Whether you are an entrepreneur or investing, you probably know two of the most famous acronyms in the world: B2C and B2B.Obviously, they are not the only models existing in digital entrepreneurship models: there is also B2B, B2C, B2E, B2G … however, B2C and B2B Marketplace are the two most common.
What exactly is B2B Marketplace?
B2B, for its part, refers to Business To Business where company’s clients are not the average users, but other companies, institutions, public or private administrations, etc.
Metrics for B2B Marketplace
The next question to be solved is how to measure the success of b2b Marketplace campaigns. And it’s not an easy question: According to a recent MarketingProfs study, only 21% of marketers are able to measure the ROI of their content campaigns. Are you one of them already? If not, here are five metrics to begin measuring the results in B2B Marketplace:
- Opening rate of emails. This metric focuses primarily on how good your headline is: have you managed to get the attention of your primary customers? If you use the same titles in your blog or web and in your emails, you can get an idea of their success on all your platforms.
- Shared on social networks. You’ve already managed to get the attention of your target audience, but this is a waste, if your content does not add value. One of the ways to objectively measure the value you bring to your users is through the number of posts shared on social networks: if you are interested enough to share it, you are on the right track.
- Output percentage. Your content not only has to add value to your audience, but it must also be related to the mission of your company. It’s no use having a highly successful post if users do not continue browsing your website, so it’s worth finding out which pages have a bigger rebound and which are the last ones you visit before you leave.
- Conversion of leads. The next step is to turn people who consume your content into potential customers. To do this, you need to convert them into leads and have them leave your data, for example, in exchange for a free ebook.
- Income. The definitive metric, and is that to measure the outcome of a marketing strategy is essential to establish a connection with sales. Only then will we be able to know the return on investment of your shares.