Lead generation is one of the most prominent B2B marketing goals-after all, it continuously feeds the pipeline. But for quality accounts, you need to regularly measure your B2B marketing campaigns against marketing and sales shared key performance indicators (KPIs), paying close attention to engagement, pipeline, and conversion metrics so you can optimize your approach as efficiently as possible. Establishing a regular cadence to review engagement, pipeline, and conversion metrics throughout the lifecycle of your campaign-not just at the end-ensures higher account engagement and a stronger return on investment (ROI).