---
title: The Most Important KPI for Inbound
description: Have you found the most important KPI for Inbound?  This metric you may not have thought about.
---

[Brand Builder Solutions Inbound Marketing Blog ](https://www.brandbuildersolutions.com/blog)

# [The Most Important KPI for Inbound](https://www.brandbuildersolutions.com/blog/keyword-metric)

 Written by [Joe Jerome](https://www.brandbuildersolutions.com/blog/author/joe-jerome) | 3/11/15 10:00 AM

What is your most valuable KPI for inbound?

Is it a secret? Is it worth sharing?

This type of "stuff" is pretty highly guarded. I will share with you a metric I ran today.

It's late in the evening here about 9pm. And I ran a new **metric or KPI for inbound.**

 

# Why would I be creating new Inbound KPI's at 9pm?

We are in a bid for a proposal. The prospect asked a bunch of questions for me to fill out.

The questions were kind of like these: "What was your most proud project? What do you do best? Are we a fit?"

**What answer are you looking for to find a partner?**

# How do you choose: Test or Testimonial?

Instead of answering the questions I sent a review.

It was written by an extremely successful company founder to another[CEO](https://www.hubspot.com/company/management/brian-halligan).**He's someone that anyone in Inbound would know.**

The reply from the prospect was, "This is helpful, do you also have the answers to the questions?"

# The Responsive Metric

Tonight I was talking to a [friend and mentor](https://www.linkedin.com/in/rickroberge). I said "**Can you believe I sent this and they still want these other questions answered?**"

He asked **"Do they know that you are working this late?"** I answered, "No."

He said "Clients value responsiveness and availability." He told me a great story on how he closed a **multi-million dollar deal because his availability made the difference.**

I said "That's interesting... All of our reviews have one common thread "[**Brand Builder Solutions] are responsive.**"

It seems funny that "responsive" is **the most powerful common thread among the "delighted."**

So I just plugged all of our [**reviews into a keyword tool**](https://app.hubspot.com/partner-directory/details/213882#). I didn't discriminate. I used a full sample.

# Here are top 8 adjectives from the keyword density tool.

## 1. Responsive (this was the 3rd highest word used in thousands of words)

**2. Great**

**3. Easy **(coming from phrase "easy to work with")

**4. Excellent**

**5. Super**

**6. Happy**

**7. Fast**

**8. Nice**

You can validate this on your own [here.](https://app.hubspot.com/partner-directory/details/213882#)

# The most important inbound KPI.

**Is the keyword density of what others say the most important KPI?**

I love these words "Great, Excellent, Super, and Nice."

Are these the words that get you excited about your favorite companies,** "Responsive, Easy to Work With, and Fast?"**

**This word stood out.** It's how our **customers described themselves, not us... "Happy!"**

**Are your best customers the ones that tell you that they are Happy?**

Is my prospect a fit? I don't know.

**Do I want them to be happy? Yes!**

# Should I just fill out the answers?

**Do you think filling out test questions on a sheet will identify the fit that will lead to "happy?"**

When you hire someone, who do you hire?

- The person who passes the "test?"
- The person who tells you they are great?
- Or the person who everyone is telling you to hire?

Are you looking for a partner who is "Responsive, Easy to Work With, and Fast" where the experience makes you "Happy"?

**Will you agree to use these [8 adjectives](https://app.hubspot.com/partner-directory/details/213882#) in our next review? [Here's how you start.](https://www.brandbuildersolutions.com/contact-us-hubspot-partner-inbound-agency)**

[View full post](https://www.brandbuildersolutions.com/blog/keyword-metric)

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