insights, stories & trends shaping today’s b2b marketing

Articles & Podcasts from Mike harris

ROI Calculator for B2B Marketers

Jan 9, 2021 | B2B Marketing ROI, Chief Marketing Officer

ROI Calculator for B2B Marketers

by | Jan 9, 2021 | B2B Marketing ROI, Chief Marketing Officer

Your B2B marketing ROI matters.

Wooden blocks spelling B-2-B against a blurred background.

You are welcome to use our new marketing ROI calculator, customized especially for B2B marketers.

We looked at a lot of ROI calculators available on the web and found them inadequate. So we developed our own.

Our calculator is built in Google Sheets. I recommend that you download the calendar, study it a bit, and customize for your business and circumstances.

Pay attention to the built-in notes, indicated by red triangles in a few cells.

This is a free download if you are a subscriber to my monthly updates (scroll to end).

Many thanks to Anders Hoff for providing the foundation for this calculator.

The back story

Marketing ROI in B2B has evolved from a mostly ignorable nuisance to a must-have for today’s top performing marketers.

CEOs and CFOs are under more pressure than ever to show results and they’re transferring that pressure to you.

Most ROI calculators seem to be configured for e-commerce. This doesn’t work for overall B2B marketing, with our lengthier sales cycles and metrics requirements.

An ongoing project

View this ROI calculator for B2B marketers as the start of your ongoing efforts to track ROI from various activities over time. You will need to customize the calendar for your purposes. For example, there are fields for deal closing probabilities that only you can enter. However, we’ve provided some back-of-the-envelope formulas to get you started.

Plan to own the calculator. Download it from Google Sheets and customize it. Share it with your colleagues, especially those in sales. Help them understand your objectives for measuring ROI and how it helps the company overall.

How to use

Our calculator is actually six calculators in one, plus an Overview of all your marketing ROIs:


  1. Email
  2. Events
  3. Advertising
  4. Social media
  5. Public relations
  6. A blank template
ROI calculator for B2B marketers

Pick one ROI calculator that seems like a good place to start. Customize it where you can and make a note of the fields for which you’ll need to find information. All of the ROI calculators contain probabalities of a deal close from various CTAs. Obviously someone scheduling a demo from your landing page is going to carry a much higher weight than someone just clicking on a content link.

The best way to use this is make a copy of the entire worksheet for each month. Then within that month make copies of individual spreadsheets for multiple campaigns in the same category.

Works best with a marketing automation platform

You’ll work a lot faster with a marketing automation platform. A good platform will deliver a lot of the data you’ll need for this spreadsheet.

However you can still find the right data with Google Analytics, your website platform and dozens of other tools that deliver campaign results.

What about your company?

If you are in tech or SaaS, this is my wheelhouse. I’ve made it truly easy and affordable to get expert help.

I bill by the project, not by the hour. In this manner you know your investment at the very start.

Please feel free to contact me.


Podcasts for Tech & SaaS

What are the differences between the Nashville and Silicon Valley tech scenes? Mike compares both.

Mike explains how a marketing audit works, showing you specific steps in the journey.

Who is Mike Harris and what is his background? Mike shares stories and ancecotes from his marketing career.