Demand Generation Metrics and Analytics

 B2B Marketing ROI is a Must in 2022

“Marketing suffers from a crisis of credibility. Often, executives outside the marketing department perceive that marketing exists solely to support sales, or that it is an arts and crafts function that throws parties, churns out Tweets, and puts logos on pens. Either way, marketing often does not command the respect it deserves.”

The Definitive Guide to Marketing Metrics and Analytics, Marketo™

 

B2B Marketing ROI illustration

B2B marketing ROI is a must-have for any serious CMO.

At any decent sized company credible metrics are now required from the Chief Marketing Officer and his/her team.

Not the Same As Brand Marketing

Demand generation is different from brand 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 to go deeper, engaging in chat, or registering for events and notificatinos.

Please note that asking website visitors to fill out a form is rapidly going by the wayside. We must be smarter with our outreach and deliverables, or risk losing prospect engagement.

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.

Tech CMO and B2B Marketing ROI

B2B Marketing ROI

Campaigns and tactics can be adjusted to yield far better results when measured. This has huge implications for budget and B2B marketing ROI.

A marketing automation platform is the fastest way to do this. Thousands are in 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 throughout 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 education and willingness to tackle it, not for any 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.

Marketo is one of the world’s leading enterprise marketing automation platforms. Their Definitive Guide to Marketing Metrics and Analytics is a wonderful guide to B2B marketing ROI, updated for 2022.

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.

Use the button to view and download your copy. No fee or email required.

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Website content and all attachments are the property of Harris CMO Partners LLC  2022

Harris CMO Partners
Nashville, Tennessee, USA

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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 LLC  2022

Harris CMO Partners
Nashville, Tennessee, USA

Privacy Policy