With information and content that fits the needs and interests of your prospects , as they move through the stages of the conversion funnel. Set KPIs to measure the performance of your marketing automation campaign KPIs are key to knowing if your goals are being met or not. Therefore, depending on your strategy and the results you want to achieve, you must define performance indicators. I show you some examples: Email open rate. Percentage of qualified leads. Conversion rate of leads converted into customers. Average value of qualified leads. Number of leads accepted for sales Average value of a customer.