How to Analyze Marketing Metrics to Generate Quality Leads

Update date : 4 Feb 2022 | 5 Min Read

Communication and informed decision-making are the two essential goals of every B2B marketer. For CMOs and business owners, the process of achieving these goals starts from gathering data – valuable data. The challenge, however, lies in turning this data into information and eventually into an insight into their marketing efforts. Marketing metrics serve this purpose by feeding the marketing personnel solid data insights.

As a growth driver for numerous B2B organizations, marketing metrics become crucial in measuring the performance and efforts to engage visitors, users, and gain qualified leads. Eventually, measuring these metrics help in analyzing the campaigns, improving their performance, finding gaps, and building more detailed strategies.

Identify gaps in your marketing performance and generate qualified B2B leads with today!

Let us begin with an example.

You are preparing a successful content marketing strategy for a B2B company. One of the essential things would be to uncover the company's historical internal link-building process before doing anything new for the current year. Before setting a goal to increase organic traffic, it's essential to prepare everyone involved with a thorough knowledge of search performance in general and ranking factors in particular.

Implementing to Turn Metrics Into Action Points For a More Effective Marketing Strategy

A marketing strategy differs from a digital marketing strategy. While everything is digital today, a marketing strategy is a roadmap to reach a specific marketing goal. Simply put, a marketing strategy helps you consider your business's strengths and what is required to fill the gaps where the company fails in achieving your goals.

With's automation marketing, marketers can develop a successful marketing strategy with a focused set of tactics. The three steps here include:

  • Diagnosing the challenges
  • A planned policy to tackle such challenges
  • Necessary targeted actions to accomplish that policy's central area of focus is on marketing tactics in the form of particular actions you choose throughout the strategy. They form concrete steps inside your plan to ensure you achieve your destination, i.e., your marketing strategy. For B2B marketers dealing with software products, marketing basics could include:

  • Content Marketing
  • Email Marketing
  • Demo Videos
  • Marketing Automation
  • Customer Re-marketing

Here's how you can utilize to analyze metrics into and generate quality leads with a successful strategy:

Prioritize your Leads provides detailed browsing history of user behavior based on the pages they visited and time spent on a page. It allows you to distinguish between the users who have a buying intent and those who are only here to gain some information. With relevant touchpoints throughout the entire customer journey, it helps you reach the right people. Further, it contains advanced filters for sorting your leads according to the page, source, company, country, and date range.

Close Deals with Real-time Chat

Once prioritized, marketers can use advanced filters like sorting your leads based on their tag – warm, hot, and cold leads. For starting up an instant conversation with a current visitor or potential lead, real-time chat helps close the deal right away. Even if the visitor isn't ready to buy yet, you can list the leads interested in buying from you by utilizing the filters. The page filter allows you to track the views and traffic of a specific page, for example, pricing, service, or a demo request. It means a lead is only interested in purchasing one particular service.

Build Buyer Personas Through Location and Company Filters

Buyer personas are an essential tactic for any marketing strategy, and it provides a clear idea of how your target audience looks before you start marketing to them. Real data plays a huge role here instead of making assumptions. The pool can include a combination of your prospects, customers, leads, or even people outside your contact base. provides dedicated filters to begin building these profiles. To facilitate it, you can set the location (country), company size, and job title filters. The country filter allows you to target a specific area where you want to market. The company filter will enable you to either set the size or even the company's name to make the profile more accurate. Similarly, you can create different personas based on the services and tags filters.

Generate Actionable Marketing Reports

Generate marketing reports through the dashboard to view how your marketing efforts turn out. It includes a concise and detailed view of what your website visitors usually search on the website. With date range filters, you can access monthly, quarterly, or yearly reports to gauge the differences in your traffic. Moreover, you can also interpret which location is the most relevant for your marketing strategy to work, depending on the amount of traffic generated in a period.

Also Read: How to Use to Generate Leads

Benefits of Measuring Marketing Metrics

Knowing the success of your marketing campaigns depends on having a complete understanding of the goals pursued by your company. Comparing the performance of past marketing campaigns to forecast the performance of your plans for the future is a suitable way to go about it. Henceforth, we would like to draw your attention to the metrics used by leading models in B2B marketing. Moreover, it would also provide insight into how other B2B marketing teams may be already deciding their next steps to be effective at driving traffic through organic channels.

In a nutshell, understanding your traffic sources is very important while marketing. Understanding the opportunities (i.e., where or how people are coming from), industry-specific metrics, and using powerful tools can ultimately help you improve your engagement metrics and increase the efficiency of your bottom of the funnel.

Understanding Which Channels to Invest in

Traffic accumulation KPIs were the first metric to be calculated when developing the entire traffic generation strategy. Nowadays, there are constant discussions about goals and KPIs and how to drive traffic. In many cases, growth has become confused with optimizing, and at times, it can be challenging trying to evolve from an ad or paid traffic.

Furthermore, marketing teams focused on these goals might also be inclined to focus more on optimizing when they see their efforts yield good traffic results. These can range from rotating keywords and excluding irrelevant ones, more monthly search volume, improved conversion rates, etc. Needless to say, understanding the type of traffic and type of B2B qualified leads these companies are currently acquiring is crucial to the ability of these companies to maintain a sustainable, high level of growth.

Measuring metrics helps build customer personas

Conversations involving form fill-ins, phone calls, and chat entail greater focus, especially when B2B companies want to build customer personas through a combination of authoritative content and effective email marketing. Expanding/updating content is another important way for B2B companies to engage their audiences.

Responding to the increasingly fast-paced digital environment means that most customers now expect and need more content to keep up with changes in their spheres of influence. User engagement and retention remain at the top of the priority list for B2B marketers. It is experiential or engaging content that drives their growth and larger audience.

Improves Employee Performance

Human resources are the most significant measure to track the efficiency of an organization. A recent study by ITSMA and Vision Edge Marketing highlights that approximately 74% of marketers fail to measure and report the impact of marketing efforts on their business. However, it remains unclear whether the reason behind such failure is a lack of knowledge on using appropriate metric tools or resources.

Tracking marketing metrics for a single timeframe could prove helpful; however, they might lose their essence if not followed for longer spans. Hence, watching and monitoring the metrics over multiple periods can often be beneficial in gaining insights about future or ongoing trends. Moreover, a comparison between quarterly and monthly views can help make necessary adjustments in the marketing strategy. is an innovative tool for automating your marketing and generating leads. It revolutionizes the whole approach of identifying the organizations that visit your site and providing the contact details of key decision-makers. With real-time data coupled with instant communication tailored to each lead, you can discover new leads every day and take control of your conversion goals.

Your ideal customer waiting to be discovered on your website.'s real-time chat and insight data will help you identify and engage your online visitor and convert them to highly qualified companies. Install our script and see it for yourself.
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Krunal Shah
Article by
Krunal Shah

Having worked on numerous challenging projects in the fields of social businesses, the automotive sector, and education, Krunal has over 10 years of expertise in the IT industry.

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