35 B2B Marketing KPIs you Should be Tracking

Measuring Key Performance Indicators (KPIs) serve as the backbone for evaluating the success of your marketing strategies and ensuring alignment with broader business goals. 

This is, however, where most marketers fall down. A recent survey by Fournaise Group highlights that senior executives don’t believe the marketing function demonstrates objective commercial thinking.

73% of CEOs state that “marketers lack business credibility and the ability to generate sufficient growth”.

More worryingly, the same report states that 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs.

Why is this?

Businesses are trusting marketing data less and less - consequently creating the perception that marketing, as a function, fails to 'move the needle' as much as other departments like sales or customer success.

However, tracking the right KPIs enables informed decisions that you can prove is driving meaningful results.

By understanding the intricacies of these metrics, B2B marketers can uncover new opportunities for optimisation, identify potential pitfalls, and confidently present measurable outcomes to leadership. From boosting conversion rates to enhancing customer experiences, KPIs empower marketers to approach their strategies with precision and foresight.

This comprehensive guide highlights 35 essential KPIs every B2B marketer must track in 2025. Categorised across six pivotal areas:

• Revenue
• Website
• UX/UI
• Email
• Paid Ads
• Social Media

Understanding Key B2B Marketing Metrics

Before diving into the KPIs, we need to explain their foundational importance. 

In the B2B context, KPIs are more than just numbers - they provide actionable insights into your marketing performance and accurately display the importance marketing has on business success.

Research by Adverity found that over a third (34%) of CMOs don’t trust their marketing data. 

Outside of the marketing department, this number rises to over 50% for senior leadership teams.

Therefore, the right KPIs not only help track progress but also align marketing with overarching business objectives, ensuring a cohesive and efficient approach.

Here’s why KPIs matter:

• Align Marketing with Business Goals: KPIs bridge the gap between marketing and sales, tracking the buyer journey from awareness to decision to close. They ensure that marketing efforts contribute to tangible business outcomes showing that marketing is, in fact, making a difference.
• Enable Continuous Improvement: Metrics highlight strengths and weaknesses, guiding optimisation efforts for better results. Regularly tracking KPIs allows marketers to refine their strategies based on data, ensuring long-term success.
• Demonstrate ROI: By proving marketing’s contribution to revenue, KPIs justify investments and build confidence among stakeholders. This is particularly crucial in B2B settings where longer sales cycles require a clear demonstration of impact.

B2B marketing is tougher to demonstrate ROI than B2C due to longer sales cycles, multi-stakeholder decision-making, and the critical role of lead nurturing. 

These factors make it even more important to choose and track the right KPIs, as they provide the insights needed to navigate these complexities effectively. 

Let’s delve into the six categories of KPIs that we consistently track and report on to our clients.

Category 1: Revenue KPIs

First things first - revenue. How much are we moving the needle for our clients?

These marketing metrics connect activities and efforts to bottom-line results. The below KPIs demonstrate marketing’s direct impact on business growth and provide insights into general effectiveness:

• Total Contacts Created: Number of new contacts (not leads - more in that next) generated through marketing efforts. This metric is essential for evaluating visibility, indicating that your content is being found and people are sufficiently interested and want to give their details to you.
• High Intent Requests: This differs slightly from contacts as 'not all leads are created equal'. High-intent requests should be tracked as these are the leads that will be 'in-market' for your solution rather than someone that's downloading content or not solution-aware just yet. These enquiries could include demo requests, quotes, pricing requests or getting contact forms.
• MQLs (Marketing Qualified Leads): Leads meeting defined qualification criteria, such as engagement levels or demographics. This is reserved for the leads/contacts that come through that are interested in your solution, and are the right fit to sell to. These leads are ready to be passed to sales.
• SQLs (Sales Qualified Leads): MQLs ready for direct sales engagement. These are also called 'Sales Accepted Leads (SALs) as these are the leads that sales are going to 'chase' and they think they can sell to.
• Opportunities: Deals in progress - showcasing the pipeline’s health.
• Pipeline Generated (by Source): Tracks potential revenue by marketing channel, offering insights into channel performance. This can also give a good indication about what percentage marketing is generating to the overall pipeline against sales - which is useful to prove marketing's effectiveness to leadership.
• Weighted Pipeline: Adjusts pipeline value based on deal probability, providing a realistic revenue forecast.
• Revenue Generated from Marketing: Tracks revenue attributable to marketing campaigns, validating their impact. This metric is reserved purely for deals that are closed won.
• Percentage of Overall Revenue from Marketing: Demonstrates marketing’s contribution to total revenue, reinforcing its strategic importance.
• Self-Reported Attribution: Captures leads’ perspectives on how they discovered your brand, adding qualitative depth to quantitative data. You can do this by adding a 'How did you hear about us?' field on the forms on your website.
• Closed Won/Loss Reasons: Although less related to actual revenue, it gives a qualitative insight from the prospect/customer as to why they did or didn't choose your solution. This is useful for strategic activities moving forward and you can adjust your messaging and positioning accordingly.

See our Case Studies

To see how these insights can drive tangible results for your business, explore our detailed case studies showcasing successful KPI tracking and its impact on client success.

Section 2: Website KPIs

Although a lot of the buying process is away from your website, a prospect will still always visit your website before making a purchase.

According to research by HockeyStack, in B2B companies with an Average Contract Value (ACV) of less than £20K, the average number of website touchpoints required for a B2B sale is 31. 

Between £20K-£60K ACV, it’s 48. 

Above £60k ACV, it’s 75. 

It’s still a crucial point of contact for potential clients and plays a pivotal role in moving leads through the funnel. 

Monitor these KPIs to ensure your website is effective at converting strangers, into customers:

• Sessions: Total visits, indicating traffic volume. A steady increase in sessions reflects growing interest in your brand and the specific pages that are driving that traffic.
• Sessions by Source: Breaks down visits by channel (organic, paid, etc.). This helping you identify which channels are driving the most traffic and, consequently, the sources that are driving the revenue KPIs from above.
• High Intent Page Views: Pages that signal purchase intent, such as pricing, case study or contact pages. Tracking these views provides insights into buyer interest and the percentage of overall traffic that are actively interested in your solution
• Average Time on Page: Reveals your content’s ability to engage users. Longer times often indicate valuable and relevant content.
• Top Visited Pages: Identifies your most popular content or the content that has the highest visibility on either search engines or on your website.
• Blog Views: Measures the reach of your blogs and thought leadership content.
• Keyword Rankings: Tracks organic search visibility, ensuring your content remains competitive. You can do this using tools such as AhRefs or SEMRush and set up keyword tracking on the terms you want to rank for.
• Top 20 Keyword Ranks: Similar to the previous KPI, this focuses on high-value keywords driving traffic to your site. The reason this differs is because the majority of the traffic coming to your site will be from keywords that you rank in the Top 20 for. If this number increases, your website traffic should start growing too.
• Share of Voice: Compares your search visibility against competitors enabling you to benchmark the effectiveness of your content visibility.
• Time to Value (TTV): Assesses the time it takes visitors to complete key actions, such as signing up or making a purchase. For example, if you're a SaaS company, you can measure the amount of time/actions it takes someone to onboard a customer onto your platform.
• Exit Rate: Tracks where users leave, highlighting potential drop-off pages that require optimisation.

Category 3: UX/UI KPIs

When users find your website easy to navigate and interact with, they are more likely to complete desired actions. 

But equally, having a bad website user experience can be just as detrimental. 70% of customers abandon purchases because of bad user experience. 

To ensure you're delivering an easy, value-driven experience for your customers, track these metrics:

• Conversion Rate: The percentage of visitors completing a desired action, such as filling out a form or signing up for a demo. A high conversion rate indicates that your landing pages and CTAs are effective.
• Scroll Length: Using a tool like HotJar, you can measure how far users scroll on a page, providing insights into content engagement. If users consistently stop scrolling midway, it signals you may need to re-evaluate the content on that page and see if the content is delivering value to your target audience.
• ‘Frustrated’ Over-clicking: Again using HotJar, detect instances where users repeatedly click due to unclear navigation or a misaligned user journey. High levels of over-clicking suggest usability issues on your website.

Category 4: Paid Ads KPIs

Paid advertising KPIs are essential for managing budgets and optimising campaigns. 

These metrics provide insights into the efficiency of your ad spend and the quality of your leads:

• Cost Per Click (CPC): Measures the efficiency of ad spend, indicating how much you pay for each click.
• Cost Per Acquisition (CPA): Tracks the cost of acquiring a new customer, helping evaluate ROI.
• Cost Per Lead (CPL): Indicates the cost-effectiveness of lead generation efforts, highlighting areas for improvement.

The main thing to remember with paid ads is that all these metrics should be measured with each other to demonstrate the effectiveness of the campaigns.

As advertising is a very linear representation of marketing spend and effectiveness, you need to ensure that the money being spent daily is generating ROI and report back on that for your leadership.

Category 5: Social Media KPIs

Social media plays a vital role in building brand awareness and engagement. 

These metrics help you understand your audience’s interaction with your content:

• Impressions: Total times your content is displayed in a user's feed.
• Shares: Indicates audience engagement and amplification, showing how far your message spreads.
• Reactions: Tracks emotional responses to posts, providing insights into audience sentiment towards your content.

Category 6: Email KPIs

Email marketing remains a powerful tool for nurturing leads and driving conversions. 

Effective email campaigns require careful monitoring of these KPIs:

• Delivered: Number of successfully delivered emails, not those that bounced or didn't deliver for any other reason.
• Open Rate: Of those who received your email, the open rate is a percentage of recipients who open it.
• Click-Through Rate (CTR): Measures email content engagement, displaying the percentage of those who opened and clicked a link within your email.
• Bounce Rate: Tracks undeliverable emails, highlighting if your data needs updating/enriching.
• Unsubscribe Rate: Reflects content relevance and subscriber satisfaction.
• Reader Behaviour: Insights into who read, skimmed, or ignored your emails.This is particularly important if you're creating emails without a clear call-to-action but rather delivering zero-click content.

Tips for Using KPIs Effectively

Prioritise

Focus on KPIs most relevant to your goals. Not all metrics carry equal weight, so it’s essential to identify the metrics that align closely with your overarching business objectives.

Consider which KPIs directly impact revenue, lead generation, or customer satisfaction, and prioritise these to avoid reporting on data that leadership doesn't trust.

Remember, tracking too many metrics can dilute focus and lead to analysis paralysis.

Automate Tracking

Use tools like HubSpot, Google Analytics, or SEMrush to streamline data collection and minimise errors.

Automated tracking not only saves time but also ensures accuracy by reducing the risk of manual input mistakes. Many platforms allow for real-time dashboards, enabling you to monitor performance at a glance and react swiftly to changes in trends.

Regularly Review

KPIs should evolve with your strategy and market conditions.

Reassess periodically to ensure alignment with business objectives and market demands. For example, as your organisation scales or pivots, new KPIs may become more relevant while others lose significance.

Schedule regular check-ins—quarterly or monthly— with your management team to evaluate whether your metrics are still driving actionable insights.

Collaborate Across Teams

Align marketing and sales teams for unified goals, creating a data-driven culture that prioritises growth.

Shared KPIs, such as MQLs, SQLs or pipeline contributions, encourage accountability and collaboration across departments. Use regular meetings or integrated platforms like CRMs to maintain transparency and ensure that everyone is working towards the same objectives.

Bringing It All Together with Axon Garside

Tracking these 35 KPIs can transform how you measure and improve your marketing efforts.

From aligning strategies with revenue goals to presenting compelling insights to leadership, the right metrics pave the way for success.

Whether you’re optimising user experience, enhancing website performance, or refining revenue-focused campaigns, these KPIs serve as your roadmap to sustained growth.

Explore our Introduction to Inbound Marketing to discover how tracking these B2B Marketing KPIs forms the cornerstone of a successful inbound strategy.