What are the latest B2B marketing ROI measurement trends that you need to know?

As buyer behavior becomes more complex, multi-touch attribution is a must for B2B marketers. On the one hand, the linear sales process from inquiry to close is almost non-existent-the buyer touchpoints are too diverse. On the other hand, multi-touch attribution is an excellent way to justify the budget for a diversified marketing mix. From a technical point of view, many tools already provide valuable support for multi-touch attribution, from Google Analytics to large platforms like Hubspot to specialized tools like Windsor or Dreamdata. However, multi-touch attribution can also be challenging: the complexity of the funnels is very difficult to communicate to business decision makers.

Multi-touch attribution is a great measurement model but requires a lot of discipline and a symbiosis between automated tools and humans to get it right. Especially in complex sales cycles where most touch points come from the sales team, measuring the impact of each personal interaction is both difficult and subjective. Even Google Ads has pushed hard on data-driven attribution (multi-touch, in its essence) but since conversions are measured in isolation from all other channels, it doesn't provide reliable insights yet...

Marketing in the B2B ecosystem is complex. Tracking down the marketing ROI could be difficult as the buyer's behavior becomes more complex. Metrics to track depend on your goal and the stage of the marketing funnel. Usually, for TOFU you will look for relevant engagements, shares/forwards, page visits, time spent, scroll depth, and similar. Whereas, MOFU should focus on creating new connections through relevant conversion. BOFU is about relationships, 1-1 connection, and final opportunity. And you get there through a process of nurturing your audience. That's why lead score, channel score & and content score also become important. Implementing multi-touch attribution modeling to better understand what is working becomes most to your ROI.

Multi-touch attribution transforms our approach to B2B marketing. Centralizing data into a single warehouse like HubSpot, and integrating tools like Apollo and RollWorks, allows us to see the full picture. Every touchpoint is a valuable note in the customer's journey. This isn't just data collection; it's about crafting a narrative that guides our strategy and optimizes every interaction.

This is done in two ways. I would say by incorporating these two ways Defining sales process and touch points where we will be touching customers' sentiments or needs through our funnel Incorporating Multi-channel marketing analytics. If we do this together the Multi-touch attribution starts working for you.

LTV:CAC is the north star for ROI metrics, but there's a huge problem with using it in early stage SaaS startups: LTV is a total guess. You don't have historicals to plug this in accurately. In this scenario you're better off using 1st contract value:CAC ratio, or if you have 4+ years of data you have reason to be confident in, you could opt to use 2 years conservatively.

CLV/LTV are great measures for customer retention analysis. there is a good way of retaining customer. A simple method that one of the company used and shared the use cases. Find the number of months a customer stays with you and then make an upgraded package with plus one. Example- If a customer stays with you for 4 months on average. make an offer of 5 months and you'll see what I am talking about. A guaranteed revenue or retention growth.

How to calculate customer lifetime value 1. Determine the average value of your orders. You can find this data, for example, in the opportunities in your CRM. 2. Determine the average cancellation rate per year. Extrapolate this over the lifetime of your customers. For example: If you lose 25% of your customers in a year, the average lifetime is 4 years. So if the average value is $5000 per year, the lifetime value is $20,000. This value also gives you important clues on how to set a profitable marketing budget. The clv is also closely related to the customer acquisition cost.

Customer lifetime value isn't just a number; it's a narrative that unfolds over time. In the B2B world, where every customer connection counts, CLV helps us spotlight those relationships that truly shine. It's about seeing beyond the first sale to the entire storyline, personalizing our approach, and investing where it impacts the most. Understanding CLV guides us in nurturing not just customers, but long-term partners in growth.

Customer lifetime value (CLV) is a vital metric, particularly in B2B markets with high customer acquisition costs and low retention rates. It quantifies the total revenue a customer contributes over their entire relationship with your business. Understanding CLV allows for strategic customer segmentation, enabling personalized marketing strategies and resource allocation to maximize profitability. It's a crucial metric for long-term business success.

Marketing automation is key to continuing to warm up warm leads. Your audiences don't stick to one channel or website, they move around. Marketing automation is a great opportunity to follow your audience along the way. Besides of this, it helps to measure to ROI of your investments across multiple channels.

Para agencias que trabajan en B2B, tener al cliente siempre informado, aunque no haya hitos relevantes que contar, transmite mucha confianza. Una forma sencilla de mantener esto activo, es automatizando partes de tu comunicación: informes mensuales, registros en la BBDD, mensajes de leads....sin saturar, pero mostrando al cliente que estás siendo activo, y que está invirtiendo en alguien que se esfuerza en mantener activa su marca.

Marketing automation, powered by tools like HubSpot, is like the heartbeat of efficient marketing. It's not just about automating tasks; it's about centralizing our data into one cohesive warehouse. When we integrate with platforms like Apollo and RollWorks, we're not just streamlining processes, we're enriching customer experiences. This synergy between tools creates a data-rich environment that enhances personalization, sharpens our strategies, and delivers actionable insights to drive our ROI.

Marketing automation streamlines repetitive marketing tasks using software and tools, including email marketing, lead generation, nurturing, and campaign management. It enhances marketing efficiency, productivity, and customer engagement. By providing valuable data and insights, it enables marketers to measure ROI effectively.

Eh? hang on a minute. When did Marketing Automation become a measurement trend? Yes, Marketing Automation is a beautiful thing when done properly (as is any automation when done properly) but it ain't a marketing trend. Using contributors to train LinkedIn's AI is getting a little tedious.

Content marketing is still pivotal regardless of the format! B2B marketers must prioritize lead quality over quantity in today's dynamic environment. By measuring the ROI of your content marketing efforts, you can assess the quality of leads generated, such as the number of qualified leads or the conversion rate from lead to customer. To measure its ROI, track metrics like engagement, social shares, time spent on-page, and lead generation from content. And you can also implement attribution modeling to better understand which marketing channels contribute most to your ROI.

Content is key to building a meaningful connection with your ideal customer. It informs, educates, and converts your audience. Often companies have a strategy and tools in place but struggle to see success because they lack quality content. Content is key to get success out of your marketing efforts.

Content marketing is storytelling with a purpose. It's not just about cranking out content; it's about crafting value-packed narratives that resonate with a clearly defined audience. With HubSpot at the helm, we centralize and streamline our content strategy, building trust and establishing authority in the B2B landscape. It's how we turn information into inspiration and track the journey from the first click to the final conversion, offering a clear view of our ROI and opportunities for continuous refinement.

Content marketing involves crafting and sharing valuable, relevant, and consistent content to engage a specific audience and stimulate profitable actions. It is a powerful B2B marketing strategy for building trust, educating, generating leads, and measuring ROI through various metrics like traffic, engagement, leads, and retention.

Here we go again. Last time I looked Content marketing wasn't a measurement trend. Yes, I agree it can help you to measure but that's like saying a car can help you to drive! If you aren't doing content marketing at part of your B2B marketing you aren't doing B2B marketing. Another AI learning opportunity for LinkedIn algorithm.

The article suggests that metrics like reach, impressions, clicks, shares, comments, and likes can help measure marketing ROI. I respectfully challenge this. While these metrics offer insights into engagement and visibility, they don't directly correlate with ROI. The essence of ROI measurement lies in conversions—actions that directly contribute to revenue. Wide reach or numerous clicks doesn't necessarily mean a relevant, purchase-intent audience. It's crucial to differentiate between 'nice-to-have' and 'need-to-have' metrics for ROI calculation. Focusing on conversions allows for a more accurate and actionable ROI understanding, guiding more effective marketing strategies.

Social media marketing harnesses social platforms to connect, engage, and promote to your target audience. It's a versatile B2B strategy for building relationships, creating relevant content, and tracking ROI through metrics like reach, clicks, shares, and conversions.

Social media marketing, especially on platforms like LinkedIn, is where consistency meets authenticity in the B2B arena. It's a powerful way to communicate, interact, and foster genuine connections. Here, we're not just promoting a brand; we're nurturing relationships and building communities through engaging and relevant content. The name of the game is consistent, authentic engagement, which not only resonates with our audience but also provides measurable insights—from reach to conversions—ensuring our efforts yield tangible results.

One key trend is that more B2B marketers are now prioritizing profitability over growth! While growth is still important, the focus has shifted toward maximizing the return on investment. The best way to achieve this and measure ROI is to connect marketing efforts to sales outcomes. Try implementing closed-loop reporting systems that integrate marketing and sales data, enabling a more accurate assessment of marketing's impact on revenue and profitability.

With the buyer-led economy on the rise, metrics for marketers get even more complex on the ROI side. Marketers need to work closely to engage existing as well as new customers. New engagement metrics like product usage or adoption or time-in-app are huge levers and indicators in optimizing ROI after-sales. This is a huge opportunity for future campaigns imo.

ABM is hard to measure. The framework for measuring ABM has 3 levels - revenue performance, marketing performance & campaign/web performance. Revenue KPIs are deal close rate, average deal size, and sales velocity. Marketing KPIs include target account engagement, % pipeline from target accounts, website engagement, conversion rate, and influence. Campaign/web metrics like cost per lead and bounce rate are building blocks for marketing performance. Evolve how you measure in 3 phases - short term (conversion, engagement), mid-term (pipeline, cost per opportunity), and long-term (close rate, deal value, velocity, revenue). Start small with key metrics then expand as ABM matures. The goal is reliable revenue performance measurement.

he magic happens when marketing aligns with sales, when insights are shared and strategies are co-created. The sales team, with their ear close to the ground, brings invaluable perspectives that can shape our messaging and tactics. It's a collaborative dance, with each step informed by shared insights, leading to a performance that resonates with our audience and drives results. This synergy isn't just beneficial; it's essential in crafting a marketing strategy that not only speaks to our audience but sings in harmony with their needs and challenges.

Measuring ROI can be complex, especially if you are using marketing specific metrics with other functions who many do not understand if or how something like web-page dwell time is contributing revenue. I have found it helpful to consider your business stakeholders and talk about ROI in metrics that matter to them. This means you will typically have three types of ROI to measure: - Input - how effective are the team being (measures of work done) - Output - effectiveness of those activities (views, clicks, conversions), and - Outcome - the impact against your strategic aims (deals, revenue etc.) Create, explain and agree a standard dashboard and regularly update them.