From our article ‘Marketing objectives’ (link)
B2B Marketing
KPIs
Level 1
Situation
You have a professional website
You use social media
Your brand has a consistent look
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None
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KPIs
Level 2
Situation
You increase the awareness of your brand
You are working on your Google positions
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Number of impressions
Visitors on your website
Google positions
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KPIs
Level 3
Situation
Performance marketing (data driven)
Focus on lead generation
Focus on creating demand
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Number of leads
Cost per lead
Website conversion rate
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B2B Marketing & sales
KPIs
Level 4
Situation
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Collaboration with sales
Lead Qualification and Scoring
Getting started with marketing automation
MQLs, SQLs and appointments
Cost per lead
Cost per appointment
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KPIs
Level 5
Situation
Deals
ROI
Cost per deal
Sales and marketing as 1 department
A/B testing funnels
Forecasting and grip on pipeline
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