Research shows that B2B marketers use the following metrics to determine their campaign success. B2B digital marketing benchmarks show how well companies are doing in reaching those goals.
In 2018, teams that focused on the growth of new leads and retaining existing customers were more likely to achieve higher sales. In this blog you can learn more about B2B digital marketing benchmarks and how well your marketing plans are executing.
Percentage Change in Website Visitors Benchmark
The percentage change in website visitors is the most leading indicator of the B2B digital marketing benchmarks. Hence it serves as an early indication of how well your marketing programs are performing. This metric is particularly useful for tracking digital marketing campaigns, but it also helps measure the impact of traditional marketing efforts. For example, after a trade show or public speaking event, the bump in website traffic will show how strongly your business made an impression. Having a website refresh also can improve your percentage change in website visitors.
Customer Acquisition Cost
CAC (customer acquisition cost) refers to the expense of acquiring new customers. There are two types of CACs:
- Organic
- Inorganic
Organic channels are those that take longer to set up but result in a lower CACs long-term. Inorganic channels offer faster results but at a higher cost. Improving your CACs is a slow process. investing in lower CAC channels will result in lowered CACs once those channels are well established. Higher CAC channels should be reserved for highly targeted or short-term lead generation.
Return on Investment B2B Digital Marketing Benchmark
Return on investment (ROI) is a ratio that measures the profitability of a marketing campaign by comparing the total cost against the return it generates. This provides marketers with a high-level perspective on whether or not a campaign is successful.
Number of Marketing Qualified Leads
MQLs are an important tool in B2B digital marketing benchmarks. They provide a much earlier indication of overall campaign success, and they allow siloed marketing teams to evaluate performance. They are also useful when combined with conversion rate data on the entire sales funnel because they allow you to project future customers and revenue, and adjust operations and marketing efforts accordingly. For example, if your current number of MQLs indicates that you’re likely to see a dearth of incoming clients in the near future, you can invest in short-term lead generation such as PPC to avoid a slowdown in sales.
The wind up
When it comes to B2B digital marketing benchmarks, knowing how to evaluate performance is essential to every team. This is particularly true if a team has KPIs set for their own individual marketing efforts. With a more concrete idea of how well things are working, the team can make better informed decisions that will help drive their success in the future.
