What KPIs matter most for modern B2B websites?

Why do traditional website KPIs fall short for modern B2B buying journeys?

Most legacy KPIs—pageviews, bounce rate, form fills—were created for a world where buyers willingly submitted their details and followed linear funnels. But today, B2B buyers research anonymously, across multiple sessions and devices. Gartner reports that 83% of the buying journey happens before any salesperson gets involved (Source: Gartner Future of Sales), which means traditional conversion-centric KPIs only capture a tiny fraction of real behaviour.

Additionally, TrustRadius research shows that 87% of B2B buyers now prefer self-serve experiences (Source: TrustRadius B2B Buying Disconnect). When buyers self-educate, their intent shows up in clicks, views, and depth of engagement—not form submissions. As a result, modern websites must track KPIs that reflect actual buyer behaviour.

Teams that rely exclusively on legacy KPIs miss the signals that predict pipeline, resulting in wasted budget and misaligned optimisation.

What KPIs best measure real buyer engagement?

Engagement KPIs reveal whether buyers understand your product, find your content relevant, and feel motivated to explore further. Forrester highlights that depth of engagement is 2–3x more correlated with pipeline than top-level traffic metrics (Source: Forrester Engagement Benchmark).

The most impactful engagement KPIs include:

• Time on key pages: Strong benchmark: 45–120 seconds for high-intent pages.
• Scroll depth: Shows whether messaging lands or loses attention.
• Video play and completion rates: Play rates over 10% indicate strong relevance.
• Repeat visitor rate: A major predictor of later-stage conversion.
• Path sequencing: Identifies the most common or effective next steps.

These KPIs help you answer the core question: “Are buyers learning what they need to learn here?”

Which KPIs best reflect buying intent?

Intent KPIs signal readiness, priority, and internal discussion—often before the buyer ever reveals their identity. According to 6sense, companies that use intent signals see up to 40% faster pipeline velocity (Source: 6sense State of Predictable Revenue).

Key intent KPIs include:

• Pricing page behaviour: Revisit frequency, toggles, tier comparisons.
• Product exploration: Interaction with demos, feature tabs, or interactive flows.
• Interactive video pathways: Role selection, use case selection, CTA interactions.
• Solution depth: Number of deep-dive pages visited per session.
• Bookmarking and return intervals: Short revisit cycles signal active evaluation.

These KPIs move you from surface-level insights (“they visited”) to meaningful indicators (“they’re evaluating”).

How do account-based KPIs change website measurement?

Individual visitor metrics don’t reflect the reality of multi-stakeholder buying committees. McKinsey reports that B2B decisions now involve 6–10 stakeholders on average (Source: McKinsey B2B Sales Pulse). Account-based KPIs measure activity across all visitors from the same organisation.

High-impact account-level KPIs include:

• Number of engaged stakeholders per account.
• Cross-role engagement: e.g., marketing + RevOps + finance visiting within the same week.
• Account engagement score: A composite metric combining intent depth and session frequency.
• Page cluster interest: Pricing + integrations + ROI pages = late-stage behaviour.

Account-level reporting turns anonymous engagement into a map of buying-group momentum.

How does interactive video improve KPI accuracy?

Interactive video captures explicit, rather than inferred, intent. Forrester states that self-selected pathways are among the strongest behavioural predictors of purchase intent (Source: Forrester Behavioural Intent Report). Instead of guessing what buyers want based on scrolls or clicks, interactive video asks viewers to choose their role, problem, or next step.

High-value KPIs from interactive video include:

• Branching choices: Reveals persona or use-case focus.
• Clip-level drop-off: Identifies unclear messaging.
• Segment replays: Highlights high-interest areas.
• CTA choice: Demo vs. pricing vs. product deep dive.

ReelFlow strengthens site analytics by giving GTM teams structured, role-level buyer signals without relying on identity or forms.

How should teams operationalise KPIs across GTM?

KPIs only drive impact when tied to action. Leading GTM teams use engagement and intent KPIs to personalise journeys, prioritise outreach, and improve conversion-rate optimisation.

Recommended operational practices include:

• Tiered account scoring: Identify high-intent accounts from pricing and product behaviour.
• SDR alerts: Trigger notifications when an account watches a certain number of interactive clips.
• Website personalisation: Adapt messaging based on role or content history.
• Iterative CRO: Use scroll and drop-off analytics to refine messaging.

When KPIs are connected to workflows, they become a competitive advantage rather than passive reporting.

FAQ

Are conversions still important?

Yes, but they are lagging indicators. Engagement and intent provide early signals of readiness.

Which KPIs matter most for early-stage buyers?

Time on page, video engagement, and scroll depth are strong indicators of early interest.

Do we need new tools to track modern KPIs?

Not necessarily, but interactive video and account-based analytics significantly improve accuracy.

How often should we review website KPIs?

Monthly for trends, weekly for anomalies, and quarterly for strategic adjustments.