Struggling to pinpoint the metrics that drive growth? You’re not alone. Discover how top marketers are laser-focused on the metrics that truly matter, helping them drive growth and refine their strategies.
Get actionable insights from our exclusive interviews on the Marketing Heroes [Unfiltered] podcast
Introduction
In the fast-paced world of B2B digital marketing, KPIs (Key Performance Indicators) hold an important place in our hearts.
On the Marketing Heroes [Unfiltered] Podcast, Leslie Carruthers and Danny Muscoplat regularly pose a simple yet profound question to leading B2B marketers: Which KPI matters most to you?
Here’s what they had to say:
Index/ TLDR
- Suzanne Reed highlights the relentless pursuit of maximizing profit, and how it can shape business decisions.
- Val DuVernet highlights the ever-present ghost of the Abandoned Cart Rate, urging businesses to re-evaluate their checkout processes.
- Axel Kirstetter delves into the delicate dance between creating content and ensuring it’s effectively consumed.
- Jen Schrader spotlights the transformation from a mere lead to a genuine business opportunity and the metrics that matter.
- Cathy McPhillips tracks the pulse of her community, measuring the vibrancy of interactions in Slack Groups.
- Melissa Cales brings a unique perspective to the table by emphasizing customer acquisition costs and customer lifetime value
- Melissa Romo digs deep into content engagement, as a personal KPI and a metric that resonates with passionate readers
- Cliff Craig addresses the ongoing task of keeping audiences actively engaged, ensuring they’re always part of the conversation.
- Paul Roetzer focuses on how to increase profits, explaining the key actions that help businesses make more money and stay successful.
- Fahad Zahid focuses on improving conversion rates, offering tips on how to turn potential customers into actual buyers with clear, effective strategies.
So let’s dive deeper into their favorite KPI’s.
Suzanne Reed, CMO @LBMC: The Power of Profit
Suzanne Reed, a seasoned expert with over 25 years in financial, professional services, and when asked about her favorite KPI, Suzanne’s immediate answer was “Profit,” her choice isn’t surprising. This choice reflects her entire approach to marketing and business.
For Suzanne, profit isn’t merely a metric—it’s the ultimate measure of success, reflecting true gains after all costs.
This perspective aligns with her proven track record of improving brand equity, revenue, and market share. Her emphasis on profit highlights the importance of results-driven strategies in the marketing world.
Val DuVernet, Senior Director @McKesson: Chasing Abandoned Carts
When asked about her top KPI, Val quickly pointed to an “Abandoned cart”. A pioneer in digital e-commerce, Val’s keen understanding of e-commerce shines through in her answer.
Abandoned carts mean missed sales, and Val knows the importance of figuring out why customers leave without buying. It could be due to website issues, pricing, or other factors.
By focusing on this KPI, Val highlights the need to improve the shopping experience and boost sales.
Val DuVernet stands out with a rich history that includes working in B2B, B2C, and B2B2C settings. Having led e-commerce and marketing teams for big names like McKesson, Advance Auto Parts, and Target, Val’s knowledge is deep and varied. Her businesses further showcase her skills, spanning from web consulting to the floral industry. In every venture, Val aims to use technology, content, and media to offer the best products and experiences, always putting the customer first.
Axel Kirstetter, VP Global Product Marketing @Guidewire Software: Content Dynamics and Business Realities
Axel goes into the complex world of KPIs in product marketing. While revenue and click-through rates hold significance, Axel emphasizes the unique ownership product marketers have over “content produced” and “content consumed”. He believes in monitoring the true engagement of content, making sure it is relevant to the target audience. If content goes unnoticed, Axel suggests letting it go, highlighting the importance of adaptability. At the heart of business, he highlights the close connection between revenue and profit, capturing his practical approach to marketing metrics.
Axel Kirstetter, a recognized leader in the B2B SaaS marketing sphere, has consistently showcased his expertise at the highest echelons of the corporate world. With a background that spans various marketing disciplines, his insights into the Regtech and Fintech sectors have been particularly influential. Over the years, Axel has provided mentorship to numerous individuals, aiding them in navigating challenges from career progression to integrating effectively into new roles. His ability to provide clear, actionable feedback has been invaluable to many, helping businesses transition and expand their product offerings.
Jen Schrader, VP of Marketing @Kipsu: Lead to Opportunity Conversion Rate
Asked about the KPI that matters most to her, Jen was quick to pinpoint the “lead to opportunity conversion rate”. This choice shows her focus on making sure potential customers move forward to become real business chances. In a world filled with many ways to measure success, this KPI directly ties into the efficiency of marketing efforts.
Jen Schrader stands out as the VP of Marketing at Kipsu. She balances her love for travel, reading, and family time with her dedication to her work. During summer, you might find her at Target Field rooting for the Twins, and in winter, lost in a book. Her professional journey has taken her through different sectors, from SaaS to commercial real estate. As a former copywriter, she has a special touch with content marketing, but her experience doesn’t stop there. She’s taken on roles in demand generation, public relations, and more.
Cliff Craig, VP of Marketing @J.S. Held: Connecting with your customers
When asked about the KPI that stands out to him, Cliff quickly mentioned “engagement percentage.” He highlighted that marketing isn’t just about generating leads; it’s about maintaining a connection with your customers over time. For Cliff, engagement percentage shows how well his team is keeping people involved with the business, especially in industries with repeat customers. He constantly monitors this metric throughout the day to understand its impact and the reasons behind the numbers. The pulse tells him whether people are staying connected with the brand and ready to return when the time is right.
As Vice President of Marketing at J.S. Held, Cliff Craig leads the company’s digital, content, and event marketing efforts, while also managing global strategic partnerships. Over the years, he has grown the marketing team from two members to more than 25 and played a key role in integrating over 40 mergers and acquisitions. His background spans from working at a digital marketing agency to an engineering firm, giving him a wide range of experience. He is also passionate about mentoring young marketers and is dedicated to lifelong learning and helping future leaders thrive.
Melissa Romo, VP of Global Customer Marketing @Sage: Creating meaningful content
When asked about her favorite KPI, Melissa Romo shared a unique perspective: “Pages read out of a book.” This KPI focused on content consumption, aligns with her dedication to creating meaningful, engaging content that resonates with her audience. For Melissa, it’s not just about producing content, but ensuring that it’s being fully consumed and valued by readers. This KPI represents her commitment to both the customer journey and engagement at a deeper level.
Melissa Romo is an experienced marketer with over 20 years of global experience in FTSE 100 and Fortune 500 companies. She has a proven track record in leading remote and hybrid teams and holds an MBA from Yale School of Management, where she specializes in organizational behavior and leadership. Melissa is a recognized thought leader in the marketing space and a speaker at international events. In addition to her professional work, she is also an author, having written two books, including “Your Resource Is Human” on empathetic leadership for remote teams.
Cathy McPhillips, Chief Growth Officer @Marketing AI Institute: Valuable community engagement
Cathy McPhillips values community, and it shows in her favorite KPI: engagement in the Slack group of the Marketing AI Institute. She enjoys seeing how much members interact, share, and invite others to join. Recently, a simple ask for members to invite friends to the group led to an influx of 40 new members in just one day. For Cathy, this level of engagement speaks volumes about the value her community finds in the group, and it’s a metric that excites her as it reflects real, meaningful participation.
As the Chief Growth Officer at Marketing AI Institute, Cathy leads the growth efforts for both the Marketing AI Academy and MAICON, the Marketing AI Conference. Her background spans content marketing, leadership roles in the service and nonprofit sectors, and owning a small business. Cathy is passionate about building communities and using AI to improve marketing strategies. She’s always eager to connect with others who share her enthusiasm for the evolving marketing landscape.
Paul Roetzer, founder, and CEO @Marketing AI Institute: Sustainable business growth
When asked about his key KPI, Paul Roetzer didn’t hesitate: “revenue.” For Paul, this metric represents the ultimate measure of business success. While many KPIs can be tracked in marketing and sales, revenue directly reflects the company’s health and growth. Paul believes focusing on revenue helps keep teams aligned on profitability and sustainable business growth.
Paul Roetzer is the founder and CEO of Marketing AI Institute and co-author of “Marketing Artificial Intelligence: AI, Marketing, and the Future of Business.” He is also the creator of MAICON, the Marketing AI Conference, and host of “The Marketing AI Show” podcast. A graduate of Ohio University’s E.W. Scripps School of Journalism, Paul has consulted with hundreds of organizations, from startups to Fortune 500 companies, helping them embrace AI and digital marketing. Before launching Marketing AI Institute, Paul founded and later sold PR 20/20, a successful digital marketing agency. He’s a thought leader in the intersection of AI and marketing, making complex technologies approachable for business leaders.
Fahad Zahid, Head of Brand & Digital Marketing @PGA of America: Driving Success through Conversion Rate
When asked about his go-to KPI, Fahad didn’t hesitate: “conversion rate.” For him, the ultimate success lies in turning prospects into customers. Conversion rate helps him track how well his team’s efforts are paying off in real terms. It’s not just about attracting visitors—it’s about making sure those visitors take action, whether it’s signing up, purchasing, or engaging deeper with the brand.
Fahad Zahid is the Head of Brand & Digital Marketing at PGA of America, with a wealth of expertise in digital marketing, brand strategy, and user experience. His passion for technology and innovation drives his work, and he’s known for seamlessly blending strategy with creativity to grow traffic and revenue. Agile-certified and experienced in leading teams, Fahad is focused on embracing new trends and pushing the boundaries of digital marketing.
The KPIs that drive B2B marketing success
In the evolving world of B2B digital marketing, each expert brings a unique perspective to the table, choosing KPIs that reflect their strategic focus and business goals.
Ultimately, the KPIs discussed in the Marketing Heroes [Unfiltered] Podcast reflect a common goal: keeping businesses aligned with customer needs, driving revenue, and sustaining growth in a competitive marketplace. By focusing on these metrics, marketers are not only measuring success but actively shaping their companies’ futures.
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