The Ultimate Big List of 146 B2B Marketing Metrics

Great marketing leaders have a seemingly intuitive understanding of their business, but the big secret is that it’s not intuition they are relying on, it’s data. 

Regular review of a comprehensive b2b marketing dashboard can really up level your effectiveness, credibility, and career. I put together this list of my ultimate collection of reports and metrics. 

1. Top Level Success Metrics (Build Pipeline, Win Together)
   1. Demand Generation
      1. Marketing sourced opps vs goal (M,Q.Y)
      2. # of MQLs vs goal by month (M,Q.Y)
      3. Account Based Marketing & Sales:
         1. Opps at target accounts
         2. MQL’s at target accounts
   2. Internal Customer Success Metrics
      1. Sales bookings by team vs goal (M,Q.Y)
      2. Sales bookings by rep vs quota (M,Q.Y)
      3. SDR  goal attainment by team (M,Q.Y)
      4. SDR goal Attainment by SDR (M,Q.Y)
2. Demand Generation (Achieve a practitioners understanding of leading indicators for pipeline creation and bookings, as well as channel/program results)
   1. New Business Funnel (marketing sourced only):
      1. # of Names captured - and % of goal attainment (M, Q, Y)
      2. # of Marketing engagements (campaign responses) - and % of goal attainment (M, Q, Y)
      3. % of Marketing engagement which are prospects - and % of goal attainment (M, Q, Y)
      4. MQLs - and % of goal attainment (M, Q, Y)
      5. SALs - and % of goal attainment (M, Q, Y)
      6. SQLs - and % of goal attainment (M, Q, Y)
      7. Opps - and % of goal attainment (M, Q, Y)
      8. CW Opps (# and Booking $’s) - and % of goal attainment (M, Q, Y)
   2. Funnels by Channel/Thematic Campaigns/Program (Table)
      1. # of Names captured 
      2. # of Marketing engagements (campaign responses) 
      3. % of Marketing engagement which are prospects 
      4. Cost per Marketing engagement which are prospects 
      5. MQLs – Actual vs Forecast
      6. Cost per MQL
      7. Opps – Actual vs Forecast
      8. Cost per Opp
      9. CW Opps
      10. Channel/Thematic Campaigns/Program ROI
   3. Account Based Marketing & Sales
      1. New Business:
         1. ABM Selection
            1. # of ABM targets by team vs quota
            2. # of ABM targets by rep vs quota
         2. ABM Funnel
            1. Total target Accounts identified as such by month
            2. New target accounts identified by month
            3. Target accounts with marketing activity by month 
            4. Qualified contacts with marketing activity at target accounts by month
            5. Qualified contacts with Marketing engagements by month
            6. MQL’s at target accounts by month
            7. SALs
            8. SQLs
            9. Opps
            10. CW Opps (# and Booking $’s)
         3. ABM Data
            1. Target account profile scorecard completed by month
            2. % of Target accounts with more than X qualified contacts 
      2. Cross-Sell into Customer Base
         1. Customer Product Share
            1. Total Customer #
            2. % of ARR revenue by Product
            3. # of Customers by Product
         2. ABM Funnel (by Product)
            1. # of Customers who are realistic prospects for Product
            2. Customer accounts with product focused marketing activity by month 
            3. Qualified contacts at customer accounts who received product focused marketing activity by month
            4. Qualified contacts at customer accounts who received product focused marketing engagements by month
            5. MQL’s at customer accounts by month
            6. SALs
            7. SQLs
            8. Opps
            9. CW Opps (# and Booking $’s)
   4. Email Marketing
      1. Sender score by month
      2. Size of mailable database by month, by segment (Lead type (prospect, customer, or partner), GEO, or other)
      3. # emails sent by month by type (auto-response, nurture, product announcements, content, cross-channel promotions (webinar invite, tradeshow invitation, etc), etc)
      4. # of clicks by month by type (auto-response, nurture, product announcements, etc)
      5. # of unsubscribes by month by type (auto-response, nurture, product announcements, etc)
      6. Email performance by email
         1. Sent #
         2. Delivery %
         3. Open %
         4. CTO %
         5. Unsub %
         6. Click to unsub ratio
   5. SEM (Google Ads, etc)
      1. Impressions
      2. Impression share
      3. Conversions (clicks)
      4. Conversion %
      5. Cost per Conversion 
      6. Leads
      7. Form Conversion %
      8. CPL
      9. Prospects %
      10. CPP
   6. Social Ads (Linkedin, Facebook, etc)
      1. Impressions
      2. Conversions (clicks)
      3. Conversion %
      4. Cost per Conversion 
      5. Leads
      6. Form Conversion %
      7. CPL
      8. Prospects %
      9. CPP
   7. Referrals (by referral type – customer, internal, partner, etc)
      1. Leads submitted 
      2. Leads accepted
      3. Acceptance %
      4. Referral win rate compared to non-referral win rate 
3. Tracking Internal Customer Success & Hand-offs (Accidents Happen At Intersections) 
   1. Intersection of Marketing and Sales Development 
      1. # of Unassigned MQLs by Age
      2. # of Unworked MQLs by Age
      3. Meetings scheduled by month
      4. % Meetings scheduled which were held
      5. % of Meetings scheduled which advanced in stage
      6. MQL DQ %
      7. MQL Recycles – by reason
      8. SDR Activity by Month – inbound vs outbound
      9. SDR headcount vs Plan
   2. Intersection of Marketing and Sales
      1. Marketing sourced opp win rate vs sales sourced opp win rate
      2. Marketing sourced opp win ACV vs sales sourced ACV
      3. Marketing sourced time to close vs sales sourced time to close
      4. Marketing sourced opp % of total sales pipeline
      5. Sales headcount vs plan
4. Website (Your Biggest Marketing Asset)
   1. Unique users per month (annotated with hypothesis for spikes and dips)
   2. Sessions by source by month
   3. Web leads/users ratio by month
   4. Competitor google trends report
   5. Top 20 pages by traffic
   6. Top 20 referrers
   7. Site uptime by month
   8. Average page load speed by month
   9. SEO
      1. Organic traffic by month
      2. Branded vs unbranded organic traffic
      3. Competitor report
         1. Domain authority
         2. traffic comparison
      4. # of Pages optimized and updated by month
      5. Page Ranking for top 20 terms over time
      6. Referral links built by month
5. Press Relations & Analyst Relations (Set Goals and Track Activity)
   1. Website traffic by month
   2. # of press releases by month vs goal
   3. # of articles/podcasts/content published by third party featuring or mentioning company by month vs goal
   4. # of calls held with analysts vs. goal
   5. # of mentions in analyst reports vs. goal
6. Content Marketing (Content Fuels Modern B2B Marketing)
   1. Website Traffic by month
   2. Blog traffic by month
   3. Content published vs goal (using point system)
   4. Integrating content – internal customer adoption
      1. Integrating and disseminating content via marketing channels:
         1. # of new published assets on website by month
         2. # of First email promotion of content by month 
         3. # of blog posts published referencing new content
         4. # of infographics published
         5. # of Videos published
         6. # of podcasts published
         7. # of social posts referencing new content
      2. Integrating and disseminating content via Sales/BDR:
         1. # of sales focused or requested assets published by month
         2. Internal sales downloads
7. Sales Enablement (Empower Sales People to Close)
   1. Opp Win rate by quarter by sales team
   2. # of sales enablement trainings held by month (including campaign briefings) by sales team
   3. Sales satisfaction with sales enablement survey results (quarterly)
      1. I feel I am made aware of upcoming marketing campaigns and how best to utilize them?
      2. I feel I am adequately trained on and have access to company messaging, competitive intelligence, product marketing, and customer use cases?
   4. Customer References 
      1. # of referenceable customers by key category(s)  (size, industry, geo, etc)
      2. # of reference calls held by month
      3. Sales satisfaction with references available survey results (quarterly)
      4. Sales satisfaction with reference calls held survey results (sent following reference call)
8. Operations & HR (Maximize productivity)
   1. Budget allocated vs spent
   2. Marketing headcount vs plan
   3. PTO used vs allocation
   4. Furthering education funds used vs allocation
   5. Volunteering hours used vs allocation​
   6. Internal promotions vs goal

What did I miss? Leave a comment if there is a metric you think we all could benefit from tracking!