5 Must-Track Data Points & How AI is Making Them Smarter
We love to throw around the phrase “data-driven marketing”— but let’s be honest…
What does that really mean? It’s not just about collecting numbers and hoping they magically tell a story. It’s about knowing which data matters, how to use it, and how AI is reshaping the way we optimize and execute B2B campaigns.
If you’re tracking the wrong metrics, you’re not data-driven—you’re just data-drowning. So let’s break it down. Here are five must-track data points that can transform your B2B marketing strategy (and how AI is making them even smarter).
1. Engagement Data: Is Your Audience Actually Paying Attention?
Not all clicks are created equal. The number of downloads, webinar sign-ups, or email opens you generate is only half the story. What you really need to track is how deeply your audience engages.
Track: Time spent on content, scroll depth, video watch rates, and repeat interactions.
Use It: If people aren’t staying engaged, it’s a sign that your content might not be as compelling (or relevant) as you think.
How AI Helps: AI-powered analytics can detect patterns in engagement and even predict what type of content will resonate best with each segment. Think Netflix recommendations, but for B2B content.
2. Intent Data: Who’s Just Browsing vs. Who’s Ready to Buy?
Imagine knowing which accounts are actively searching for a solution like yours before they even land on your site. That’s the power of intent data.
Track: Website behavior, third-party data (from tools like Bombora), keyword searches, and competitor research activity.
Use It: Prioritize leads based on buying intent instead of wasting time on cold prospects.
How AI Helps: AI can score and predict which accounts are most likely to convert based on behavioral patterns—helping sales teams focus on the right opportunities at the right time.
3. Conversion Data: What’s Actually Driving Revenue?
Traffic is great. Leads are great. But what actually turns into revenue? Too many marketers focus on vanity metrics without connecting them to actual sales outcomes.
Track: Lead-to-customer conversion rates, deal velocity, and revenue generated per campaign.
Use It: If a campaign drives thousands of leads but none convert, something’s off. Shift focus to quality over quantity.
How AI Helps: AI can analyze historical data to identify conversion patterns and recommend the best channels, messages, and touchpoints to drive real pipeline impact.
4. Attribution Data: Which Marketing Efforts Deserve the Credit?
Marketing teams constantly battle the question: Which touchpoints actually influenced the sale? Was it the LinkedIn ad? The email nurture sequence? The demo?
Track: Multi-touch attribution, last-click vs. first-touch impact, and assisted conversions.
Use It: Knowing which channels drive revenue helps you stop wasting budget on underperforming efforts and double down on what works.
How AI Helps: AI-driven attribution models provide deeper insights across multiple touchpoints—removing the guesswork and giving you a more accurate picture of what’s working.
5. Customer Retention & Expansion Data: Are You Growing Existing Accounts?
New customers are great, but if you’re not tracking retention, upsell, and cross-sell opportunities, you’re leaving money on the table.
Track: Renewal rates, upsell/cross-sell revenue, and churn indicators.
Use It: Identify accounts that need more engagement, training, or support before they churn.
How AI Helps: AI can analyze behavioral data to detect warning signs of disengagement—allowing teams to step in before a customer is lost.
The AI-Driven Future of B2B Marketing Data
AI isn’t just changing what we track—it’s changing how we use that data to optimize marketing in real-time. Predictive analytics, smart segmentation, and AI-powered content creation will continue to reshape the way B2B marketers operate.
But one thing remains the same: If you’re not tracking the right data, you’re not truly data-driven.
So, what’s your team doing to ensure you’re collecting the right insights?
