Philippine B2B Digital Marketing Benchmarks 2025
Your guide to average performance metrics, top content, and strategic planning for 2026.
Facebook Page (Organic)
Building community, showcasing company culture, and driving targeted traffic.
Engagement Rate (per Post): 1% - 3%
Organic Reach / Followers: 2% - 7%
Page Follower Growth (MoM): 1% - 3%
Video 3s View Rate: 20% - 40%
Website CTR (from Posts): 0.7% - 1.2%
Timeline to Substantial ROI
3 - 6 Months. Consistency is key to building an engaged and valuable audience.
Top-Performing Content
Short-form videos (Reels), employee advocacy posts, and insightful content linking to case studies.
Excellent Pegs / Benchmarks
Facebook Ads (B2B)
Generating leads and building awareness with powerful targeting.
Cost Per Lead (CPL): ₱200 - ₱750
Link CTR: 0.8% - 1.5%
Cost per Messaging Convo: ₱120 - ₱450
Lead Form Conversion Rate: 10% - 15%
Cost Per Purchase: Varies Greatly
Timeline to Substantial ROI
1 - 3 Months. Effective for lead gen, but sales cycle determines ROI speed.
Top-Performing Content
Lead Gen forms with valuable offers (ebooks, webinars), short video ads explaining a service, and Messenger conversation starters.
Excellent Pegs / Benchmarks
Instagram Profile (Organic)
Visual storytelling for brand building, employer branding, and behind-the-scenes content.
Engagement Rate (per Post): 1.5% - 4%
Reach Rate (per Post): 15% - 30%
Story Completion Rate: 75% - 90%
Profile Visits from Content: Key Growth Metric
Website Clicks (from Bio): Track via UTMs
Timeline to Substantial ROI
4 - 9 Months. Primarily builds brand affinity, which indirectly supports sales efforts.
Top-Performing Content
Behind-the-scenes Reels, employee feature carousels, and visually appealing data points or quotes.
Excellent Pegs / Benchmarks
TikTok (Organic)
Top-of-funnel brand awareness and reaching new audiences with short-form video.
Engagement Rate: 3% - 8%
Avg. Watch Time: 6 - 12 secs
Follower Growth (MoM): 2% - 5%
Video Completion Rate: 20% - 35%
Website Clicks (from Bio): Track via UTMs
Timeline to Substantial ROI
6 - 12 Months. Excellent for building brand visibility that fuels other channels.
Top-Performing Content
"Day in the life" videos, quick educational tips, and humanizing, trend-based content.
Excellent Pegs / Benchmarks
LinkedIn (Organic & Ads)
Professional networking, lead generation, and establishing industry authority.
Organic Engagement Rate: 2% - 5%
Ads CTR (Sponsored Content): 0.4% - 0.8%
Ads Cost Per Click (CPC): ₱100 - ₱300
Cost Per Lead (CPL): ₱1,000 - ₱3,500
Follower Growth (MoM): 1% - 4%
Timeline to Substantial ROI
2 - 6 Months (Ads), 6 - 12+ Months (Organic). High-cost but high-quality leads.
Top-Performing Content
Insightful text-only posts from executives, document carousels (PDFs), and case study summaries.
Excellent Pegs / Benchmarks
Google Analytics
The source of truth for website performance and user behavior analysis.
Avg. Session Duration: 2 - 4 mins
Bounce Rate (UA): 40% - 60%
Engaged Sessions (GA4): > 60%
Pages per Session: 2 - 3
Goal Conversion Rate: 1% - 3%
Timeline to Substantial ROI
Immediate. Insights are available as soon as data is collected, driving smarter decisions.
Key Focus Areas
GA4 event-based conversion tracking, user journey analysis, and attribution modeling.
Excellent Pegs / Benchmarks
Not applicable (Internal Tool)
Google Search (SEO)
Building long-term authority and attracting high-intent organic traffic.
Organic CTR (Top 3): 10% - 25%
Avg. Keyword Position Goal: Top 5
Organic Traffic Growth (Y/Y): 20%+
Organic Lead Conversion Rate: 1.5% - 3%
New Referring Domains/Mo: 3 - 10+
Timeline to Substantial ROI
6 - 12+ Months. SEO is a long-term investment in building a sustainable asset.
Top-Performing Content
Long-form "how-to" articles, detailed service pages, and comprehensive local case studies.
Excellent Pegs / Benchmarks
Google Ads
Capturing active demand from users searching for your solutions now.
Search CTR: 3% - 6%
Avg. Cost Per Click (CPC): ₱30 - ₱150
Landing Page Conversion Rate: 2% - 5%
Cost Per Acquisition (CPA): Highly Variable
Return on Ad Spend (ROAS): 3:1+
Timeline to Substantial ROI
1 - 3 Months. Results can be quick, but optimization takes time to maximize profitability.
Top-Performing Content
Highly specific landing pages that match ad copy, compelling headlines, and clear CTAs.
Excellent Pegs / Benchmarks
Email Marketing
Nurturing leads and engaging clients directly in their inbox.
Open Rate (B2B): 20% - 30%
Click-through Rate (CTR): 2% - 4%
Unsubscribe Rate: < 0.5%
List Growth Rate (MoM): 1% - 5%
Conversion Rate (from Clicks): 3% - 5%
Timeline to Substantial ROI
Ongoing. Value is built continuously by growing and nurturing your email list.
Top-Performing Content
Value-driven newsletters (not just promotional), personalized nurture sequences, and case study emails.
Excellent Pegs / Benchmarks
First Circle, Kalibrr (Implied from their strong content marketing)
Cold Email
Proactive outreach to highly targeted decision-makers.
Open Rate: 30% - 50%
Reply Rate: 1% - 5%
Meeting Booked Rate: 0.5% - 2%
Bounce Rate: < 5%
Lead to Close Rate: Varies
Timeline to Substantial ROI
2 - 4 Months. Requires consistent effort in list building, personalization, and follow-ups.
Top-Performing Content
Hyper-personalized, short, problem-focused text. The "content" is the relevance and the offer itself.
Excellent Pegs / Benchmarks
Not applicable (Private Outreach)