Chief marketing officers are under pressure to hit certain marketing KPIs. Whether they’re related to revenue, awareness, or costs, those marketing targets are getting tougher every year.
Amidst this pressure, there are clear opportunities for AI in Marketing to boost these metrics and help marketers prove ROI.
For tech buyers in evaluation mode, it’s critical to recognize which marketing KPIs they’ll be judged on. From there, they can identify which digital marketing tools in their martech stack can realistically improve those numbers.
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Follow the Money: Connecting Every Click to Revenue
What it is: What it is: This metric looks to measure the qualified business opportunities that have either been sourced or influenced by the work of the marketing team – a core marketing KPI for most CMOs tracking pipeline and marketing targets.
Teams measure this by tracking engaged potential customers and the touchpoints they’ve interacted with. This includes demos, landing pages, chatbots, or newsletters, for example.
With this information, CMOs and the board can assess which channels are the most valuable. This allows for resources to then be allocated appropriately.
How AI helps: How AI helps: With its capabilities for advanced data analysis, AI in Marketing can stitch every meaningful touch back to the account – whether it’s an ad click, webinar, email, or site visit. When connected into your martech stack and digital marketing tools, AI creates a defensible, CFO-ready view of where revenue truly comes from.
In the past, attribution models prioritized a customer’s first touch (the first interaction they have with your brand) or the last touch (the final step before conversion).
However, AI software can now see the entire complex multi-touch journey of the modern customer. In practice, that means less spreadsheet wrangling and a defensible, CFO-ready number tied to the CRM.
Filtering only successful conversions helps eliminate vanity metrics and reward channels that genuinely drive results. And AI can keep all of this shared data clean automatically, reducing errors and letting sales reps sell instead of sorting through systems.
Predictive AI: Prioritizing the Prospects That Matter
What it is: Marketing teams are often measured on how well they combine with the downstream sales reps. This is usually done by looking at the quality of leads they pass to Sales, and the speed (Lead Velocity Rate) that they do this – both critical marketing KPIs when you’re setting quarterly marketing targets.
These metrics let decision-makers predict revenue and assess how efficiently demand turns into opportunities.