B2B Marketing Kpis

For example, a B2B software company might track several key KPIs across their marketing funnel. At the top of the funnel, they monitor website traffic sources and engagement metrics, noting that their LinkedIn campaigns generate 40% more qualified leads than other channels. In the middle of the funnel, they track content download rates, webinar attendance, and demo requests, observing that prospects who attend product demonstrations convert to sales opportunities at a 25% higher rate. For bottom-funnel activities, they measure metrics like sales qualified lead (SQL) conversion rate, average deal size, and sales cycle length. By analyzing these KPIs monthly, the marketing team identified that their technical white papers yielded the highest quality leads with a 15% lower customer acquisition cost and 30% faster sales cycle compared to other content types. This data-driven approach allowed them to reallocate 20% of their budget from underperforming channels to high-performing initiatives, resulting in a 35% increase in marketing-attributed revenue over two quarters.