The 5 Marketing Metrics Every B2B Firm Should Track

You don’t need 47 dashboards to know if your B2B marketing is working. However, you do need five key metrics.

Here are the five core metrics we track for every B2B client. These marketing metrics actually tie back to your business outcomes.

1. Lead Quality Metrics

More leads aren’t better leads. Are the right people finding you? Are they ready to engage? 

We recommend always tracking:

• Conversion paths

• Job titles

• Pages visited before contact

2. Pipeline Contribution

Marketing isn’t just a brand play. It’s a revenue play. Track how much of your pipeline originated from content, campaigns, or SEO.

We recommend always tracking:

• % of pipeline sourced by marketing 

• Pipeline value from marketing

• Opportunity count by source

Pro Tip: Track conversion rate to closed-won

3. Content Engagement

It’s not just about clicks. It’s about what happens next. Are visitors staying? Sharing? Downloading? Booking?

We recommend always tracking:

• Time on page

• Scroll depth

• CTA conversion rate

4. Organic Traffic Growth

You’re building a library of content. Is it working? SEO is a long game, but the traffic trend should move up and to the right.

We recommend always tracking:

• Total organics sessions

• Top landing pages

• Keyword rankings

Pro Tip: Watch for shifts in branded vs. non-branded traffic.

5. Customer Acquisition Cost (CAC)

Are your efforts cost-effective? Compare marketing spend to new revenue from marketing-qualified leads.

We recommend always tracking:

• Total marketing spend

• Number of new customers from MQLs 

• CAC by channel over time

When you have the right messaging in place, these numbers don’t just look good; they tell a real story. Need help defining success? We help clients track the right things and write what moves the needle. Let’s talk metrics.