INSIGHT’S PERIODIC TABLE

SEO
OF B2B DIGITAL MARKETING METRICS FREE TRIALS & FUNNEL
44% 17% 18%
CTR, 1st Result
Organic Search SEM WEBSITE SaaS Firms with
Freemium Model
SaaS Firms with
14 Day Trial

20% 6-7% 41% 16% 41%

CTR, 2nd Result
Organic Search
CTR - Google
Adwords
EMAIL MARKETING SOCIAL Traffic From Traffic From Paid SaaS Firms with
Organic Search Search & Refferal 30 Day Trial

8% 0.1-0.2% 24% 10-15% 20-25% 65% vs. 25% 0.21% 0.9-1.3% .025-.04% 50% 10%
1st vs. 3rd Email
CTR, 3rd Result CTR - Google Gross Open Rate - Unique Open Rate Unique Open Rate Open Rate - Facebook B2B Promoted LinkedIn Website Visitor To
Organic Search Display Network Prospect Lists - Prospect Lists - CustomerLists Drip Campaign CTR Tweets Eng. Rate CTR Drop-Off Rate Free Trial Conv. Rate

7-9% 0.9-1.0% 0.9% 2% 20-40% 8% $5 $0.55-1.00 $1.70 vs. $4.89

3-4 25%
Promoted Tweet Free Trial to
Organic Search to CTR - Mobile Bounce Rate - CTR - Prospect CTR - Customer CTR - Drip Facebook B2B Promoted Cost per Follower Page Views Subscription
RL Conv. Rate Banner Ads Prospect Lists Lists Lists Campaigns CPM Tweets CPE UK vs. USA Per Visit Conv. Rate

# Backlinks $4-13 13% 21% 7% 2-3 $4 0.02% 0.16-0.23% 2-3 26%

Largest Desktop CTOR - Mobile CTOR - Touches Per Promoted
Non-Social CTOR - Prospect Prospect Month - Drip Facebook Facebook Tweets Minutes Spent On Overall MQL to
Driver of Rank CPC - Paid Search Prospect Lists Lists Lists Campaigns CPC Like Rate Follow Rate Website Per Visit SQL Conv.Rate

22-27% 2-4% 18-23% 7-9% 9% 5% 0.7% 2.2% 0.8% 24 Mo. 41%

Form Submits Facebook Twitter RL LinkedIn Website
Form Submits from Paid Search to RL from Paid Name to MQL Form Submits Form Submits RL Conv. Rate Conv. Rate RL Conv. Rate Complete Pipeline Sourced
Organic Search Conv. Rate Search & Refferal Conv. Rate From Email From Social Media (Organic & Paid) (Organic & Paid) (Organic & Paid) Refresh Cycle By Marketing

Legend:

Conv. Rate: Conversion rate

34% 40-50% 20% 34% 4% 20% 6% 13%
CPC: Cost per click Companies Using Webinar Attend- Program Budget Program Budget
CPE: Cost per engagement Content ance as a % of Spent on Content Spent On DMP Spent DMP Spent DMP Spent on DMP Spent
Syndication Registrants Marketing Digital Marketing on SEO on Search Ads Social Marketing on Website
CPM: Cost per thousand impressions
CTR: Click through rate
CTOR: Click-to-open rate (unique clicks as a %
of unique opens)
10-15% 20-30% 44% 7-10% 13% 22% 14% 8%
Eng. Rate: Engagement rate Firms Partially Program Budget DMP Spent Other DMP Spend
DMP: Digital marketing program budget White Paper Webinar Outsourcing Spent on New DMP Spent on DMP Spent on Marketing (SMS, Digital Eve-
Conv. Rate Conv. Rate Content Creation Lead Gen Tactics Email Marketing on Display Ads Automation nts, Mobile Ads)
RL: Raw Lead

CONTENT MARKETING
MQL: Marketing-qualified lead
SQL: Sales-qualified lead BUDGET c Insight Venture Partners 2014