Chances are, you’ve got Google Analytics installed on your website.PulnoAgnieszka cejrowska认为，当“记住人们浏览您的网站的人可能是潜在的潜在线索时，这又可以转变为客户。”
Cejrowska explains: “Monitoring the traffic is a good way to learn how the customers land on your site and what they want from you, what exactly are they interested in.”
“Knowing that you can adjust your content and plan the marketing strategy to attract even more visitors – potential customers.”
2. Organic Click-Through Rate (CTR)
根据Priya Kumari的说法Valasys Media, “click-through rate is one of the most important KPIs the marketers should put to use for measuring the success of their organic and offline SEO campaigns.”
“Unless the content on the website isn’t served to the relevant people, generating the requisite conversions and accomplishing the other core bottom-lines would become a daunting task,” Kumari adds.
3. Conversions per Activity or Campaign
“One important KPI we track across all of our marketing is how many customer signups did an activity generates,” writesREMITR‘s Sandeep Todi. “That is the end-goal of all our initiatives, and leads us to devise better ways of tracking what we do.”
Todi puts that into practise: “If we did an online or an offline campaign which does not have good attribution capability, we build that in if we’re doing it over a longer period, going beyond the immediate metrics (e.g., how many contacts did we make vs how many signups did it generate).”
Mitt Ray社会营销写作adds: “You can easily monitor this metric by setting up goals on Google Analytics. The average website has a conversion rate of about 1.95% and the top 10% of marketers convert at 4.77%.”
强力晶格‘s Newaz Chowdhury agrees: “Tracking this is helpful because it tells you if your website is engaging to users. If people leave without taking action, then there’s something wrong.”
拉米·米勒（Ramey Miller）的团队Text Requestalso does this by measuring “the number of sales that come from each individual marketing effort.”
“This answer seems like an obvious one but, you need to dive deep into these KPIs and figure out what’s working, what you should do more of, what you can work on. It is also nice to see when the fruits of your efforts are working out.”
Plus, Jim Knapp ofMediaSalestrainer.comadds that “conversion rate (closes as a percent of qualified opportunities) as it expresses quite clearly a product/service-market fit.”
“By setting up conversion goals on your landing pages, you can measure the number of leads a landing page generates, but also the key data that determines the page’s efficiency.”
Koenig continues: “For example, if the percentage of visitors converting on your landing page is a mere one percent, you know you have a conversion problem. You now need to reevaluate your page content and design.”
“For example – within the /solutions and /features subfolders, we’ll show trial signups from organic traffic for each landing page, and how that is trending. Then, for the /blog subfolder, we might show newsletter signups from organic traffic for each landing page.”
“Finally, if we have access to CRM data, we’ll pull in the lead to opportunity to close numbers for the organic traffic channel. This helps close the loop,” Richards adds.
“Thus, I think every B2B marketer needs to track assisted conversions as a part of their key performance indicators. It will show them whether or not assets being developed are resulting in conversion or if they’re simply falling flat.”
Dylan Zsigray explains how the team atKiwi Creative这样做：“有了我们的封闭内容，我们利用着陆页来跟踪个人内容性能，并为铅转换提供了清晰的途径。从中产生的重要KPI是每个着陆页的性能。”
“For example, are readers converting by accessing gated content? Are they scrolling down the whole page? Is the bounce rate higher on some gated content pieces than others? All of these questions steer optimization for our landing pages and form a foundation for future marketing strategies.”
Zsigray continues: “If a specific piece of content is under-performing, then the industry may not be looking for that type of information and our energy ought to be focused elsewhere.”
6. Form Conversion Rate
“For our team atEater Creative，我们最重要的KPI之一是接触形式转换，”本杰明·苏曼（Benjamin Surman）写道。
“This data can then help us continuously improve our internal lead ranking system based on multiple metrics, which means getting prospects to a client status much faster,” Surman adds.
But according toT3乔丹·威尔逊（Jordann Wilson），“除在线表格，电子商务购买等外，每家B2B公司都应跟踪他们的电话的成功。”
“For our B2B clients, we typically see a 3:1 ratio for lead generation through the phone. With longer sales cycles, customers have an expectation of speaking to a representative before making a large purchase. Having tools to attribute valuable phone calls back to paid media is crucial for growth.”
Wilson explains: “With tools like Marchex, you can go a step further to listen to calls and identify common customer questions that can help guide content recommendations and advertising copy.”
7.访客通过来源进行转换
“When I’m looking at B2B marketing metrics, particularly for digital, I always look at visitor-to-lead (aka session-to-contact) rate as a KPI… but I particularly like to look at VTL by source,” writes冲动的朱利·杜兰特（Juli Durante）。
“I find marketers are often looking at VTL in general, but forget that different traffic sources should convert at lower rates than others.”
“For example, if you are sending a lot of emails, you may have a lower average VTL rate – email communications generally go out to contacts already in your database.”
TradeWheel‘s Anosha Imran agrees: “Website visitors are potential sales leads. Tracking this is important to determine the performance. It can be tracked using an analytics tool that gives you valuable insight into the origin of the traffic. It also shines a light on SEO practices that brought the most visitors.”
PRO TIP: How Are Users Engaging on My Site? Which Content Drives the Most Online Activity?
If you want to discover how visitors engage with your website, and which content drives the most engagement and conversions, there are several on-page events and metrics you can track from Google Analytics that will get you started:
Sessions and % new sessions.How much traffic does your website receive on a daily or monthly basis?
频道会议。Which channels are driving the most traffic to your website?
Average session duration.How long do visitors spend on your website on average?
Pageviews and pageviews by page。Which pages on your website are viewed the most?
页面上的平均时间。What is the average time users spend on a specific webpage?
和更多…
Now you can benefit from the experience of our Google Analytics experts, who have put together aplug-and-play Databox templateshowing the most important KPIs for monitoring visitor engagement on your website. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
您只需单击几下即可轻松设置它 - 无需编码。
要设置仪表板，请按照以下3个简单步骤：
Step 1:得到the template
Step 2:Connect your Google Analytics account with Databox.
“This is a leading indicator of how well your messaging is resonating with folks that find you via search or other means,” Bolander adds, hence why their team thinks the email sign-up conversion rate is a KPI that B2B marketers need to monitor.
9. Leads
“In B2B marketing, leads is our most important KPI,” writesSelby的Stan Tan。“我们需要与我们的销售团队合作以结束这一领先优势。仅营销就不足以关闭B2B的领先优势。”
Romain Chiaramonte ofWild At Heartagrees: “Clearly, it’s mandatory to track number of leads per day, and, score of each page per lead in order to only focus efforts (SEO) towards these key pages. B2B is all about results and 1 new customer can easily reimburse marketing cost.”
“我们发现,包括每个来源的关键lead we capture,” writes Clayton Arnold ofNRI Industrial Sales。“This way we can get a full view of our marketing campaigns to determine what approaches are working or which ones need further tweaking.”
Stephen Taylor ofWISER Systems表示赞同:“所有的营销人员的指标和kpis can track here, the most reliable one for marketing attribution models is typically the conversion rate of those leads by leads generation source.”
“This helps a) quantify many of the actual costs to acquire customers, and b) show more clearly what is and isn’t working at the leads generation level.”
That’s why Shaye Smithof销售策略中心thinks it’s an important B2B KPI: “Are the leads coming in considered “quality,” and specifically sales qualified, for our sales team?”
“The revenue that is generated from these leads is also helpful in analyzing and assessing the lead scoring over time,” Smith adds.
12. MQL to SQL Conversion Rate
“Every B2B marketer should be tracking leads and differentiating between marketing qualified leads (MQLs) and sales qualified leads (SQLs),” Lauren Walter of搜索Optimisim想。
(Ron Selaadds: “MQLs are contacts who have identified themselves to be sales-ready and are deeply engaged with your offering as compared to usual leads.”
“For instance, contacts who have downloaded your brochure can be considered to be MQLs if they satisfy the criteria of your target audience, including target industry, business size, specific vertical, or revenue.”)
“If sales accept your lead as sales qualified, then I feel marketing has done their job. After that, it’s up to sales to close the deal. This is a great metric to show the value of your campaigns and to gauge whether or not they are not only creating leads, but the right leads.”
However, Nick Nelson ofTopRank Marketing说：“我宁愿不考虑MQL/SQL，因为这种区别可能是分裂的。取而代之的是，集体同意对“合格潜在客户”的共同定义，然后评估他们如何有效地通过您的漏斗。”
“优化这将使你的企业获益tremendously — sales waste less time chasing futile leads while strengthening the relationship with marketing due to improved alignment.”
“Changing focus from how many prospects are in your pipeline to what percentage of prospects are converting is a key element in a generalized shift from quantity to quality,” Nelson summarizes.
13. Performance of Qualified Leads
“Measuring the performance of qualified leads is our north star KPI here, and [Tilt Metrics]为其他B2B营销人员推荐。
Morelli mentions that they use this B2B KPI to monitor how many leads their team needs to close per quarter. That’s the second-most common frequency for reviewing and adjusting the importance of a metric:
“Pipeline velocity measures the time it takes for a prospect to move from lead to customer. It’s important because it tells you how well you manage your funnel and nurture the leads.”
爱丽丝·多纽（Alice Donoghue）theapplabbthinks “every company can define what a “step” in their sales process entails.”
“这KPI本质上显示的是一个的速度有多快d easily a potential customer can slide through the sales pipe. It shows how well laid-out your funnel is. And, it reveals if you’re relying too much on high-touch customer service (your salespeople or CEO having to fight tooth and nail for every close).”
Donoghue continues: “A lot of B2B businesses fall into the trap where, through lack of branding or market positioning, they spend way too long explaining their benefits to each new customer. This goes to show that the customer isn’t receiving a clear message of what product/service you offer and what they stand to gain, right when they encounter your brand.”
“收紧您的消息传递，始终如一地拥有烙印，并在漏斗开始时提供尽可能多的信息将有助于改善这种KPI。”
“By working at this KPI, you’ll be able to better quantify the effectiveness of your marketing department, and also save your salespeople a ton of work, Donaghue says.
William Chin-Fook ofPickfuagrees: “During the buying cycle – if you end up having a lead drop off during the conversion funnel, that is counted as a loss. Whereas if you convert that lead – it’s counted as a win!”
“It’s helpful because, at the end of the day, this is the metric that keeps a business afloat. My company doesn’t run on Facebook Likes or organic visitors… It runs on sales and conversions.”
Kevin D’Arcy ofThinkFuel Marketingsummarizes: “At the end of the day, marketers have a responsibility to prove the effectiveness of their activities and take ownership of their budgets and goals.”
360quoteLLC‘s Melanie Musson thinks: “This indicator often gets lost behind growth and revenue, but it should be in the forefront.”
“Good customer service trends will help every other part of the business grow. If you see customer satisfaction decreasing, you can bet that the rest of your KPI will start decreasing soon.”
The team atWyatt Internationalargues that you can do this using sentiment–which Bethany Haller says “is an excellent KPI as it provides a reality check and makes you really think about the content you’re producing.”
“Tracking sentiment can be a real challenge, as there are several ways to do it. Whether it’s through a rule-based approach that incorporates Natural Language Processing (NLP), adopting an automatic approach that utilizes artificial intelligence (AI) to trawl through data, or a hybrid approach, there’s not a ‘one rule fits all’ approach.”
“However, tools such as Google Insights, Google Alerts, Talkwalker, Brandwatch, and Hootsuite Insights are excellent places to start,” Haller adds.
Jonathan Chan ofInsane Growththinks that CAC is one of the most important B2B metrics–but not in the way you might think: “B2B marketers need to also factor in the ‘time-cost’ of acquiring a client.”
“Too many marketers make the mistake of only considering the cost of their tools and/or PPC spend, and not the cost of the time that went into conceptualizing, preparing and executing their strategies and tactics.”
“一旦您开始考虑计时成本，营销人员将对他们获得客户的工作和精力进行更准确的衡量标准。”
Chan continues: “Reducing that overall CAC should always a top priority for all marketers as this affects macro-level business goals like revenue and profit. But it also affects micro-level goals such as increasing conversion rates and reducing customer churn.” Measure the impact your CAC value has on your business goals with this freebusiness dashboard。
20.客户寿命价值（CLV）
当我们问团队The 5% Institutewhat B2B KPI is the most important, Khabeer Rockley said: “They should all track the lifetime value of a customer.”
“It’s important because it allows you to see how much you can potentially spend on acquiring a customer; even if it’ll initially mean you lose money on the front end.
雅各布·兰迪斯·埃格斯蒂agrees: “Customer lifetime value is a crucial KPI for B2B marketing. You need to know the lifetime value of a customer so you can decide how much you’re able to spend to acquire a customer.
However, Landis-Eigsti argues that this metric can vary dramatically, based on your industry: “For a personal injury lawyer, acquiring a customer for $175 is incredible. For a coffee shop, it’s a disaster.”
BuySellAds‘ Cole Heggie adds: “If you know what the lifetime value of your customers is, and find the main source of those with the highest lifetime value (that is, where to find them), you’ve created an ideal targeting persona: it could be as simple as focusing your efforts there to drive exponential revenue and growth.
The best part?JVT MediaToni JV说：“此KPI还可以为您提供有关如何增加客户终身价值的想法。“从长远来看，我们如何才能提供更多的价值，以便我们的客户希望与我们合作更长的时间？”
Tracking the performance of your B2B company doesn’t have to be as complicated as you might think.
Start by adding these B2B KPIs to your watch list, and if you need a quick performance update set18beplay
并通过电子邮件，移动推送通知和/或Slack每天，每周或每月收到KPI的自动更新。
About the author
Elise DopsonElise Dopson is a freelance B2B writer for SaaS and marketing companies. With a focus on data-driven ideas that truly provide value, she helps brands to get noticed online--and drive targeted website visitors that transform into raving fans.
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