Common B2B Marketing KPI Examples

Marketers across all industries are facing the challenge of proving the return on investment (ROI) of their efforts. In the world of B2B marketing, this challenge is even greater and more difficult to quantify due to long sales cycles, large buying committees, and complex customer journeys. However, data-driven marketers are prepared to tackle this challenge by measuring a variety of key performance indicators (KPIs) and incorporating them into their marketing strategies. This guide highlights 20 common B2B KPIs that can help marketers measure, refine, and enhance their campaigns.

Here are 20 examples of B2B marketing KPIs grouped by category for easy reference:

Traffic metrics: These metrics indicate where your messaging is gaining engagement and visibility, helping you understand how audiences interact with your brand.

– Organic Traffic
– Paid Traffic
– Social Media Impressions/Engagement
– Earned Media
– Traffic from Social

Visibility and search metrics: These metrics offer insights into your brand’s discoverability and credibility in search engine results.

– Keyword Rankings
– Organic Click-Through Rate (CTR)
– SERP Features
– Backlinks
– Domain Authority and Page Authority

Lead generation metrics: These metrics help you demonstrate your effectiveness in guiding prospects towards becoming customers.

– Marketing Qualified Leads (MQL)
– Sales Qualified Leads (SQL)

Engagement and conversion metrics: These metrics help you gauge audience interaction and actions taken as a result of your marketing efforts.

– Engagement Metrics
– Conversion Rate

By understanding and optimizing these KPIs, marketers can gain valuable insights into how customers encounter their brand, what messages resonate with them, and where optimization efforts are needed. Ultimately, these metrics help pave the way for increased engagement, visibility, and successful marketing campaigns.



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