ROI Calculator for B2B Marketers

ROI Calculator for B2B Marketers

Your B2B marketing ROI matters.

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. Anyone can access and use it, no email required. We 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.

Click to view or download. Free, no email required.

Many thanks to Anders Hoff, head of UX at Springboard, 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. Rightfully so.

Most? B2B calculators available seem to be configured for B2C e-commerce. This just doesn’t work for B2B with our lengthier sales cycles and difficult-to-find metrics for conversions.

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

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.

ROI calendar for B2B marketers. Feel free to reach out.

If you need help feel free to contact us. Also, a good way to keep up with the tools we create and content we publish is to subscribe to our once-a-month email.

If you like our new ROI calculator for B2B marketers drop us a line and let us know.


About Mike Harris

Mike is the founder of Harris CMO Partners, a Nashville based firm offering on demand CMO services for SaaS and tech companies.

He enjoys writing about what's working in B2B sales and marketing.

Website content and all attachments are the property of Harris CMO Partners LLCĀ  2021

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Demand Generation Metrics and Analytics

Business-to-business marketing conversations have shifted noticeably toward demand generation metrics. Activities that lead to sales conversations and revenue are important and can be measured. For the small to mid-size B2B this is often a new undertaking.

Demand generation metrics help quantify success at various stages of the process.

Click on the link below to view or download this report.

Not the Same As Corporate Marketing

Demand generation is different from corporate marketing. It consists mainly of inbound and outbound campaigns which lead to conversions and sales conversations. With engaging content that encourages audiences to say “tell me more”, campaigns also include a next step such as clicking on an article, filling out a form or registering for an event. Demand generation metrics are available for email (#1 lead generator), social media, SEO, paid search, display ads and more.

Corporate marketing includes brand building, print advertising, public relations and other activities. Their impact is important however results are more difficult to measure when it comes to conversions and sales conversations.

Demand Generation Metrics

Campaigns and tactics can be adjusted to yield better results when measured. A marketing automation platform is the fastest way to do this. Hundreds are on the market today and there are MAPs available for every size of B2B company. MAPs can personalize emails, segment databases, automate lead nurturing and track sales all through the funnel. Plus they can give you reliable metrics so you can plan and adjust going forward.

Many B2B marketing leaders report difficulty in measuring overall results. We believe it’s due to an overall lack of time and resources, not for a lack of numbers. Focus on small victories before moving to more difficult measurements like calculating content ROI. Since email is the number one lead generator, start there. Check out Hubspot’s blog post for more details.

Marketo is the world’s leading enterprise marketing automation platform. Their Definitive Guide to Marketing Metrics is important to understand, even if you’re not using a MAP today. Use them as a guide to metrics that help you plan for future campaigns.

This paper is good reading for any B2B marketer, regardless of company size. It’s a bit lengthy so read it in chunks you can digest.

Click here to view and/or download Marketo’s Definitive Guide To Marketing Metrics.