What is a good Marketing Performance Score?

For Marketing-Sourced Pipeline, a good Marketing Performance Score is 50%+. Typical performance falls in the 30-50% range, and Below 25% is considered poor according to HubSpot State of Marketing Report 2025.

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Benchmark

Benchmark Your Marketing

Only 22% of businesses are satisfied with their conversion rates according to Econsultancy data. Enter your marketing metrics to compare CAC, conversion rate, email performance, ROAS, organic growth, and lead to customer rate against industry averages for your sector.

Last updated: May 2026Maintained by CalcStack

A marketing benchmark evaluates your marketing function across CAC, marketing-sourced pipeline, conversion rates, and channel ROI. Score = (Σ Category Scores ÷ Number of Categories) × 100. Marketing-Sourced Pipeline typically target 50%+. Only 22% of businesses are satisfied with their conversion rates according to Econsultancy data.

Used in

Industries:For Marketing Teams & Agencies

Use cases:Marketing & Agencies

📊 Your visitors see this on your website. Marketing teams embed this tool on their website to qualify leads, visitors score themselves and you see their results before the first call. See plans →

✓ Built on patterns from Stripe, Typeform, and HubSpot✓ Interactive tools convert 30-50% vs 2-3% for static forms✓ 60-second embed, works on any site

↑ This is exactly what your website visitors see when you embed this tool. The only difference: their results are gated behind an email capture form, and every input is sent to your CRM.

What is Marketing Performance Score?

A marketing benchmark evaluates your marketing function across CAC, marketing-sourced pipeline, conversion rates, and channel ROI.

The Formula

Score = (Σ Category Scores ÷ Number of Categories) × 100

Worked Example

A B2B company: $320 CAC, 45% marketing-sourced pipeline, 3.2% website conversion, 4:1 marketing ROI.

CAC: 280/320 target = 88/100 (lower is better)
Pipeline: 45/50 target = 90/100
Conversion: 3.2/4.0 target = 80/100
ROI: 4/5 target = 80/100
Overall = (88 + 90 + 80 + 80) ÷ 400 × 100 = 85%

📌 Marketing scores 85%, strong pipeline generation but conversion and ROI optimization would improve efficiency.

Why This Matters

Budget allocation

Benchmarks reveal which channels deserve more investment and which are underperforming expectations.

Sales alignment

Marketing-sourced pipeline percentage shows whether marketing is pulling its weight in revenue generation.

Growth scalability

Strong benchmarks indicate marketing can scale spend efficiently without diminishing returns.

Common Mistakes

❌ Measuring leads not revenue

Marketing qualified leads mean nothing without tracking how many convert to revenue. Measure pipeline contribution.

❌ Ignoring attribution

Without multi-touch attribution, you credit the last click and undervalue awareness channels.

❌ Comparing B2B to B2C benchmarks

B2B has longer cycles, higher CAC, and different channel mixes. Use industry-specific benchmarks.

Industry Benchmarks

Category	Good	Average	Poor
Marketing-Sourced Pipeline	50%+	30-50%	Below 25%
Website Conversion	4%+	2-4%	Below 1.5%
Marketing ROI	5:1+	3-5:1	Below 2:1

Source: HubSpot State of Marketing Report 2025

Benchmark data sourced from HubSpot State of Marketing Report 2025.

HubSpot's 2025 State of Marketing report shows that interactive content generates 2x the conversions of passive content, and the Content Marketing Institute found that 81% of marketers say interactive tools are more effective at grabbing attention than static blog posts.

See All Benchmark Tools →

One of the most common mistakes we see when working with clients: measuring leads not revenue. Marketing qualified leads mean nothing without tracking how many convert to revenue. Measure pipeline contribution.

Embed This Benchmark on Your Website

Every visitor who uses your embedded benchmark becomes a qualified lead. Their inputs, results, and marketing metrics are captured and sent to your CRM, before you ever pick up the phone.

Lead CaptureCRM IntegrationBranded PDF ReportsIndustry Benchmarks

See Plans & Pricing →Compare Tools

Related Tools

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Marketing Health Score

Only 61% of marketers say their strategy is effective according to HubSpot State of Marketing data. Answer 10 questions about your channels, budget, and performance to get a marketing health score out of 100. See which areas are strong and which need urgent attention.

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Customer Acquisition Cost Calculator

The average B2B SaaS customer acquisition cost is $702 according to FirstPageSage data. Enter your total sales and marketing spend and new customers acquired to calculate your CAC. Benchmark against industry averages by sector and identify which channels deliver the lowest cost per customer.

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Conversion Rate Calculator

The average website conversion rate is 2.35% with the top 25% converting at 5.31% or higher according to WordStream data. Enter your visitors and conversions to calculate your rate. Benchmark against industry averages and see how small improvements compound into significant revenue gains.

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Benchmark Your Agency

The average marketing agency has a 50 to 60% gross margin with net margins of 10 to 15% according to Agency Analytics data. Enter your agency metrics to benchmark revenue per employee, client retention, profit margin, average project value, utilization, and NPS against industry data.

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Digital Marketing Audit Scorecard

61% of marketers say improving SEO and organic presence is their top priority according to HubSpot data. Score your digital marketing across 10 areas including SEO, paid ads, email, social media, content, analytics, conversion optimization, and brand consistency.

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Marketing Budget Benchmark

B2B companies allocate 10 to 12% of revenue to marketing while B2C companies allocate 15 to 20% according to the Deloitte CMO Survey. Enter your budget to benchmark allocation across paid ads, content, SEO, email, social media, events, and tools against industry averages.

Frequently Asked Questions

What conversion rate should I aim for in this marketing benchmark?

In this overall marketing benchmark, target 2-3% website conversion rate as average across industries, top performers hit 5-10%. Below 1% needs urgent attention. Use this benchmark alongside CAC, email open rate, ROAS, and lead-to-customer rate to get a complete view of marketing performance rather than focusing on conversion in isolation.

What email open rate should I target?

20-25% is average. Above 30% is strong. Below 15% suggests list hygiene issues.

How do I reduce CAC?

Improve conversion rates, focus on organic channels, and optimize your highest-performing campaigns.

Where does the marketing benchmark data come from?

Benchmarks are sourced from HubSpot State of Marketing 2025, WordStream Industry Benchmarks, and Unbounce Conversion Reports covering 100M+ data points.

What is a good lead-to-customer conversion rate?

A 2-5% lead-to-customer conversion rate is average for B2B according to HubSpot State of Marketing 2025 data. Above 7% is strong and below 1% indicates poor lead quality or a broken sales handoff process. Only 22% of businesses are satisfied with their conversion rates per Econsultancy research.

What lead-to-customer conversion rate is good?

2-5% is average for B2B. Above 7% is strong. Below 1% indicates poor lead quality or broken sales handoff processes.

How do I improve organic traffic growth?

Publish 2-4x per week, target long-tail keywords with commercial intent, and update existing content quarterly. Updated posts see 106% more organic traffic on average.

How is the marketing health score calculated?

Each of the 10 questions is weighted and scored.

See the full answer on Marketing Health Score

What is CAC?

Customer Acquisition Cost is the cost to acquire a new customer...

See the full answer on Customer Acquisition Cost Calculator

What is conversion rate?

The percentage of visitors who take a desired action...

See the full answer on Conversion Rate Calculator

What is a good revenue per employee for an agency?

$80k is average.

See the full answer on Benchmark Your Agency

What does this marketing audit cover?

It scores your marketing across 8 areas: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency.

See the full answer on Digital Marketing Audit Scorecard

📈

Benchmark

Benchmark Your Marketing

Last updated: May 2026Maintained by CalcStack

Used in

Industries:For Marketing Teams & Agencies

Use cases:Marketing & Agencies

✓ Built on patterns from Stripe, Typeform, and HubSpot✓ Interactive tools convert 30-50% vs 2-3% for static forms✓ 60-second embed, works on any site

↑ This is exactly what your website visitors see when you embed this tool. The only difference: their results are gated behind an email capture form, and every input is sent to your CRM.

What is Marketing Performance Score?

A marketing benchmark evaluates your marketing function across CAC, marketing-sourced pipeline, conversion rates, and channel ROI.

The Formula

Score = (Σ Category Scores ÷ Number of Categories) × 100

Worked Example

A B2B company: $320 CAC, 45% marketing-sourced pipeline, 3.2% website conversion, 4:1 marketing ROI.

CAC: 280/320 target = 88/100 (lower is better)
Pipeline: 45/50 target = 90/100
Conversion: 3.2/4.0 target = 80/100
ROI: 4/5 target = 80/100
Overall = (88 + 90 + 80 + 80) ÷ 400 × 100 = 85%

📌 Marketing scores 85%, strong pipeline generation but conversion and ROI optimization would improve efficiency.

Why This Matters

Budget allocation

Benchmarks reveal which channels deserve more investment and which are underperforming expectations.

Sales alignment

Marketing-sourced pipeline percentage shows whether marketing is pulling its weight in revenue generation.

Growth scalability

Strong benchmarks indicate marketing can scale spend efficiently without diminishing returns.

Common Mistakes

❌ Measuring leads not revenue

Marketing qualified leads mean nothing without tracking how many convert to revenue. Measure pipeline contribution.

❌ Ignoring attribution

Without multi-touch attribution, you credit the last click and undervalue awareness channels.

❌ Comparing B2B to B2C benchmarks

B2B has longer cycles, higher CAC, and different channel mixes. Use industry-specific benchmarks.

Industry Benchmarks

Category	Good	Average	Poor
Marketing-Sourced Pipeline	50%+	30-50%	Below 25%
Website Conversion	4%+	2-4%	Below 1.5%
Marketing ROI	5:1+	3-5:1	Below 2:1

Source: HubSpot State of Marketing Report 2025

Benchmark data sourced from HubSpot State of Marketing Report 2025.

HubSpot's 2025 State of Marketing report shows that interactive content generates 2x the conversions of passive content, and the Content Marketing Institute found that 81% of marketers say interactive tools are more effective at grabbing attention than static blog posts.

See All Benchmark Tools →

One of the most common mistakes we see when working with clients: measuring leads not revenue. Marketing qualified leads mean nothing without tracking how many convert to revenue. Measure pipeline contribution.

Embed This Benchmark on Your Website

Every visitor who uses your embedded benchmark becomes a qualified lead. Their inputs, results, and marketing metrics are captured and sent to your CRM, before you ever pick up the phone.

Lead CaptureCRM IntegrationBranded PDF ReportsIndustry Benchmarks

See Plans & Pricing →Compare Tools

Related Tools

🩺

Marketing Budget Benchmark

Frequently Asked Questions

What conversion rate should I aim for in this marketing benchmark?

What email open rate should I target?

20-25% is average. Above 30% is strong. Below 15% suggests list hygiene issues.

How do I reduce CAC?

Improve conversion rates, focus on organic channels, and optimize your highest-performing campaigns.

Where does the marketing benchmark data come from?

Benchmarks are sourced from HubSpot State of Marketing 2025, WordStream Industry Benchmarks, and Unbounce Conversion Reports covering 100M+ data points.

What is a good lead-to-customer conversion rate?

What lead-to-customer conversion rate is good?

2-5% is average for B2B. Above 7% is strong. Below 1% indicates poor lead quality or broken sales handoff processes.

How do I improve organic traffic growth?

Publish 2-4x per week, target long-tail keywords with commercial intent, and update existing content quarterly. Updated posts see 106% more organic traffic on average.

How is the marketing health score calculated?

Each of the 10 questions is weighted and scored.

See the full answer on Marketing Health Score

What is CAC?

Customer Acquisition Cost is the cost to acquire a new customer...

See the full answer on Customer Acquisition Cost Calculator

What is conversion rate?

The percentage of visitors who take a desired action...

See the full answer on Conversion Rate Calculator

What is a good revenue per employee for an agency?

$80k is average.

See the full answer on Benchmark Your Agency

What does this marketing audit cover?

It scores your marketing across 8 areas: SEO, paid advertising, email marketing, social media, content strategy, analytics, conversion optimization, and brand consistency.

See the full answer on Digital Marketing Audit Scorecard

Benchmark Your Marketing

What is Marketing Performance Score?

The Formula

Worked Example

Why This Matters

Budget allocation

Sales alignment

Growth scalability

Common Mistakes

❌ Measuring leads not revenue

❌ Ignoring attribution

❌ Comparing B2B to B2C benchmarks

Industry Benchmarks

Related Tools

Marketing Health Score

Customer Acquisition Cost Calculator

Conversion Rate Calculator

Benchmark Your Agency

Digital Marketing Audit Scorecard

Marketing Budget Benchmark

Frequently Asked Questions

Related Questions

Benchmark Your Marketing

What is Marketing Performance Score?

The Formula

Worked Example

Why This Matters

Budget allocation

Sales alignment

Growth scalability

Common Mistakes

❌ Measuring leads not revenue

❌ Ignoring attribution

❌ Comparing B2B to B2C benchmarks

Industry Benchmarks

Related Tools

Marketing Health Score

Customer Acquisition Cost Calculator

Conversion Rate Calculator

Benchmark Your Agency

Digital Marketing Audit Scorecard

Marketing Budget Benchmark

Frequently Asked Questions

Related Questions