EXCLUSIVE
Course
Certification

KPIs and Data Analytics
in B2B Marketing

Measure what moves the business. Not just the dashboard
A structured guide to building, communicating, and optimizing KPIs that align with your buyer journey, prove marketing impact, and drive better decisions at every level of the organization
  • 3 lessons
  • 12 videos
  • 1 h
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of KPIs and Data Analytics in B2B Marketing. Shareable on LinkedIn

What you will learn

How to construct a solid measurement foundation

How to structure KPIs across each stage of the buyer journey
How to turn KPI execution into growth opportunities
Best practices for visualization, stakeholder communication, and predictive insights

Course curriculum

Lesson 1

Building measurement foundation

In this lesson, you will explore the fundamentals of KPIs in B2B marketing and why they matter for tracking performance, guiding decisions, and demonstrating value. We will examine how KPIs relate to business goals, how to select the right measurement frameworks, and how to avoid common mistakes, such as over-relying on vanity metrics. You will also learn the difference between soft, hard, qualitative, and predictive data, and how each supports a smarter marketing strategy.

Lesson 2

Structuring KPIs across the buyer journey

This lesson covers how to structure KPIs across the B2B buyer journey and align them with your overall Go-To-Market strategy. You will learn how to connect specific KPIs to each stage of the journey, from awareness to retention, and how to ensure they align with real business goals. The lesson also introduces practical ways to operationalize KPIs using the 4Ps (Plans, Processes, Platforms, and People) to drive consistency and cross-functional alignment.

Lesson 3

Driving growth through KPI execution

This lesson focuses on visualizing, communicating, and optimizing KPIs to support smarter decision-making and improve collaboration across teams. You will get a better understanding of how to build clear and actionable dashboards for different audiences, tailor your messaging for key stakeholders, and use predictive data to anticipate future performance. Additionally, this lesson covers a practical framework for troubleshooting underperforming KPIs and using insights to continuously refine your marketing strategy.
  • 3 lessons
  • 12 videos
  • 1 h
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Whitney Powell

Global Client Executive, LinkedIn

Jessica Dahan

Fractional CMO

Who is this for?

B2B marketers, managers, and marketing leaders who want to move beyond vanity metrics and build a measurement practice that earns credibility with leadership, drives smarter decisions, and connects marketing activity to real business outcomes