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Generating leads is the first step of conversion. Tracking the right lead generation metrics facilitates this process, helping you make necessary adjustments and optimize strategies.

What Are Lead Generation Metrics?

Lead generation metrics indicate how effectively you're finding and converting potential customers into paying ones. By using them, you can:

  • Understand which lead generation strategies are working and which ones need improvement.
  • Optimize lead generation tactics to increase the number of qualified leads entering the sales pipeline.
  • Forecast and boost sales and revenue.

You'll know what’s working in attracting and converting new customers and can do more of it to grow your business.

Find The Right Lead Generation KPIs For You

As a business, you have your own goals, target customers, and processes. Therefore, you can’t simply follow a cookie-cutter approach to finding the right generation key performance indicators—some trial and error will always be involved in lead management.

Here’s how to go about identifying the right performance metrics:

1. Know Your Target Audience

Think about who your ideal customers are and the actions they take before purchasing. Consider their psychographics—behaviors, pain points, and preferences—to understand what drives their decision-making process.

2. Examine Industry Standards

Every industry varies in terms of sales cycles, buyer journeys, and the level of competition. Conduct thorough industry research to identify KPIs most relevant to and reflective of industry-specific trends and benchmarks.

3. Think About Your Pricing Model

Suppose you operate on a freemium model. Tracking conversion rates from free to paid users and customer acquisition cost per customer helps you know if you're making money. On the other hand, if you have a one-time purchase model, metrics related to repeat purchases and referral rates might be more relevant.

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4. Consider Current Stage of Growth

In the early stages, metrics like lead volume and cost per lead make more sense to fuel growth. But as your business evolves, you may shift towards metrics indicating the health of your customer relationships and overall revenue growth, such as customer lifetime value (CLV) or net promoter score (NPS).

Below is a list of lead gen metrics to help you get started and tips on when to use them.

1. Website Traffic

Website traffic measures the number of visitors your website gets within a specific time period. Higher website traffic indicates a strong online presence and that your product/content attracts attention. 

To monitor this metric, use web analytic tools like Google Analytics. Set up tracking codes on your website and review reports to track visitors, traffic sources (social media platforms or SEO efforts), and behavior. You can optimize your strategy for better results based on the lead sources and patterns.

2. Bounce Rate

Bounce rate measures the percentage of visitors who leave your website after visiting a page, without taking any further action. A high bounce rate means visitors aren’t finding what they are looking for. It may also mean your landing page UX needs work.

Similar to website visitors, you can monitor this metric using any web analytics tool. Experiment with different landing page designs and content to lower bounce rates. For instance, publishing interactive content (think: assessments, ebooks) engages viewers and encourages them to explore more.

3. Email Marketing Performance

When launching an email marketing campaign, pay attention to the open rate and click-through rate (CTR). Open rate measures the percentage of recipients who open your email, while CTR shows the percentage of recipients who click on links within the email.

A low open rate may suggest ineffective subject lines or emails that don't resonate with recipients, while a low CTR indicates a need to review your email content and calls-to-action (CTAs).

To improve these metrics, consider using email marketing software like Mailchimp or Constant Contact. Test different subject lines and email content to boost open rates, and experiment with various types of content, offers, and link placement to increase CTR. 

4. Number of leads

The number of quality leads represents the total count of potential customers interested in your product or service, but the definition varies depending on whether it's a marketing qualified lead (MQL) or a sales qualified lead (SQL).

MQLs express interest in your product by taking actions like downloading a guide or signing up for a webinar, while SQLs are closer to making a purchase and typically engage with sales teams for further action, like scheduling a meeting or requesting a demo.

The more leads you have, the more effective your lead generation efforts. 

To monitor performance, use CRM systems or lead management platforms to track leads from various marketing channels and lead generation campaigns. Establish clear goals and regularly track progress, balancing lead quantity with lead quality to enhance conversion rates.

5. Lead Response Time

Lead response time or speed to lead indicates how quickly you respond to and follow up on an inbound lead or prospect inquiry. The shorter this duration, the better your chances to close deals.

Establish a process for lead follow-up, and implement automation where possible. For instance, I often set up automated email responses to ensure timely responses and use chatbots to engage with leads promptly—even outside business hours.

6. Meetings Booked

Meetings booked track the number of appointments scheduled between your team or yourself and qualified leads or prospects. It directly reflects the productivity and effectiveness of your qualification and outreach efforts.

Use calendar integration or appointment scheduling software like Calendly to track and record the number of meetings booked. Additionally, consider implementing sales enablement tools and training programs to refine communication and negotiation skills, boosting the conversion rate of booked meetings into closed deals.

Speaking of…

7. Conversion Rate

Conversion rate measures the percentage of sales that successfully transition through each stage of the sales funnel, from lead capture to closed deal. A low conversion rate indicates unsuccessful conversion of leads into customers.

Conversion Rate = (Number of New Customers/Total Visitors) x 100

This simple formula offers valuable insights into the efficiency of your sales process and helps identify areas for improvement.

8. Average Deal Size

Average size measures the average monetary value of closed deals within a specific timeframe.

Average Deal Size = Total Value of all Deals/Number of Deals 

Use this metric to calculate your business’s monthly recurring revenue (MRR) and forecast sales, improve campaign performance, and budget more accurately.

9. Sales Cycle Length

The sales cycle length is the average time taken for a lead to progress through the different sales funnel stages, from initial contact to closed deal. It indicates the efficiency of your sales process, helping you identify bottlenecks or improvement areas.

Sales Cycle Length = Days Taken to Close All Deals/Deals Closed 

In my experience, automated workflows, targeted follow-up strategies, and lead scoring are useful techniques to shorten the sales cycle. To start, implement a CRM system with automated follow-up reminders and personalized outreach sequences.

10. Cost Per Lead

Cost per lead (CPL) measures the average cost incurred to acquire a single lead. A lower CPL indicates more cost-effective lead generation strategies.

To monitor CPL, track all expenses related to B2B lead generation activities (think: advertising costs, content creation costs, marketing software expenses) and divide that by total number of leads generated over a time period. 

If you have a higher CPL, experiment with different advertising platforms and implement different audience targeting strategies to find more economical approaches.

11. Customer Lifetime Value

Customer lifetime value (LTV) is the total revenue a customer is expected to generate for your business. 

Customer Lifetime Value (CLTV) = (Average Revenue per Account x Gross Margin)/Churn Rate

Note: Churn rate represents total lost customers divided by total customers.

Understanding LTV is crucial for making informed decisions about acquiring and retaining customers, as well as for calculating ROI and setting marketing budgets. Continuously track changes in customer behavior and preferences to optimize this metric. Implementing loyalty programs and upselling/cross-selling strategies can also increase LTV over time.

12. Customer Acquisition Cost

Customer acquisition cost (CAC) is your average cost to acquire a new lead and is crucial for staying on track with your marketing budget. Naturally, the lower the CAC, the better—you’re not compromising profitability to acquire new customers.

The key to reducing CAC lies in enhancing lead quality, focusing on prospects more likely to convert, and optimizing lead conversion rates and sales cycle times.

13. Revenue per Lead

Revenue per lead indicates how much revenue each lead brings in on average, reflecting lead quality and sales effectiveness. 

To calculate it, divide total amount of revenue by the number of leads generated within a specific period. Implement lead scoring to prioritize valuable leads and optimize resource allocation. Analyze conversion rates at each sales funnel stage to identify areas for improvement and boost revenue per lead.

14. Return on Investment

Return on investment (ROI) measures the profitability of an investment compared to its cost, guiding the evaluation of sales and marketing efforts. Monitoring ROI ensures resources are directed to activities yielding the highest returns, maximizing overall profitability. 

To track ROI, subtract the total cost of an initiative from the revenue it generates, then divide by the total cost. Implementing robust tracking and attribution channels helps to accurately measure the revenue generated by each marketing and sales channel.

Lead Generation Tools

Lead generation software solutions like Intercom and LeadsBridge make it easier to track key metrics and measure lead generation. Automate and optimize different aspects of your lead generation process, streamlining operations and ultimately boosting your company’s growth and profitability.

What Gets Measured Gets Improved

To understand which lead generation KPIs are most important to your business, be prepared for some trial and error. And automate as much as possible to save time and achieve better results.

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By Rana Bano

Rana is a B2B writer and researcher specializing in sales, marketing and customer success. She aims to help RevOps teams take strategic steps and achieve their desired goals by providing them with actionable advice. When she isn't writing, you'll find her binge-watching or binge-reading — there’s no in-between.