marketing automation

Do you want to …

  • Generate higher quality leads?
  • Build brand awareness?
  • Increase lead to opportunity conversions?
  • Retain and expand the contracts of your existing customer base?

Before you measure the success of your combined inbound and outbound marketing efforts, you should clearly define what your primary goal is.

After you decide what your primary goal is, then you can map your objectives to different stages in the buyer’s journey.

Different objectives become more detailed and specified during different stages of the buyer’s journey.

You are more likely to focus on website traffic and visitors, for example, in earlier stages of your sales funnel with inbound tactics, and conversions and engagement later with outbound.

When your goals are in place, you need to include a time period for accomplishment. Share these goals and timelines with your entire team so everyone is clear about what your objectives are and how they can be met to bring your entire strategy full circle.

To effectively measure any marketing campaign, follow these steps for success:


1. Plan your campaigns and decide how you want to track your campaigns

Combine the powers of inbound and outbound to drive success. Decide what each of these paths will look like, how you’ll bring them together, and how you can leverage your efforts to speak your customer’s language to drive higher quality leads into your business.

At the end of the day, we all want to convert more prospects and leads to customers. An effective marketing strategy will ultimately help inflate and lead to that.


2. Define the channels that are important to you and track them

Is maintaing your Facebook page most important to you as a local small business? Are you a B2B whose customers flock to LinkedIn on the daily? Are you an up and coming beauty brand whose consumer base creates new Pinterest boards weekly?

Be where your customers are – those channels should be most important to you, considering your future success.


3. Define the metrics that matter most to you and track them (- if you’re unsure of what these are, consult your marketing partner!)

There are MANY ways to collect data! Here are some of the most common methods for various channels …

  • CTR (click through rate): You will most likely track the CTR on your web pages. CTR is tracked when a website visitor completes an action to get them from one piece of information to the next. CTR measures the number of people who have visited your overall website to specific web pages to those who’ve taken next steps.
  • Page views: This is another method of data collection you will most likely gather via your website, though you may also track page views on your social media channels. Page views help marketers learn how much time a user is spending on a page. This can help marketers determine what content is resonating most and what people aren’t as interested in. Through page view data analysis, marketers can create more effective content marketing strategies.
  • Bounce rate: This is another common metric to track via your website. As you can tell, tracking website activity is very important to marketers today. Bounce rates help show how users are navigating your website. They tell us if a user is spending time on one web page and clicking away versus taking more steps and clicking further into your content hub.

These are just a few examples. There are many more you can benefit from tracking!


4. Measure the effectivness of your inbound and outbound marketing campaigns

Once you’ve decided what you’ll track and how you’ll measure it, you can proceed to the last step of the process and actually measure the results!

Over time, you may use tools like Google Analytics or marketing automation software to help you. You may also use the back end of social media networking sites to provide a comprehensive look into your entire digital landscape.

As far as outbound marketing is concerned, you may also measure the effectiveness of radio or print advertisements through conversions. How many radio ads led to a person calling into your place of business, for example?


In today’s digital world, marketers have all of the information they need right in front of them. It’s just a matter of whether or not they use it and know what it means.

Once you learn to leverage key tools and resources to drive success, you’ll be flying faster and further with marketing than you ever dreamed possible …

There is no reason to blindly market! All marketing can be purpose-driven and high quality. Strategies can be fueled by data-driven results that show their effectiveness.

Learn more about what it means to successfully combine the powers of inbound and outbound marketing in the eBook, “How to Activate Your Dual Powered Marketing.”

Get expert insight, best practices, use case scenarios, tips for integration and measuring, and get to know more about the new buyer’s journey.

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Digital Marketing Specialist