19 Important B2B Marketing Metrics: The Best KPIs for Business Growth

1. Marketing qualified lead (MQL)

A Marketing qualified lead (MQL) is a person who has shown interest in a company’s products or services. These people are not ready to buy yet but they take actions that show they are interested in the company including filling out a contact form, downloading an eBook, signing up for a newsletter, or visiting the company’s website multiple times.

Liam Bartholomew, a marketing expert, says that “MQLs are the bridge between marketing and sales”. Companies check their marketing performance by calculating the Cost per MQL using this formula.

Cost per MQL = total marketing spend / total number of MQLs

The pros of MQLs include improved efficiency by focusing on interested prospects, better collaboration between marketing and sales teams, and more impactful content creation through audience engagement analysis. 

The cons of MQLs include not clearly defining what makes a person an MQL, which leads to talking to people who are not really interested. Paying attention only to the number of MQLs without checking their interest wastes time and resources.

MQLs are identified through behaviors, such as visiting a website multiple times, downloading content, or signing up for events. They also often match a company’s ideal customer such as working in a specific industry or holding a certain job title.

For example, on LinkedIn, someone who likes a company’s posts, joins a webinar, or downloads a whitepaper is considered an MQL. In Google Ads, a person who clicks on an ad and fills out a form or requests a product demo is also showing interest as an MQL.

Finding and taking care of MQLs is important for a business because it helps direct time and money toward people who are more likely to become customers.

2. Cost per lead (CPL)

Cost per lead (CPL) is the amount of money a business spends to get a new potential customer, also known as a "lead."

The formula to calculate Cost Per Lead (CPL) is.

Cost Per Lead (CPL) = cost of lead generation / total number of leads generated.

For example, if a company spends $1,000 on ads and gets 50 leads, the CPL is $20. CPL helps businesses understand how effective their marketing is. Marketing expert Brian Carroll says that “focusing on quality leads instead of just getting more leads lower CPL”.

The benefits of using CPL include better budget management and the ability to identify marketing channels. The drawback of CPL is that it does not consider the quality of the prospects which results in a large number of leads that do not have chances to become actual customers.

The main feature of CPL is that it helps businesses compare different marketing channels. For example, social media ads have a different CPL than email marketing.

Companies decide where to invest more by comparing these costs such as a company using Google Ads spends $2,000 and gets 100 leads which makes the CPL $20. A company who is using LinkedIn Ads spends $1,500 and gains 75 leads which results in a CPL of $20. This shows that CPL varies depending on the platform.

It is important to track CPL because it helps businesses see how much they are spending to attract potential customers. They get more leads for less money and increase profits by improving their marketing strategies.

3. Average deal size

Average deal size measures the typical value of a sales transaction over a set period. Formula to calculate average deal size is as follows.

Average deal size = total revenue from closed-won opportunities / number of closed-won opportunities

For example, a company generating $500,000 from 25 deals has the average deal size of $20,000. Salesforce said, "A higher average deal amount shows that the sales team is closing larger deals which results in increased revenue for the company."

The advantages of monitoring this metric include better revenue forecasting, improved resource allocation, and setting realistic sales targets. A drawback is that prioritizing larger deals may extend sales cycles or ignore smaller but profitable opportunities.

The features of average deal size include insights into customer purchasing behavior and sales strategy effectiveness. For example, an increasing average deal size suggests successful upselling or attracting higher-value clients.

In digital marketing platforms such as LinkedIn and Google Ads, targeting strategies affect average deal size. LinkedIn’s precise targeting helps businesses reach decision-makers which results in larger deals.

Google Ads allows intent-based targeting which attracts high-value customers and increases deal size. Average deal size helps businesses refine sales strategies, allocate resources, and set data-driven revenue targets for growth.

4. Customer acquisition cost (CAC) 

Customer Acquisition Cost (CAC) is the total amount of money a company spends to get a new customer.

The formula to calculate CAC is:

CAC= total marketing and sales expenses/ number of new customers gained

For example, A company spends $10,000 on marketing in a month and gains 100 new customers with the CAC of $100 ($10,000 ÷ 100).

CAC helps businesses understand how much it costs to attract new customers. Business expert David Skok explains that “one of the biggest reasons startups fail is spending more on acquiring customers than they earn from them”.

The benefits of CAC include better budgeting and tracking how well marketing strategies work. A high CAC means the company is spending too much to gain customers, which reduces profits. CAC includes all costs related to gaining new customers, such as advertising, sales team salaries, and marketing tools.

For example, a company using Google Ads spends $5,000 in a month and gains 50 new customers which makes the CAC $100. Another company using LinkedIn Ads spends $3,000 and gains 30 customers which also results in a CAC of $100. CAC allows companies to use their marketing and sales budgets by identifying the market channels and strategies. 

5. Conversion rate

Conversion Rate is the percentage of people who take a desired action after interacting with a business's marketing. These actions, called "conversions," include making a purchase, signing up for a newsletter, or filling out a contact form.

The Conversion Rate is calculated by.

Conversion rate = (the number of conversions / total number of visitors) × 100

For example, a website with 200 visitors and 10 purchases has a Conversion Rate of 5% (10 ÷ 200 × 100). Tim Ash, CEO of SiteTuners, explains that “Conversion Rate Optimization (CRO) is the process of getting more people to take action on a website”.

The benefits of tracking conversion rates include understanding how well a website or marketing campaign turns visitors into customers. Businesses see what works and what needs improvement. The disadvantages of conversion rate include ignoring factors such as customer satisfaction, average order value, and lead quality.

The features of conversion rate tracking includes it measures user interactions to determine marketing effectiveness. For example, businesses check how many people clicked on an ad and completed a purchase. On platforms such as Google Ads, tracking conversion rates helps measure ad performance.

A Google Ads campaign with 1,000 clicks and 50 purchases has a conversion rate of 5%. A LinkedIn campaign bringing 500 users to a landing page with 25 sign-ups also results in a 5% conversion rate.

Conversion rate measures how a business turns visitors into customers. It checks marketing success, user experience, and website performance. Tracking the conversion rate allows data-driven improvements and customer engagement.

6. Engagement rate

Engagement rate measures how much people interact with a company's content on social media. It shows how interested and involved the audience is with the content. Social media strategist Amanda Wood highlights its importance by saying, "Engagement rate is one of the most important metrics to measure content performance."

The formula to calculate engagement rate is mentioned below.

Engagement Rate = (total engagements ÷ total followers or total reach) × 100

The benefit of tracking engagement rate is that it helps businesses see how well content connects with the audience. A high engagement rate means people find the content interesting and valuable. Focusing only on engagement rate without considering other factors such as conversion rates or total reach results in incomplete analysis.

This metric tracks different types of interactions, such as likes, comments, shares, and clicks. It helps businesses understand what type of content engages their audience the most. 

For example, on Instagram, a post with 200 likes and comments combined, and 10,000 followers, has an engagement rate of 2% . On LinkedIn, a post with 150 interactions and 5,000 views has an engagement rate of 3%.

A strong engagement rate increases brand visibility, builds customer loyalty, and boosts sales. It helps businesses understand their audience better which allows them to create content that connects with the potential leads.

7. Time on page

Time on Page measures how long a visitor stays on a specific webpage before moving to another page or leaving the site. It helps businesses understand how engaging and relevant their content is. Analytics tools track the time a visitor lands on a page and when they visit the other one by calculating the difference between these timestamps.

For example, a user visiting Page A at 2:00 PM and clicking to Page B at 2:05 PM has a Time on Page of 5 minutes. Aman Bhutani, CEO of GoDaddy mentions the importance of this metric by saying, "The more time people spend on your webpages, the more time you have to get them into your sales funnel."

Formula for average time on page is as follows.

Average time on page = total time spent on page ÷ (total page views – exits)

For example, a web page with 1,000 total minutes from 500 views and 100 exits has an average time on page of 1.25 minutes.

The advantages of monitoring time on page include measuring how well content engages visitors. A higher time on page shows that users find the content engaging which results in better search engine rankings and higher conversion rates.

The disadvantage of this metric includes an extremely high time on page, which suggests difficulty in finding information and provides a confusing layout or unclear content structure.

The features of the metric include measuring how much time visitors spend on a page. It shows which pages keep visitors interested and which need improvement. A blog post with a higher time on page than others means people find it engaging and useful for future content ideas.

It helps businesses refine content strategies, improve user experience, and increase audience engagement which provides higher conversion rates and better customer retention.

8. Session time

Session time, also called session duration, measures how long a user stays on a website in one visit. It includes all activities from the moment they enter until they leave. This metric helps understand user engagement and how well the website content performs.

Formula for calculating session time is as follows.

Average session duration = total session duration ÷ number of sessions

For example, if users spend a total of 600 minutes across 200 sessions in a week, the Average Session Duration is 3 minutes (600 ÷ 200).

The advantages of monitoring session time include understanding how engaging and relevant the content is. Longer session times show that visitors find the information useful and stay on the site longer. Extremely long session times suggest that users are having trouble finding what they need which shows that the information is not well organized.

The features of session time include recording the time when users start and leave a session. This helps find which pages keep visitors engaged. For example, a blog post that results in longer sessions shows that people are interested in that topic.

This metric is important for improving websites. It helps businesses adjust content and design to make the site more user-friendly. Better engagement results in higher sales and more returning visitors.

9. Bounce rate

Bounce Rate shows the percentage of visitors who leave a website after viewing only one page, without taking any further action. It helps measure how well a site engages visitors. 

Use the following formula for calculating bounce rate.

Bounce rate = (single-page visits ÷ total visits) × 100

For example, if a blog gets 500 visits in a week and 300 of them are single-page sessions, the bounce rate is 60%.

Marketing expert Avinash Kaushik explains, "Bounce rate measures the percentage of people who come to your website and leave without viewing any other page."

The advantages of monitoring bounce rate include understanding user engagement and content effectiveness. A low bounce rate shows that visitors find the content useful and continue exploring which increases the chances of conversions.

A disadvantage of high bounce rate include irrelevant content, poor user experience, or slow loading times which shows a need for website improvements.

The features of the bounce rate metric includes tracking the percentage of visitors who leave after viewing a single page. It helps identify weak pages that need updates to keep visitors engaged and encourage further interaction.

Bounce rate plays an important role in business success. A high bounce rate suggests that visitors are not finding what they need which leads to lost opportunities. Businesses increase engagement, boost conversions, and drive growth by improving website content, speed, and design.

10. Keyword rank

Keyword rank shows where a website appears in search results for a specific word or phrase. For example, if a website focuses on baking and someone searches for "chocolate chip cookie recipe," the keyword rank determines its position in the search results.

Digital marketer Neil Patel states, "Your 'keyword ranking' refers to your position in the search results for a given search query."

The advantages of monitoring keyword rank include increasing website visibility and attracting more visitors. A higher rank means more people are likely to see and click on the website which results in greater engagement.

The disadvantage of metric includes depending only on keyword rank, which is not correct because a high ranking does not always guarantee more sales or interactions. Search engine algorithm changes also affect rankings over time.

The features of keyword rank metrics involve tracking a website’s position for specific keywords and analyzing competitor rankings. Tools such as Ahrefs and SEMrush help monitor these rankings and refine content strategies to improve search visibility.

The metric improves visibility which brings more visitors and potential customers. Optimizing content for relevant keywords makes online presence and supports long-term growth.

11. Organic visits

Organic visits, or organic traffic, refer to visitors who reach a website through unpaid search engine results. When someone searches on platforms such as Google or Bing and clicks on a non-advertised link, that counts as an organic visit. This type of traffic is important because users find the content without paid promotions.

Digital marketer Neil Patel states, "Organic traffic is the most important form of traffic your website gets. It is more important than paid traffic or traffic from social media networks."

The advantages of organic traffic includes cost effectiveness as it does not involve direct advertising expenses. Users who find your site organically are actively looking for information related to your offerings which makes them more likely to engage and complete desired actions, such as making a purchase, signing up for a newsletter, or filling out a contact form.

The disadvantages of organic traffic is that attracting and maintaining it takes time and effort through SEO and content creation.

The features of organic traffic includes its unpaid model as visitors arrive without direct advertising expenses. It is based on user searches which helps users to search for detailed answers, product recommendations, or problem-solving content which results in higher engagement and conversion rates.

For example, if someone searches for "best Italian restaurants in New York" and clicks on a regular restaurant website, that visit is organic. The same happens when a person looks up "how to fix a leaky pipe" and finds a plumbing company's blog post.

Organic traffic helps businesses grow by attracting interested users, increasing sales and by lowering marketing costs.

12. Web traffic

Web traffic refers to the number of people visiting a website. This includes how many pages they view, how long they stay, and what actions they take. Tracking web traffic helps businesses understand their site's performance and user engagement.

The advantage of monitoring web traffic is that it allows companies to identify successful content and areas needing improvement which results in better user engagement and higher conversion rates. The disadvantages of web traffic include privacy issues due to tracking user behavior without consent.

Key features of web traffic analysis include data transfer and user behaviors. Data transfer measures the amount of information exchanged between a website and its visitors which helps in calculating bandwidth usage. User behavior tracks how visitors explore the site, how long they stay, and how they interact with different pages. 

13. Click-Through Rate (CTR)

​Click-through rate (CTR) measures how often people click on a link or advertisement after seeing it. It represents the percentage of viewers who click on a specific link or advertisement after seeing it. The formula to calculate CTR is:

CTR = (Number of Clicks / Number of Impressions) × 100

For example, an advertisement displaying 1,000 impressions and receiving 50 clicks has a CTR of 5%. Nick Quan, Performance Marketing Manager at Twitter, highlights the significance of CTR by saying, “A lot of the data from search campaigns provides a clear signal of what users are looking for and what interests them on Twitter at that moment. CTR is definitely a key metric I focus on for discovery.”

The advantages of CTR include immediate feedback on audience engagement. A high CTR shows that the ad content is relevant which results in increased user engagement. CTR measures the initial engagement but it doesn't directly reflect the overall success of a campaign in terms of conversions or sales. 

The features of CTR include measuring engagement, indicating ad performance, affecting cost and placement, providing real-time feedback, and influencing quality scores on platforms such as Google Ads.

Click-Through Rate (CTR) is important for business growth because it shows how well marketing campaigns attract the audience. A high CTR means more people are clicking on ads or content, which helps increase brand awareness and potential sales. Businesses track CTR along with other metrics such as conversion rates to make sure clicks turn into actual sales or sign-ups. CTR results in better ad performance, lower costs, and higher profits.

14. Sales qualified opportunities (SQOs)

Sales qualified opportunities (SQOs) are potential deals where a prospect has shown strong interest in buying a product or service and meets specific criteria, such as having the budget, authority, need, and timeline to make a purchase. SQOs have shown serious interest, such as requesting a demo or discussing pricing.

For example, if a company generates 500 leads from an ad campaign but only 50 meets sales criteria, those 50 are SQOs.

Liam Bartholomew, a demand generation expert, explains, "Passing unqualified leads to sales is a waste of time and resources.” SQOs make sure that sales teams focus on leads that are actually ready to buy.

Calculating SQO rate by using the following formula.

SQO Rate = (number of SQOs ÷ total sales leads) × 100

For example, if a company has 400 sales leads and 80 are qualified, the SQO Rate is 20% (80 ÷ 400 × 100).

The advantages of focusing on SQOs include better sales efficiency, higher conversion rates, and increased revenue. Businesses make sure that only serious buyers move forward by filtering leads before they reach the sales team. A challenge of this marketing performance metric is that strict criteria ignore leads who had the potential to convert with the right follow-up.

The features of SQOs include tracking behaviors such as product interest, budget discussions, and direct sales engagement. In LinkedIn marketing, a lead who downloads multiple whitepapers and requests a meeting qualifies as an SQO. In Google Ads, a user who clicks an ad, signs up for a trial, and engages with sales emails may also qualify.

Tracking SQOs helps businesses focus on strong leads which increase the chances of closing deals. It grows the connection between marketing and sales teams which generate higher revenue.

15. Leads in

People or businesses interested in a company's products or services. This interest is shown by actions such as filling out a form, subscribing to a newsletter, downloading content, or signing up for a webinar.

The total number of leads shows how well a company's marketing attracts potential customers. 

Calculating lead cost can be done with this formula.

Cost per lead (CPL) = Total marketing spend / total number of new leads

Marketing expert Liam Bartholomew says “quality is more important than quantity”. More leads don’t always mean more sales, it depends on whether they are ready to buy.

The advantages of tracking leads include measuring the success of marketing campaigns, identifying potential sales opportunities, and forecasting future growth. More leads suggest strong interest in a company's products or services.

A challenge is that not all leads are important. Some are not ready to buy or do not fit the ideal customer profile which makes qualification important.

The features of this metric involve identifying where leads come from, such as LinkedIn, Google Ads, or organic search. This helps businesses determine which channels attract the most interest. For example, tracking how many people download a report from a LinkedIn campaign or sign up for a free trial from a Google ad provides useful insights.

Companies refine marketing strategies, improve sales processes, and increase revenue by analyzing both the number and quality of leads.

16. Closed-won deals

Closed-won deals are the sales that have been successfully completed which means a prospect has agreed to buy a product or service and has become a customer. This stage marks the successful end of the sales process and helps measure revenue.

The formula to closed won deals is as follows.

Close Won Rate = (Number of closed won deals / total number of deals closed) x 100%

For example, A salesperson closed 10 deals in a month, and 8 became customers. The Close Won Rate is 80%.

Liam Bartholomew, VP of Marketing at Cognism, highlights the importance of setting sales benchmarks by saying "The hardest part is setting yourself benchmarks to begin with, but you just have to estimate what success for you might look like at each stage of your business expansion."

The advantages of tracking closed-won deals include direct revenue generation and providing a clear measure of sales performance. Focusing only on closed-won deals without reviewing lost opportunities may overlook areas for improvement.

The features of this metric include tracking the number of closed deals, monitoring average deal size, and calculating sales cycle length. Marking an opportunity as "closed-won" helps with accurate sales forecasting and performance evaluation in platforms such as Salesforce.

The examples of closed-won deals include a prospect engaging with a LinkedIn ad, scheduling a demo, and finalizing the purchase, or a user searching for a solution, clicking on a company's Google ad, engaging with the sales team, and completing the purchase. 

Closed-won deals are important for business growth because they increase revenue and profitability which shows the success of sales strategies and customer acquisition.

17. Monthly recurring revenue (MRR)

Monthly recurring revenue (MRR) is the predictable monthly income a company earns from active subscriptions. It helps businesses measure financial stability, especially those using a subscription model.
MRR is calculated by the following formula.

MRR = Number of active subscribers × average revenue per user (ARPU)

For example, if 100 subscribers each pay $50 per month, the MRR is $5,000 (100 × $50). The Corporate Finance Institute explains, "MRR is a financial metric that shows the revenue a company expects to receive monthly from customers for providing products or services."

The advantages of monitoring MRR include accurate revenue forecasting, tracking growth trends, and making better budgeting decisions. A drawback is that MRR does not include one-time payments or seasonal changes, which give an incomplete view of total revenue.

The features of the MRR metric include tracking new MRR from new customers, expansion MRR from upgrades, and churned MRR from cancellations. For example, 10 new customers subscribing at $100 per month result in the new MRR of $1,000 and 5 customers canceling at $50 per month results in a churned MRR of $250.

MRR is essential for subscription-based businesses which help them track financial health and plan for long-term growth.

18. Average sales cycle

Average sales cycle length measures how long it takes for a lead to move through the sales process, from first contact to closing the deal.

Calculate sales cycle length using this formula.

Average sales cycle length = Total duration of all sales cycles / number of closed deals

For example, a company which closes 10 deals over 300 days has an average sales cycle length of 30 days (300 ÷ 10).

The advantages of this metric include accurate revenue forecasting and better resource allocation. A drawback is that focusing on reducing the cycle leads to rushed deals and lower customer satisfaction.

The features of this metric include analyzing the time spent at each sales stage to identify delays and areas for improvement. For example, leads that take time in the proposal stage need clear proposals or better communication. Sales cycle length helps businesses refine sales strategies, improve efficiency, and close deals faster without sacrificing quality.

19. Lead to close conversion rate (CVR)

Lead to close conversion rate (CVR) shows the percentage of leads that turn into paying customers which helps businesses measure sales effectiveness.

An easy formula for calculating CVR is.

Conversion Rate = (Number of closed deals/ total number of leads) × 100

For example, if a company closes 25 deals out of 200 leads, the conversion rate is 12.5% (25 ÷ 200 × 100).

The advantages of monitoring this rate include calculating sales efficiency and identifying areas for improvement. A drawback is that this metric alone does not reflect lead quality. A high conversion rate with low-quality leads does not generate strong revenue.

The features of this metric include calculating sales performance over time and its relevance across industries. For example, in B2B services, checking conversion rates helps refine marketing strategies to attract better-qualified leads.

On digital platforms, conversion rates vary. Google Ads averages 3.75% for search and 0.77% for display, while LinkedIn ads convert leads at an average of 6.1%.

Optimizing CVR helps businesses close more deals, improve lead quality, and increase revenue. 

The 19 digital marketing performance metrics are mentioned in the table below.

19 B2B Marketing Metrics

What are B2B Marketing Metrics?

B2B marketing metrics are numbers that help businesses understand how well their marketing is working. These metrics track things such as website visits, customer sign-ups, email clicks, and sales. They help businesses see what is working and what needs improvement.

B2B companies need these metrics because they sell products and services to other businesses, not regular customers. They track their marketing efforts carefully as their sales process takes time and involves many people. Businesses make smarter decisions, spend money wisely, and improve their marketing strategies by using the marketing metrics.

These metrics help businesses grow by showing which ads bring in the most customers or which emails get the best responses. This helps companies focus on what works, leading to better sales and more satisfied customers.

Customer preferences helps businesses create better ads, emails, and content which helps in attracting more clients and building stronger relationships.

What are the differences between Metrics and KPIs in marketing?

The differences between metrics and KPIs in B2B marketing include focus, timeframe, scope, relevance, best for, examples, measurement focus, ownership, actionability, hierarchy, data type, usage, customization, reporting frequency, impact on business, benchmarking and flexibility.

The 18 major differences between metrics and KPIs in B2B marketing are mentioned below.

Why are marketing KPIs and Metrics important to track?

Marketing KPIs and metrics are important because they help businesses measure the success of their marketing efforts and make better decisions. ROI by channel shows which platforms, such as social media or email, bring the most profit which guides businesses to invest in the right areas.

Account-based marketing metrics help companies understand how well they are reaching and engaging high-value customers. ROI by content shows which content types, such as blogs or videos, lead to more sales which allows businesses to create more successful materials.

Cost of customer acquisition helps companies understand how much they spend to gain a customer which makes sure their marketing budget is used wisely. Closed-won deal analysis looks at successful sales to identify the best strategies which help businesses repeat what works. 

How to use B2B marketing metrics for lead generation?

B2B marketing metrics help businesses find and attract potential customers, also known as leads. Companies use website traffic metrics to see how many people visit their site and which pages get the most attention. Lead conversion rates show how many visitors turn into actual leads which help businesses improve their marketing efforts.

Email engagement metrics track how many people open and click on emails which helps companies send better messages. Social media metrics measure likes, shares, and comments to understand what content attracts potential customers.

Cost per lead (CPL) helps businesses see how much they spend to get new leads which makes sure their budget is used wisely.

Metrics and KPIs help businesses make smarter decisions, save money by focusing on effective strategies, improve marketing campaigns, and boost lead generation and sales by reaching the right audience.

What are the 7 P's of B2B marketing?

The 7 P's of B2B marketing are product, price, place, promotion, people, process, and physical evidence. The product is what the business is selling such as a tool or a service. The price is how much the product costs.

The place is where the product is sold such as in a store or online. The promotion is how the business tells others about the product, such as through ads or emails. The people are the employees who help sell the product or service.

The process is how the product is made and delivered to the customer. The physical evidence is proof that the product or service is good such as reviews or a nice store.

What are the 4 C's of B2B marketing?

The 4 C's of B2B marketing are customer, cost, convenience, and communication. The customer is about understanding what the other business needs and wants. The cost is not just the price of the product, but also the time and effort the customer spends to get it.

The convenience is about making it easy for the customer to buy and use the product. Communication is how the business talks to the customer, such as through ads or customer service, to build a good relationship.

How do B2B companies evaluate marketing performance?

B2B companies evaluate marketing performance by checking sales growth to measure how many businesses are buying their product. They look at lead generation to understand how many new businesses show interest.

They measure customer engagement through email opens, website visits, and social media followers. ROI shows how money spent on marketing affects profits. Customer feedback shows changes in buyer satisfaction.

Can the B2B metric track B2B marketing trends?

Yes. B2B metrics can track B2B marketing trends by measuring important data over time. Companies use these metrics to see changes in customer behavior, sales growth, and market demand.

B2B marketing trends such as website traffic, lead generation, and customer engagement help businesses understand what marketing strategies are working. They also track social media trends, email responses, and advertising success to adjust their marketing plans.

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