17 Most B2B marketers track revenue growth, which is Metrics and ratios for marketing and sales qualified leads the classic benchmark for business performance. 56% However, data can also show B2B marketers other Marketing tactic ROI useful information about their campaigns, customers, 54% channels, and spending. Customer referral rates and volume Metrics tracked by B2B marketers: 52% Revenue growth Cost per lead 74% 52% Sales effectiveness Social media analytics 63% 51% Customer retention rates Customer acquisition cost 62% 51% Customer satisfaction metrics like NPS, CSAT, and SPS Digital engagement rates 60% 49% Customer acquisition rates Mobile analytics 59% 47% Marketing ROI Lifetime customer value 59% 44% Web traffic and analytics Data Source 56% State of Marketing