Marketing Metrics Every CMO Should Track
7. Who Are Your Biggest Fans
Who regularly engages with you on Twitter and recommends you to their fans? Who comments regularly and positively on your blog and on Facebook? Which customers write to you saying they can't do without your product or service? Thank those people, appreciate them, and reward them. These are your evangelists.
Especially keep an eye out for fans with big fan bases: the popular blogger, the Twitter celebrity, the conference speaker. Keep them happy. Don't do anything to rouse their ire, and if you do, fix it quickly.
And when you plan a new product or improvement, these are the people you can turn to for help, for testing and feedback.
The flip side of #7. Keep an eye on the number of complaints you get and find out what's happening if you see it increase. Also see who is complaining, as above, and appease the ones with the biggest influence. (I'm not advocating ignoring the rest, but you absolutely cannot afford to make a mistake with this lot.) Don't forget to look at the content of the complaints: if more people are suddenly complaining about late deliveries, that might be worth looking into.
This is both arguably the most important and the most basic, and if you know nothing else on this list you should know this. How many leads do you get each month, and has that been increasing over time? Where do the leads come from (e.g., internet search, word-of-mouth, ads etc.)? What is the cost of each leads and the average cost of leads by source?
10. Best and Worst Performing Channels/Activities
Do you know how well each channel is doing? You can define "channel" as you want: if you have fewer activities, Facebook and Twitter might be separate channels, and if you have more, you can club all social media together. Do this in a way that makes sense to you. Now, you need three numbers: