Lead Nurturing Goals and KPIs

Lead Nurturing Goals and KPIs

These examples of goals and KPIs are ones you will want to track with your lead nurturing program(s) in your marketing automation system.

To decide what goals and KPIs are best for you to track, sit down with your sales and marketing teams. Together, they should come up with goals they can both track and agree upon. 

Remember, when everyone is working in the same marketing automation system “world”, you help to prevent disconnect, create alignment between your sales and marketing teams, and drive success with your overall marketing automation system.

Here are 6 common lead nurturing goals and KPIs we suggest you should track right now:

1. The Number of Marketing Qualified Leads vs. Sales Qualified Leads
Remember, a sales qualified lead is generally described in business as someone who has indicated they are ready to engage with a member of your sales team.

Whereas a marketing qualified lead is typically described as someone who has raised their hand and identified themselves as being interested in your product or service but is not necessarily ready to purchase your product or service.

You will want to track these types of leads in your lead nurturing program so you can easily visualize how many leads you have at each stage of your sales funnel.


2. Percent of Monthly Leads Created from Your Nurture Campaigns
This will help to keep your team on board and encourage the continuous adoption of your marketing automation system.

You will easily be able to visualize the ROI between sales and marketing by tracking this percentile.


Lead Nurturing Goals and KPIs

Lead Nurturing Goals and KPIs

3. Lead to Opportunity Conversion Rate
By tracking this, you can identify which types of content your leads respond to best, so whether you are collecting data about them via a form or another type of content, you can see what is attracting the best and create a stronger lead nurturing program as a result.


4. Email Click-through Rates (CTR)
By measuring this percentage, you will gather similar data about content attractiveness, from text language to types, to graphics appeal, and more.


5. Email Unsubscribe Rates
This percentage will help you identify whether or not the frequency of messages sent throughout your lead nurturing program is enough or too much.

By measuring this, you will create more optimized lead nurturing programs in your marketing automation system.


6. Campaign Conversion Rates
Measuring this percentage will also help you to see your ROI with lead nurturing programs and your marketing automation system.

You will be able to identify which marketing campaigns are most effective for your organization and how to capitalize on that moving forward.


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