KPIs for a marketer are the indicators used to evaluate their work. Companies tend to make two opposite mistakes here. The first is vanity metrics – reach, likes, number of posts – which grow even when the business is stagnating. The second is evaluating purely by revenue, even though the marketer has no influence over price, product quality, or whether the salesperson picks up the phone. Meaningful KPIs lie in between: the number of qualified enquiries, their cost, the share of enquiries that sales recognises as relevant, return on advertising spend, and growth in organic traffic on commercially important pages. Add one long-term brand indicator, for example the number of searches for the company name. For each KPI, define the data source and the frequency of evaluation. Set targets quarterly, not monthly, so that seasonality can be distinguished from an actual trend.
See also: In-house marketer vs agency, Seasonality of demand, Company marketing budget.
