What worked yesterday may not work today. Real-time analytics lets you monitor content performance now so you can quickly spot and respond to changes like traffic spikes, engagement drops, or social share surges. Responding fast gives you an edge. 

6 Best Content Marketing Analytics Tools for SaaS in 2023

Let’s get started with the 6 best content marketing analytics tools that you must try. 

1. Factors.ai

Factors is a must-have tool for B2B marketers. It provides real-time data and actionable insights that help B2B companies maximize content impact and drive measurable results. With Factors, you get a custom snapshot of how your audience is engaging with your content assets so you know what's working, what's not, and what needs to change. 

Factors automatically tracks and compiles key content marketing metrics saving you time. You can use these data-driven insights to refine your content creation, enhance the distribution of your top-performing content, and refresh older content that needs improvement.

“The quality of data is amazing. It's one of the best in the market. With Factors.ai we have been able to increase our top of the funnel and at the same time we have been able to add a few into the middle of the funnel.” — Wilson L., 5-star review on G2.

Features

Factors offers a wide range of features designed to help you optimize your content marketing efforts:

• Comprehensive Content Analytics: Factors gives you in-depth insights into how your content is performing, who's engaging with it, and how well your campaigns are working. It helps content marketers easily see what's effective and make changes to optimize their strategy. As Praveen R., Head of Product Marketing at a small startup put it, Factors helped them identify the content and pages that were working well and offered good insights into the typical customer journey.
• Explain Feature: The "Explain" feature helps uncover important patterns in your data so you can spot trends and understand what's driving your results. Anirhudh Sridharan found it helpful in digging out patterns that impact their conversion metrics.
• Automated Alerts and Notifications: With this feature, you can get automated notifications about important visitor activities so you can respond promptly, engage leads at the right time and access a bigger pool of potential customers. Some Factors users have said that implementation of Factors has substantially expanded their top-level pipeline, granting them access to a broader pool of potential prospects and allowing them insight into each prospect's characteristics and behaviors. 
• Attribution Tracking for Content Campaigns: This feature helps you keep track of how your content campaigns are performing across channels so you can double down on what's working and optimize your strategy. Chaitanya G., Head of Growth at a startup mentioned, Factors provides effective solutions to various challenges faced by marketing teams while offering automated alerts, enabling them to engage with prospects at the right time and focus on targeted campaigns that result in higher ROI.

• Easy Integration with Marketing Tools: Factors integrates perfectly with the platforms you already use, bringing all your data together for a complete picture of how your content is performing. No more juggling metrics across different places—get it all in one spot for easy insight into what's driving your results.
• Account Segmentation and Audience Insights: Factors gives you the power to segment accounts based on their behaviors and interests so you can tailor your marketing just for them. See who's engaging with what content, how they're interacting with your brand over time, and what makes them tick. Then craft targeted messaging and content to match. Gayatri Ivaturi S., Director of Digital and Content Marketing at a Mid-Market company, said Factors allow them to understand website activity and buyer intent at an account level. Combining multiple custom reports, they segment and target leads based on this behavior and intent data.

“Implementing automated alerts by Factors has dramatically enhanced the efficiency of our sales team. Gone are the days of dedicating countless hours to researching prospects before initiating contact, as we now possess all the necessary information readily accessible.” — Ashok D., 5-star review on G2

Integrations

Factors.AI offers a wide range of integrations to ensure seamless data flow and enhanced functionality. Here are some of the key integrations and how you can use them:

• 6signal: Discover anonymous companies on your site so you can understand their behavior and interests. 
• Clearbit Reveal: Get the details on the companies stopping by your site so you can tailor your marketing to them. 
• Salesforce: See how your marketing activities directly impact your sales and get insights right in your CRM. 
• HubSpot: Share data between your marketing platform and CRM for a complete customer view and optimized efforts.  
• Segment: Bring all your customer data together for a deeper analysis of your audience and how to best engage them. 
• Rudderstack: Get a 360-degree customer view for smarter marketing and customer experiences.  
• Google, Facebook, LinkedIn, and Bing Ads: Track how your ad campaigns are performing straight from Factors. Optimize your ad spend based on real data.
• Google Search Console: Gain insights into your site's visibility and performance in Google search. Improve organic traffic based on search behaviors. 

For a full list of integrations, check out Factors’ integration page.

Pricing

Learn more about pricing here: www.factors.ai/pricing

2. Google Analytics

Google Analytics (GA)—we all know it and we've all used it at some point. For B2B SaaS brands, GA provides insights into who your customers are, how they're engaging with your content, and where the cracks are in their journey. 

Features

Google Analytics offers a range of features that are relevant to content analytics, visualization, reporting, and dashboards. Here are some key features:

• Customer-Centric Measurement: Google Analytics allows you to understand how your customers interact across your sites and apps, throughout their entire lifecycle. 
• Insights to Improve ROI: With Google's machine learning capabilities, Analytics can uncover new insights and anticipate future customer actions.
• Connect Your Insights to Results: Analytics integrates with Google's advertising and publisher tools, giving you the flexibility to optimize your marketing performance based on the insights you gain from your data.
• Make Data Work for You: Google Analytics offers an easy-to-use interface and shareable reports. You can quickly analyze your data and collaborate with your team, making your data work for you.

Integrations

Google Analytics is designed to work seamlessly with other Google solutions, providing a complete understanding of your marketing efforts and enhancing performance. Some of the top integrations include:

• Google Ads
• Search Ads 360
• Display & Video 360
• Google Cloud
• Google Search Console

Apart from these, most tools integrate and pass data to Google Analytics 

For more detailed information on these integrations, you can visit the Google Analytics Integrations page.

Pricing

Google Analytics is a free tool, making it an excellent choice for businesses of all sizes. For more advanced features, Google offers Analytics 360, a more customizable version of Analytics, that is part of Google’s paid suite of products. That said, pricing starts at $150,000 per year which may not be affordable for midsized companies.

3. HubSpot

HubSpot is a comprehensive marketing analytics platform that provides insights into your marketing efforts and their impact on revenue. It offers a suite of tools for tracking, reporting, and analyzing your marketing channels.

Features

• Track the Complete Customer Lifecycle: With Hubspot, you can build reports that analyze your CRM data to discover key trends. Track the actions of your website visitors to understand behavior and trigger automation workflows. Use multi-touch revenue attribution to map how marketing touchpoints work together to drive revenue.
• Check Site Performance and Measure Traffic: You can measure traffic to your website and check its quality based on interactions. This feature also allows you to analyze how each of your pages is performing, compare key metrics like sessions and conversion rates, and find out which traffic sources bring in the most sessions and customers over time.
• Analyze Reports Across Several Marketing Channels: HubSpot's analytics are built into everything you do, right out of the box. You can see detailed reports for every marketing asset, from your website to emails, blog posts, social media, and more. Then add any report to your dashboard to track everything in one place.

Integrations

HubSpot seamlessly integrates with over 1,250 leading apps and web services, including:

• Google Contacts
• Mailchimp
• Xero
• Aircall
• Airtable
• Microsoft Dynamics 365

For more detailed information on these integrations, you can visit the HubSpot Integrations page.

Pricing

HubSpot's pricing for its marketing analytics software is structured as follows:

• Professional Plan: Starts at $800 per month, billed annually. This includes 2,000 marketing contacts. Additional marketing contacts cost $225 per month per 5,000 contacts.
• Onboarding Fee: You’re also charged a $3,000 onboarding fee for the Professional plan and a $6,000 onboarding fee for the enterprise plan. 

4. HockeyStack

HockeyStack is an analytics and attribution tool designed for B2B companies. It provides a complete picture of every customer touchpoint, from the first interaction to the closed deal, helping you refine your marketing strategy.

Features

• Attribution 2.0: HockeyStack uncovers every touchpoint, from the first interaction to the closed deal, providing a comprehensive view of the customer journey.
• Custom Dashboards and Reports: HockeyStack allows you to create custom dashboards and reports to visualize your data in a way that makes sense for your business.
• Goal, Funnel, and Segment Tracking: Track your marketing goals, funnels, and segments to understand the effectiveness of your marketing efforts.
• CRM, Billing System, Customer Support, and Ad Network Integrations: HockeyStack integrates with your existing tech stack, providing a unified view of your marketing, sales, revenue, and product data.

Integrations

• CRM: HubSpot, Salesforce
• Ads: Google, Facebook, LinkedIn, and Twitter Ads
• Account-Based Marketing: 6sense, Rollworks
• Marketing Automation: Mailchimp, Pardot, Marketo, HubSpot Marketing Hub

For more detailed information on these integrations, you can visit the HockeyStack Integrations page.

Pricing

HockeyStack's pricing starts from $949 per month for 10,000 visitors per month and 10 seats. The setup and onboarding are completely free.

5. Dreamdata

Dreamdata is a B2B revenue attribution platform that connects your content to pipeline and revenue. It provides insights into how your content is influencing leads, prospects, and new business, helping you make data-driven decisions about your content strategy.

Features

• Content Analytics: Dreamdata's Content Analytics provides insights into how your content is influencing leads, prospects, and new business.
• Content Funnel Performance: It allows you to see what content influenced your accounts at different stages of their journey.
• Content Performance: With Content Analytics, you can identify what source channel is bringing in the right audience to your content.
• Data-Driven Content Strategy: Dreamdata helps you develop a truly data-driven content strategy by providing insights into what content to create for each step of the funnel, how long to wait for conversions at each stage of the pipeline, what channels to invest more in, and which are your true evergreen pages.

Integrations

Dreamdata integrates with a wide range of tools across different categories. Here are some of the key integrations relevant to content marketing:

• CRM: HubSpot, Salesforce, Pipedrive, Microsoft Dynamics
• Ads: LinkedIn Ads, Google Ads, Facebook Ads, Twitter Ads
• Marketing Automations: HubSpot, Marketo, Pardot
• Customer Success: Intercom
• Sales Tools: Outreach
• Website Tracking: Segment, analytics.js
• Data Warehouse: BigQuery, Amazon Redshift, Snowflake
• Business Intelligence: Google Data Studio, Tableau, Looker, PowerBI, Metabase
• Reverse ETL: Hightouch, Census

For more detailed information on these integrations, you can visit the Dreamdata Integrations page.

Pricing

Dreamdata offers several pricing tiers, starting from a free tier to custom enterprise solutions:

• Free: $0/month, includes up to 30,000 Monthly Tracked Users, up to 5 Seats, B2B Web Analytics, Unified Ad Spend Report, Company Enrichment & Segmentation, De-anonymize Traffic, LinkedIn Ads Engagement, and the option to share reports with your colleagues.
• Team: From $599/month, includes everything for Free, plus 30,000 Monthly Tracked Users, up to 10 Seats, Connect your CRM, Revenue & Multi-Touch Attribution, Performance Analytics & ROAS, Customer Journeys up to 2 years, LinkedIn & Google Conversion Optimization, and Data-Driven Contact to Company resolution.
• Business: From $1,499/month, includes everything in the Team, plus 60,000 Monthly Tracked Users, 20 Seats, Connect your Marketing Automation, Replay Historical Tracking Data, Content Analytics, Customer Journeys up to 3 years, SSO & User Roles, and Shared SOC2 Type II Report.
• Enterprise: Custom pricing, includes everything in Business, plus Unlimited Monthly Tracked Users, 30 Seats, ROI & CAC Reporting, Data Warehouse Access, Custom Stage Objects, Custom Attribution Model, SAML, OpenID, Azure AD, OneLogin, or Okta, and Service Level Agreement.

6. Matomo

Matomo is a powerful open-source analytics platform that provides insights into your website's traffic and marketing effectiveness. It's designed to give you complete control over your data, with a strong focus on privacy compliance.

Features

• Content Tracking: Matomo's Content Tracking feature shows how effective specific pieces of content are at generating interactions on your website or app. It tracks content impressions and content interactions, allowing you to analyze the interaction rate and discover the most effective placements and variations for your content.
• Customizable Dashboard: Matomo allows you to customize your dashboard to suit your needs, providing a personalized view of your analytics.
• Multiple Integrations: Matomo can be integrated with the most popular Content Management Systems, Ecommerce platforms, and Tag Managers.

Integrations

Matomo offers a variety of integrations with popular Content Management Systems, Ecommerce platforms, and Tag Managers. Here are some of the key integrations:

• Content Management Systems (CMS): WordPress, Wix, Webflow, Squarespace, Drupal, GoDaddy Website Builder, Jimdo, Microsoft SharePoint Online, Joomla, Kajabi
• Ecommerce: Shopify
• Tag Manager: Google Tag Manager
• Other: Cloudflare, React, Vue.js

Pricing

Matomo offers several pricing plans, including a free option:

1. Free Plan: This plan is free and includes self-hosted analytics, full data ownership, and no data limits.
2. Cloud-hosted Plans: Starts at $23/month for 50,000 hits a month. The pricing increases as your monthly traffic grows. However, all plans, including the base plan have all the important features. 
3. Enterprise Plan: If you need Custom data limits, custom data retention period, white labeling, custom domains, or specific enterprise requirements, this plan is the ideal fit for your needs. 

Experience The True Potential of Your Content Marketing Analytics

The B2B SaaS landscape has evolved beyond traditional content marketing and embraced the power of data-driven decision-making. Content marketing analytics tools enable this transition and help marketers better understand their audience, optimize campaigns, and ultimately, drive growth and success.

Factors stands out as an exceptional choice for SaaS businesses in search of an analytics tool.  It not only reveals hidden insights but also streamlines the most complex aspects of content marketing strategy. It works behind the scenes to reveal anonymous website visitors, track customer journeys, and offer actionable data. It equips businesses with the invaluable information needed for strategic, well-informed marketing decisions.

So, don't let the vast sea of data intimidate you. A powerful and flexible content marketing analytics tool like Factors can make your life simple. 

Ready to make the best of your content marketing efforts? Book a demo with Factors today and see how it can help you make the right decisions.

Are you generating lots of leads but not enough conversions? That’s the story of many startups as well. 

Enter Account-based marketing — a strategic approach that personalizes marketing efforts for individual accounts to increase the likelihood of conversion. 

In this guide, I'll share 6 battle-tested account-based marketing tactics that personalize marketing, and turn targeted accounts into happy customers, without draining your team.

We’ll cover tactics including:

• Building personalized landing pages addressing your ideal customer's pain points
• Small, industry-focused webinars to engage key accounts
• Tailored ads optimized for different buying stages

Let's dive into the ABM tactics that deliver real results.

6 account-based marketing tactics + examples

Here are 6 of our favorite ABM marketing tactics that businesses have seen great success with.

1. Personalized landing pages: A personal touch for your target accounts

Personalized landing pages speak directly to your target accounts, addressing their unique needs and pain points. 

This isn't about simply changing the company or industry name on a generic landing page — it's about creating a tailored experience that resonates with your ideal customer profile.

Take Procurify, a Vancouver-based spend management company. They were in full-on growth mode, having secured Series B funding and expanded their teams. But with growth came increased pressure on the marketing team to accelerate customer acquisition.

Procurify's solution? An innovative strategy that involved creating 50 super-personalized landing pages that spoke to the exact needs of the industry they catered to. 

The result — 38% overall demo rate, a testament to the power of personalization.

The key to Procurify's success was understanding their target accounts' needs. All the landing pages, though following a similar template, were unique in what they said. The copy spoke to only one person/industry and no one else. That’s what made this work.

But these pages also need to be seen by the right people. Procurify paired their landing pages with video ads, which had a cost-per-conversion that was just a quarter of their search ad spending.

The takeaway? Personalized landing pages can be powerful for your ABM toolkit. 

2. Thought leadership webinars and roundtables: Engaging target accounts with industry insights

Webinars and roundtables are not new in the world of marketing. But when used in an ABM strategy, they can be a goldmine. 

Inviting thought leaders from your target accounts to participate in these events helps you provide value to your audience and also build excellent relationships with key decision-makers.

A great example of this is the SaaS company, Outreach. They regularly host webinars featuring industry thought leaders. 

This not only positions them as a knowledge hub in the industry but also allows them to engage with their target accounts on a deeper level.

For instance, they hosted a webinar titled "How to create and close more pipeline in 2023". 

Here Andrew Arocha, CRO of Drift, and Melton Littlepage, CMO of Outreach jammed together on different tips and strategies to close more sales and improve team productivity. 

The topic is a perfect audience merge of both businesses, helping them raise awareness of what they do—while connecting Outreach to Drift for future business opportunities.

How can you replicate this for your own ABM strategy? Here are a few steps:

• Identify the thought leaders in your target accounts
• Invite them to participate in a webinar or roundtable discussion
• Choose a topic that is relevant to your industry and your target accounts
• Promote the event to your target accounts and broader audience
• Follow up with participants after the event to continue the conversation

If you’re a smaller company, start with leaders that aren’t too popular. For example, connect with marketing heads instead of CMOs. They’re more accessible and can help you get started quicker. 

3. Segmented ads: Tailored messaging for every buying stage

In the world of ABM, the more personalized your approach, the better your results. This is particularly true when it comes to advertising. Segmented ads, which are tailored based on the buying stage and industry of your target accounts, can significantly increase engagement and conversion rates.

One SaaS company that has successfully leveraged this tactic is DocuSign. As part of their ABM campaign, they targeted 450 accounts with different messaging, images, and calls to action, depending on the account's industry and stage in the buying cycle. 

This highly personalized approach allowed them to speak directly to the needs and interests of each account, resulting in a more effective campaign.

Here’s one more example from Intridea – a full-service digital agency. They rented a billboard right across Ogilvy & Mathers’ office for some confrontational copy. 

How can you replicate this in your own ABM strategy? Here are a few steps:

• Identify your target accounts and segment them based on industry and buying stage
• Develop different ad creatives and messaging for each segment and industry
• Use a platform like LinkedIn or Google Ads to create targeted messaging
• Monitor the performance of your ads and adjust them as needed

Segmented ads can be a powerful tool in your ABM strategy. By tailoring your ads to the specific needs and interests of each target account, you can increase engagement, improve conversion rates, and ultimately drive more revenue for your business.

4. Freebies: A win-win strategy for engagement

Everyone loves a good freebie, and your target accounts are no exception. Offering valuable resources like reports, templates, or even personalized gifts can be a great way to catch the attention of your target accounts and show them you're invested in their success.

One company that has leveraged this tactic to great effect is O2, a leading provider of mobile and broadband services in the UK. 

A few years ago, O2 decided to raise its profile as a total communications provider in the B2B space. They created personalized, well-researched, value propositions that showed prospective targets how much they could save by switching to O2.

The results—impressive. 

The campaign generated £260m in the pipeline and £39m in closed deals. The personalized reports were a key part of this success and helped the business gain access to accounts that otherwise did not convert.

So, how can you replicate this in your own ABM strategy? Here are a few steps:

• Identify the key decision-makers in your target accounts.
• Understand their needs and challenges.
• Create personalized freebies that address these needs. This could be anything from a valuable report or whitepaper to a product demo or a custom gift.
• Deliver these freebies through personalized ads or direct outreach.
• Follow up with the decision-makers to get their feedback and continue the conversation.

The success of O2's ABM campaign shows that freebies can be a powerful tactic in ABM, especially when they are personalized and provide real value to the target accounts. 

So, the next time you're planning your ABM campaign, consider what kind of valuable freebies you could offer to your target accounts and allocate some resources to creating them.

5. Curated emails: Nurturing relationships with target accounts

Connecting with your dream accounts is all about relationship building. And email can be one of your best tools for nurturing those relationships. Instead of blasting generic emails to every account, get strategic with personalized outreach. Really get to know your target accounts—what makes them tick, what challenges they face, and what solutions they need.

Take Skill Share, the online learning platform, as an example. They could send generic course lists to every account. But, they choose to send carefully curated courses that are relevant to a user’s activity and choice of courses. 

So, if a user shows interest in video production and editing courses, Skill Share curates a list of courses that are relevant. You can also take it one step ahead — design course pathways that help a user go from 0 to hero where you suggest the next best course automatically over email, when one is nearing its end.

If this is difficult to implement because of how your platform is built, segment your audiences based on the categories of content they consume and create personalized emails for each segment.

The takeaway? Don't just blast emails and hope for the best. Take the time to craft customized outreach that provides real value. That's how you make target accounts feel special - and turn them into loyal customers.

6. Visual social proof: Show, don't just tell

Visual social proof is a powerful way to showcase your company's success and the value you bring to your customers. This can take the form of case studies, customer testimonials, or even social media campaigns that highlight your company's achievements.

For instance, HubSpot, a leading marketing, sales, and service software, uses visual social proof on its homepage by showcasing its customers' logos. This gives potential customers a sense of trust and reliability, knowing that other reputable companies are using HubSpot's services.

Another great example is Ahrefs, an SEO tool, which uses visual testimonials from leading experts in the industry. This gives the company credibility and reassures potential customers about the quality of their product.

Visme, an infographic tool, shows the number of people using their tool around the world. This gives potential customers a sense of the tool's popularity and effectiveness.

Showcase the logos of some of your best clients. Talk about how your product has helped them grow. If you can, combine this with personalized landing pages and showcase industry-relevant logos on each page.

This helps build trust with your customers even before they have booked a demo call or talked to anyone from your team. After all, it’s not about telling your target accounts what you can do for them but showing them real, tangible proof of what you've already done for others.

Deliver a personalized marketing experience at every stage

Implementing these ABM tactics is only half the battle. To truly make the most of your ABM strategy, you need to know which accounts to target and which metrics to track.

Knowing which accounts to target helps you focus your resources on the accounts that are most likely to convert. This is possible with the help of account scoring. Account scoring, implemented right, can give you a clear picture of which clients you must target first and which ones can be deprioritized for better resource allocation. 

You also need to be tracking the right metrics to measure the success of your ABM strategy and to make necessary adjustments. Some key metrics to track include engagement rate, conversion rate, and customer lifetime value. But remember, the metrics you choose to track should align with your overall business goals.

Need help seeing results from your marketing campaigns? You need to begin tracking the right demand generation metrics. They help you know what's working at each marketing stage—from initial brand awareness to customer retention.

While there are numerous metrics that you can track, let's explore the 12 most important demand generation metrics you must consider tracking. From website traffic to content engagement and beyond—we'll cover the key performance indicators (KPIs) that allow you to:

• Identify bottlenecks in your marketing processes
• Prioritize high-impact campaign strategies 
• Continuously optimize based on actionable data
• Prove and improve marketing's impact on revenue

Let's get started. 

Top 12 Demand Generation Metrics 

Rather than tracking every metric under the sun, it pays to focus on a targeted set that will give you true insight into your marketing efforts. We'll split them into sections of the B2B sales funnel—top of the funnel, middle of the funnel, bottom of the funnel, and post-conversion metrics for simplicity. 

Here are the top 12 metrics you must track for better demand-gen marketing. 

Top-of-the-funnel metrics

The top of the funnel is all about driving awareness and interest in your brand. To measure effectiveness at this stage, focus on these key metrics:

Website Traffic and Unique Visitors

Your website traffic shows the total number of sessions or pageviews on your site over time. The unique visitors metric represents the number of new people who have come to your website within a designated time frame.

When both metrics are tracked together, it gives insight into how well your campaigns expose your brand to fresh audiences and drive engagement.

For example, if you drive 5,000 visits and 4,000 unique visitors in a month, it tells you your traffic sources are introducing 1,000 repeat visitors along with 4,000 new people to your site. 

This analysis helps you identify which channels excel at attracting relevant new visitors vs. repeat traffic. You can then focus efforts on high-performing channels for new visitor growth while phasing out ones only to drive repeat traffic.

Landing Page Conversion Rate

Your landing page conversion rate is the percentage of visitors completing your desired goal action on your landing page, like downloading content or signing up for a demo. For instance, if you get 300 downloads from 1,000 visitors, your conversion rate is 30%.

Landing Page Conversion Rate: (Total conversions / Total visitors to the landing page) x 100

You can test different elements on your landing pages, like copy, visuals, and calls to action, to refine them for higher conversion rates over time. With an analytics tool like Factors, you get the insights necessary for optimizing your funnel for better conversions. 

Click-Through Rate (CTR)

Click-through rate is the ratio of users who click on your ad or content compared to the number who saw it. For example, if your ad gets 300 clicks after being seen 1,000 times, your CTR is 30%.

CTR: (Total clicks / Total impressions) x 100

CTR indicates how well your ads perform. If more people click on your ad, it reaches the right people and resonates with them. So, it makes sense to monitor CTR by campaign, ad group, and keyword to identify high-performing content. 

Middle-of-Funnel Metrics

Once you've attracted visitors and converted them into leads, it's time to begin nurturing and qualifying them and determining their sales-readiness—that's the middle of the funnel. These key metrics help you assess pipeline health at this stage.

Lead Generation Rate

Your lead generation rate shows how many new leads are produced over a specific period, typically monthly. For example, if your marketing efforts on one channel generate 400 leads over two months, you have a monthly lead gen rate of 200. The higher this number, the better it is—indicating better marketing. 

Lead-to-MQL Conversion Rate

Once you have collected the leads, it's time to convert them into MQLs and take them further along the funnel. This metric looks at the percentage of new leads that turn into marketing qualified leads (MQLs)—these are deemed ready for sales follow-up. For instance, if you generate 400 leads monthly and 100 qualify as MQLs, your conversion rate is 25%.

Lead-to-MQL Conversion Rate: (Total MQLs / Total new leads) x 100

This helps you understand how effectively your lead nurturing process moves prospects down the funnel to sales-readiness. A higher conversion rate shows better lead scoring, nurturing, and qualification processes.

Cost Per Lead (CPL)

Your cost per lead represents the average spend required to acquire a new marketing lead. It's calculated by total marketing costs divided by the number of new leads. 

For instance, $4,000 in marketing was spent to generate 400 leads. The CPL is $10.

Cost Per Lead: Total marketing costs / Total new leads

We want the cost to be as low as possible to acquire the same number of leads. So, in this case, lower CPL is better for your marketing campaigns. Once you've nurtured your leads, it's time to track and analyze the leads that move to the final stage of purchase—the bottom of the funnel. 

Bottom-of-the-Funnel Metrics

As leads move to the final sales stages, these metrics indicate how effectively your processes close and retain business:

Opportunity-to-Win Ratio

This metric evaluates the percentage of sales opportunities that successfully convert to won deals. For example, if your team successfully closes 50 out of 100 closed opportunities, your opportunity-to-win ratio is 50%.

Opportunity-to-Win Ratio: (Total won opportunities / Total closed opportunities) x 100

The higher this percentage, the better your sales team performs. The average sales win rate hovers around 47%. If your sales team can close a higher percentage of leads, it means the sales team better understands your audience's needs. But along with that, it also signifies your lead filtering is done well. 

Customer Acquisition Cost (CAC)

Your CAC is the average cost to convert a new customer. It's calculated by dividing total sales and marketing costs by the number of new customers won. 

For instance, $40,000 in marketing and sales to gain 100 new customers means a CAC of $400.

Compare CAC to factors like customer lifetime value and retention rates to ensure your acquisition costs align with potential revenue and longevity from each customer gained. Use CAC benchmarks by industry to optimize your spend.

Sales Cycle Length

The sales cycle length tracks the average days from initial contact to deal close. In the B2B space, the average sales cycle length can be over two months. However, it's best to aim for a lower average here. 

You can try account-based selling—a technique where you look at leads as accounts or companies to target instead of individual users. 

This allows you to gain a holistic perspective of the pain points a particular account is trying to solve and target individual accounts with messaging that checks the right boxes.

Determining an individual lead's account can become easier using account intelligence tools like Factors.  

Post-Conversion Metrics

Once a customer is acquired, you must also ensure they stay with your company. This involves customer success, customer support, and customer experience throughout their journey. Let's look at some metrics that help you determine the actual value of your products or services.

Customer Lifetime Value (CLTV)

Your customer lifetime value metric represents the average revenue generated from a customer over the entire relationship. It's calculated using average purchase value, frequency, and customer lifespan. 

For instance, if a customer pays you $200 a month, and the average relationship is 14 months, your customer lifetime value is $2800. 

This metric is valuable for two reasons—one, it tells you the average revenue each customer generates, and two, it tells you how much money you can spend to acquire each customer. Continuing the above example, you're running profitable marketing campaigns if you spend $350 to acquire a new customer.  

As you acquire more customers, keep an eye out for this number. Suppose you optimize this through better customer experience, improving features based on feedback, and providing more and more value every month. In that case, you can create a sustainable business in the long term.

Churn Rate

Your churn rate shows the percentage of customers you lose in a given timeframe. For example, if you lose 50 of your 500 customers annually, your churn rate is 10%.

The average annual churn rate in SaaS is 32-50%. This means 50-68% of the users continue using the same product for over a year. While the churn rate cannot be zero, the lower you keep this, the better it is for your business. 

Higher churn signals a problem—the product or service isn't delivering enough value to the customers. It also hurts marketing since they now have to work with smaller budgets to acquire more customers while working with the high churn—and it's a vicious cycle you'd best keep at bay. 

The best way is to track this metric closely and take action to reduce the churn rate whenever it is going in the wrong direction. 

Customer Satisfaction and Net Promoter Score (NPS)

Customer satisfaction metrics like NPS measure customers' happiness and loyalty via direct feedback. NPS asks customers their likelihood to recommend your product or service on a 0-10 scale.

Net Promoter Score: % Promoters (9-10 score) - % Detractors (0-6 score)

This metric relates to the two metrics we discussed above. If your customers are happy, they will stay with the business longer, with less churn. 

With technology aiding customer support, begin taking advantage of chatbots trained on your product documentation to answer customer questions instantly—and leave the complex queries for your lean support team.

Aligning the Chosen Metrics for Your Demand Generation Goals

While you can pick a few metrics from the above list and start tracking, you must ensure that the chosen metrics align with your demand generation goals. Let's look at what to consider to do this effectively. 

Connect Metrics to Overall Goals

Consider your main company goals, like revenue growth, customer acquisition, or market expansion. Determine which critical metrics at each funnel stage help track progress toward those goals.

For example, track lead volume and velocity through the pipeline and retention rate for a revenue growth goal. To expand market reach, monitor website traffic sources and visitor engagement—this will tell you the story of how far and wide your marketing reaches.

The idea is to have a standardized set of primary metrics you and your marketing team will watch at each stage that map back to high-level goals. With this, you automatically align teams to work towards the same set of targets instead of creating an organizational drift. 

Customize Metrics for Your Business

While standard metrics provide a strong starting point, you may want to customize based on your business model, goals, and audience.

Research benchmarks specific to your industry to set targets to gauge performance. Websites like Statista can help you understand the average range for your metrics. For instance, B2B businesses have higher CAC than DTC businesses. And that will help you set expectations when it comes to marketing costs. However, remember that the averages only help you set the goals initially. Once your marketing team has run campaigns over a few months, there will be enough data to create your own goals and metrics that work just right for your business. 

Optimize Processes to Move Metrics

We must set metrics and remember them. Monitor how team hand-offs influence your metrics and identify friction points. Based on the data you gather, refine roles and information transitions across sales, marketing, product, and service to align activities that impact your numbers.

For instance, long lead follow-up times could slow velocity and conversion rates. However, refining the process to improve marketing-to-sales hand-offs can be a low-hanging fruit that maximizes lead nurturing effectiveness and increases sales readiness.

Don’t forget to take the time and understand how your teams work collaboratively and identify ways to accelerate progress on the metrics tied to company objectives—calibrate efforts across the funnel for maximum business impact.

Take the Steps To Achieve Your Business Goals with Data-Backed Marketing

Tracking every vanity metric gives us an illusion of understanding marketing performance. But drowning in numbers only muddies the picture. You want the numbers to tell a story about how marketing is progressing toward your business goals.

You want metrics to help you zero in on the KPIs and offer visibility into campaign health and opportunities—enabling strategic decisions to drive growth. And for that, you need to track the most important ones. 

This guide will give you a headstart in creating tracking dashboards with the 12 most crucial demand generation metrics. But consider this as the beginning. Start pooling in data from multiple sources and aligning metrics with your business goals to extract the most valuable insights and tell the story right. 

Try Factors when you need an analytics tool to help you achieve that quickly. 

Factors helps you cut through the noise and clearly understand your marketing performance and revenue opportunities. It also takes advantage of visitor data to identify the business and industry a visitor is associated with—extremely valuable for account-based marketing campaigns.

Stop tracking your campaigns in the dark. The metrics are right here for you to make the most of them. Book a demo with Factors and see how we can make extracting insights easier. 

FAQs

How is demand generation measured?

Demand generation is measured through a combination of website traffic, landing page conversion rate, lead volume, cost per lead, sales cycle length, win rate, churn rate, and customer lifetime value. Tracking these KPIs provides visibility into a campaign’s effectiveness at driving new prospects into the funnel and successfully converting them to customers.

What is lead scoring in demand generation?

Lead scoring helps prioritize, which leads to focus on nurturing and advancing down the funnel. It assigns points to leads based on attributes like demographics, behaviors like page views, or interactions like downloading content. The resulting lead score represents a lead's sales readiness. Analyzing metrics by lead score helps focus efforts on higher-scoring segments for better conversion.

How do you measure the ROI of demand generation?

To measure ROI, first calculate campaign costs like advertising spend, human resources, and content creation. Then, quantify revenue driven by new customers acquired through demand gen efforts. Subtract expenses from income to determine net profit, then divide by costs to calculate ROI as a percentage. Tracking attribution helps accurately assign revenue to suitable campaigns and channels.

How well do you know your leads? With various marketing channels, leads come pouring in from multiple places daily. But how can you tell which ones are primed to convert and which still need nurturing? 

Enter lead scoring—a crucial mechanism for identifying and prioritizing your most promising leads.

This post will explore the ins and outs of lead scoring in marketing automation software. We'll use HubSpot as an example to illustrate how lead scoring works, best practices for setting up and optimizing your lead scoring, and critical use cases for putting this powerful tool to work. 

Whether you already use a particular software or are just evaluating options, you'll learn fundamental principles of lead scoring to identify and prioritize your most promising leads. The result? More closed deals and faster revenue growth. Let's dive in!

Why Lead Scoring Matters

You have leads from your website, landing pages, online ads, email campaigns, and more. How can you quickly identify the most promising ones worth prioritizing? Relying on guesses won't cut it. 

You need a systematic way to distinguish hot leads from cold ones.

That's lead scoring —a quantitative way to qualify leads based on their level of sales-readiness. It assigns points to leads as they engage with your business and demonstrate buying signals. 

The more points, the hotter the lead.

However, not all scoring models are created equal. 

Many basic systems only look at a limited set of criteria or fail to adapt as leads progress through the buyer's journey. But HubSpot's approach gives you a more customizable and dynamic solution.

With the right lead-scoring strategy, you can:

• Identify hot leads—See at a glance which leads are sales-ready based on their activities. Focus energy on your hottest leads first.
• Nurture cold leads—Understand what criteria cold leads are missing to prioritize relevant nurturing.
• Improve conversions—Convert more leads by focusing on those already showing buying signals.
• Enhance personalization—Deliver personalized, timely experiences matched to each lead's score.
• Track performance—Monitor the impact of your lead scoring criteria over time. Tweak criteria as needed.

Now, let's dive into how scoring works in HubSpot specifically.

How Does HubSpot Lead Scoring Work?

HubSpot's lead scoring methodology is powered by two key components—criteria and weight. Let's explain how each contributes to a lead's overall score.

Scoring Criteria

The criteria component determines which lead attributes and behaviors add or deduct points from a contact's score. HubSpot's software comes pre-loaded with default criteria based on typical buying signals.

Example positive criteria include:

• Visited a pricing page
• Downloaded an ebook
• Clicked on a call-to-action

Examples of negative criteria include:

• Unsubscribed from emails
• Bounced email
• Page visited with keyword "competitor"

However, the criteria driving your lead scoring model can be completely customized based on your unique business. You may tweak the default criteria or add new ones that match your typical buyer's journey.

HubSpot makes it easy to update your lead scoring criteria at any time as your business evolves. Whether launching a new product, shifting target audiences, or identifying new buying signals, you can update criteria on the fly.

Lead Scores or Weightage

The second component determining a lead's score is the points assigned to each criterion.

When a lead meets a defined criterion, the associated points are added to their lead score. When negative criteria are met, the points are deducted.

You control the points for both positive and negative criteria. The higher the weight, the more significant the impact each criterion has on the overall score.

For example, you may assign 50 points for visiting a pricing page but only 10 points for downloading an ebook. This freedom to assign points for each action gives companies greater control over their lead scoring. 

HubSpot's flexible criteria and weighting system enables you to:

• Customize criteria based on your unique buyer's journey
• Continually fine-tune criteria as your business evolves
• Assign point values tied to each criterion's impact on indicating sales readiness

Let's walk through how to configure lead scoring in your HubSpot portal.

Setting Up Lead Scoring in HubSpot

HubSpot allows you to customize the default lead scoring system to match your unique business needs. The setup process is relatively straightforward but does involve some essential steps.

Step 1: Accessing Lead Scoring Properties

First, navigate to the Properties section under Settings. Here, you can view and edit the default scoring criteria. Marketing Hub Professional and Enterprise accounts get access to lead-scoring properties.

Step 2: Adding or Removing Criteria

In the Positive and Negative Attributes sections, you can add new criteria rows to define custom factors not included in the default model. For example, you can add a score based on job title or company revenue.

You can also remove criteria that are not relevant to your business. When criteria are removed, all contacts will be re-evaluated accordingly.

Step 3: Setting Score Weights

Assign positive or negative weights for each criterion based on how many points you want the score to increase or decrease. You can edit the default weights as well.

Ensure high-impact factors get adequately weighted to reflect their correlation with conversions.

Step 4: Defining Filters

The criteria can be filtered further to specify the conditions under which points will be allotted. For instance, you may score only for the first form submission.

There is a limit of 100 total filters across criteria sets. Complex filters can increase processing time.

Step 5: Testing Score Criteria

Once configured, test the scoring against sample contacts to ensure it works as expected. Remember to refine the criteria and optimize based on the latest data.

However, there are a few limitations to note with HubSpot lead scoring:

• You can only have 100 active scoring criteria at one time.
• Each criterion can be assigned between -250 and 250 points.
• Points decay over time, with email actions decaying the fastest.

Best Practices for Lead Scoring in HubSpot

Now that you know how HubSpot's lead scoring works, let's zoom out and discuss best practices. Let’s look at how to build and optimize an effective lead-scoring strategy.

Decide What The Score Should Measure

First, decide what you want the lead score to represent—a general engagement thermometer or a sales qualification threshold. 

• Are you trying to identify sales-qualified leads purely based on intent signals?
• Or do you want a more holistic score combining intent, firmographics, engagement, etc.?

Whatever the goal, the criteria should align with what the score represents.

Use Workflows for Fixed Criteria

Workflows can automatically move contacts to specific lists based on definitive triggers like email clicks or form submissions.

If you have clear SQL criteria like job title + demo booked, use workflows to move such contacts rather than scoring automatically. This helps avoid manually updating scores for obvious qualifications or disqualifications.

For example, you can create a workflow that adds contacts to a "Hot" list whenever they download a pricing sheet or schedule a demo.

Avoid Unreliable Signals

Criteria like page visits or time on site can be misleading as they measure generic engagement. Unless proven to correlate with conversions, avoid such vague scoring factors.

Instead, track predictive signals like content downloads, feature-specific page visits, demo activity, etc., that indicate interest in your offerings.

Incorporate Score Decay

Prospects go hot and cold over time. Their actions should be valued higher for recency. Decaying scores regularly helps surface recently active contacts instead of looking at scores from months ago. 

For instance, you can decay scores by 20% each month to account for recency. This means after a month is completed, a lead score of 100 will become 80.  With this, new activity in the last month gets more weightage than, let’s say, six months old activity.

While there is no direct and simple way to do this in HubSpot, you can add filters like “AND days < 30” to consider scores within the month. Alternatively, you can create workflows to deduct score points at set dates in a month. 

Test, Test, Test

The best way to optimize scoring is to test different versions—run A/B tests on criteria and weighting to see which ones best identify your hottest leads.

Analyze how predictive each criterion is of deals closed last quarter. Eliminate weak signals, adjust weights to optimize correlation, and refine your scoring strategy to find the one that works best for your business.

Review Regularly

As your business evolves, lead behavior and conversions can change. Revisit scoring rules quarterly to check alignment with goals, remove outdated criteria, and adjust weightage as needed.

Also, analyze the correlation between top criteria and won deals over the last quarter to eliminate ones with weak correlation and tweak the weights of strongly predictive ones.

Segment Beyond Just Score

While the score provides a universal gauge of sales readiness, it also segments leads based on persona, source, and other attributes. This provides a more detailed view of where leads are at.

Following best practices will ensure your HubSpot lead scoring model provides an accurate, evolving snapshot of your highest-converting leads.

Top Use Cases for HubSpot Lead Scoring

Now that you understand the mechanics behind HubSpot lead scoring, what are some of the best ways to implement this tool? Here are four top use cases to consider:

Account-Based Marketing

Account-based marketing is a powerful approach to focus your efforts on high-value accounts rather than scattershot campaigns. Lead scoring helps identify prime accounts by combining attributes like industry, size, tech stack, etc.

You can create targeted content campaigns, account engagement plans, and coordinated sales plays customized to these premium accounts. Get the whole revenue team aligned on activating your ideal accounts.

Improved Retargeting

Lead scoring provides the intelligence to create more effective remarketing campaigns. By scoring site visitors based on their content engagement, you can retarget high-intent leads who have shown interest but are yet to convert.

Then, you can create customized remarketing ads and tailored offers around abandoned carts, exit pages, or other drop-off points and identify disengaging leads to re-activate them with relevant content recommendations. 

Refining Buyer Personas

Analyze which lead scoring criteria have the highest correlation with conversions for each of your personas. Identify their unique buying signals.

Then, optimize your personas and associated nurturing journeys to align with how each persona buys from you. Make your personas more predictive—giving your marketing and sales teams the data needed to optimize their approach.

Personalized Onboarding

Lead scoring lays the foundation for tailored onboarding and ramp-up. Identify high-intent visitors and fast-track them with expedited onboarding while providing assistance and training to low-intent leads to get them up to speed.

The applications span across the funnel—from separating anonymous traffic to routing qualified leads and much more. But HubSpot has some limitations which can hinder your decision-making. 

Major Limitation of Lead Scoring in HubSpot 

While HubSpot provides a customizable lead-scoring tool, there are still some inherent limitations to be aware of:

Siloed Data

Lead scoring on HubSpot only accounts for behavior within its tools, not across your tech stack. This interferes with necessary signals like:

• Website analytics data
• Marketing campaign performance
• CRM data on deals and customers
• External intent signals

With data trapped in silos, you miss critical behavioral and intent signals outside HubSpot, resulting in incomplete lead profiles and inaccurate scoring.

Without connecting data across your martech stack, you lack the 360-degree view of each lead needed to power predictive scoring. This significantly hinders the model's accuracy.

No Historical Data Access

Unlike dedicated scoring tools, HubSpot does not provide visibility into the historical progression of a lead's score over time.

For certain high-growth companies, these limitations around flexibility, integration, and visibility can become bottlenecks. Lead routing and sales prioritization may need to be fully optimized.

But how can you overcome these gaps without completely changing tech stacks? Factors.

Close Deals Faster with Factors

Factors eliminates siloed data by combining information from all your marketing and sales channels—not just a single CRM. It enriches this unified data with account intelligence, intent, and more.

Unlike HubSpot, Factors retains the lead timeline and maps it to conversion—going from the first touchpoint on any platform to the last touchpoint on any platform—all on a single screen. This gives a 360-degree predictive view of sales readiness across channels and time.

Other key advantages over HubSpot scoring include:

Privacy-First Web Data Collection

HubSpot may not completely anonymize data, depending on how it has been set up. This can create compliance risks as regulations like CCPA and GDPR evolve.

In contrast, Factors uses data masking and consent management to collect anonymous website behavior data aligned with privacy requirements. You avoid regulatory exposure while still gaining crucial digital body language signals.

Superior Predictive Power and Accuracy

HubSpot's rule-based scoring methodology has inherent limitations in modeling the intricacies of human behavior. The rigid criteria often miss key predictive signals.

Factors overcomes this through sophisticated machine learning algorithms that examine thousands of potential factors to uncover the strongest predictors of sales readiness for your business. This enables vastly superior accuracy in identifying your hottest leads.

Transparent Scoring Models

With HubSpot, you lack visibility into why leads received specific scores, creating a black-box scoring model.

In Factors, you can inspect the critical data points behind each score to understand which attributes or behaviors added or deducted points. This model transparency is invaluable for refining your lead-scoring strategy over time.

Flexible Integration Across Your Stack

HubSpot's walled-garden approach requires ripping out your existing marketing stack to realize its full potential. Unless your existing marketing stack includes all tools from Hubspot, you’d have difficulty bringing it all together. This creates risky and expensive tech disruptions.

Factors flexibly integrates across your martech stack via APIs, pre-built connectors, and custom integrations. You can easily augment HubSpot with enterprise-grade scoring without replacing your foundational systems.

Hands-On Support and Modeling

HubSpot requires you to manage scoring setup and optimization mostly on your own through self-service options. Hubspot is known to have lousy support when it comes to critical issues. 

With Factors, you get dedicated customer success managers to provide strategic guidance around data pipelines, report customization, usage, technical issues, and more tailored to your unique business needs. This white-glove service amplifies your marketing performance.

If the built-in limitations of HubSpot scoring hinder your ability to operationalize scores, Factors provides the enterprise-class upgrade you need. 

With Factors, siloed data, and manual processes are replaced with end-to-end predictive intelligence. Leads are automatically scored, segmented, and routed based on a complete understanding of sales-readiness.

FAQs About HubSpot Lead Scoring

Let's wrap up with answers to some frequently asked questions:

Is HubSpot lead scoring retroactive?

No, HubSpot will only start scoring leads from the point you have lead scoring configured. It does not retroactively calculate scores before setup. This is unlike some advanced lead scoring and account intelligence tools like Factors.

Is HubSpot good for lead generation?

Yes, HubSpot provides a wide array of lead-generation tools, including blogging, SEO, landing pages, forms, and more. Lead scoring helps you quantify and prioritize all the leads being generated.

Can you adjust the points scoring scale in HubSpot?

No, you can only assign points from -250 to 250 for criteria. The scoring scale itself cannot be adjusted.

What happens if you delete a scoring criteria in HubSpot?

Deleting a criterion will automatically re-evaluate all existing contacts and update their scores accordingly.

Key Takeaways

• Lead scoring is a powerful prioritization tool if optimized for your unique business. Don't rely on default criteria - make your own.
• Review and refine your scoring criteria to match how your buyers' journey evolves. Keep it dynamic.
• Test different scoring models through A/B testing. Measure the impact on conversions to optimize the model.
• Combine scoring with workflows and segmentation for a multilayered view of your leads' sales-readiness.
• Consider solutions like Factors to overcome limitations like siloed data. Take your lead routing to the next level.
• With the right strategy, lead scoring gives you the focus and intelligence to accelerate deals and delight more customers.

Lead scoring provides invaluable visibility into the sales readiness of all your leads. And, to take lead scoring to the next level, book a demo with Factors today to see how predictive intelligence can help you identify and convert your hottest leads faster.