{"id":13433,"date":"2015-03-19T09:47:00","date_gmt":"2015-03-19T13:47:00","guid":{"rendered":"http:\/\/exob2b.com\/?p=13433"},"modified":"2021-11-16T08:33:50","modified_gmt":"2021-11-16T13:33:50","slug":"how-to-measure-performance-inbound-marketing-strategy","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/","title":{"rendered":"How to measure the performance of an inbound marketing strategy"},"content":{"rendered":"<p>Measuring the performance of an inbound marketing strategy goes beyond measuring the number of visits, bounce rate, the number of pages viewed, etc. You\u2019ll find in this article a few ways to adequately measure the success (or failure) of your inbound marketing strategy.<\/p>\n<p>As seen in a previous article, <a href=\"https:\/\/exob2b.com\/en\/blog\/inbound-marketing-part-1\/\">the importance of content in B2B inbound marketing<\/a>, an inbound marketing strategy unfolds in three parts:<\/p>\n<ul>\n<li><strong>Content<\/strong>; includes creating and sharing content (text, video, slideshare, etc.)<\/li>\n<li><strong>SEO<\/strong>; tactics and techniques to improve the ranking on search engines;<\/li>\n<li><strong>Social media<\/strong>; where we broadcast and share the content.<\/li>\n<\/ul>\n<p>The element at the center of any inbound marketing strategy is the blog.<\/p>\n<p>An inbound marketing strategy must also include performance monitoring &#8230; we cannot control what we do not measure! Below are suggestions on some performance indicators to help you improve your inbound marketing strategy.<\/p>\n<h4>ROI on Inbound Marketing<\/h4>\n<p>Ultimately, your boss will ask you 2 questions: what is the cost and how much will it pay back in the end.<\/p>\n<p>Secondly, because it is actually a performance indicator, you need to follow-up. A low ROI (or negative one) means you should revisit your strategy and methods.<\/p>\n<h4>The cost of customer acquisition; Inbound vs. Outbound<\/h4>\n<p>The cost of acquiring a lead with inbound marketing can be 40% lower than with an outbound strategy. The calculation of such data often requires the use of a CRM or ERP.<\/p>\n<h4>The conversion rate<\/h4>\n<p>There are 4 levels of conversions you should look at. These rates will ultimately help you to know if there is a particular problem in your sales funnel:<\/p>\n<ul>\n<li><strong>The conversion rate of your website:<\/strong> the number of visits vs. the number of leads generated. To do a good benchmark, here are some interesting statistics:<\/li>\n<li><strong>Marketing Filters<\/strong>: also called MQL (Marketing Qualified Leads), on a portion of the leads generated by your website, some will be quickly thrown in the trash (spam, irrelevant leads, etc.). A percentage must be calculated to know how many leads survive this first filter.<\/li>\n<li><strong>Sales Filtering<\/strong>: also called SQL (Sales Qualified Leads), sales people must then filter leads.<\/li>\n<li><strong>Leads converted into sales<\/strong>: how many remaining leads are converted into sales.<\/li>\n<\/ul>\n<h4>Commitment<\/h4>\n<p>This is the step of apotheosis for all inbound marketing strategies: after following the targeted individuals and groups, you must have started to share content from them, thereafter, you must provide content, and finally, engage in discussions with members of different communities (commitment).<\/p>\n<p>The commitment can be measured as follows:<\/p>\n<ul>\n<li>The number of comments left on your blog posts<\/li>\n<li>The number of shares of your blog posts on social media (and content aggregators such as Paper.li)<\/li>\n<li>The number of tweets that were shared on social media<\/li>\n<\/ul>\n<h4>The increase in visits from a natural search<\/h4>\n<p>Generating visits through SEO is good! But do these visits convert into sales or sales leads? Here are some measures to implement:<\/p>\n<ul>\n<li>The number of leads generated by an organic search<\/li>\n<li>Conversion by key words\u00a0:\n<ul>\n<li>Branding type keywords (keywords specific to your business is good for your brand reputation indicator)<\/li>\n<li>All other keywords (provide some indication of the effectiveness or otherwise, of the marketing content you have deployed)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>It\u2019s important to monitor these indicators over time. You can even build a dashboard using Excel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring the performance of an inbound marketing strategy goes beyond measuring the number of visits, bounce rate, the number of pages viewed, etc. You\u2019ll find in this article a few ways to adequately measure the success (or failure) of your inbound marketing strategy. As seen in a previous article, the importance of content in B2B [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,1365],"tags":[],"class_list":["post-13433","post","type-post","status-publish","format-standard","hentry","category-content-marketing-2","category-marketing-inbound-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to measure the performance of an inbound marketing strategy - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to measure the performance of an inbound marketing strategy\" \/>\n<meta property=\"og:description\" content=\"Measuring the performance of an inbound marketing strategy goes beyond measuring the number of visits, bounce rate, the number of pages viewed, etc. You\u2019ll find in this article a few ways to adequately measure the success (or failure) of your inbound marketing strategy. As seen in a previous article, the importance of content in B2B [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2015-03-19T13:47:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-11-16T13:33:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Collaboration\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Collaboration\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\"},\"author\":{\"name\":\"Collaboration\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\"},\"headline\":\"How to measure the performance of an inbound marketing strategy\",\"datePublished\":\"2015-03-19T13:47:00+00:00\",\"dateModified\":\"2021-11-16T13:33:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\"},\"wordCount\":549,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"articleSection\":[\"Content Marketing\",\"Marketing inbound -\"],\"inLanguage\":\"en-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\",\"url\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\",\"name\":\"How to measure the performance of an inbound marketing strategy - ExoB2B\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/#website\"},\"datePublished\":\"2015-03-19T13:47:00+00:00\",\"dateModified\":\"2021-11-16T13:33:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/exob2b.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to measure the performance of an inbound marketing strategy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/exob2b.com\/en\/#website\",\"url\":\"https:\/\/exob2b.com\/en\/\",\"name\":\"ExoB2B\",\"description\":\"High precision integrated marketing\",\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/exob2b.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/exob2b.com\/en\/#organization\",\"name\":\"ExoB2B\",\"url\":\"https:\/\/exob2b.com\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg\",\"contentUrl\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg\",\"width\":696,\"height\":696,\"caption\":\"ExoB2B\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ExoB2B\",\"https:\/\/www.linkedin.com\/company\/1903572\/admin\/dashboard\/\",\"https:\/\/www.youtube.com\/@Exob2b\",\"https:\/\/www.threads.com\/@exob2b\"],\"description\":\"Agence marketing B2B, Montr\u00e9al et Rive-Sud. Au service des grandes entreprises et des PME. ExoB2B est une agence marketing B2B \u00e0 la crois\u00e9e de la strat\u00e9gie, de la cr\u00e9ativit\u00e9 et du num\u00e9rique. Bas\u00e9s sur la Rive-Sud de Montr\u00e9al, nous aidons les entreprises \u00e0 se positionner avec clart\u00e9, b\u00e2tir une marque forte, g\u00e9n\u00e9rer des pistes de vente qualifi\u00e9es et cro\u00eetre durablement sur leurs march\u00e9s. Pionni\u00e8re du marketing B2B, ExoB2B fait \u00e9voluer la fa\u00e7on dont les marques pensent et performent.\",\"email\":\"info@exob2b.com\",\"telephone\":\"514-765-9888\",\"legalName\":\"ExoB2B\",\"foundingDate\":\"2002-01-20\",\"naics\":\"541810\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\",\"name\":\"Collaboration\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g\",\"caption\":\"Collaboration\"},\"url\":\"https:\/\/exob2b.com\/en\/author\/collaborateur\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to measure the performance of an inbound marketing strategy - ExoB2B","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/","og_locale":"en_US","og_type":"article","og_title":"How to measure the performance of an inbound marketing strategy","og_description":"Measuring the performance of an inbound marketing strategy goes beyond measuring the number of visits, bounce rate, the number of pages viewed, etc. You\u2019ll find in this article a few ways to adequately measure the success (or failure) of your inbound marketing strategy. As seen in a previous article, the importance of content in B2B [&hellip;]","og_url":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/","og_site_name":"ExoB2B","article_publisher":"https:\/\/www.facebook.com\/ExoB2B","article_published_time":"2015-03-19T13:47:00+00:00","article_modified_time":"2021-11-16T13:33:50+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg","type":"image\/jpeg"}],"author":"Collaboration","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Collaboration","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#article","isPartOf":{"@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/"},"author":{"name":"Collaboration","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1"},"headline":"How to measure the performance of an inbound marketing strategy","datePublished":"2015-03-19T13:47:00+00:00","dateModified":"2021-11-16T13:33:50+00:00","mainEntityOfPage":{"@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/"},"wordCount":549,"publisher":{"@id":"https:\/\/exob2b.com\/en\/#organization"},"articleSection":["Content Marketing","Marketing inbound -"],"inLanguage":"en-CA"},{"@type":"WebPage","@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/","url":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/","name":"How to measure the performance of an inbound marketing strategy - ExoB2B","isPartOf":{"@id":"https:\/\/exob2b.com\/en\/#website"},"datePublished":"2015-03-19T13:47:00+00:00","dateModified":"2021-11-16T13:33:50+00:00","breadcrumb":{"@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/exob2b.com\/en\/how-to-measure-performance-inbound-marketing-strategy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/exob2b.com\/en\/"},{"@type":"ListItem","position":2,"name":"How to measure the performance of an inbound marketing strategy"}]},{"@type":"WebSite","@id":"https:\/\/exob2b.com\/en\/#website","url":"https:\/\/exob2b.com\/en\/","name":"ExoB2B","description":"High precision integrated marketing","publisher":{"@id":"https:\/\/exob2b.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/exob2b.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/exob2b.com\/en\/#organization","name":"ExoB2B","url":"https:\/\/exob2b.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg","contentUrl":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg","width":696,"height":696,"caption":"ExoB2B"},"image":{"@id":"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ExoB2B","https:\/\/www.linkedin.com\/company\/1903572\/admin\/dashboard\/","https:\/\/www.youtube.com\/@Exob2b","https:\/\/www.threads.com\/@exob2b"],"description":"Agence marketing B2B, Montr\u00e9al et Rive-Sud. Au service des grandes entreprises et des PME. ExoB2B est une agence marketing B2B \u00e0 la crois\u00e9e de la strat\u00e9gie, de la cr\u00e9ativit\u00e9 et du num\u00e9rique. Bas\u00e9s sur la Rive-Sud de Montr\u00e9al, nous aidons les entreprises \u00e0 se positionner avec clart\u00e9, b\u00e2tir une marque forte, g\u00e9n\u00e9rer des pistes de vente qualifi\u00e9es et cro\u00eetre durablement sur leurs march\u00e9s. Pionni\u00e8re du marketing B2B, ExoB2B fait \u00e9voluer la fa\u00e7on dont les marques pensent et performent.","email":"info@exob2b.com","telephone":"514-765-9888","legalName":"ExoB2B","foundingDate":"2002-01-20","naics":"541810","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1","name":"Collaboration","image":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g","caption":"Collaboration"},"url":"https:\/\/exob2b.com\/en\/author\/collaborateur\/"}]}},"_links":{"self":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts\/13433","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/comments?post=13433"}],"version-history":[{"count":1,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts\/13433\/revisions"}],"predecessor-version":[{"id":30223,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts\/13433\/revisions\/30223"}],"wp:attachment":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/media?parent=13433"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/categories?post=13433"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/tags?post=13433"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}