Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

CHART 8

Mixed B2B/B2C Campaign Metrics

N = 38

Customer acquisition cost

66%

58%

Retention rate Cost per lead Brand awareness

55%

50%

47%

Return on ad spend Annual recurring revenue Customer lifetime value Content engagement

34% 34%

32% 32%

Lead to close conversion rate Customer engagement metrics Customer satisfaction score Average order value

29% 29%

26% 26% 26%

Net promoter score Marketing qualified leads Conversion/win rate Average contract value

21%

18%

Sales qualified leads Churn rate

16%

13% 13%

Monthly recurring revenue

8%

Total contract value Other Influenced pipeline

5%

3%

Which of the following campaign metrics do you track?

Insight: Customer acquisition cost was the campaign metric most tracked (66 percent) for mixed B2B/B2C campaigns. Three other metrics were also tracked by at least half of the respondents who ran mixed campaigns: retention rate (58 percent), cost per lead (55 percent), and brand awareness (50 percent).

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