10 B2B marketing metrics you should be tracking to measure success

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What B2B marketing metrics do you currently track? You may be focused heavily on open rates from your email campaigns, the number of followers on your LinkedIn page or the number of downloads on a particular asset. While these metrics are worth tracking, they serve the marketing team more than the organisation.

What do I mean by this? Email open rates tell you a lot about the impact of the subject line, which your team can use to improve the quality of their work. What this metric does not tell you is the impact on the organisation; was any revenue gained due to the campaign?

In this blog, I will cover 10 B2B marketing metrics that you should be tracking to measure marketing’s impact on the success of your organisation.

1. Sales revenue

The most important metric for any business is sales revenue. This metric tells you how much revenue your marketing efforts have generated for your organisation. Tracking sales revenue helps you understand the ROI of your marketing campaigns and enables you to make informed decisions about your marketing budget.

2. Customer Lifetime Value (CLV)

CLV measures the total value of a customer over their entire relationship with your organisation. This metric helps you understand the long-term value of a customer, which can inform your marketing strategy. By knowing your CLV, you can focus your marketing efforts on acquiring and retaining high-value customers.

3. Customer Acquisition Cost (CAC)

CAC measures the cost of acquiring a new customer, which includes marketing and sales expenses. Knowing your CAC helps you make informed decisions about your marketing budget and can help you identify which marketing channels are most effective at acquiring customers.

4. Conversion rate

The conversion rate measures the percentage of people who take a desired action, such as filling out a form, downloading a white paper, or purchasing a service. This metric helps you understand how effectively your marketing tactics convert prospects into customers. You can identify which marketing campaigns are most effective by tracking conversion rates and making data-driven decisions to optimise your marketing strategy.

5. Marketing Qualified Leads (MQLs)

MQLs are leads deemed more likely to become customers based on specific behaviours or attributes, such as requesting a demo or downloading a white paper. Tracking MQLs helps you identify which marketing tactics are most effective in generating leads that are likely to convert.

6. Sales Qualified Leads (SQLs)

SQLs are leads the sales team has qualified as being ready to purchase. Tracking SQLs helps you understand the quality of the leads generated by your marketing efforts and can help you optimise your lead generation strategies.

7. Cost per Lead (CPL)

Cost per lead (CPL) measures the cost of acquiring a single lead. Tracking CPL enables you identify the most cost-effective marketing tactics and can help you optimise your marketing budget.

8. Customer retention rate

Customer retention rate measures the percentage of customers who continue doing business with your organisation over time. A high retention rate is a good indicator of customer satisfaction and can inform your marketing strategy. By tracking customer retention rates, you can identify areas for improvement in your customer service and retention efforts.

9. Website traffic

Website traffic measures the number of visitors to your website. Tracking this helps you understand how effectively your marketing efforts drive traffic to your website. By analysing website traffic, you can identify the most effective marketing channels and optimise your website to improve user engagement.

10. Social media engagement

Social media engagement measures the level of engagement with your organisation on social media platforms, such as likes, shares, and comments. Tracking social media engagement helps you understand how effectively your social media strategy is engaging with your audience. By analysing social media engagement, you can identify which types of content are most effective and optimise your social media strategy to improve engagement.


In conclusion, tracking the right metrics is crucial to measuring the effectiveness of your marketing efforts. By tracking these ten B2B marketing metrics, you can gain insights into how your marketing campaigns are performing and make data-driven decisions to optimise your marketing strategy.

Experience the power of data-driven marketing with Resonate

At Resonate, we specialise in B2B marketing, strategy, and sales. This makes us a powerful growth partner to help your business reach its goals. Our team of experts can help create custom strategies that meet your objectives and maximise your ROI. 

Please visit our Marketing page for more information on our services. We look forward to working with you and helping your business grow.

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Girish is the CMO & Co-Founder of Resonate.

GV is our Marketing and Delivery head. He keeps our clients’ marketing strategy on track and leads the Resonate team to deliver commercial outcomes.

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