10 B2B Marketing KPIs & Metrics to Measure and Improve
Published:
28 July 2025
Last updated:
2 July 2026
10 B2B Marketing KPIs & Metrics to Measure and Improve
9 minute read
Tracking your B2B marketing metrics and KPIs helps you measure your campaign success and become a better, data-driven marketer.
But which metrics do you really need to track?
This guide explains the basics of B2B marketing KPIs and metrics, the 10 B2B marketing metrics that matter, and examples and tools proven to help drive more revenue.
Let’s get started 👇
What are B2B marketing metrics?
Marketing metrics are what B2B marketers use to monitor, record, and measure performance. The numbers are not set and will need to be monitored closely throughout to truly gauge how successful a marketing campaign is and whether you need to make changes.
What’s the difference between KPIs & metrics in marketing?
- Marketing campaign metrics measure progress toward specific goals and tell you the overall health of a campaign.
- Performance marketing KPIs help you decide and set objectives or goals for the future.
Why are marketing KPIs and metrics important to track?
B2B marketing metrics are important to track because they help measure marketing success.
Here’s why:
- Marketing data supports informed decision-making.
- Knowing which lead sources provide the highest ROI.
- Allocating marketing spend toward the most successful channels.
- Increasing lead conversions and helping shorten the sales cycle.
- Experimentation helps your team and company grow.
- It assists you in getting ahead of your competitors.
10 key marketing metrics and KPIs that will impress your CEO
If you want to impress your CEO and drive revenue growth, here are ten key marketing metrics to include in your SaaS marketing strategy:
1. Marketing Qualified Leads (MQLs)
These are targeted leads who have shown interest in a B2B company’s product or service based on marketing efforts.
2. Sales Qualified Opportunities (SQOs)
This metric indicates incoming revenue; your sales team has qualified them as highly likely to become a customer.
3. Web traffic
Website traffic measures the results of your campaigns and SEO lead generation efforts.
4. Leads in
This is the number of leads you received per campaign, helping you measure the effectiveness of your marketing strategies.
5. Closed-won deals
These are contracts that sales leads have signed, committing them as customers.
6. Monthly recurring revenue (MRR)
MRR refers to the revenue generated from all recurring deals and is considered predictable.
7. Cost per acquisition
Also known as cost per conversion, this tells you how efficient your B2B sales and marketing teams are.
8. Average deal size
This represents the total revenue your business has received during a specific period.
9. Average sales cycle
This metric determines how long it takes your team to convert a potential customer.
10. Lead to Close Conversion Rate (CVR)
CVR calculates the number of leads who become customers, showcasing the effectiveness of your marketing campaigns.
Examples of marketing metrics and KPIs
- Leads in
- Cost per Lead (CPL)
- Cost per Click (CPC)
- Click through Rate (CTR)
- Conversion rate
LinkedIn marketing metrics
Tracking your leads on LinkedIn can be made easier with a scheduling tool that includes a reporting function.
Google Ads
While tracking your paid metrics via Google Ads can be an effective way to measure the success of your marketing, don’t forget to consider your SEO strategy for organic results.
Template for marketing KPIs
We’ve created a simple template for you to download and keep on hand. Work out which metrics fit your goals to track for your business.
Better data means better marketing
In today’s economy, tracking marketing metrics doesn’t have to be complicated. Investing in a good tool for accessing fresh, compliant marketing data can significantly enhance your metrics and overall efficiency.