Most B2B companies are spending money on marketing without a clear answer to the most important question: is it working? Not “are we posting consistently” or “how many ads did we launch.” Those are activity metrics. They measure effort, not results. And businesses that only measure effort end up spinning their wheels frantically with little or nothing to show for it. For B2B marketing to contribute to your bottom-line, you need to measure results. But which results? There are dozens of KPIs to choose from, each useful in its own right. But to evaluate overall marketing ROI you need to focus on just a few. Let’s discuss the five metrics that actually tell you whether your marketing is driving business growth, and what to do when the numbers are off: At a glance, here are the five most important KPIs for B2B marketing analytics: Metric What it is What to Watch Out For Cost Per Lead (CPL)  Total marketing spend divided by qualified leads generated. Low costs mean nothing if leads never buy.…