METRICS & GOALS Marketers rely most on conversions when evaluating content performance. Quality of leads and website engagement are also among the top three metrics. Metrics B2B Marketers Rely on Most When Evaluating Content Performance Conversions 70% Quality of leads 60% Website engagement 57% Website traffic 49% Email engagement 47% Search rankings 41% Social media analytics 37% Cost to acquire a lead, subscriber, and/or customer 34% Quantity of leads 34% Email subscriber numbers 22% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers who measure the content performance metrics listed. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 30