Albert Einstein once said, “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” (as cited in Jackson, 2015, p. 46). This statement captures the challenge marketers face when deciding which numbers to track. In digital analytics, not all data points deserve the title of key performance indicators (KPIs). KPIs are not just metrics but strategic markers that align directly with business objectives. They are the compass that guides your business towards its goals. Unlike regular metrics that provide raw data, KPIs are specific, measurable values that indicate progress towards strategic goals. When defined correctly, they keep marketing teams focused on outcomes that drive growth instead of vanity metrics that might look impressive but deliver little impact.
The Role of KPIs in Business Strategy
A KPI is a measurable value tied to a broader organizational goal. Jackson (2015) distinguishes between two types. Visionary KPIs, sometimes called “core scores,” are big, culture-shaping goals such as retention or brand trust. Tactical KPIs are more granular, like conversion rates or campaign response rates, that ladder up to those visionary outcomes. Both levels are crucial in a well-defined business strategy. Without visionary KPIs, tactical ones risk becoming disconnected from strategy. Without tactical KPIs, visionary goals remain aspirational without measurable progress (Jackson, 2015).
This alignment matters in practice. A company might celebrate a high email open rate. However, if that engagement does not translate into qualified leads, new customers, or retained subscribers, the KPI does not reflect true success. Conversely, when KPIs are properly defined, teams can demonstrate direct contributions to revenue, efficiency, and long-term customer loyalty.
Updated Benchmarks to Ground Expectations
Recent benchmarks highlight how KPIs function in today’s marketing environment. According to HubSpot’s 2025 State of Marketing Report, email marketing continues to deliver strong ROI for B2C companies, while websites, blogs, and SEO remain leading ROI drivers for B2B (HubSpot, 2025). Conversion rate optimization has also emerged as one of the top three priorities across industries, with most landing page conversion rates still falling below 10 percent (HubSpot, 2025).
Email performance continues to be a litmus test for engagement. Segmented campaigns generate roughly 30 percent more opens and 50 percent more clicks compared to non-segmented emails (HubSpot, 2025). These benchmarks show that even “traditional” channels like email can still be optimized, and that aligning KPIs to business goals allows companies to identify which tactics deserve greater investment.
Comparing B2C and B2B KPIs
Although B2C and B2B marketers share the same core categories—awareness, engagement, conversion, and retention—their KPIs look different because their customer journeys diverge. B2C tends to focus on high-volume consumer behavior, while B2B focuses on longer sales cycles and complex buying committees.
| Category | B2C KPI Examples | B2B KPI Examples |
|---|---|---|
| Traffic & Awareness | Email open rate, social reach, branded search volume (HubSpot, 2025) | Target account traffic, SEO visibility, ad impression share (HubSpot, 2024) |
| Engagement | CTR on emails, bounce rate, time on page (HubSpot, 2025) | Webinar attendance, whitepaper downloads, demo requests (HubSpot, 2024) |
| Lead & Conversion | Cost per acquisition, cart conversion rate, average order value (HubSpot, 2025) | MQL to SQL conversion rate, pipeline value, deal velocity (HubSpot, 2024) |
| Revenue & ROI | Lifetime value, repeat purchase rate, ROI per channel (HubSpot, 2025) | Average contract value, sales cycle length, marketing-sourced revenue (HubSpot, 2024) |
| Retention & Loyalty | Subscription renewal, churn, referral rate, NPS (HubSpot, 2025) | Customer renewals, upsell revenue, account health scores (HubSpot, 2024) |
This table illustrates how KPIs are context-specific. A B2C brand like a direct-to-consumer subscription company may focus on cart conversion and repeat purchase rate. A B2B SaaS company, in contrast, is more likely to emphasize pipeline contribution and deal velocity. Both types of organizations require KPIs that align directly with revenue outcomes, but the pathways to achieving these outcomes differ.
From Metrics to Action
Metrics only become KPIs when they reflect what the organization values most. For example, DeMers (2024) lists 50 possible content marketing metrics—from organic traffic to backlink growth—but warns that only a subset should be elevated to KPI status. The key question is whether a metric can serve as a decision-making tool. If a KPI indicates progress toward growth, retention, or profitability, it belongs on the dashboard. If not, it is merely diagnostic. KPIs are not just numbers, they are the tools that empower you to make strategic decisions that drive your business forward.
Practical steps for defining KPIs include:
- Start with the business goal. Write it clearly (e.g., “increase qualified pipeline by 25% in Q4”).
- Select both leading indicators (conversion rate, open rate) and lagging ones (revenue, retention) (Jackson, 2015).
- Benchmark performance using industry data to set realistic ranges (HubSpot, 2025).
- Document definitions so teams calculate KPIs consistently across reports.
Examples in Action
For a B2C retailer, a visionary KPI might be to increase customer lifetime value. Tactical KPIs include cart abandonment rate, repeat purchase rate, and email revenue per send. Each tactical number supports the broader goal of improving customer lifetime value.
For a B2B SaaS company, a visionary KPI might be to grow revenue from enterprise accounts. Tactical KPIs include MQL to SQL conversion rate, deal size, and renewal rate. These indicators directly connect marketing performance to sales outcomes.
Conclusion
Defining KPIs is not about collecting every possible metric, but about elevating the numbers that truly measure progress against business goals. When aligned to strategy, KPIs create clarity, sharpen focus, and ensure accountability. They prevent teams from celebrating vanity metrics and instead direct attention to what drives revenue and loyalty. In both B2C and B2B contexts, the process of defining KPIs transforms analytics from reporting into strategy, making it possible for marketing to prove and expand its value. It’s not just about numbers, it’s about the transformation of data into a powerful strategy that can propel your business forward.
References
DeMers, J. (2024, September 21). 50 content marketing metrics to measure your campaign. Meltwater. https://www.meltwater.com/en/blog/50-metrics-to-measure-your-content-marketing-campaign
HubSpot. (2024). B2B marketing KPIs: 24+ every business should be tracking. HubSpot. https://blog.hubspot.com/marketing/b2b-marketing-kpis
HubSpot. (2025). State of marketing report. HubSpot. https://www.hubspot.com/marketing-statistics
Jackson, S. (2015). Cult of analytics (2nd ed.). Taylor & Francis. https://bookshelf.vitalsource.com/books/9781317561880