Not everything that can be counted counts, and not everything that counts can be counted

So many metrics to choose from; I try to pick the metrics that give me an overall view of the health of my marketing mix

1. Acquisition/Inbound - I'm interesting in monitoring our traffic, ensuring I have a strong mix of new and returning prospects, and that my content is generating a positive response with the audience. Metrics:
- Inbound traffic volume (paid and organic)
- Conversion rate against goals (what is my performance against my objective, e.g. awareness, demand gen)
- Net new contacts
- Returning contacts

2. Nurture/Lead Generation - I'm concerned with engaging my audience and identifying potential prospects based on their behavior/response and matching patterns to other qualified leads. Metrics:

- Web visits: no one comes to a B2B web site for fun. A visit indicates some purpose (to learn/find an answer to a problem, to research, to get support, etc)
- Type of web content viewed: are they viewing key content in specific product areas. This takes the visit one step further, qualifying and weighting user actions. Depending on how your content is organized, you can look at awareness, consideration, purchase content, or content by role (what we used to call front, middle and back of the building in the tech industry)
- Email clicks (we also use opens, but with less confidence as it is not accurate)
- Form submissions: did they have questions or need help
- Physical event attendance.
- Activity by domain: is there a high volume of activity by a specific company?
- Social Media: are they asking questions relevant to a need we can provide a solution for? (this is new for us, and not quite perfect)
- Pipeline management: Number of qualified leads, number of sales accepted/rejected leads, number of leads converting to opportunities

3. Direct Marketing - I have a known buying audience and I'm sending them an offer to try and influence their purchase patterns and/or cross-sell and up-sell.

- Response: did they respond to the offer in any way?
- Purchase: did they purchase based on the response
- Behavior: has their behavior changed based on the outbound touch?

4. Sentiment/Brand Perception
- Social media: are they saying anything about us, and is it positive, negative, or neutral?
- Customer support: have they made calls to customer support recently?