Stage-based Advertising KPIs

Display Campaign KPIs

When it comes to benchmarking 6sense display advertising, it is recommended that you focus on building your own benchmarks based on your organization's unique market, spend strategy, brand power and content. Giving general benchmarks is difficult since strategic approaches vary and can be impacted by numerous factors like audience size, media mix, content, buying stage and budget. As an example, an audience of 20 mid-late-stage accounts will have completely different expectations compared to a program aimed at 2500 early-stage accounts.

Awareness

Objective: Building General Brand Awareness & Trust

Content: Blog Posts, and content that helps educate customers on the space you operate in. This isn't typically promotional; it's helping them be better prepared and informed about the challenges they face and things to consider before exploring solutions. Help them be more knowledgeable about their job.

KPIs:

• Accounts Reached (Depends on audience size)
• Impressions (varies based on audience size, max cpm, budget, etc.)
• CTR

Consideration

Objective: Helping prospects understand how you have helped other companies like theirs facing similar challenges successfully solve for those challenges.

Content: Case Studies, Customer Stories, eBooks, etc.

KPIs:

• Accounts Newly Engaged (Depends on audience size)
• Account CTR (10-20%)
• CTR 
• Account VTR (20-30%)
• VTR

Decision

Objective: This is prime time for Sales to engage. At this point, Marketing moves to providing air cover for Sales Outreach to help uncover demand

Content: Solution-specific content, calculators. etc.

KPIs:

• Accounts with Increased Engagement (Depends on audience size)
• Accounts Newly Engaged (Depends on audience size)
• CTR 

Purchase

Objective: Help sales get that first call/demo scheduled.

Content: Form fill to schedule call/demo

KPIs:

• Accounts with Increased Engagement (Depends on audience size)
• Accounts Newly Engaged (Depends on audience size)
• CTR

Determining Campaign Budget

Check out this great blog post that dives deeper into best practices for setting account-based advertising budgets.