Why do you need B2B marketing analytics so badly?

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Definition of B2B marketing analytics

B2B marketing analytics is the use of technology and special techniques to analyze the performance of your marketing activities. Marketing analytics offer several metrics that you can use to track the performance of your company website, social media marketing, email campaigns, lead nurturing activities, and understanding marketing campaign insights.

Introduction to B2B marketing analytics

B2B marketing success does not rely on instincts or sentiments. It is a science. Even the best B2B marketers depend on data-driven resources in addition to their experience and knowledge. At this point, B2B marketing analytics reveals where and how you will achieve success.

Marketing analytics lets you analyze your data to assess how well your B2B marketing campaigns function, and how well your online advertisements perform. It helps you uncover marketing insights, analyze outbound marketing strategies, and realize whether you need to do more lead nurturing.

Using marketing data analytics enables you to collect customer and market data, which is valuable and critical for long-term success. It can tell you everything you need to know about your B2B web marketing strategy, including how it is performing today and where you can improve.

What is B2B marketing analytics?

Importance of analytical data

The key to effective B2B marketing is using data analytics to determine the significant points. Identification of market trends, recent patterns, and possibilities benefit you in future marketing campaign decision-making.

B2B marketing analytics enables you to address issues such as the following:

  • How effective are your marketing efforts today and in the long run?
  • How do your initiatives such as marketing automation stack up against those of our competitors in terms of time and money spent?
  • What should you do next to increase the effectiveness of your overall marketing efforts?
  • Are our marketing collaterals being allocated effectively?
  • What can you do to boost your marketing success?


  • Marketing analytics enables you to construct a successful and efficient marketing program by collecting indicators such as ROI, conversion rate, and customer engagement through all marketing channels and combining them into a single picture.
  • It assures that your efforts are not simply a mess of unrelated ideas and tactics. Rather than that, it enables you to make data-driven decisions that take the full marketing picture into consideration.
  • With B2B marketing analytics, you can ascertain whether your social media marketing efforts are sufficient and how to integrate them with your company website to create a multi-channel marketing strategy.
  • You may understand what your customers need, the sort of problems they are facing, and the behaviors that suggest they are about to make a purchase.
  • B2B Marketing analytics not only assists you in comprehending your sales funnel, but also in optimizing it.

What are the types of marketing analytics?

Measuring the relevant KPIs and metrics is critical to obtaining the benefits of B2B marketing analytics. If you do not collect the correct data, your analytics will provide no useful information. Rather than that, you’ll be limited to surface-level poor metrics that are useless for optimizing your B2B marketing strategy.

Most effective metrics of B2B marketing analytics

These are mostly B2B marketing metrics that dominate the marketing world today.

Website analytics

The following metrics are related with your website’s activity, with the majority of them being accessible through web analytics softwares such as Google analytics. Most useful website metrics are: Total visitors, sessions, page view, returning visitors, interactions/visit, and bounce rate ( visitors who leave your website without taking any action).

Lead conversion metrics

These are the performance indicators for lead magnets and content offerings.

CTA Click-Through Rate, Conversion Rate, MQLs (Marketing-Qualified Leads).

Metrics for Email

These are the email marketing metrics. Open Rate, Click-Through Rate (CTR), bounce Rate, unsubscribe Rate

Content And social media metrics

These are the stats for your content (which may include blogs) and social media. The total number of engagements (likes, comments, clicks, and views, for example), followers and subscribers, shares

What does marketing analytics consist of?

Prior to developing a B2B marketing analytics plan, you should consider what you want to measure and which KPIs are important to achieve your company objectives.

All of these indicators should be related to your revenue model: how many leads are converted, how many prospective customers enter your B2B marketing funnel, and how much value each buyer contributes to your bottom line.

Classification of metrics


The number of times your emails are read and clicked, or the number of times your website and marketing materials are visited and seen.


The length of time it takes for leads to go through your marketing/sales funnel. This is the overall amount of time spent by a lead in each funnel stage, and the frequency with which prospects respond to campaigns such as email sequences.


The percentage of prospects who become leads, MQLs, or SQLs. What components of your marketing plan have an effect on your ROI, such as how much it costs to move a prospect from the MQL stage to the MQL stage, or which channel generates the most leads?

This all appears to be quite a lot. However, with the rise of B2B marketing analytics technology, it is now possible to generate datasets and dashboards using pre-built templates.

What are the three main components of B2B marketing analytics?

Each B2B marketing analytics system consists of three critical components:

3 components of B2B marketing analytics


This is the process by which source data is acquired and then utilized to create datasets that can be integrated into dashboards.


This is the perspective through which you will view and evaluate each dataset.


This is a collection of charts that you may explore via a variety of viewpoints. You may modify them using analytics, charts, and virtually any other data item you choose.

As you’ll see, each component is critical to the framework of any B2B marketing analytics system.

How do you use B2B marketing analytics?

There are several B2B marketing analytics approaches that can be used by corporations. Understanding your approach is critical for evaluating and selecting the appropriate marketing analytics technology, as well as for developing your core marketing strategy. Your strategy will dictate everything from marketing collaterals to data collection and optimization, among other things.

The goal of B2B marketing analytics is to follow each prospective customer from the minute they become a lead until the moment they convert into paying customers. Only then will you be able to determine which components of your marketing structure are effective and which ones need improvement.