A B2B marketing analytics and attribution platform known for benchmarks on B2B funnel, pipeline, and advertising performance.

How should I use HockeyStack's benchmarks?

To set expectations for B2B marketing against B2B-specific data, not consumer figures, noting the sample's tech-sector skew.

Growth Marketing Glossary

HockeyStack

proper noun

The B2B analytics platform putting numbers to the long, messy enterprise buying journey.

Source mark — HockeyStack

Type: B2B marketing analytics / attribution
Focus: B2B funnel and pipeline
Measures: ad, funnel, pipeline performance
Primary site: hockeystack.com

Forms & parts of speech

HockeyStack · proper noun (a source)

A named publisher of marketing benchmark data.

"HockeyStack publishes B2B funnel and advertising benchmarks."

What it is

HockeyStack is a B2B marketing analytics and attribution platform that tracks how marketing activity turns into pipeline and revenue for business-to-business companies. Its focus on the full B2B journey gives it a distinctive benchmark vantage.

What it measures

Its benchmark contribution is B2B performance data — advertising costs and conversion, funnel and pipeline-stage conversion, and revenue-attribution patterns — for the long, multi-touch B2B buying cycle that consumer benchmarks miss.

Cadence and how to use it

HockeyStack shares B2B benchmark studies and reports on a recurring basis. Use its funnel and pipeline figures to set expectations for B2B marketing, where cycles are long and deals few, noting its sample skews toward software and tech.

RGM cites HockeyStack among its B2B inputs in the benchmarks compendium.

Worked example. A B2B team benchmarking its ad-to-pipeline conversion against consumer figures keeps looking broken until it uses HockeyStack's B2B-specific data.

Measured against the long, low-volume B2B cycle, the conversion is normal. The right benchmark — matched to the business model — turned an apparent failure into a healthy baseline, a reminder that B2B and B2C numbers are not interchangeable.

Failure modes to watch. Comparing B2B funnels to consumer benchmarks; ignoring the tech-sector skew of the sample; and reading pipeline conversion without accounting for deal size and cycle length.

Usage trends

Search interest for this term over the last five years:

View interest-over-time on Google Trends →

Common questions

What is HockeyStack?: A B2B marketing analytics and attribution platform known for benchmarks on B2B funnel, pipeline, and advertising performance.
What does HockeyStack measure?: B2B performance — ad costs and conversion, funnel and pipeline-stage conversion, and revenue attribution across the long B2B buying cycle.
How should I use HockeyStack's benchmarks?: To set expectations for B2B marketing against B2B-specific data, not consumer figures, noting the sample's tech-sector skew.

Related tools & calculators

toolRGM benchmarks compendium

Resources & people to follow

referenceHockeyStack — B2B benchmarks
referenceRGM benchmarks compendium — B2B ranges

Curated, non-competitor resources verified per term.

Sources

referenceHockeyStack — primary site
referenceCited by the RGM benchmarks compendium
trendsGoogle Trends — "hockeystack"