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Inbound Evaluation Metrics These count toward the score

Does your website traffic increase in most months?*

Is your company using social media to build brand awareness, engagement and traffic?*

Do you have a company Twitter account?*

Do you have a company Facebook page?*

Do you have a company LinkedIn page?*

Do you monitor social media for mentions of your brand name, important keywords and competitors?*

Do you have a blog?*

How often do you post blog articles?*

What percentage of your employees post blog articles to your blog?*

Do you have an SEO Strategy?*

How often do you perform keyword research?*

How often do you analyze your websites pages to identify whether they're optimized effectively?*

Do you track your inbound links?*

Do you put effort into improving your current inbound links?*

Do you actively build inbound links to specific pages with specific keywords as anchor text?*

Do you generate a larger number of leads via your website in most months?*

What percentage of your website visitors convert into a lead? (Typically: 0 - 7%)*

How many offers (ebooks, whitepapers, webinars) do you have available on your website?*

How many active landing pages do you have on your website?*

How often do you build and launch new calls to action to drive traffic to your landing pages?*

Do you generate inbound sales leads directly from organic search engine traffic?*

Do you generate inbound sales leads directly from social media traffic?*

Do you generate inbound sales leads directly from your blog traffic/readers?*

Do you generate inbound sales leads directly from pay per click traffic?*

Do you convert a larger number of customers from your website leads in most months?*

What percentage of your website leads convert into customers? (Typically: 0 - 25%)*

How often do you send email marketing messages?*

Do you segment your email marketing lists and send different messages to different segments?*

Do you use automated lead nurturing?*

How many different lead nurturing campaigns do you have setup?*

Does your web analytics notify you/your sales team when a lead is visiting the website?*

Does your website analytics track which pages your indiviual leads view?*

Does your website analytics track the traffic source/marketing activity/campaign for each lead?*

Have you defined the profile/demographics/characteristics of an ideal lead?*

Do you have a service level agreement between marketing and sales that governs the quantity and quality of leads you need to generate each month? If marketing/sales aren't separate people/teams, do you have a lead quality/quantity goal?*

Does your sales team connect with your leads via their social media profiles on Twitter, Linkedin & Facebook?*

Do you analyze your results each month so you can continuously improve results?*

Do you track your traffic sources?*

Do you track which traffic sources convert into leads?*

Do you track which leads convert into customers?*

Do you track the traffic source/marketing campaign for each visitor, lead and sale?*

SEO - down to KW*

PPC - campaign/kw*

Email - by campaign*

Social Media - by site*

Other campaigns (Online banner, email sponsorships, etc)*

Do you track your social media follower counts/reach on Twitter, Linkedin, Facebook, Youtube?*

Do you track comments, inbound links and page views for each individual blog post you publish?*

Baseline Website Metrics

How many visitors do you attact per month?*

How many leads do you convert per month?*

How many online customers do you gain per month?*

Revenue per Customer (Recurring Purchases)

What is your average purchase per customer?*

What is the average number of purchases by a customer over their lifetime with you?*

Revenue per Customer (Non-recurring Purchases)

What is the average revenue per single-purchase customer?*

Percentage of your client base that is single-purchase?*

Gross Margin of Client

Gross Margin of Client*

Cost of Customer Acquisition

Fully loaded annual salary of FTEs involved in the marketing team?*

Annual program spend by marketing team (conferences, advertising, software, etc?)*

Approximate number of customers acquired annually by client (all channels)*

Inbound Marketing Survey