HockeyStack Labs

Build personalized marketing and sales reports without coding. Visualize key metrics and optimize your strategy with easy-to-use reporting tools.

How 200 B2B companies are using Google Ads to drive pipeline and what the data reveals about paid channel effectiveness

How 200 B2B companies are using events to drive pipeline and what the data reveals about channel effectiveness

H1 2025 wasn't just another six months of shifting ad dollars — it marked a fundamental reckoning with what actually drives pipeline. For years, B2B marketers chased volume metrics like addicts chasing a high. More MQLs meant success, right? But as budgets tightened and boards demanded proof of ROI, something had to give.The first half of 2025 became the moment when efficiency finally overthrew volume.

LLMs are emerging as a major referral source, led by ChatGPT, with high-intent traffic but uneven engagement and limited conversion to revenue.

We analyzed the latest marketing and revenue data from 2024 to uncover key benchmarks, fresh insights, and strategies you can use to boost marketing ROI and revenue in 2025.

In this report, we explore how B2B marketers respond to budget cuts, which channels face the most reductions, and how better attribution could improve decision-making.

In this report, we analyzed data from over 70 B2B SaaS companies to explore spent, in-platform metrics, and conversion figures from LinkedIn Ads.

With a 9.5% rise in impressions and a 19.8% increase in touchpoints to close deals in 2024, we explore how company and deal sizes influence these shifts.

HockeyStack 2023 Recap is here! In this report, we explored marketing and revenue data from 2023 to share essential benchmarks and actionable strategies for maximizing their marketing ROI and revenue growth.

In this report, we analyzed data from over 70 B2B SaaS companies to explore spent, in-platform metrics, and conversion figures from LinkedIn Ads in 2023.

In this report, we share data about the relationship between ACV, the length of sales cycles, and the number of sales reps.

Every marketer deep down knows that they don’t just contribute to inbound revenue; their activities also influence outbound. In this report, we analyzed data from more than 50 B2B SaaS companies, which allowed us to review the state of outbound in 2023 and 2024, as well as how marketing influenced it.

In this report, we analyzed over 8,500 self-reported attribution answers from 36 B2B SaaS companies to discover the differences in attribution models and what works and what doesn't in B2B SaaS.

The buyer journey is not linear, so in this report we analyzed over 1.5 Million contacts from over 50 B2B SaaS companies to learn what it takes to close a deal.

This report reviews the data from Q1 2024 and explores changes in Budget, Conversion Rates, MQLs, Pipeline, and Revenue.

We gathered data from 31M unique website visitors across 80 B2B SaaS companies to analyze metrics and conversions of transparent and non-transparent pricing pages, demo pages, and case study pages.

We pulled over 8,000 self-reported attribution responses from high-intent prospects across dozens of B2B brands globally, to unravel patterns, preferences, and peculiarities of their Self-Reported Attribution answers.

In this report, we explore how the content consumption impacts the buyer journey and whether the increase in content consumption increases conversion rates.

In this report, we explored data from 24 B2B SaaS companies to show the impact of interactive live demo pages and, ultimately, to answer the question: “Do interactive demos work?”

This is the first part of the report, analyzing the journey from spending to revenue. The next part will focus on the new business pipeline, close rates, and churn rates.

We analyzed $100M spent across 50 of our B2B SaaS customers to learn more about efficiency of Google Ads.

This report is dedicated to explore impact of G2 on Lead Generation, Deal Size and Sales Cycles

We analyzed Close Rates, Deal Sizes, and Churn Rates across 28 B2B SaaS companies to learn how they changed over time and to share benchmarks. This Labs report is the second part of the Spend to Revenue Report.

Some companies are innovating their marketing with Demand Gen, while the majority still rely on traditional Lead Gen approach. In this report, we analyzed 87 B2B SaaS companies with SLG motions to determine which approach is more effective.

In this report, we analyzed over 150 B2B SaaS companies to assess the impact of different product offerings such as free trials, interactive demos, and sandbox environments on the buyer journey.

We analyzed over $10M in ad spend from more than 40 B2B SaaS to discover impact of ABM

Facebook... Keep it or kill it?

How does email marketing affect conversions and revenue in B2B SaaS? We analyzed 21.5M emails across 152 B2B SaaS companies to find out

Detailed comparison of Bing and Google's PPC performance from Q1-2023 to Q2-2024, highlighting conversion rates, budget impacts, and ROI trends.

Gifting has been around for a while and since day one, it's been a polarizing topic among marketers. We analyzed the data from 30 B2B SaaS companies to find out if gifting works in 2024.

This report reviews the data from Q2 2024 and explores changes in Budget, Conversion Rates, MQLs, Pipeline, and Revenue.