American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Which method is most effective for keeping track of lead generation from a campaign?

1. Monitor page views

2. Monitor interactions such as subscriptions, technical queries, and email submissions

3. Monitor advertisement engagement

4. Monitor mentions in social media and product reviews

The correct answer is: Monitor interactions such as subscriptions, technical queries, and email submissions

The most effective method for keeping track of lead generation from a campaign is to monitor interactions such as subscriptions, technical queries, and email submissions. This approach provides direct insight into how potential customers engage with your content and indicates whether they are taking steps towards becoming leads. Tracking subscriptions shows interest in your content and can lead to a nurturing process, while monitoring technical queries reflects that potential leads are seeking more information, which is often a sign of intent to purchase. Email submissions are particularly valuable, as they signify that a user is willing to provide their information in exchange for something valuable, such as a newsletter or a resource, marking them as a qualified lead. In contrast, simply monitoring page views gives a basic measure of traffic without directly correlating to user engagement or intent. Advertisement engagement might indicate interest in a promotion, but it doesn’t necessarily translate to actionable leads. Monitoring mentions in social media or product reviews provides feedback on brand perception but lacks the specificity needed to track lead generation effectively. Thus, observing interactions directly related to user engagement and willingness to connect is the most comprehensive and actionable approach to tracking lead generation.