B2B Marketing KPIs: The 20 Metrics That Actually Matter
May 11, 2025 • 6 min to read
Kenny Keesee
Sr. Director of Support | Apollo.io Insights
Tracking the right B2B marketing KPIs in 2025 isn't just smart—it’s survival. With long sales cycles, complex funnels, and data everywhere, great GTM teams measure what matters and ruthlessly optimize. This guide breaks down 20 critical KPIs across lead gen, content, ROI, and retention—plus how Apollo helps you track, align, and scale smarter.
B2B Marketing KPIs vs. Metrics
Metrics are what you track. KPIs are what actually matter. If it moves the needle on acquisition, retention, or revenue—it’s a KPI. Think CAC, MQLs, or content conversion, not just clicks or impressions.
- Marketing metrics: Email open rates, page views, followers
- Marketing KPIs: MQLs, pipeline contribution, ROI
Learn how to build your full framework in our Revenue Operations Guide.
How to Choose the Right KPIs
- Align KPIs to strategic business goals
- Cover the full funnel (awareness to expansion)
- Mix leading + lagging indicators
- Limit to 7–10 KPIs to avoid dashboard bloat
See how top GTM orgs do it in our B2B Marketing Strategy guide.
20 B2B Marketing KPIs to Track in 2025
Lead Gen KPIs
- MQLs: Marketing Qualified Leads
- SQLs: Sales Qualified Leads
- CPL: Cost per Lead
- Lead-to-Customer Conversion Rate
Engagement KPIs
- Website traffic
- Time on page
- Content engagement rate
- Email open/click rate
Financial + Funnel KPIs
- Marketing ROI
- CAC: Customer Acquisition Cost
- CLV: Customer Lifetime Value
- Marketing-influenced revenue
Channel + ABM KPIs
- Organic traffic + conversions
- PPC/paid media performance
- Social conversion rate
- Target account engagement
- Multi-thread engagement
Retention + CX KPIs
- Retention rate
- NRR: Net Revenue Retention
- CSAT: Customer Satisfaction Score
Emerging KPI Trends for 2025
- Predictive KPIs: Churn risk, conversion forecasts
- Intent-based metrics: Based on buying signals + behavioral triggers
- Account health scores: Blend activity, engagement, recency
- Content impact: Journey depth, revenue attribution
- Advocacy metrics: Referrals, reviews, UGC volume
How Apollo Helps You Measure What Matters
- 270M+ verified contacts for real-time lead + pipeline tracking
- Sequence + email performance metrics built-in
- Pipeline + deal attribution analytics
- Intent data for predictive KPIs
- CRM integration to track revenue, CAC, and influence
Start free or book a demo to scale with KPIs that tie directly to revenue.
Kenny Keesee
Sr. Director of Support | Apollo.io Insights
With over 15 years of experience leading global customer service operations, Kenny brings a passion for leadership development and operational excellence to Apollo.io. In his role, Kenny leads a diverse team focused on enhancing the customer experience, reducing response times, and scaling efficient, high-impact support strategies across multiple regions. Before joining Apollo.io, Kenny held senior leadership roles at companies like OpenTable and AT&T, where he built high-performing support teams, launched coaching programs, and drove improvements in CSAT, SLA, and team engagement. Known for crushing deadlines, mastering communication, and solving problems like a pro, Kenny thrives in both collaborative and fast-paced environments. He's committed to building customer-first cultures, developing rising leaders, and using data to drive performance. Outside of work, Kenny is all about pushing boundaries, taking on new challenges, and mentoring others to help them reach their full potential.
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