Measuring marketing funnel results varies for each stage. Below, you can see which metrics should be analyzed at each stage.
Top of the funnel metrics
Since you are focused on attracting the attention of different types of people and converting them into leads, your performance indicators are also broader or more generic.
Therefore, at the top of the funnel, you should analyze the number of unique visits to your company's website, blog or landing page, as well as the number of content shares, the most visited pages, the number of subscriptions and the return visitor rate.
Middle of the funnel metrics
In the middle of the funnel, the number of people direct mail marketing for personal injury email list in contact with your brand decreases, but you know that those at this stage have some real interest in what you are offering. In this case, lead nurturing is key to good performance.
Therefore, you must measure the lead conversion rate, the source of traffic for these leads, which content converts the most, and the cost of acquiring each lead.
By measuring results in the middle of the sales funnel, you identify which channels convert the most, which content contributes the most to business results, what are your customers' main questions and problems, and how to accelerate your sales cycle through the right content.
Bottom of the funnel metrics
With qualified leads, you can now pass the ball to the sales team to make the first contact, but you still need to measure some results to be sure that these leads will yield good customers.
The quality of these leads, that is, their affinity with the business persona; the cost of customer acquisition; the return on investment rate and lifetime value are some of the metrics that you should define to measure the results of your inbound sales strategy and check whether you are succeeding in the objectives outlined in your strategic planning and how this is reflected in the marketing funnel.