GITNUX MARKETDATA REPORT 2023

Must-Know B2B Metrics

Last Updated: October 31, 2023

Written & Summarized by: Jannik Lindner

How we write

Download Image

Highlights: The Most Important B2B Metrics

1. Revenue Growth
2. Customer Acquisition Cost (CAC)
3. Customer Retention Rate
4. Churn Rate
5. Average Contract Value (ACV)
6. Customer Lifetime Value (CLV)
7. Lead-to-Customer Conversion Rate
8. Leads Generated
9. Sales Cycle Length
10. Pipeline Velocity
11. Revenue by Market Segment
12. Customer Engagement Rate
13. Net Promoter Score (NPS)
14. Customer Satisfaction (CSAT)
15. Return on Investment (ROI)

B2B Metrics: Our Guide

Dive into our updated report on the most essential B2B Metrics every business should be tracking. This comprehensive insight will enlighten you on current trends, the importance of specific metrics, and how they can drive your business to unprecedented success. Stay ahead of the competition in the B2B landscape by mastering these crucial metrics.

Revenue Growth

The increase in a company’s sales over a specific period, indicating the effectiveness of its B2B marketing strategies, product development, and customer acquisition efforts.

Customer Acquisition Cost

The total cost of acquiring a new customer, including marketing, sales, and onboarding expenses. This metric is essential for determining the efficiency of B2B marketing and sales efforts.

Customer Retention Rate

The percentage of customers who continue to do business with a company over a set period. A high retention rate implies a strong customer relationship, satisfaction, and loyalty.

Churn Rate

The percentage of customers lost during a specific period. A high churn rate indicates poor customer satisfaction and potentially a weak product or service offering.

Average Contract Value

The average revenue generated per customer contract over its lifetime. Higher ACV illustrates the value offered by a business and its potential for growth.

Customer Lifetime Value

The total revenue a company expects to generate from a customer throughout their entire relationship.

Lead-To-Customer Conversion Rate

This metric helps evaluate the success of marketing and sales campaigns in driving customer conversions.

Leads Generated

The total number of business prospects generated through marketing activities. This metric helps determine marketing effectiveness in attracting potential customers.

Sales Cycle Length

The time it takes for a lead to move through the sales funnel from initial contact to closing the deal.

Pipeline Velocity

The speed at which leads move through the sales funnel, indicating the efficiency of the sales process and the effectiveness of marketing and sales activities.

Revenue By Market Segment

This metric helps identify high-performing market segments and informs growth strategies and resource allocation.

Customer Engagement Rate

The level of interaction between a company and its clients, typically measured by metrics such as website visits, email opens, social media interactions, or support tickets.

Net Promoter Score

A measure of customer satisfaction and loyalty, calculated by asking customers how likely they are to recommend a product or service to others.

Customer Satisfaction

Regularly measuring CSAT helps identify areas for improvement and maintain high customer satisfaction levels.

Return On Investment

An essential metric that measures the financial efficiency of marketing and sales campaigns or other investments.

Frequently Asked Questions

What are B2B metrics and why are they important?

B2B metrics are key performance indicators (KPIs) that businesses use to measure and track the effectiveness and success of their B2B marketing, sales, and customer engagement efforts. These metrics provide valuable insights into business performance, helping companies identify areas of strength and areas that need improvement, and inform strategic decisions for growth.

What are some common types of B2B metrics?

Common B2B metrics include lead generation metrics, conversion metrics, revenue metrics, customer retention metrics, and customer satisfaction metrics. Examples of these metrics are cost per lead (CPL), conversion rate, customer acquisition cost (CAC), customer lifetime value (CLV), and net promoter score (NPS).

How can businesses measure their B2B metrics effectively?

To measure B2B metrics effectively, businesses should first establish clear goals and objectives for each metric. Next, they need to collect data using various tracking tools (such as CRM systems or marketing analytics tools) and ensure that the data is accurate and reliable. Finally, they should analyze the data regularly, track trends over time, and compare their performance to industry benchmarks to gain valuable insights.

Can B2B metrics help improve customer relationships and increase sales?

Yes, B2B metrics can help improve customer relationships and increase sales. By analyzing these metrics, businesses can identify areas that need improvement, such as customer satisfaction, lead quality, or sales conversion rates. This empowers them to make strategic adjustments, enhance their offerings, and refine their marketing strategies, ultimately leading to stronger customer relationships and increased sales.

What are some best practices for setting and tracking B2B metrics?

Best practices for setting and tracking B2B metrics include setting SMART (specific, measurable, achievable, relevant, and time-bound) goals, using a mix of quantitative and qualitative metrics, selecting appropriate tracking tools and technology, connecting metrics to business objectives, and regularly reviewing and adjusting the metrics as the business evolves. Additionally, businesses should foster a data-driven culture that encourages employees to incorporate these metrics in their daily decision-making processes.

How we write these articles

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly. See our Editorial Guidelines.

Free Test

Leadership Personality Test

Discover your leadership style and skyrocket your career in 10 under minutes 🚀