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 2026
A marketing benchmark evaluates your marketing function across CAC, marketing-sourced pipeline, conversion rates, and channel ROI. Score = (ฮฃ Category Scores รท Number of Categories) ร 100. Marketing-Sourced Pipeline typically target 50%+.
๐ Your visitors see this on your website. Marketing teams embed this tool on their website to qualify leads โ visitors score themselves and you see their results before the first call. See plans โ
โ 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 = (ฮฃ Category Scores รท Number of Categories) ร 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) รท 400 ร 100 = 85%
๐ Marketing scores 85% โ 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
โ Measuring leads not revenue
Marketing qualified leads mean nothing without tracking how many convert to revenue. Measure pipeline contribution.
โ Ignoring attribution
Without multi-touch attribution, you credit the last click and undervalue awareness channels.
โ 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.
From analyzing marketing tool performance across hundreds of websites, the tools that let visitors grade or score themselves convert 4x better than generic contact forms โ because the visitor gets personalized results, not a 'we'll get back to you' promise.
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 โ before you ever pick up the phone.
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