What KPIs and metrics can you recommend to use to measure the demand generation function + content marketing function?

What is the objective that you want to drive? Is it customer acquisition? Is the top of your funnel healthy, but conversions aren’t? Are you looking at optimizing cost and campaign performance?

The answers to the above questions should give you the primary metrics and KPIs that you need to monitor.

Some metrics that will show up are:

• MQLs, SQLs, etc., which help you monitor your customer acquisition strategy

• Metrics like, Sign ups, Meetings completed, Pipeline, Win Rate, Conversion of MQLs to SQLs, etc. can help you focus on conversions and pipeline health

• Tracking Cost per Lead, Cost per customer, etc. are metrics that’d help you manage campaign performance

Content metrics can range from website related - bounce rate, user engagement, leads generated, page views, to time spent on page, etc. But the ultimate test lies in conversions.

Apart from the above, a continuous analysis of campaigns, source of SQLs, wins, etc. channels that are effective, will help you determine areas that are working and areas that need work.