Why marketing engagement metrics actually do matter

Marketing strategies must be verified and proven with metrics and analytics. However, not all metrics and KPIs carry the same weight. While C-suite executives and stakeholders often prioritize bottom-line figures like conversions and revenue, a broader view of engagement metrics is key for long-term success.

Journeys, not funnels

Over the past five years, the customer journey has changed radically, making it no longer a straightforward, easily measurable process. In the past, marketers expected an average of eight to 10 touchpoints before a conversion. By 2025, this number is 30-40 or more, especially in technical B2B niches. These touchpoints span multiple channels and devices, creating a far more complex path to conversion.

One reason for this increase is that people now use many devices to follow multiple channels. With more content and marketing materials competing for attention, marketers must work harder than ever to stay visible in fast-moving social media feeds.

However, the “why” matters less than the “what.” Marketers need to develop strategies that align with this new reality.

Dig deeper: How to create content for every stage of the customer journey

Awareness drives demand

Unlike bottom-line-focused C-suite executives and external stakeholders, marketers understand that top-of-funnel metrics matter because awareness drives demand. Without reach, impressions, views and engagement, there are fewer leads to convert.

There is a reason why your funnel is bigger at the top than it is at the bottom. The goal is to bring in large numbers, knowing that many will be filtered out over time. It’s simple math: The more prospects you engage, the more potential conversions you create.

On social media, content that sparks engagement gets the most visibility. Traditionally, these platforms weren’t designed for sales, conversions and direct CTAs but for interactions (i.e., likes, shares, comments, views, etc.).

Top-of-funnel content, being less overtly sales-driven, nurtures audiences with education, thought leadership and even mild entertainment. It builds trust and interest, guiding prospects further along the journey, across multiple touchpoints, while also qualifying them as stronger leads who are more likely to convert. It also helps keep visitors, prospects and leads in the pipeline longer, which is crucial in technical B2B niches where consideration and purchase cycles are longer and conversions are more valuable.

Dig deeper: How customer-centric marketing fuels long-term success

Time to diversify your marketing strategy

What does this mean for marketers adapting to today’s dynamic landscape? Traditional lead generation tactics (i.e., lead magnets, downloads and opt-in forms) are less effective. They still have value, but most of your audience isn’t ready for them at their stage in the journey.

A demand generation approach that includes sharing engaging content and ungated information (no opt-in forms required) works better. This strategy reaches audiences at every stage while building trust and rapport.

This happens because you’re asking for nothing in return — not their email, phone number or a consultation. While some marketers worry about growing their business by giving everything away, this approach actually attracts more visitors, followers and content consumers, as it offers valuable thought leadership rather than pushing them into funnels.

This demand generation strategy drives more high-level visitors (top of funnel). Even if conversion rates aren’t optimal, the larger volume allows you to nurture leads into qualified prospects and, ultimately, conversions. Multiple exposures to your content help move them through the funnel and qualify them at each stage. If they lose interest, they disqualify themselves.

If that’s not reason enough to focus on engagement metrics, how about the fact that you’ve significantly reduced your competition? Most B2B companies focus their efforts and budget on bottom-of-funnel conversions, giving you a competitive advantage with an alternate approach. Paid search and conversion-driven marketing aren’t the only easily trackable initiatives. By using engagement analytics, you can identify which content resonates with your audience, improving your ability to create relevant content across all stages of the customer journey and build a sustainable lead pipeline.

This engagement-first approach builds trust, boosts customer loyalty post-purchase and avoids pushing new customers to the bottom of the funnel too soon, preserving their loyalty and brand advocacy.

What’s the plan?

For 2025, stop focusing exclusively on conversion marketing, where as few as 4%-5% of your audience may be at any given time. Instead, diversify your strategies and embrace a full-funnel, multimedia approach. Build trust, nurture relationships, and, most importantly, engage. Because in today’s landscape, engagement truly does matter.

Dig deeper: How to increase website engagement with content recommendations