Digital Marketing

B2B Digital Marketing Benchmarks: A Comprehensive Guide

Table of Contents

Standard Metrics to Collect

Increase Awareness
  • Impressions or reach
  • Pageviews 
  • Unique opens and/or open rate for email campaigns
  • Number of new followers or subscribers on social media
  • Share of voice
  • Cost per impression
  • Engagement Rate per Post
  • Click-Through Rate (CTR) for Organic and Paid Content
Drive Engagements
  • Interactions (mentions, shares, comments, likes, etc.)
  • Unique clicks and/or click rate
  • Engagement rate
  • Average session duration
  • Pages per session
  • Cost per click
  • Traffic by Channel
Increase Conversions
  • Conversion rate
  • Click through rate
  • Number of leads generated
  • Cost Per Lead (CPL)
  • Traffic by Channel
  • Cost Per Click (CPC)
  • Cost Per Conversion (CPC)

In the ever-evolving landscape of B2B digital marketing, staying informed about industry benchmarks and performance indicators is crucial for shaping effective strategies. This comprehensive guide delves into key metrics across various facets of digital marketing, providing insights and practical tips to enhance your campaigns. Whether you’re refining your lead generation efforts, optimizing your website, or crafting compelling content, understanding these benchmarks will empower your decision-making and drive better results.

Lead Generation Metrics

1. Conversion Rates

Conversion rates are pivotal in assessing the effectiveness of various channels, including websites, email campaigns, and social media platforms. A healthy conversion rate indicates that your marketing efforts resonate with your target audience, compelling them to take desired actions such as signing up for newsletters or requesting product demos. To optimize conversion rates, consider A/B testing different elements of your campaigns, from landing page designs to call-to-action (CTA) buttons.

What is a Good B2B Conversion Rate?

A good B2B conversion rate can vary widely depending on various factors, including the industry, target audience, and the specific conversion action being measured. On average, the B2B conversion rate for websites is about 2.23%, with the top 25% of companies achieving rates of 4.31%. Exceptionally high-performing websites, the top 10%, can see rates as high as 11.70%. These numbers suggest that while a rate around 2.23% is common, there is significant room for improvement, and achieving higher rates is possible with effective conversion rate optimization strategies.

It’s important to note, however, that these numbers are general benchmarks, and what constitutes a “good” conversion rate can differ based on specific business contexts and goals. Conversion rates are subjective, and businesses should define their success metrics based on their unique circumstances, including their specific conversion goals and target audience. Ultimately, the focus should be on understanding what drives conversions for your business and continuously optimizing to improve those rates over time.

So you are probably reading this and wondering well what is a good conversion rate for my specific company. Use our free tool to find out. 

Conversion Rate Calculator

2. Cost per Lead (CPL)

Cost per Lead reflects the efficiency of your marketing spend in generating leads. A lower CPL signifies more efficient lead generation, allowing you to allocate resources effectively across campaigns. To reduce CPL, focus on targeting high-intent audiences and refining your ad copy to increase relevancy and engagement.

3. Lead Quality

Lead quality is a qualitative measure that evaluates how likely a lead is to convert into a paying customer. High-quality leads often exhibit characteristics such as a strong fit with your target demographics, firmographics, and a high level of engagement with your content. Implementing lead scoring systems can help you prioritize leads based on their perceived value, ensuring that your sales team focuses on the most promising prospects.

Website Performance

4. Traffic Metrics

Website traffic metrics, including total visitors, unique visitors, and page views, offer insights into your site’s reach and user engagement. Analyzing traffic sources can help you understand which marketing channels are most effective in driving visitors to your site. To boost website traffic, invest in SEO and content marketing strategies that target relevant keywords and provide value to your audience.

5. Bounce Rate

Bounce rate measures the percentage of visitors who leave your site after viewing just one page. A high bounce rate could indicate that your website’s content, design, or user experience (UX) fails to meet visitors’ expectations. Enhancing your website’s UX, including faster load times and mobile optimization, can help reduce bounce rates.

6. Time on Site & Conversion Rate

Time on site and website conversion rates are critical for understanding how engaged visitors are with your content and how effectively your site encourages them to take desired actions. Improving content quality, offering clear navigation, and using compelling CTAs can increase both metrics, leading to higher engagement and conversion rates.

Third Party Tools for Social Media
  • Sprout Social
  • Sprinklr
  • Hootsuite
  • VistaSocial
  • Buffer
  • Google Analytics
  • SocialBee
Third Party Tools for Advertising
  • Google Ads
  • LinkedIn Ads Manager
  • Facebook Ads
  • Spyfu
  • SEMrush
  • Metrics Watch
Third Party Tools for PR
  • PRLog
  • Meltwater
  • Brandwatch
  • Prezly
  • Cision
Third Party Tools for SEO
  • SEMrush
  • Ahrefs
  • Moz
  • Google Analytics
  • Google Search Console
  • SE Ranking
Third Party Tools for Email Marketing
  • Mailchimp
  • Active Campaign
  • MailerLite
  • Eloqua
  • Hubspot
  • Litmus
  • ConvertKit
example of good mobile page speed scores by PageSpeed Insights

Email Marketing

7. Open Rate & Click-Through Rate (CTR)

Open rates and CTR in email marketing provide insights into how well your emails capture attention and encourage interaction. Personalizing email content, optimizing subject lines, and segmenting your email list can enhance these metrics, leading to more effective email campaigns.

Below is the average CTRs by industry.

  • Education: 8.3%
  • Information Technology (IT): 6.3%
  • Legal: 6.2%
  • Business and finance: 5.9%
  • Insurance: 5.5%
  • Finance: 4.9%
  • Consulting: 7.4%
  • Software: 2.9%
  • Government: 3.9%
  • Non-profit: 3.8%

8. Conversion Rate & Unsubscribe Rate

The email conversion rate measures the effectiveness of your emails in driving recipients to complete a desired action. Meanwhile, the unsubscribe rate indicates how many recipients opt out of your email communications. Keeping unsubscribe rates low and conversion rates high requires a balance of relevant, valuable content and respectful email frequency.

Content Marketing

9. Engagement Metrics & Downloads/Views

In content marketing, engagement metrics (likes, shares, comments) and downloads/views of gated content like ebooks and webinars serve as indicators of content relevance and value to your audience. To enhance engagement and increase downloads, focus on creating high-quality, informative content that addresses your audience’s pain points and interests. 

10. SEO Performance

SEO performance, including rankings for target keywords, organic traffic, and backlink profile, is essential for content visibility and reach. Employing best SEO practices, such as keyword optimization, quality backlink acquisition, and creating comprehensive content, can significantly improve your SEO performance, driving more organic traffic to your site.

Social Media

11. Followers/Growth & Engagement Metrics

On social media, followers/growth rate and engagement metrics reflect your brand’s popularity and the resonance of your content with your audience. To grow your social media presence and engagement, consistently post valuable content, engage with your audience, and leverage social media advertising to reach a broader audience.

12. Referral Traffic

Referral traffic from social media indicates how effectively your social media content drives visitors to your website. To increase referral traffic, ensure that your social media posts include compelling CTAs and links to your website, guiding followers to learn more about your offerings.


13. CTR, CPC, & Conversion Rate

In digital advertising, CTR, CPC, and ad conversion rates are key metrics that assess ad performance and efficiency. Optimizing ad creatives, targeting, and landing pages can improve these metrics, ensuring that your ads capture attention, drive clicks, and convert viewers into leads or customers.

ROI and Revenue Metrics

14. Return on Investment (ROI) & Customer Acquisition Cost (CAC)

ROI measures the profitability of your digital marketing investments, while CAC quantifies the cost to acquire a new customer. Maximizing ROI and minimizing CAC require a strategic approach to budget allocation, targeting high-value customers, and refining campaign performance.

15. Customer Lifetime Value (CLTV)

CLTV predicts the net profit attributed to the entire future relationship with a customer. Increasing CLTV involves enhancing customer experience, offering personalized solutions, and maintaining strong customer relationships, ensuring long-term profitability.

Using Third Party Tools to Measure Benchmarks and Metrics

While benchmarks serve as a useful starting point, it’s important to recognize that performance metrics can differ significantly based on factors such as industry specifics, calculation methods, company size, and campaign objectives. We advise against placing too much emphasis on general benchmarks. Instead, we recommend focusing on comparing your current performance to your historical data and the performance of direct competitors whenever feasible.

So, how can you effectively track and compare these metrics? One approach is to leverage a reliable third-party tool from the options listed below, which can assist in monitoring your performance and keeping an eye on your competitive landscape:



B2B digital marketing benchmarks provide valuable insights into the effectiveness of your marketing strategies and operations. By understanding and applying these benchmarks, you can identify areas for improvement, optimize your campaigns, and achieve better marketing outcomes. Remember, the key to success lies in continuous testing, learning, and adapting to the dynamic digital marketing landscape.


Jonathan Simpson

My name is Jonathan Simpson, I am the owner of 427 Digital. 427 Digital is a full service digital marketing and SEO agency based in Atlanta, GA. As the owner of 427 Digital, I bring a wealth of industry knowledge and expertise to the table. With years of experience in the ever-evolving world of digital marketing, I understand the importance of staying ahead of the curve and adapting strategies to meet the unique needs of each client.

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