Get in Touch

B2B Customer Acquisition KPIs: 2024

SEO Blog
B2b Customer Acquisition Kpis

Last updated: February 15, 2024

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.

KPIBenchmarkDefinition
Customer Acquisition Cost (CAC)Organic: $942

Paid: $1,907

Average cost of acquiring 1 new customer.
Customer Lifetime Value (LTV)Highly variable, see LTV BenchmarksTotal profit made from an average customer over their lifetime
LTV to CAC Ratio4:1Ratio of customer value to the expense of acquiring a new customer.
Cost Per LeadOrganic: $327

Paid: $458

Average cost of acquiring 1 new lead.
Annual Churn8.5%Percentage of customers that you lose in a year.
Website Visitors+45% YoYTotal number of visitors to the business’s website.
Visitor to Lead Conversion Rate2.2%Percentage of website visitors that submit contact information or take another conversion action.
Lead to SQL Conversion Rate14%Percentage of leads that become SQLs (i.e. move from Marketing to Sales).
SQL to Win Rate27%Percentage of SQLs that become closed sales.
Lead to Win Rate3.7%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

IndustryTop Customer Acquisition KPIs & Benchmark
Addiction TreatmentCustomer Acquisition Cost: $430
Lead to Win Rate: 6.1%
Visitor to Lead Conversion Rate: 2.1%
Aerospace & AviationCustomer Acquisition Cost: $2,120
Cost Per Lead: $297
Lead to Win Rate: 4.4%
AutomotiveCustomer Acquisition Cost: $1,240
Cost Per Lead: $283
LTV to CAC Ratio: 3.5:1
B2B SaaSCustomer Acquisition Cost: $660
LTV to CAC Ratio: 6:1
Annual Churn: 6%
BiotechCustomer Acquisition Cost: $1,480
Visitor to Lead Conversion Rate: 2.6%
Customer Lifetime Value: (Variable)
Business InsuranceCustomer Acquisition Cost: $600
Cost Per Lead: $424
Annual Churn: 10%
ConstructionCustomer Acquisition Cost: $4,200
Cost Per Lead: $227
Lead to Win Rate: 5.3%
CybersecurityCustomer Acquisition Cost: $1,970
LTV to CAC Ratio: 5:1
Annual Churn: 4%
eCommerceCustomer Acquisition Cost: $85
Website Visitors: +38%
Visitor to Lead Conversion Rate: 1.9%
EngineeringCustomer Acquisition Cost: $1,780
LTV to CAC Ratio: 4:1
Lead to Win Rate: 4.9%
EntertainmentCustomer Acquisition Cost: $710
Customer Lifetime Value: (Variable)
Lead to Win Rate: 3.6%
Environmental ServicesCustomer Acquisition Cost: $1,410
LTV to CAC Ratio: 5:1
Lead to Win Rate: 4.6%
Financial ServicesCustomer Acquisition Cost: $920
LTV to CAC Ratio: 5:1
Annual Churn: 3%
FintechCustomer Acquisition Cost: $960
LTV to CAC Ratio: 7:1
Annual Churn: 4%
HealthcareCustomer Acquisition Cost: $1,880
LTV to CAC Ratio: 3:1
Cost Per Lead: $360
Higher EducationCustomer Acquisition Cost: $1,420
Website Visitors: +26%
Visitor to Lead Conversion Rate: 2.3%
Hotels & HospitalityCustomer Acquisition Cost: $1,340
Website Visitors: +38% YoY
Visitor to Lead Conversion Rate: 2.4%
HVACCustomer Acquisition Cost: $1,040
Cost Per Lead: $92
Customer LTV: $15,340
Industrial IOTCustomer Acquisition Cost: $673
LTV to CAC Ratio: 4:1
Lead to Win Rate: 5.5%
IT & Managed ServicesCustomer Acquisition Cost: $1,710
Lead to Win Rate: 4.3%
Annual Churn: 11%
Legal ServicesCustomer Acquisition Cost: $920
Cost Per Lead: $650
Visitor to Lead Conversion Rate: 1.8%
ManufacturingCustomer Acquisition Cost: $780
LTV to CAC Ratio: 4:1
Lead to Win Rate: 3.9%
Oil & GasCustomer Acquisition Cost: $860
Customer Lifetime Value: (Variable)
Lead to Win Rate: 4%
PCB Design & ManufacturingCustomer Acquisition Cost: $490
Visitor to Lead Conversion Rate: 2.6%
Lead to Win Rate: 5.8%
PharmaceuticalCustomer Acquisition Cost: $2,780
Customer Lifetime Value: (Variable)
Lead to Win Rate: 3.9%
Real EstateCustomer Acquisition Cost: $1,680
Cost Per Lead: $448
Lead to Win Rate: 2.8%
Software DevelopmentCustomer Acquisition Cost: $1,900
Cost Per Lead: $595
Visitor to Lead Conversion Rate: 2%
SolarCustomer Acquisition Cost: $1,640
Lead to Win Rate: 3.5%
Visitor to Lead Conversion Rate: 1.7%
Staffing & RecruitingCustomer Acquisition Cost: $1,690
Cost Per Lead: $497
Website Visitors: +49% YoY
Transportation & LogisticsCustomer 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):

KPIMonthlyQuarterlyAnnually
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.

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.