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Measuring B2B Lead Generation

Understanding what’s working and what’s not working in marketing…should be a critical part of your business’ growth strategy.

It’s very important to measure your marketing efforts, with the goal to increase conversion rates, leads, and profitability.  Paul Mosenson is a tracking and measurement guru; every marketing plan he does for clients includes a robust measurement plan.  Understanding what’s working and what’s not working in marketing, otherwise known as your Key Performance Indicators (KPI) should be a critical part of your business’ growth strategy.

There are several measurement pillars tracked, with tools such as Google Tag Manager for event tracking, and of course Google Analytics.  He utilizes several tools; some within the marketing platforms themselves, and others third-party.


Measuring the Effectiveness of B2B Lead Generation Campaigns

The Basics

Business-to-business (B2B) lead generation is the process of identifying potential customers (leads) for businesses that sell to other businesses. B2B lead generation campaigns are critical to nurturing and maintaining a robust pipeline of potential clients. However, the efficacy of these campaigns needs to be measured accurately to ensure resources are not squandered on ineffective tactics. There are several key metrics to consider when assessing the success of B2B lead generation campaigns.

  1. Volume of Leads Generated

The most fundamental metric to measure in any lead generation campaign is the number of leads generated. Lead volume provides a clear and immediate picture of the campaign’s reach and immediate impact. However, this metric only serves as an initial gauge and does not provide insights into the quality of the leads or their propensity to convert into customers.

  1. Lead Conversion Rate

Lead conversion rate measures the percentage of leads that eventually become paying customers. This metric is important because it reflects the quality of the leads generated and the effectiveness of the lead nurturing process. A low conversion rate could indicate a disconnect between the campaign messaging and the actual product or service, or inefficiencies in the sales process.

  1. Cost Per Lead (CPL)

CPL is calculated by dividing the total campaign cost by the number of leads generated. This metric helps businesses determine the economic efficiency of their lead generation efforts. A high CPL may suggest that a campaign is too costly relative to its results, while a low CPL could indicate a more efficient use of resources.

  1. Customer Acquisition Cost (CAC)

CAC is a step beyond CPL and calculates the average expense of gaining a single customer. It takes into account all costs associated with lead generation and sales efforts. Comparing CAC to the customer’s lifetime value (LTV) can help businesses understand whether their lead generation efforts are financially viable in the long term.

  1. Return on Investment (ROI)

ROI compares the profits gained from the lead generation campaign to its costs. High ROI means that the benefits of the campaign significantly outweigh its costs, signaling its financial success. However, ROI might not fully reflect other benefits of a campaign such as brand awareness or customer relationships.

  1. Time to Conversion

The time it takes for a lead to move through the sales funnel and become a customer is another crucial metric. A shorter time to conversion indicates an effective lead nurturing process and efficient sales cycle. Longer times may suggest bottlenecks in the sales process or a disconnect in the engagement tactics.

  1. Lead Scoring

Lead scoring involves assigning values to each lead based on their perceived value to the organization. It takes into account various factors such as the lead’s interaction with the campaign, their demographics, and their behavior. A high average lead score could indicate an effective campaign targeting high-value potential customers.


In conclusion, measuring the effectiveness of B2B lead generation campaigns goes beyond just counting the number of leads. Metrics such as lead conversion rate, CPL, CAC, ROI, time to conversion, and lead scoring are equally if not more important to comprehensively understand campaign effectiveness. By focusing on these key metrics, businesses can not only measure but also continuously improve their lead generation strategies, making them more efficient, effective, and aligned with their broader business objectives.

KPIs Paul and NuSpark Consulting tracks, covering most industries and marketing categories3


  • Qualified Leads
  • Cost Per Lead
  • Cost Per Sale
  • Lifetime Value
  • Sales per Channel
  • Average Order Value
  • MQLs/SQLs/Opportunities
  • Closes

Paid Search

  • Click Through Rate
  • Cost-Per-Click
  • Quality Score
  • Impression & Click Share
  • Conversion Rate
  • Cost Per Conversion
  • Cost Per Acquistion

Digital Media

  • Click Through Rate
  • Conversion rate
  • Assisted Conversions
  • View Conversions
  • Cost Per Click
  • Cost Per Sale
  • Return on Ad Spend

Email Marketing

  • Open Rates
  • Click Rates
  • Key Page Visits
  • Conversions
  • Subject Line Tests


  • Unique Visits
  • Bounce Rate
  • Page Views
  • Traffic Sources
  • Call Tracking
  • Event Tracking
  • Goal Completions
  • Transactions
  • Conversion Rate


  • Trials
  • Demo Requsts
  • Trial to Buyers
  • CAC
  • Customer Churn
  • ACV
  • Lead Velocity
  • Retention