Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

CHART 6

B2B Campaign Metrics

N = 50

56%

Content engagement

50%

Conversion/win rate

44% 44%

Marketing qualified leads

Cost per lead

38%

Sales qualified leads

36% 36%

Customer acquisition cost

Annual recurring revenue

30%

Lead to close conversation rate

26%

Influenced pipeline

26%

Average contract value

22%

Monthly recurring revenue

18%

Total contract value

16%

Customer lifetime value

2%

Other

Which of the following B2B campaign metrics do you track?

Insight: Content engagement was the campaign metric most tracked (56 percent) for B2B campaigns. The only other B2B campaign metric tracked by at least 50 percent of respondents was conversion/win rate.

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