"Owner" And "Sponsor" B2B Community Success Metrics

As a B2B social marketer in charge of either owner or sponsor strategy communities, meaning communities that you operate — and fund — on your domain, you need to be able to set expectations for success and use benchmarks to set those goals and measure progress. However, the metrics most marketers use for that purpose are the wrong ones. Rather than focusing on a target membership number or the length of time it takes to reach critical mass, you should be focused on basic cross-industry performance averages such as the percentage of website users that visit the community and the percentage of those visitors that become members.

Reiss-Davis, Zachary; Celestre, Kim; Holmes, Bradford J.; Parrish, Melissa; Vargas, Sophia I.
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