5 KPIs to Measure…and Set Goals For…to Maximize Your B2B Marketing ROI

by Jeff Skocir on Oct 31, 2024

In B2B digital marketing, focusing on the right Key Performance Indicators (KPIs) can mean the difference between modest gains and transformative success. Here are five essential KPIs every B2B marketer should prioritize, along with industry benchmarks, ambitious goals, and some aspirational targets that are possible with the help of Trivera.

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1. Website Traffic: Drive Quality Over Quantity

Website traffic is a fundamental metric, but for B2B companies, it’s not just about numbers—it’s about quality traffic. Higher numbers mean little unless the visitors are likely to convert.

• What to Track: Total visits, focusing on attracting visitors who align with your target audience and have high intent.
• How to Get There:
  • SEO Optimization: Target high-intent keywords to reach users actively searching for solutions.
  • Content Strategy: Publish resources that directly address buyer questions and challenges, bringing in visitors who are ready to engage.
• Typical Results: B2B websites usually see a 10-15% annual traffic increase with basic SEO.
• What to Aim For: A 20-30% increase in qualified traffic signifies that you’re effectively attracting relevant leads.
• What is Possible: By optimizing SEO and focusing content on high-intent keywords, we increased a client’s qualified traffic by 35%—driving not just clicks, but meaningful engagement.

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2. Conversion Rate: Turn Traffic into Leads

Increasing traffic is important, but converting that traffic is where the real ROI happens. For B2B companies, a high conversion rate shows your website effectively engages visitors and moves them into the pipeline.

• What to Track: Conversion rate—the percentage of visitors who complete desired actions, like filling out a form or requesting a demo.
• How to Get There:
  • Website Optimization: Improve the user experience by enhancing site speed, navigation, and mobile compatibility.
  • Targeted CTAs: Place clear calls-to-action at key points in the journey to guide visitors to conversion.
• Typical Results: The average conversion rate for B2B sites is around 2-3%.
• What to Aim For: A rate of 5% or higher suggests your site is not only attracting but also engaging the right visitors.
• What is Possible: Through strategic site improvements, we increased a client’s conversion rate by 278%, converting passive visitors into valuable leads well beyond industry averages.

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3. Key Events and Engagement: Keep Visitors Engaged and Returning

Engagement metrics are key indicators of how effectively your site content keeps visitors interested. High engagement suggests that visitors are finding value on your site, which encourages them to explore further and eventually convert.

• What to Track: Engagement events like form submissions, content downloads, and pages per session.
• How to Get There:
  • Retargeting Campaigns: Use ads to bring back visitors who showed interest but didn’t initially convert.
  • Segmented Content: Create content that addresses different stages of the customer journey, from awareness to decision.
• Typical Results: Many B2B sites experience low engagement, with users viewing only one or two pages per visit.
• What to Aim For: A 50-100% increase in engagement shows visitors are finding value and are more likely to return.
• What is Possible: By leveraging targeted content and retargeting, we boosted key engagement metrics for a client by 191%, enhancing interactions across all stages of the funnel.

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4. Lead Quality: Focus on High-Value Prospects

Generating leads is essential, but lead quality is what drives sales success. Focusing on high-quality leads—those with a genuine interest in your solution—saves resources and yields better outcomes.

• What to Track: Lead quality, measured by the percentage of leads that convert to sales or progress down the pipeline.
• How to Get There:
  • Lead Scoring: Use lead scoring to prioritize high-engagement leads and focus on prospects with genuine interest.
  • Personalized Email Campaigns: Send targeted emails to nurture leads based on their specific needs and journey stage.
• Typical Results: Lead-to-sale conversion rates for B2B typically fall between 5-10%.
• What to Aim For: A quality boost of 50% or more indicates you’re capturing sales-ready prospects.
• What is Possible: Using lead scoring and tailored campaigns, we increased high-quality leads by 435% for one client, fueling their pipeline with ready-to-buy opportunities.

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5. Search Engine Rankings: Dominate Industry Searches

Ranking well on search engines is crucial to brand visibility, particularly for B2B companies aiming to establish credibility and authority. Top rankings for high-value keywords help attract qualified leads without relying exclusively on paid ads.

• What to Track: Top 10 rankings for keywords directly aligned with buyer intent.
• How to Get There:
  • Keyword Research: Focus on intent-driven keywords that attract high-quality leads.
  • Authority-Building Content: Publish authoritative resources, such as whitepapers and guides, to improve search rankings and domain authority.
• Typical Results: B2B websites typically rank in the top 10 for 5-10 core keywords.
• What to Aim For: Ranking for 50+ top keywords means you’re building significant visibility and authority.
• What is Possible: Through a targeted content strategy, we positioned a client in the top 10 for over 100 industry-specific terms, establishing them as a leader in their space.

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The Bottom Line

Achieving impressive KPIs is about more than just tracking numbers; it’s about executing a strategy that gets results. You could aim for typical benchmarks or stretch to slightly more ambitious numbers using your team’s current resources. But if you’re ready for transformative results that drive measurable growth, it might be time to partner with an agency like Trivera that knows how to deliver.

Let’s discuss how we can build a results-driven strategy that turns your KPIs into numbers worth celebrating.

Disclaimer:
Results may vary. While the success metrics here represent what’s possible, we can’t guarantee we can help you reach the same milestones. Maybe you don’t want that much success and prefer a more relaxed, “coasting comfortably” approach. Goals we set for you will be tailored to your unique needs, market position, and, frankly, appetite for growth.