Metrics That Matter for Deep Tech Marketing

TL;DR: Metrics That Matter in Deep Tech Marketing

Traditional marketing metrics fall short in biotech, medtech, and healthtech—where clarity, trust, and expert engagement are the real success signals. This issue unpacks how to go beyond clicks to measure content quality and stakeholder resonance.

Key Takeaways:

• Clarity converts: Scroll depth and content flow > flashy design.

• Smarter KPIs: Track demo bookings, saves, and expert shares—not just views.

• Case-driven insights: From precision ABM to HIPAA-aligned trust metrics.

• Practical toolkit: Use tools like Hotjar, Clearbit, and Fathom to track real engagement.

• SciRio behind the scenes: LinkedIn analytics can reveal what resonates with scientists and investors.

• Notion bonus: Build your own dashboard to score clarity, trust, and resonance per persona.

Skip the vanity metrics. Measure what actually drives trust, clarity, and impact in deep tech communication.

Welcome, reader!

In deep tech—spanning biotech, medtech, and healthcare—it’s not enough for content to be seen; it must be understood, trusted, and acted upon. Traditional metrics like impressions and click through rate (CTR) don’t reveal whether domain experts or decision‑makers truly grasp and trust your message. This issue shows how to measure real content impact—clarity, resonance, and stakeholder trust—and back it with real-world cases.

Featured Insight: Clarity Converts

Research from Content Science Review shows that high-performing B2B science content stood out not by flashy design, but by crystal-clear organization—measured through scroll depth and reader progression.

In practice, companies like Benchling simplify complex biotech workflows into modular content, making deep research topics more digestible—and boosting content adoption and clarity.

Innovation Showcase: KPIs from Real-World Examples

Data-Driven Mergers & Acquisitions (M&A) in Home Care

A leading medtech company’s entry into the U.S. home care market shows how data-driven metrics can power deep tech growth. By partnering with S2N Health and using the RepSignal platform, the company analyzed physician adoption rates, technology usage, and competitor activity—all key metrics for market entry.

Combining these insights with interviews from industry stakeholders, the company quickly identified high-value acquisition targets and mapped out a strategic, low-risk M&A plan. This case underscores how the right metrics enable smarter, faster decisions in deep tech marketing and expansion.

Precision Account-based marketing (ABM) Fuels Growth

League, a healthcare experience platform, leveraged Demandbase’s account-based marketing (ABM) solution to overcome pipeline challenges. By focusing on targeted advertising and data-driven insights, they boosted meeting bookings by 41% among engaged accounts.

Key success factors included:

• Precision targeting of high-value accounts

• Strong sales-marketing alignment

• Real-time campaign optimization through actionable metrics

This case shows how tracking meeting bookings and account engagement can drive measurable growth in deep tech marketing.

Compliance as a Growth Driver

In healthcare, compliance metrics are vital for trust and growth. With data breaches costing millions, early Health Insurance Portability and Accountability Act (HIPAA) alignment and adoption of frameworks like International Organization for Standardization (ISO) 27001, Service Organization Control 2 (SOC 2), and Health Information Trust Alliance (HITRUST) are essential.

Key focus areas include:

• Ensuring HIPAA compliance for products handling Protected Health Information (PHI)

• Implementing artificial intelligence (AI) governance with the National Institute of Standards and Technology (NIST) AI Risk Management Framework (AI RMF)

• Automating continuous monitoring for General Data Protection Regulation (GDPR) and SOC 2

Tracking these metrics helps avoid risks, speed sales cycles, and differentiate your deep tech solution in a competitive market.

Practical Tools for Tracking Beyond Clicks

These tools empower deep tech marketers to move beyond basic clicks, delivering actionable insights into user behavior, account-level engagement, and content effectiveness.

From the Field: Real-World Benchmarks

McKinsey: Medtech CX Metrics

According to McKinsey, leading medtech companies are evolving their customer experience (CX) strategies by tracking transactional satisfaction and building NPS driver trees—structured models that break down Net Promoter Score into actionable components like product clarity, service responsiveness, and onboarding effectiveness. These insights help companies design targeted onboarding materials that address specific friction points in the customer journey.
Source: McKinsey – Delivering a stellar experience for all key stakeholders in medtech

ICOVY: Funnel Optimization

ICOVY Health Marketing, a medtech-focused agency, emphasizes lead quality, traffic depth, and speed to contract per persona as core KPIs in funnel optimization. Their approach prioritizes persona-specific content and conversion-focused design, helping clients close deals faster than traditional awareness-based campaigns. Source: ICOVY Health Marketing

Behind the Scenes: SciRio's Use of LinkedIn Analytics

At SciRio, we’ve helped teams like Azoth Biotech and CeNSE, IISc use LinkedIn analytics toward insights that guide better content.

For Azoth Biotech, the goal was to see what resonated with scientists and investors. Instead of just tracking views, we focused on:

• How often posts led to new followers

• Whether domain experts shared the content

With CeNSE, our strategy combined research-based storytelling with live social coverage of events like the Nanoelectronics Roadshow 2025. Together, these efforts drove:

• Real-time engagement from both academic and industry audiences

• A measurable increase in profile visits and content shares during key campaigns

• Content sequencing insights—posts with contextual intros and visuals consistently attracted higher engagement from new and returning followers

What we learned: Even simple LinkedIn analytics—when tracked by audience type and content format—can uncover what kinds of science stories are being read, trusted, and acted on.

B2B vs B2C Metrics: Same Tools, Very Different Signals

While biotech, medtech, and healthtech brands often use the same platforms and tools as mainstream marketers, their goals—and what counts as meaningful engagement—are entirely different. Here’s how:

Bottom line: In deep tech, who engages and how matters far more than how many. Clear content that earns trust from scientists, clinicians, or investors is more powerful than reach alone.

Community Corner

Your Turn: What is the most revealing KPI you've used to prove content clarity or stakeholder trust in deep tech? Share via email or tag us in your social media posts—we'll spotlight top insights next issue!

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Free Resource: “Metrics That Matter” Notion Template Flowchart

Score content clarity, stakeholder trust, and resonance with customizable calculations aligned to biotech, medtech, and healthcare funnel stages.

How to Use the “Metrics That Matter” Flowchart to Build Your Notion Template

You’ve seen the infographic—now here’s how to turn it into a fully functional content tracking system in Notion. This step-by-step guide walks you through each block in the flowchart so you can create a living dashboard that scores clarity, trust, and resonance across your content lifecycle.

1️⃣ Dashboard Overview

What to build: A high-level Notion board or gallery view

Purpose: Visualize how your content performs across the funnel:

• Awareness

• Education

• Decision

How to set it up:

• Create a new Notion page called “Metrics Dashboard”

• Use a Board View with columns for each funnel stage

• Each card = one content asset, linked to detailed metrics (from Step 2)

Why it matters: Gives leadership or team members a snapshot of performance per stage, not just total views.

2️⃣ Content Asset Tracker

What to build: A Notion Table Database

Purpose: Store and score every piece of content—by audience, format, and outcome

Key columns to include:

• Content Title

• Type (e.g. Post, Thread, Deck)

• Target Persona (dropdown: Researcher, Clinician, C-suite, etc.)

• Funnel Stage (Awareness, Education, Decision)

• Publish Date

• Clarity Score (formula)

• Trust Score (formula)

• Resonance Score (formula)

• Performance Notes

Pro tip: Use Notion formulas to automate scoring: e.g., scroll depth × read time for clarity.

3️⃣ Metric Definitions

What to build: A separate “Glossary + Formula” page in Notion

Purpose: Explain how each score is calculated, and what “good” looks like

What to include:

• Clarity Score → scroll % × read time (e.g., 0.6 × 180 sec = 108 clarity units)

• Trust Index → (Saves + Expert Shares) ÷ Views

• Resonance Score → (Demo Bookings + DMs + Return Visits) ÷ Views

Benchmarks:

• Clarity: >50% scroll depth

• Trust: >1% of viewers save or share

• Resonance: >0.5% act on it (e.g., book demo)

Why it matters: Aligns your team on what success looks like—no more vague metrics.

4️⃣ Engagement Log

What to build: A Notion Calendar or Table View

Purpose: Track live campaign performance—especially for events, launches, or roadshows

Fields to include:

• Date

• Campaign/Event Name

• Platform

• Real-time Metrics (likes, comments, saves, shares)

• Notes or Screenshots

• Post-Campaign Outcomes (profile visits, DMs, referrals)

Use Case: For CeNSE IISc, we used this to log daily performance during the Nanoelectronics Roadshow.

5️⃣ Persona Tracker

What to build: A table with grouped views by Persona

Purpose: Understand how different stakeholders engage with your content

Columns to include:

• Persona (Researcher, Clinician, etc.)

• Total Views

• Average Clarity Score

• Average Trust Index

• Conversion Actions (DMs, Follows, Shares)

• Recommended Content Types

Why it matters: You’re not guessing who your content is for—you’re tailoring it to what your real audience responds to.

✅ Final Step: Turn It Into a System

Once you’ve set this up:

• Link each asset entry to the dashboard

• Schedule monthly reviews

• Track trends over time (e.g., which formats have the highest trust among investors?)

Want It Prebuilt?

Reply to this email with “Send the Notion Template” or tag us @SciRio—we’ll send you the ready-to-duplicate version.

Final Word

Clicks are visibility. Engagement is interest. But in deep tech, true metrics are trust, clarity, and conversion. Track scrolls, repeat visits, qualified meetings, and persona-specific satisfaction and prize clarity as the new conversion rate.

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