B2B Customer Acquisition KPIs: 2024

Last updated: October 11, 2023

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 2018 and 2023.

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: 4%
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: (Variable)
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: (Variable)
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.

Recent Posts