We’re already halfway through 2025! If you’re still wondering what to do with these many clicks and impressions and what they really mean, you’re not alone. Mid-year is a great time to stop focusing on flashy numbers and start tracking the metrics that bring in leads, move deals faster, and show real results.
In this blog, we provide six key metrics to track for improved B2B marketing results.
1. How many of your leads are sales-ready?
You may have generated hundreds of marketing-qualified leads (MQLs) in a quarter, but what counts is how many of those leads actually convert into deals.
Define together what “qualified” means—for example, downloading a whitepaper, booking a demo, or submitting proposals.
2. How quickly are deals closing?
You need to monitor how long it takes your sales team to close the SQL. If that graph looks promising, the revenue game is sorted. But, if that number’s flat—or worse, slipping—you’ve got time to tighten nurture emails, sharpen your follow‑ups, and pick up the pace before year‑end.
3. How much is your customer acquisition cost (CAC)?
Mid-year is when budgets are reviewed, so you know exactly what you’re spending to win each new customer.
Check out the CAC by channel (LinkedIn, Google Ads, email) or by campaign. If you find the CAC is getting out of hand, this is the time to reallocate the budget.
4. How much is the cost per lead (CPL)?
What is the cost per lead? Marketers often seek a lower cost per lead, but cheap is not always better. Sometimes, a low cost brings low-quality leads, which require more effort and time to convert. Or worse, they don’t convert at all.
5. Check out the lead‑to‑customer conversion rate for the sales team:
Of all the leads you pass over to sales, how many sign on the dotted line? Which team member is performing well, and who is struggling to push prospects towards closure?
To improve the conversion rate, consider tweaking handoff processes, revamping sales enablement content, or refreshing your nurture sequences.
6. What is your content engagement score?
Not every visitor will buy, but their journey will give you valuable insights. Check out which type of content brings more engagement. What type of content or campaign generates more qualified leads? For example, if a case study or tool brings more traction, focus on that.
Conclusion:
Numbers don’t mean much unless you know what to do with them. With half of 2025 already gone, this is the perfect time to focus on the few key metrics that actually drive leads, support your sales team, and help grow your business. Let’s turn your data into real action, so the second half of the year is your strongest yet.
Need help making sense of it all? Reach out to Brand Beats at info@brandbeats.in. We’ll help you clean up, refocus, and finish 2025 on a high note.
