KPIs and Data Analytics in B2B Marketing

This course will help you build a data-driven marketing measurement strategy using KPIs that align with the B2B buyer journey and your Go-To-Market goals. You’ll learn how to structure, visualize, communicate, and optimize marketing data to drive better decisions and prove impact across the full client lifecycle.
  • 12 videos (1 h)
  • 3 Learning Activities
  • PDF
Who is this for?
  • Marketers
  • Business owners
  • Sales representatives
  • Managers

Experts

Whitney Powell

Global Client Executive, LinkedIn

Jessica Dahan

Fractional CMO

Course curriculum

Lesson 1.
Building measurement foundation
In this lesson, you will explore the fundamentals of KPIs in B2B marketing and why they matter for tracking performance, guiding decisions, and demonstrating value. We will examine how KPIs relate to business goals, how to select the right measurement frameworks, and how to avoid common mistakes, such as over-relying on vanity metrics. You will also learn the difference between soft, hard, qualitative, and predictive data, and how each supports a smarter marketing strategy.
Lesson 2.
Structuring KPIs across the buyer journey
This lesson covers how to structure KPIs across the B2B buyer journey and align them with your overall Go-To-Market strategy. You will learn how to connect specific KPIs to each stage of the journey, from awareness to retention, and how to ensure they align with real business goals. The lesson also introduces practical ways to operationalize KPIs using the 4Ps (Plans, Processes, Platforms, and People) to drive consistency and cross-functional alignment.
Lesson 3.
Driving growth through KPI execution
This lesson focuses on visualizing, communicating, and optimizing KPIs to support smarter decision-making and improve collaboration across teams. You will get a better understanding of how to build clear and actionable dashboards for different audiences, tailor your messaging for key stakeholders, and use predictive data to anticipate future performance. Additionally, this lesson covers a practical framework for troubleshooting underperforming KPIs and using insights to continuously refine your marketing strategy.