The Marketing KB is designed to solve business challenges related to knowledge management. Ensure your Marketing KB Solution delivers the results you need by measuring its success using key performance indicators (KPIs). These outcomes should focus on addressing knowledge management of your templates, campaigns and best practices.
Measuring against KPIs specific to the Marketing KB allows you to determine:
- What areas are successful at organizing, displaying, and providing access to campaigns, assets and thought leadership?
- What areas need improvements to better support the sharing of marketing knowledge?
- What additional goals and objectives are needed to enable sales and customer success as they work to best respond to market needs and opportunities?
- What people-focused goals and objectives have helped marketing experts provide support to other employees as they require marketing assets, campaign information, and collateral?
- What information-focused goals will improve the organizing, storing, and sharing of marketing information and materials?
- What process-focused goals will help customer-facing teams expedite marketing and sales processes and respond to market changes?
Key goals and objectives
Some key goals and objectives to keep in mind when determining KPIs for your Marketing KB include:
- Keeping people aligned and informed
- Fostering a self-service culture
- Increasing level of trust in relevance and accuracy of information
You should incorporate your Marketing KB Solution into your existing internal business processes. Think about what processes, policies or procedures might have to change or be updated.
- Do SOPs need to be updated? (e.g. updating content for marketing campaigns and keeping a calendar up to date)
- Are there processes that need to change? (e.g. how to work through marketing approvals and refreshes or changes)
Some key areas to pay close attention to when measuring the success of your Marketing KB include:
- Marketing KB homepage
- Marketing Guidelines
- Photo Library
- Marketing Requests
Below are some recommended KPIs for measuring the success of your Marketing KB Solution. Keep in mind that some of these recommended KPIs will align with your organization's goals and objectives, while others may not. It's critical to align KPIs with your unique goals and objectives to accurately measure success.
- X% decrease in the number of inquiries sent to Marketing related to marketing campaigns and updates
- X% decrease in the number of inquiries related to locating brand documents (style guide, creative assets)
- X% increase in the number of views of posts in the Campaign Updates Blog Channel
- X% decrease in the number of emails sent to Marketing team members regarding campaigns or locating marketing materials
- X% decrease in the number of outdated Marketing Assets available company-wide (version control)
- X% increase in the number of Blog Articles posted in the Campaign Updates Blog Channel
- X% decrease in the number of instances of inconsistent market offerings
- X% increase in the number of document downloads from the Assets Library
- X% increase in the number of requests in the Requests Forum Channel
- Average time of X to X minutes spent on Guidelines page (are employees actually reading or using the guide?)
- X% increase in the number of Contributions (Likes, Comments, Ratings) to posts in the Campaign Updates Blog Channel
- X% increase in the number of views of posts in Campaign Updates Channel
- X% increase in downloads of "new" or "updated" assets pushed out via Campaign Update Channel
- X% increase in the number of views of Folders/Files in the Asset Library
- X% decrease in the number of times outdated templates or marketing assets are used (e.g. PPT templates, letterhead, logos, etc.)
- X% increase in the number of submissions sent to Marketing Manager(s) via the Assets or Campaign Requests Forum (instead of email or other communication channels)
- X% decrease in time spent maintaining and updating Marketing documents and assets
Note: KPIs are generally time-based and should be evaluated and/or modified on a specific cadence (e.g. quarterly).