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As a B2B business owner, what to expect from the marketing team. Key metrics report

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When a company CEO or company owners ask you for marketing reports, you end up providing information that they dont care about. All they care about is ROI and real impact. I have tried to list down few metric that are helpful to any B2B company. I’ve spent 6+ years thinking about what should be the right marketing metrics that incentivize the right behavior for the team. I have implemented this for a handful of industrial manufacturing, engineering and IT companies. Here’s an explanation of each category from a B2B marketing perspective:

Funnel Metrics

Funnel metrics are essential for understanding the customer journey from awareness to conversion. They help in identifying how effectively marketing efforts translate into sales. Key metrics include:

  • Website Visits: Indicates the initial interest in your offerings. Gives you an overall idea of business in which direction it is heading.
  • Form Completes: Measures engagement and willingness to share information.
  • Leads, MQLs, SALs, SQLs: These metrics track the progression of leads through the funnel, ensuring that marketing efforts yield qualified prospects.
  • Opportunities and Pipeline: Reflect the potential for future sales, providing insight into the effectiveness of lead nurturing.
  • ROI and CAC Payback: Essential for understanding the financial effectiveness of marketing initiatives.
  • Cost per Lead, MQL, SQL: Helps in assessing the efficiency of marketing spend. This also helps in deciding the strategy for marketing campaigns, budgets and effectiveness.
  • MER (Marketing Efficiency Ratio): A holistic view of marketing performance. How do you calculate MER?
    Total Sales Revenue (marketing generated leads) / Total Marketing spend = MER. Ideally, the MER should be 5x for industrial and B2B companies. It may vary as per the profitability and margins. Some companies might also happy with a 3x MER.

Brand Metrics

Often overlooked in B2B Industrial marketing, I would love tracking brand metrics to measure our impact.

  • Aided and Unaided Recall: Measures brand awareness and recognition. One component ot checkout from your marketing campaigns is the reach of your brand. Track impressions across platforms to gain insights on the brand awareness.
  • Brand Sentiment: Assesses customer perceptions and attitudes towards the brand. The best way to measure brand sentiment is to track comments, feedback forms after sale and service feedback. Note: There are sophisticated tools like SurveyMonkey to help you track customer perceptions with ease.
  • Share of Voice and Conversation: Indicates market presence and engagement relative to competitors.

Experience Metrics

Good experiences = happy customers = word of mouth = fast growth

  • Net Promoter Score (NPS): Measures customer loyalty and likelihood to recommend. Although many companies try to implement NPS in their company, but often find it difficult to implement. If you have strong systems within the company, then I would recommend you to go for NPS as a marketing metric. Else, you can skip this metric.
  • Customer Satisfaction (CSAT): Provides direct feedback on customer satisfaction levels. This is a very important metric and very easy to measure and implement. Having specific feedback at each buying cycle of the customer will definitely help gain feedback and customer satisfaction scores.
  • Page Load Time: Affects user experience and can influence conversion rates.

PLG Metrics (Product-Led Growth)

  1. Product led growth isn’t just for the product team—marketing plays a huge role too.
  • Daily Active Users (DAUs): Indicates product usage and engagement levels.
  • Product Qualified Leads (PQLs): Identifies leads that have experienced the product and show intent to purchase.
  • Time to Value (TTV): Measures how quickly users derive value from the product.

Date-Driven Metrics

These metrics keep teams accountable to timelines.

  • Campaign Deadlines: Ensure that marketing initiatives are executed on schedule.
  • Event Timelines: Help in planning and executing marketing events effectively.
  • Content Publication Schedules: Maintain a consistent flow of content to engage audiences.

By tracking these metrics, businesses can optimize their marketing strategies, enhance customer experiences, and ultimately drive growth. A lot of B2B manufacturing are confused as to what are the metrics that they need to track. The above blog will definitely solve a problem for almost 80% of the B2B companies.

Hemant Bhoir
Hemant Bhoir

I am an experienced marketing professional with 5+ years of experience in Industrial/B2B manufacturing marketing. Currently working at Gansons. Along with a full-time role, I share my knowledge and consult B2B and Industrial manufacturing companies in digital marketing.
I feel there is a huge gap knowledge gap in terms of how the manufacturing and SME's are carrying out their marketing activities and how they should execute marketing as a revenue generation function.
I am also a Founder of Marketology - A consulting agency for Industrial manufacturing companies. With my experience in Industrial marketing and proven record in solving real-time digital marketing challenges with Industrial manufacturing companies.
I am here to offer practical solutions to the problems. I have worked with 30+ companies in my short career. I help SMEs and manufacturing companies scale and grow in digital marketing by the following ways:

1. Consulting and Guidance to Owners and high level management
2. One to One mentoring and training of Marketing staff
3. Digital Services

Marketology is an Industrial/B2B Manufacturing Marketing Agency that provides a focused service in Content Marketing, Sales Automation, Social Media Marketing, and Performance Marketing.

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