Learn how to track the most important b2b social media metrics and tie social media to revenue with multi-touch attribution.

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The Top 5 Social Media Metrics Your
CMO Wants to See
(& How to Track Them)
Amelia Ibarra, Marketing Manager - Community &
Social, BrightFunnel

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Your Presenter:
▪ Marketing Manager @
BrightFunnel
▪ Previously at EverString and
several B2C companies
▪ Has a rescue Formosan
Mountain Dog named Nova 🐶
▪ Tweet: @miadia
▪ Email:
amelia@brightfunnel.com

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▪ Marketing Attribution Tracking
▪ ABM Analytics
▪ Web Tracking and Ad Network Integration
▪ Independent Platform Solution
▪ Revenue Funnel Analysis
▪ Forecasting and Prediction
▪ Data Validation and Process Optimization
▪ Sales Activity Analysis

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▪ 64% of marketers are using social media for six hours or more and 41%
for 11 or more hours weekly. (Social Media Examiner)
▪ 32% of Facebook users engage with a brand or business regularly
▪ Every second 6000 tweets are sent
▪ 94 percent of B2B marketers use LinkedIn to distribute content.
▪ Half of LinkedIn users say they’d be more likely to buy from a company
they engage with on LinkedIn.
5 Reasons Social Matters

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75%
of B2B buyers have been
influenced by info they
found on social media.

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Social Marketers are doing a lot!!

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STEP OUT OF THE SOCIAL ABYSS
IT’S TIME TO START TRACKING!

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5 Social Metrics Your CMO Wants to See
5. Engagement
4. Acquisition
3. Account-Based Social Metrics
2. Which social campaigns are performing the best?
1. How is this impacting pipeline and revenue?
CMO CAT

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#5 - Engagement
Are you connecting to the right audience?

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Why Engagement Matters
▪ Are you reaching the right audience?
▪ Is your audience listening?
▪ Does your message resonate?
▪ In the buyer’s journey --
▪ determine awareness and interest
in your product
▪ Identify potential customers
→ Find out who is listening

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How to Track Engagement
On Twitter: analytics.twitter.com

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How to Track Engagement
On Facebook: Page Insights

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How to Track Engagement
On LinkedIn: Business Page Analytics

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Another Way to Track Clicks
If you’re using a URL shortener → check owly or bitly CTR

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Track Mentions on Twitter
▪ Set up a Twitter search stream for your
company’s name
▪ Search vs. mention
▪ Hack → use If This Then That

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▪ Determine which
posts are most
engaging
▪ Maximize spend
▪ Increase CTR
Engage in A/B testing

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#4 - Acquisition
Is social helping bring in new customers?

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Why Acquisition Matters
▪ Find what % of your marketing traffic is
coming from social
▪ Determine if clicks are converting into
leads for your biz
▪ See which channels are impacting the
buyer’s journey
▪ Know where to optimize spend
→ Acquisition demonstrates your social
media’s value to the business.

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UTMs are your BFF
▪ UTM stands for Urchin
Tracking Module
▪ 5ys ago Google purchased
Urchin and rebranded it
Google Analytics
▪ A UTM tag is a tracking
marker appended to a URL
▪ https://ga-dev-
tools.appspot.com/campaig
n-url-builder/
How to Track Acquisition

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How to Track Acquisition
Using Google Analytics + UTMs

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How to Track Acquisition
Using Marketo Forms + UTMs

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How to Track Acquisition

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How to Track Acquisition
But how do I track someone
who saw our content on
social but didn’t fill out a
form immediately?

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Track anonymous leads
with web cookie tracking

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How to Track Acquisition

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# 3 - Account Based Social Metrics
How is social impacting your account-based
marketing?

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Why Account-Based Social Matters
▪ Gauge awareness of your target
accounts
▪ Measure activity on social at the
account level
▪ Measure effectiveness of social
selling
→ Account based social helps you
develop better relationships with
your target accounts

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How to Track Account Based Social

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How to Track Account Based Social
Account A
Account B
Account C
Account D

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How to Track Account Based Social

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How to Track Account Based Social

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#2 - Which social campaigns are
performing the best?
How can I optimize my campaigns?

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Why Campaign ROI Matters
▪ Understand what moves the needle
▪ Analyze channel / offer mix
▪ Which social channel brings in the
most leads
▪ Which offer moves leads through
your funnel
→ Campaign ROI helps you make smarter
decisions on the entire customer journey

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How to Track Campaign ROI

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How to Track Campaign ROI

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# 1 - How is this impacting my pipeline
and revenue?
How does each marketing activity impact the
bottom line?

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Why Pipeline + Revenue Impact Matters
▪ This is your $$$ report
▪ 1st touch tracks what marketing has
sourced
▪ Multi-touch shows you how marketing is
impacting the entire customer journey
→ Multi-touch attribution with social media
show marketing results in dollars and cents

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How to Track Social Impact

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How to Track Social Impact

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How to Track Social Impact

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5. Engagement
4. Acquisition
3. Account-Based Social Metrics
2. Which social campaigns are performing the best?
1. How is this impacting pipeline and revenue?
To recap:

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● Tweet: @miadia
● Email: amelia@brightfunnel.com Q’s & Thank you!