Let’s face it — tracking metrics isn’t the most glamorous part of marketing. But like that first morning cup of tea, they keep us moving and drive our progress. So, let’s take a look at the key metrics every B2B tech marketing manager should be tracking — and make it enjoyable while we’re at it!
Customer Engagement Rate (Or, “How Much Do They Actually Like Us?”)
Your engagement rate reveals how much people are connecting with your brand. Are they opening your emails, clicking on links, or engaging with your latest LinkedIn post? This metric is about quality, not just numbers. Knowing where, when, and why people interact with your content can help you craft messages that resonate.
Pro Tip: Go beyond the numbers. Look at what content gets shared, which topics spark conversations, and which formats your audience enjoys. Next time you’re stumped on what to post, review your engagement rates for a bit of inspiration!
Conversion Rate (A.K.A. The “Revenue Generator”)
You can have all the clicks, downloads, and likes in the world, but if people aren’t converting, it’s like hosting a fabulous event where everyone leaves before dinner. Conversion rate shows how effectively your marketing translates into leads, sign-ups, or whatever your goal may be.
Fun Idea: Challenge your team to guess which campaigns will have the highest conversion rate. It can be surprising what content actually resonates and drives conversions.
Customer Acquisition Cost (CAC) – Or, “What’s the Damage?”
In the B2B tech world, marketing needs to deliver. Customer Acquisition Cost is crucial for understanding how efficiently you’re bringing in new business. Calculate it by dividing total acquisition costs by the number of new customers gained. This number tells you if your strategy is sustainable.
Pro Tip: Try segmenting your CAC by channel. LinkedIn might be a low-cost source of high-quality leads, while other campaigns could be less efficient. Knowing where you get the most bang for your buck lets you reallocate budget smartly.
Lifetime Value (LTV) – Or, “Are We in It for the Long Haul?”
Lifetime Value (LTV) is a vital metric in B2B tech, where relationships (and contracts) last well beyond the first sale. LTV measures the revenue you can expect from a customer over their entire relationship with your brand. Higher LTV often means a stronger customer relationship – and more opportunities for upselling.
Fun Twist: Think of LTV as your company’s ‘customer love language.’ Long-term customers should be treated to special attention and strategic value-adds to keep them coming back.
Traffic Sources – Or, “Where’s Everyone Coming From?”
If you don’t know how people are finding you, it’s a bit like working blind. Are they coming through LinkedIn, organic search, or partner referrals? Knowing your top traffic sources helps you refine your strategy and identify which channels deserve more focus.
Challenge for you: Set a goal to improve one of your lower-performing channels. Experiment, try new tactics, and track the results — think of it like a mini science project within your marketing strategy.
Bounce Rate – Or, “Are We That Boring?”
Bounce rate measures the percentage of people who visit your site and then quickly leave. A high bounce rate on key landing pages might mean your messaging is off, or your audience isn’t finding what they expected.
Fun Insight: A high bounce rate on certain pages can be OK — think a landing page with a clear ‘sign up’ or ‘download’ call to action. But if it’s happening on pages intended to educate or engage, time to review the user experience.
Social Shares & Mentions – Or, “Are We the Talk of the Town?”
Social shares and mentions are modern word-of-mouth. They measure how much people are talking about you online and how many are willing to share your content. This metric is especially powerful in B2B tech, where the buying cycle is long, and brand perception matters.
Engagement Idea: Acknowledge those who share your content. Drop them a quick ‘thank you’ on social, or give them a shout-out. People love to be noticed by brands, and it encourages repeat engagement.
Return on Marketing Investment (ROMI) – Or, “Was It All Worth It?”
ROMI sums it all up. It answers the big question: for every pound spent, how much is coming back? This metric is critical for proving the value of marketing activities in B2B tech, where budgets need to stretch and impact must be tangible.
Pro Tip: Pair your ROMI with a short summary of key insights. Break down which campaign, audience segment, or channel delivered the best results. This brings your ROMI to life and helps inform your next big move.
Net Promoter Score (NPS) – Or, “Are We Friend-Zoned or Loved?”
NPS measures customer satisfaction by asking how likely customers are to recommend your brand. A high NPS? Fantastic, your customers are your advocates. A low NPS? Time to do some investigating.
Fun Tip: Don’t just track NPS — dig into why people love (or don’t love) you. Are they fans of your product, your customer service, or your no-nonsense approach? Knowing the “why” gives you the insights to double down on strengths and address weaknesses.
Wrap-Up: The Bottom Line on Your Bottom Line
Tracking metrics is more than making charts. It’s about understanding where you are, spotting areas to improve, and finding new ways to connect with your B2B tech audience.
So, go on—dive into these metrics with curiosity, and remember: numbers are only as powerful as the insights they reveal. And that’s where the magic really happens!
