Certainly, KPIs will guide all your marketing efforts. Without forming these benchmarks, your marketing team won’t have anything to measure against, individually or departmentally... or financially.
Regrettably, most marketing departments don’t get creative enough with their performance metrics - only setting broader, important, but less reveling macro-KPIs of click-through rates, leads generated and sales.
Establish KPIs that are micro-specific to your company and products i.e. text-only press releases vs. press releases with a graphic asset, transactional revenue accounts vs. subscription revenue accounts, etc.
Senior management may not care about the micro-KPIs, but what they can reveal will trickle into the macro-KPIs.
It’s about the data. Again.
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About Bradley:
"I have worked with and met hundreds of marketing executives, both entrepreneur and enterprise and I can unequivocally say that Bradley Smith is the real deal. He is a fearless digital marketer, steeped in creativity and leadership expertise.
Annutias and PR Newswire collaborated to build a comprehensive persona-driven automated lead generation program that not only exceeded PR Newswire's marketing ROI KPI, but, wonderfully, earned a coveted award from Marketo: 2016 Enterprise Marketing Team of the Year. Bradley's contribution to the award is immeasurable. His understanding of the power of content, MarTech and the lead-gen process is first class.
Bradley will infuse immediate impact into any organization hunting for a goal-oriented leader who will absolutely roll-up his sleeves and get the job done. I hope to work with Bradley, and his infectious high spirits, again."
Adam B. Needles
CEO ~ Annuitas
https://www.linkedin.com/in/abneedles/