What is a KPI (Key Performance Indicator)?
A KPI is a measurable metric that helps track performance against specific targets. A KPI can be strategic (e.g. annual revenue growth) or operational (e.g. email open rate in a campaign).
Examples of KPIs in B2B marketing:
| Area | KPI example |
|---|---|
| Lead generation | Number of MQLs per month |
| Website performance | Visitor-to-lead conversion rate (CVR) |
| Campaigns | CPC, CTR, CAC (cost per acquisition) |
| Content marketing | Time on page, bounce rate, number of downloads |
| Email marketing | Open rate, click-through rate, unsubscribe rate |
| Lead nurturing | Time to convert MQL to SQL |
| ABM | Number of accounts contacted, responses to the offer |
| Sales | Number of closed SQLs, average cycle length |
It is important that KPIs are SMART – specific, measurable, achievable, relevant and time-bound.
Why KPIs are important for B2B companies
- They measure performance and progress against targets
Without KPIs, you won’t know whether your marketing or sales strategy is delivering results. - Alignment between teams
A KPI such as ‘number of MQLs per month’ links marketing and sales – everyone knows what is expected. - Supporting data-driven decision-making
KPIs reveal what works and what needs changing – without speculation. - Improves reporting and planning
Regular monitoring of KPIs helps identify trends, plan budgets and adjust activities in good time. - Increases accountability and motivation
When a team knows what goal to achieve and how they will be assessed, both performance and accountability improve.
Practical application and examples
- KPIs in a performance campaign
Goal: 50 MQLs per month from LinkedIn Ads
KPIs: CPC < CZK 100, CVR > 5%, CAC < CZK 2,000 - KPI on the website
Goal: to increase the conversion rate on the contact form
KPI: CVR on the page from 2.1% to 3.5% within 3 months - Email campaign
Goal: Convert webinar attendees to SQLs
KPI: open rate > 35%, click rate > 12%, response rate > 5% - Sales pipeline
Goal: To reduce the average deal duration
KPI: Average time from SQL to close from 45 to 30 days - ABM metrics
Objective: to activate 10 strategic accounts
KPI: number of interactions on the microsite from target IP addresses
5 tips for setting effective KPIs in B2B
- Start with the goal, not the metric
It’s not about measuring everything – focus on what drives the business goal. - Limit the number of KPIs to a few
Too many indicators are distracting. 3–5 per team is usually enough. - Ensure data availability
KPIs must be measurable and easily accessible from tools (CRM, GA4, Ads…). - Distinguish between leading and lagging KPIs
E.g. number of e-book downloads (leading) vs. number of closed deals (lagging). - Monitor KPIs regularly and take action
A KPI without action is just a number. Regular review is key to optimisation.
Related terms
- Conversion Rate (CVR) – a frequently used KPI
- Marketing ROI – return on investment for a campaign
- Sales Funnel – KPIs are monitored at every stage of the funnel
Further resources
- HubSpot – What Are KPIs & How to Track Them
- Klipfolio – KPI Library
- Databox – KPI Dashboards for B2B
Summary
KPIs are the cornerstone of performance management in both marketing and sales. They help you identify what is working, what needs to be changed, and how you are progressing towards your goals. If you want to set up KPIs that truly reflect the reality of your B2B business and help you grow smartly and data-driven, please do not hesitate to contact us.