10 Ways to Measure Sales Content Performance

90% of B2B sales content goes unused. But companies that track performance with analytics are 1.5x more likely to grow faster.

B2B Content Metrics & KPIs You Can Take To The C-Suite

Value Summary

Want to know if your sales content is working? Here are 10 proven ways to measure its impact:

• Track engagement: Measure how long prospects view content and where they lose interest.
• Analyze scroll depth: See how far readers go and improve weak sections.
• Monitor clicks: High click-through rates (CTR) show content effectiveness.
• Count leads: Link content to marketing and sales-qualified leads (MQLs/SQLs).
• Measure opportunities: Track how content influences sales pipeline growth.
• Calculate revenue: Attribute revenue directly to specific content.
• Use surveys: Get direct feedback from prospects on what works.
• Track social sharing: Measure how content performs on platforms like LinkedIn.
• Check search performance: SEO metrics like ranking and CTR connect content to traffic.
• Leverage AI tools: Use AI analytics to uncover hidden patterns and optimize content.

Quick Overview

Metric	Example Tools	Key Insight
Engagement	Showell, DocSend	Identify top-performing pages
Scroll Depth	Hotjar, Google Analytics	Pinpoint drop-off points
Click Rates	HubSpot, Google Ads	Optimize CTAs and visuals
Lead Tracking	Leadfeeder, HubSpot	Link content to qualified leads
Revenue Attribution	Salesforce, Journey.io	Tie content to closed deals

Bridge

These strategies help you refine your content, align sales and marketing, and drive revenue. Let’s dive in.

1. Measure Content View Duration

Keeping an eye on how long prospects spend with your sales content can reveal their level of interest and how effective your materials are. According to a DocSend study of over 34 million interactions, B2B prospects usually spend less than 3 minutes reviewing sales materials. To better understand engagement, pay attention to these key metrics:

Key engagement metrics to track:

• Average Viewing Duration: Measure how long prospects spend on your content. For example, concise case studies (2–5 pages) often see completion rates as high as 83%.
• Page-by-Page Analytics: See which pages hold a prospect’s attention and where they lose interest. This can help you refine your content to focus on what matters most.

"B2B buyers prefer self-education on their own time. This puts a heavy onus on a thoughtful, 'full-funnel' content approach that can influence a purchase decision."

• Dave Karel, Chief Marketing Officer at Clari

Tools like Showell make tracking these metrics easier. Scott D., Global Information Director at Sandvik, shared how using such tools has made a difference: "We've Had an Increase in Sales".

Advanced Measurement Tips:

• Pair view duration with other indicators to assess sales readiness.
• Analyze actions taken after viewing to identify 'Engaged Intent.'
• Use page-by-page data to tailor topics for specific account segments.

2. Check Content Scroll Rates

Scroll depth analysis goes beyond just knowing how long users view your content. It helps you understand how they interact with it, highlighting which sections grab attention and where improvements can be made to boost performance and conversions.

Key Scroll Metrics to Watch

Scroll tracking tools provide insights into user engagement. For example, Hotjar's data shows that scroll depth is a strong indicator of how relevant your content is - higher scroll rates usually mean users find your content worthwhile.

Here’s a quick comparison of popular scroll tracking tools:

Tool	Key Features	Best For
Google Analytics 4	Built-in 90% scroll tracking, basic metrics	General performance tracking
Hotjar	Visual scroll maps, user recordings, engagement zones	In-depth behavior analysis
Usermaven	Custom threshold tracking, GDPR-compliant, cookie-less	Privacy-focused companies

How to Use Scroll Data to Improve Content

Take a page from NerdWallet’s playbook: they use scroll data to place calls-to-action (CTAs) above the 30% scroll mark, where most users tend to drop off. This ensures their CTAs are seen by more visitors.

"Scroll depth is one of my favorite metrics to track. It is helpful for evaluating the quality of our webpages and when analyzing conversions."

• Nate Matherson, Co-founder & CEO of Positional

Tips for Better Engagement

• Place key sales messages where users are most likely to see them.
• Break up text into short, easy-to-read paragraphs, especially for mobile users.
• Add a clear table of contents for longer pages to guide readers.
• Use high-quality visuals and clearly display authorship to build credibility.
• Check scroll behavior across devices to ensure consistent engagement.

3. Review Click Rates

Tracking clicks is a key way to understand how well your content connects with your audience. Click-through rate (CTR) measures how often people take action after seeing your content, giving you a clear sense of its effectiveness.

What to Know About CTR Benchmarks

In the B2B SaaS industry, CTRs tend to be lower compared to B2C. A typical CTR for SaaS content is between 2% and 3%, while hitting 5% or more is considered excellent. Here's a quick breakdown of CTR averages by channel:

Channel	Average CTR	Considered Good
Search Ads	3.17%	Above 4%
Display Ads	0.46%	Above 0.8%
Email Campaigns	2.91%	Above 3.5%
Social Media	1.2%	Above 2%

When you combine CTR with metrics like view duration and scroll rates, you get a fuller understanding of how your content is performing.

How to Track and Analyze CTR Effectively

Here are some ways to make the most of your CTR data:

• Channel-Specific Insights: Customize your analysis based on the platform. For example, Google search results in the first position often achieve a CTR of around 31.7%, while YouTube videos typically range from 2% to 10%.
• Content Optimization: Identify what boosts engagement by focusing on:
  • Strong, attention-grabbing headlines
  • Well-placed calls-to-action (CTAs)
  • The role of visuals in grabbing attention
  • How well the content aligns with your audience's needs

Ways to Increase CTR

Want to see better click-through rates? Try these tactics:

• Write headlines that speak directly to your audience's challenges and encourage action.
• Experiment with different CTAs to find what resonates most.
• Ensure your site is mobile-friendly and loads quickly to keep users engaged.
• Add social proof, like testimonials or case studies, to establish trust.

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4. Track Lead Numbers

Turning content views into qualified leads is crucial for fueling your sales funnel. This metric connects your content's performance directly to revenue-generating sales efforts.

Here are four metrics to help you measure lead quality:

Metric Type	What to Track	Why It Matters
Lead Quality Score	Engagement level, company size, budget fit	Helps focus on the most promising prospects
Marketing Qualified Leads (MQLs)	Content downloads, demo requests, pricing page visits	Shows sales-readiness
Sales Qualified Leads (SQLs)	Sales team acceptance rate, conversion to opportunity	Proves the ability to generate viable leads
Source Attribution	Original content touchpoint	Identifies which content attracts quality leads

Tools for Tracking Leads

Consider using tools like Leadfeeder ($99/month, ideal for small teams) or HubSpot's Marketing Hub Enterprise ($3,000/month, designed for larger organizations). These tools simplify the process, making it easier to refine your lead generation strategy.

Improving Lead Generation Through Content

Did you know that 97% of leads aren't ready to purchase when they first interact with your content? By aligning your content with different stages of the buying journey and applying lead scoring, you can identify and convert the most promising leads. Keep an eye on conversion paths and the time it takes for leads to convert to uncover the most effective sequences.

"Quality of leads fast surpasses quantity of leads in determining lead generation success." – Suzanne Moore, Author, Marsden Marketing

A Success Story

Nick Gray, a client of OptinMonster, saw a 1,000% increase in conversions by using targeted content and smart opt-in popups in 2024. This showcases how strategic content delivery can transform lead generation.

Advanced Lead Tracking Tactics

• Create regular feedback loops between marketing and sales teams.
• Track engagement metrics across all content touchpoints.
• Use attribution modeling to get a full view of the customer journey.
• Analyze conversion paths to identify which content drives results.

With 66% of sales team time wasted on unqualified leads, it's no wonder 43% of sales professionals are calling for better-quality leads from marketing. Focusing on these strategies can help bridge that gap and drive meaningful results.

5. Count Sales Opportunities

Tracking how sales content impacts new opportunities is key to improving your sales pipeline. For example, sales content averages a 13% conversion rate over 84 days.

Measuring Content's Role in Opportunities

Metric	Description	Target Benchmark
Appointment to Opportunity Rate	Percentage of sales meetings that turn into opportunities	38% (SaaS industry average)
Content Influence	Opportunities tied to specific content pieces	Categorize by content type
Revenue Lift	Difference in deal size between content-influenced and non-influenced opportunities	Compare results quarterly
Cycle Velocity	How content affects deal stage progression	Track stage by stage

Use these metrics as a foundation, then refine your approach to better understand content's contribution to opportunity creation.

Advanced Opportunity Tracking Methods

• Content Attribution: Tag opportunities in your CRM with the content that influenced them. This helps identify which sales materials perform best, allowing you to allocate resources more effectively.
• Time-Based Analysis: Measure how quickly opportunities move through the pipeline after engaging with content. Did you know a five-minute delay in responding to leads can reduce conversion rates by 80%?

"Bad qualification is the biggest sales no-no. It is the root cause of so many symptoms of bad sales outcomes."
– Phil Putnam, VP of Sales Enablement at Notified

Real-World Success Metrics

Meyer-Najem Construction saw their win rates double after implementing Membrain's structured tracking system, according to EVP Nate Lelle.

Real-Time Opportunity Monitoring

Focus on these indicators to keep tabs on performance:

• Engaged Intent: Track how long prospects engage with your content.
• Lead Velocity Rate: Measure the monthly growth of qualified leads.
• Content Lift: Evaluate how content influences revenue from opportunities.

SaaS companies using structured sales processes report 48% higher win rates. Platforms like Journey.io’s Pro plan ($49 per user/month) offer advanced analytics and secure sharing tools, giving teams the insights they need to understand how content drives opportunities.

6. Calculate Content Revenue

After tracking engagement and opportunities, the next step is tying your content's performance directly to sales. This means calculating how much revenue your content generates, often using advanced attribution models to navigate complex sales cycles.

Revenue Attribution Models

Here are three common attribution models to connect content to revenue:

Model Type	Best Use Case	Key Metric	Typical Results
Multi-Touch	Complex sales cycles	Revenue per content piece	Reveals detailed conversion paths
Marketing Mix	Broad impact analysis	Total revenue influence	Captures the overall marketing impact
CRM Attribution	Direct sales tracking	Deal source revenue	Links specific content to closed deals

These models allow you to better track and understand how your content contributes to revenue.

Advanced Revenue Tracking

Advanced tools make it easier to connect content engagement with revenue. For example, companies leveraging analytics for marketing and sales are 1.5 times more likely to achieve above-average growth rates. Platforms like Journey.io's Pro plan provide detailed analytics, tracking content interactions all the way to conversions.

"Single-touch attribution is a bit like giving a single player all the credit for a team win. In B2B SaaS, you have a complex web of interactions that play a role in getting a prospect to the finish line. MTA reveals the full impact of multi-touch engagements."
– Adam Holmgren, co-founder of Fibbler

Key Revenue Metrics to Track

Once you've implemented attribution models, focus on these key metrics:

• Direct Revenue Impact
  Measure how much each content piece influences deal size and closure rates. Companies with strong sales enablement strategies report a 49% win rate on forecasted deals, compared to 42.5% for others.
• Content ROI
  Compare the cost of creating content to the revenue it generates. Keep in mind, 67% of B2B buyers engage with more than five pieces of content before making a purchase decision.
• Revenue Attribution Insights
  Dive deeper into metrics like:
  • Time from content interaction to purchase
  • Average deal size influenced by specific content
  • Revenue generated by content type
  • Correlation with customer lifetime value

A great example comes from Asendia USA. In 2023, they used their Digital Sales Room to track customer engagement and directly tie it to revenue. This allowed them to offer more competitive, tailored solutions.

It’s worth noting that 57% of marketing teams already track attribution. To improve accuracy, consolidate data from multiple sources into one platform - like your CRM - and link revenue back to the original content source.

7. Use Customer Surveys

Customer surveys go beyond numbers to provide direct insights into how your audience perceives your content. In fact, 80% of high-growth companies rely on surveys to gather customer experience data. This feedback is invaluable for fine-tuning your sales content.

Survey Design Tips

Crafting an effective survey is all about balance. Here's how to do it right:

Survey Element	Best Practice	Impact
Length	Keep it to 1–3 questions	Higher completion rates
Question Types	Use a mix of scaled and open-ended queries	Collects diverse, useful feedback
Distribution Timing	Send within 24–48 hours of interaction	Captures fresh, relevant insights
Follow-up Method	Use text messages (134× more likely to be read than email)	Boosts engagement rates

Questions That Matter

Focus on questions that provide actionable insights, such as:

• "How well did our content meet your specific needs?" (Rate on a scale of 1–10)
• "Which content pieces influenced your decision the most?" (Multiple choice)
• "What additional information would have been helpful?" (Open-ended)

"A common [mistake in a customer feedback approach is trying] to capture too much in one survey, which results in a very long survey. Too many questions can be counterproductive and lead to a higher dropout rate or unqualified answers." – Assunta Scala, Director of Customer Listening and Insights at Zendesk

Turning Feedback Into Action

Take a page out of HARTING Technology Group’s book. In February 2025, they revamped their product description pages using survey feedback and analytics. By simplifying the content and improving layout, they saw a 38% jump in content downloads.

Managing Survey Responses

How you handle responses is just as important as gathering them. Here's how to make the most of customer input:

• Acknowledge every submission: Show customers their feedback matters.
• Communicate changes: Let them know when their suggestions lead to improvements.
• Offer incentives: Encourage participation with targeted rewards.

"Providing customers with avenues of engagement and feedback is important to understand their frustrations and how to provide the best product possible … When people reach out for help or feel frustrated with a product, they want to feel heard and understood at a core level." – Leanne Britton, Customer Advocacy Manager at Zendesk

Since 55% of customers believe brands ignore feedback, it’s crucial to close the loop. Create a clear process for acting on feedback and keep participants informed about the changes their input inspired.

8. Monitor Social Sharing

Social sharing metrics reveal how well your sales content connects with your audience across various platforms. For B2B SaaS companies, these insights go beyond surface-level data - they can highlight genuine business interest and uncover potential leads.

Key Performance Indicators

Keep an eye on these metrics to assess your social media impact:

Metric	What to Track	Why It Matters
Engagement Rate	Comments, shares, saves	Shows how well your content resonates
Click-Through Rate	Link clicks, content downloads	Reflects user intent
Share of Voice	Mentions vs. competitors	Measures your market presence
Conversion Rate	Leads progressing to sales	Demonstrates return on investment

These metrics help you understand which platforms can expand your reach and drive results.

Platform-Specific Focus

LinkedIn stands out for B2B sales content, offering a direct line to decision-makers. Research shows that 70% of new followers on LinkedIn often come from target industries, with 80% eventually converting into sales-qualified leads.

Real-World Success Story

One SaaS company refined its LinkedIn strategy to improve both follower quality and conversions. Starting with just 500 followers, they adjusted their content approach:

• Month 1: Gained 20 followers (15 from target industries)
• Month 2: Added 25 followers (18 procurement managers)
• Month 3: Acquired 22 followers (16 IT executives)

This strategy achieved a 4.4% monthly growth rate, with 80% of new followers converting into sales-qualified leads.

Tracking Tools and Integration

Using tools like Journey.io's Pro plan can help you track and analyze social sharing performance. These tools allow you to:

• Identify which content types generate the most qualified engagement.
• Measure private sharing (e.g., through messaging apps), which accounts for up to 78% of all social shares.
• Compare content performance across multiple platforms.

"Social media measurement isn't about counting likes or shares for vanity's sake. It's a process of tracking, gathering, and analyzing data from your social media channels to assess the performance of your strategies and make informed marketing decisions."
– Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest

Action Steps for Improvement

• Set platform-specific benchmarks by comparing your performance with 2-3 competitors.
• Use UTM parameters to track which social shares lead to actual sales opportunities.
• Focus on engagement quality by analyzing interactions from decision-makers, not just overall engagement numbers.

9. Check Search Performance

Tracking how your content performs in organic search is crucial for connecting with potential customers and driving engagement. Since 68% of website traffic begins with a search query, keeping an eye on these metrics helps B2B SaaS companies improve visibility and boost conversions.

Key Search Performance Metrics

Metric	Target Benchmark	Impact on Sales
Top 3 Rankings	54.4% of clicks	Boosts visibility and attracts leads
Organic CTR	1.99% industry average [26]	Reflects how relevant your content is
Page Load Speed	Under 1.65 seconds	Improves user experience and rankings
Backlink Count	824 for top 3 positions	Strengthens domain authority

Focusing on these metrics doesn’t just improve traffic - it can directly impact your revenue.

Revenue Impact of Search Performance

For B2B SaaS companies, organic search is a major revenue driver, generating twice as much revenue as social media. Plus, SEO can reduce customer acquisition costs by over 87%.

Measuring Search Success

To stay on top of your search performance, track organic traffic and keyword rankings weekly. On a monthly basis, evaluate page speed, Core Web Vitals, and the quality of your backlinks.

Real-World Success Story

Landbot provides a great example of what’s possible with a strong search strategy. By focusing on targeted keyword tracking and optimizing their content, Landbot increased organic traffic by seven times. Their blog alone accounted for more than 75% of their total website visits.

Search Performance Tools

To get the most out of your SEO efforts, use tools like:

• Semrush: Excellent for keyword and competitor analysis
• Ahrefs: Ideal for tracking backlinks and identifying content gaps
• Moz Pro: Great for monitoring technical SEO

Optimization Strategy

Fine-tuning your search performance ensures your content reaches the right audience, supporting your sales goals.

Content Tips

• Write title tags between 40–60 characters and include target keywords in URLs to increase CTR by 45%.
• Create in-depth, long-form content to attract 77.2% more backlinks.

Technical Focus

• Regularly check Core Web Vitals.
• Keep page load times as fast as possible.

10. Use AI Analytics Tools

AI tools are changing the way B2B SaaS companies measure and improve sales content. They go beyond traditional metrics, offering insights that are hard to spot through manual analysis. This helps businesses make smarter, data-driven decisions.

Top AI Analytics Tools

Tool	Key Features	Best For
Salesforce Sales Cloud	AI-powered CRM, predictive analytics	Tracking content ROI
Gong	Conversation intelligence, engagement analysis	Optimizing sales call content
HubSpot Sales Hub	Predictive lead scoring, content tracking	Measuring lead generation
Fireflies.ai	Meeting transcription, content analysis	Gaining insights from sales conversations
Copy.ai	Optimizing sales copywriting	Testing content performance

Real-World Results

1. Automated Content Analysis

Ivanti teamed up with 6Sense to examine how customers engaged with their sales content. The results were impressive: a 71% boost in opportunities created, a 94% increase in opportunities won, and $18.4 million in revenue generated.

2. Personalization at Scale

Vanguard used Persado's AI platform to personalize content on a large scale. This led to a 15% increase in conversion rates by delivering highly tailored content.

How to Track Performance and Apply Insights

• Define clear goals for measuring content success.
• Monitor how different types of content are being used and engaged with.
• Use AI to attribute performance to specific pieces of content.
• Leverage predictive analytics to forecast future trends.
• Train your team to get the most out of these tools.
• Regularly review and tweak strategies based on AI-driven insights.
• Start small and gradually increase the complexity of your analysis.

This method goes beyond traditional approaches, addressing the more detailed requirements of today's B2B SaaS sales processes.

The Growing Role of AI in Business

AI analytics is becoming a game-changer. By 2025, 95% of businesses plan to adopt AI in some form. Companies that use AI for personalizing content have reported revenue growth of 5–15% while also improving customer satisfaction.

Pricing Overview

AI analytics tools come in various pricing tiers:

• Basic plans: $10–30 per user/month
• Mid-level options: $25–150 per user/month
• Enterprise solutions: Custom pricing based on specific needs

For example, HubSpot Sales Hub starts at $15 per seat/month, while Salesforce Sales Cloud ranges from $25 to $500 per user/month.

These tools offer affordable ways to refine content strategies and achieve better results.

Conclusion

Tracking the performance of sales content is a must for B2B SaaS companies looking to refine strategies and fuel growth. Using these ten approaches enables smarter, data-driven decisions that can directly impact revenue.

Why Analytics Matter

Did you know companies using analytics to guide their sales and marketing efforts are 1.5 times more likely to achieve higher-than-average growth rates? This highlights the importance of monitoring content performance - not as an option, but as a competitive necessity.

Here’s what the numbers tell us:

Metric Category	Business Impact	Key Benefit
Content Engagement	Up to 90% of sales materials go unused when seen as irrelevant	Stresses the importance of keeping content relevant
Revenue Attribution	Around 10% of ARR is directed toward marketing	Justifies the investment in creating sales content
Team Alignment	Better collaboration between sales and marketing teams	Creates a unified, effective content strategy

These metrics show how a solid content measurement strategy can lead to real, measurable improvements.

A Success Story Worth Noting

Take Asendia USA as an example. By introducing content tracking tools, they completely revamped how their teams worked together to measure sales content performance. Their results speak volumes about the power of tracking and refining.

Keep Improving Your Content

To maintain success, focus on regular evaluation and updates. Here’s how:

• Check content relevance frequently.
• Ensure marketing and sales teams are working together.
• Use analytics to guide improvements.
• Refresh and update materials that deliver the most value.

A staggering 90% of B2B sellers often ignore sales materials because they find them irrelevant or outdated. By adopting strong measurement practices, businesses can keep their content useful and impactful, driving better outcomes.

With consistent monitoring and refinement of these ten methods, your organization can produce more effective sales content, improve team collaboration, and achieve stronger results in the competitive B2B SaaS landscape.