B2B Customer Acquisition KPIs: 2022

Evaluating your company’s customer acquisition strategy requires measuring and understanding the correct KPIs. The table below features the 8 most important metrics in B2B customer acquisition, as well as benchmarks based on data from 130+ B2B campaigns our agency ran between 2017 and 2022.

First, a note on our data set: We segment our B2B data into 3 categories based on the company sizes we targeted in our customer acquisition campaigns. Below is the composition of the dataset by target audience.

  • Small-to-Midsize ($10M-$100M) – 47%
  • Low Middle Market ($100M-$1B) –   31%
  • Upper Middle Market & Enterprise ($1B+) – 22%

Lastly, our customer acquisition was accomplished primarily through organic SEO (79% of campaigns) with Paid Search following (13%), and the remainder a combination of Paid and Organic Social; Video Marketing; and Email Marketing.

KPI Benchmark Definition
Customer Acquisition Cost (CAC) Organic: $942

Paid: $1,907

Average cost of acquiring 1 new customer.
Customer Lifetime Value (LTV) Highly variable, see LTV Benchmarks Total profit made from an average customer over their lifetime
LTV to CAC Ratio 4:1 Ratio of customer value to the expense of acquiring a new customer.
Cost Per Lead Organic: $327

Paid: $458

Average cost of acquiring 1 new lead.
Annual Churn 8.5% Percentage of customers that you lose in a year.
Website Visitors +45% YoY Total number of visitors to the business’s website.
Visitor to Lead Conversion Rate 2.2% Percentage of website visitors that submit contact information or take another conversion action.
Lead to SQL Conversion Rate 14% Percentage of leads that become SQLs (i.e. move from Marketing to Sales).
SQL to Win Rate 27% Percentage of SQLs that become closed sales.
Lead to Win Rate 3.7% Percentage of leads that become closed sales. Combined percentages of Lead to SQL Conversion Rate and SQL to Win Rate.

How to Use These B2B Customer Acquisition KPIs

While we provide a good broad overview of B2B customer acquisition KPIs above, it’s more helpful to understand which KPIs are relevant to your specific business. The table below shows the 3 most important customer acquisition KPIs for each industry, according to our clients.

Top B2B Customer Acquisition KPIs by Industry

Industry Top Customer Acquisition KPIs & Benchmark
Addiction Treatment
  • Customer Acquisition Cost: $430
  • Lead to Win Rate: 6.1%
  • Visitor to Lead Conversion Rate: 2.1%
Aerospace & Aviation
  • Customer Acquisition Cost: $2,120
  • Cost Per Lead: $297
  • Lead to Win Rate: 4.4%
Automotive
  • Customer Acquisition Cost: $1,240
  • Cost Per Lead: $283
  • LTV to CAC Ratio: 3.5:1
B2B SaaS
  • Customer Acquisition Cost: $660
  • LTV to CAC Ratio: 6:1
  • Annual Churn: 6%
Biotech
  • Customer Acquisition Cost: $1,480
  • Visitor to Lead Conversion Rate: 2.6%
  • Customer Lifetime Value: (Variable)
Business Insurance
  • Customer Acquisition Cost: $600
  • Cost Per Lead: $424
  • Annual Churn: 10%
Construction
  • Customer Acquisition Cost: $4,200
  • Cost Per Lead: $227
  • Lead to Win Rate: 5.3%
Cybersecurity
  • Customer Acquisition Cost: $1,970
  • LTV to CAC Ratio: 5:1
  • Annual Churn:
eCommerce
  • Customer Acquisition Cost: $85
  • Website Visitors: +38%
  • Visitor to Lead Conversion Rate: 1.9%
Engineering
  • Customer Acquisition Cost: $1,780
  • LTV to CAC Ratio: 4:1
  • Lead to Win Rate: 4.9%
Entertainment
  • Customer Acquisition Cost: $710
  • Customer Lifetime Value: 
  • Lead to Win Rate: 3.6%
Environmental Services
  • Customer Acquisition Cost: $1,410
  • LTV to CAC Ratio: 5:1
  • Lead to Win Rate: 4.6%
Financial Services
  • Customer Acquisition Cost: $920
  • LTV to CAC Ratio: 5:1
  • Annual Churn: 3%
Fintech
  • Customer Acquisition Cost: $960
  • LTV to CAC Ratio: 7:1
  • Annual Churn: 4%
Healthcare
  • Customer Acquisition Cost: $1,880
  • LTV to CAC Ratio: 3:1
  • Cost Per Lead: $360
Higher Education
  • Customer Acquisition Cost: $1,420
  • Website Visitors: +26%
  • Visitor to Lead Conversion Rate: 2.3%
Hotels & Hospitality
  • Customer Acquisition Cost: $1,340
  • Website Visitors: +38% YoY
  • Visitor to Lead Conversion Rate: 2.4%
HVAC
  • Customer Acquisition Cost: $1,040
  • Cost Per Lead: $92
  • Customer LTV: $15,340
Industrial IOT
  • Customer Acquisition Cost: $673
  • LTV to CAC Ratio: 4:1
  • Lead to Win Rate: 5.5%
IT & Managed Services
  • Customer Acquisition Cost: $1,710
  • Lead to Win Rate: 4.3%
  • Annual Churn: 11%
Legal Services
  • Customer Acquisition Cost: $920
  • Cost Per Lead: $650
  • Visitor to Lead Conversion Rate: 1.8%
Manufacturing
  • Customer Acquisition Cost: $780
  • LTV to CAC Ratio: 4:1
  • Lead to Win Rate: 3.9%
Oil & Gas
  • Customer Acquisition Cost: $860
  • Customer Lifetime Value:
  • Lead to Win Rate: 4%
PCB Design & Manufacturing
  • Customer Acquisition Cost: $490
  • Visitor to Lead Conversion Rate: 2.6%
  • Lead to Win Rate: 5.8%
Pharmaceutical
  • Customer Acquisition Cost: $2,780
  • Customer Lifetime Value: (Variable)
  • Lead to Win Rate: 3.9%
Real Estate
  • Customer Acquisition Cost: $1,680
  • Cost Per Lead: $448
  • Lead to Win Rate: 2.8%
Software Development
  • Customer Acquisition Cost: $1,900
  • Cost Per Lead: $595
  • Visitor to Lead Conversion Rate: 2%
Solar
  • Customer Acquisition Cost: $1,640
  • Lead to Win Rate: 3.5%
  • Visitor to Lead Conversion Rate: 1.7%
Staffing & Recruiting
  • Customer Acquisition Cost: $1,690
  • Cost Per Lead: $497
  • Website Visitors: +49% YoY
Transportation & Logistics
  • Customer Acquisition Cost: $2,350
  • Customer LTV: (Variable)
  • LTV to CAC Ratio: 3:1

After you’ve settled on the KPIs that are most relevant for your business, the next step is to create a plan for tracking them. The table below list each KPI and a recommended frequency with which to track it (monthly, quarterly, or annually):

KPI Monthly Quarterly Annually
Customer Acquisition Cost (CAC) ✔️
Customer Lifetime Value (LTV) ✔️
LTV to CAC Ratio ✔️
Cost Per Lead ✔️
Annual Churn ✔️
Lead to Win Rate ✔️
Visitor to Lead Conversion Rate ✔️
Website Visitors ✔️

Improving Your Customer Acquisition KPIs

Deciding which KPIs to track and comparing your results to benchmarks is the foundation of a successful B2B customer acquisition framework. Afterwards, the work shifts to knowing how to adjust your strategy based on performance. The day-to-day of doing so is complicated, and requires the ability to identify underperforming pieces of your content strategy and marketing team.

For that reason, many companies choose to outsource customer acquisition to an experienced firm while they set up their in-house processes. Our agency specializes in long-term customer acquisition via thought leadership and SEO. If you’re interested in exploring a partnership with us, you can reach out here.

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