{"id":58456,"date":"2021-02-02T08:14:18","date_gmt":"2021-02-02T08:14:18","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=58456"},"modified":"2025-11-18T11:56:18","modified_gmt":"2025-11-18T11:56:18","slug":"b2b-website-benchmarks","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/b2b-website-benchmarks\/","title":{"rendered":"B2B and Beyond: 6 Industry Benchmarks to Assess Your Site"},"content":{"rendered":"

Remember the king of bongo? This simple song carries a profound message about <\/span>business benchmarking<\/span><\/a>.\u00a0<\/span><\/p>\n

The song tells the story of a boy who is a celebrity in the jungle where he has no competition. But when he goes to the big city, the crowds don\u2019t go crazy when he\u2019s <\/span>“banging on his boogie;\u201d<\/span><\/a>\u00a0 they hear those beats all the time. Had the young bongo player benchmarked the performance level of musicians in the city, he could have prevented his own failure. That’s how important benchmarking<\/a> is.<\/span><\/p>\n

\"b2b<\/p>\n

In the world of B2B and beyond, website <\/span>benchmarks<\/span> can save you effort and money because they function as a guidepost. Relevant <\/span>industry <\/span>benchmarks<\/span><\/a> help you make sure you’re on the right track. This article takes a close look at the <\/span>B2B website traffic<\/span> metrics<\/span> you need to monitor and why. We’ll also provide the most relevant <\/span>B2B website<\/span> benchmarks<\/span> for you to get started. Some of these benchmarks are useful for business-to-customer sites, so we will cover some of these sites as well.<\/span><\/p>\n

How to get started with <\/b>B2B website<\/b> benchmarking<\/b><\/h2>\n

Business-to-business (also known as B2B) industry <\/span>benchmarks<\/span> tell you what’s standard in your niche. Armed with that knowledge, you can realistically assess your <\/span>website performance<\/span> and set goals. Industry B2B <\/span>benchmarks<\/span> are like red lines on your charts from which you mustn’t deviate too much.\u00a0<\/span><\/p>\n

The moment you start studying relevant <\/span>website performance<\/a><\/span> benchmarks<\/span><\/a> for B2B, you’ll realize the significant variations between industries. We recommend looking at the big picture first and then drilling down into more specific areas.\u00a0<\/span><\/p>\n

You may want to compare niche <\/span>benchmarks<\/span> in different locations and look at adjacent, related industry sectors to get an accurate picture of the competitive landscape<\/a>.\u00a0<\/span><\/p>\n

Another thing to keep in mind: check b2b website <\/span>metrics<\/span> that provide you with actionable insights<\/a>. Don’t settle for vanity <\/span>metrics<\/span> to present to your stakeholders, even though that’s what they may request. Stay a step ahead and work with the <\/span>metrics<\/span> that really matter.<\/span><\/p>\n

\"How<\/p>\n

How are <\/b>B2B website<\/b> benchmarks<\/b> unique?<\/b><\/h2>\n

We all know B2B and B2C aren’t the same when it comes to marketing. Each has its quirks. But what implications does that have on analytics? How should you look at <\/span>B2B website<\/span> metrics<\/span>?\u00a0<\/span><\/p>\n

Let’s recount what B2B companies have in common that makes them different from B2C businesses. Most significantly, the buyer on the other side of the computer screen is equipped with a business mindset. B2B buyer personas<\/a> focus on the solution you offer and how it fits their business structure and existing technologies. They’re generally looking to make large purchases that often have a broad organizational impact.<\/span><\/p>\n

Several parties are involved, and the end-user isn’t necessarily the one who makes the final decision. Instead, they rely on the consent of various stakeholders and decision-makers in the company. Naturally, the purchase process takes longer and involves multiple <\/span>touchpoints<\/span>.<\/span><\/p>\n

How <\/b>content marketing<\/b> fits into the process<\/b><\/h3>\n

This brings us to <\/span>content marketing<\/span><\/a>. Most B2B companies engage in this type of <\/span>inbound marketing<\/span>. A good <\/span>Content marketing strategy<\/span><\/a> involves a mix of marketing channels and content types that target different pain points at different funnel stages. A good B2B content marketing strategy<\/a><\/span>\u00a0allows you to reach various individuals with other priorities in the same company.<\/span><\/p>\n

While the project manager could be interested in a project management tool to gain efficiency, the IT manager may be concerned about integration and security issues. The purchasing manager, on the other hand, has a budget to keep and several software requests on her table.<\/span><\/p>\n

Your <\/span>inbound<\/span> content marketing<\/span> needs to address all these concerns to close the deal. A CMI report<\/a> breaks down the main goals content marketers achieved in 2020. The major objectives: educate your audience, raise brand awareness<\/a>, engage your audience, and create credibility and trust. <\/span>Lead generation<\/span><\/a> and lead nurturing<\/a> were also among the top-ranking achievements.\u00a0\u00a0<\/span><\/p>\n

Using these goals, you can select representative <\/span>KPIs<\/span> and start monitoring and <\/span>benchmarking<\/span> the relevant website <\/span>metrics<\/span>.\u00a0\u00a0<\/span><\/p>\n

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Which <\/b>B2B website<\/b> metrics<\/b> should you focus on and why?<\/b><\/h2>\n

1. Unique Visitors\u00a0<\/b><\/h3>\n

Unique visitors show the number of people who visit your site during a set period. Within that defined time, each visitor is counted only once.\u00a0<\/span><\/p>\n

The <\/span>metric<\/span> is useful in many ways. It helps you:<\/span><\/p>\n