How to Crush Your Marketing & Pipeline ROI

If you're not currently calculating ROI for your marketing campaigns, it’s time to start. Learn why this critical step is so important for marketers and how to overcome common obstacles to tracking and measuring the impact of marketing campaigns.

Louis Abate | Head of Marketing
September 28, 2023
min read

If you're not currently calculating ROI for your marketing campaigns, it’s time to start. Knowing ROI can help you improve your marketing results, get more out of your marketing budget, and build a stronger pipeline.

Marketers need to calculate the ROI of marketing spend to understand the effectiveness of their campaigns and make better decisions about how to allocate their budgets.

Here are five reasons why ROI is important for marketers:

1. Prove Value of Marketing Spend

Marketing is an investment, and like any investment, it's important to track the return. ROI can help you show the value of your work to the rest of the organization and justify the amount of money you’re spending.

2. Optimize Marketing Campaigns

By understanding which campaigns are most effective, you can allocate your budgets more efficiently, build a better marketing funnel, and get the most out of your marketing efforts.

3. Identify Areas for Improvement
If a campaign is not performing as well as expected, ROI can help you identify the areas where it can be improved. This could involve changing the target audience, the message, or the media channels used.

4. Benchmark Performance

By comparing the ROI of your campaigns to industry benchmarks, you can see how you’re doing and identify areas where you can improve.

5. Make Better Strategic Decisions

ROI can help you make better decisions about your overall marketing strategy. For example, if a campaign is not generating a positive ROI, you may need to rethink your target audience or marketing mix.

Overall, ROI is a valuable tool for marketers that can help you gain funnel visibility, improve the effectiveness of your campaigns, and make better decisions about how to allocate your budgets.

Challenges of Calculating ROI

It can be difficult to track the full impact of marketing campaigns, especially when they involve multiple channels and touchpoints. Marketing attribution is a perennial challenge. Here are some of the hurdles many marketers face when trying to calculate the ROI of marketing spend:

Lack of Data Tracking and Integration: Because data is collected or tracked in an inconsistent way, it can be difficult to isolate the impact of marketing from other factors, such as product or price changes. Data is also frequently housed in disparate sales and marketing systems, making it difficult to integrate.

Inaccurate Attribution: Even if you have good data, it can be difficult to attribute the right amount of credit to each marketing activity and channel. This is because customers often interact with a brand through multiple channels before making a purchase, and it can be difficult to know which was the most influential.

Time Lag: The results of marketing campaigns can take time to materialize, making it difficult to measure ROI in the short term. For example, a brand awareness campaign may not lead to immediate sales, but it could help to generate leads or traffic that convert into sales later on.

Cost: Measuring ROI can be a costly and time-consuming process, which can be a barrier for small businesses or organizations with limited resources.

Lack of Expertise: Not all marketers have the skills or expertise to measure ROI effectively. This can lead to inaccurate or misleading results.

Overcoming ROI Obstacles

Despite these challenges, it is important for you to measure the ROI of your campaigns in order to make informed decisions about how to allocate your budget.

There are a number of things that you can do to overcome these challenges, such as:

Set Clear Goals and Objectives: The first step is to set clear goals and objectives for each marketing campaign. This will help to ensure that the right data is collected and tracked.

Use a Variety of Metrics: No single metric can provide a complete picture of ROI, and each campaign will have its own set of objectives. Use a variety of sales and marketing metrics, such as sales, leads, website traffic, and brand awareness, in conjunction with Pipeline and Revenue ROI to get a complete picture of the impact of your campaigns. 

Use Attribution Models: Attribution models can help to determine the impact of each marketing channel on sales or other desired outcomes. Keep in mind that these models come in many shapes and sizes. Choose the right methodology that can capture the impact of all campaigns comprehensively. It’s critical to get buy-in from the key stakeholders in your organization to ensure there is alignment on the output.

Measure ROI Over Time: The results of marketing campaigns can take time to materialize. Measure ROI over a period of time to get a more accurate picture of the effectiveness of your campaigns.

Use a Marketing Effectiveness Platform: A marketing effectiveness platform can help you collect, track, and analyze data from a variety of sources. This can make it easier to measure ROI and identify areas where campaigns can be improved.

Drive Better Campaign Results and Fill the Pipeline

There are a number of things that marketers can do to get better results from their campaigns. By setting clear goals and objectives, using the right metrics, and measuring ROI, marketers can gain valuable insights into the effectiveness of their campaigns and make better decisions about how to allocate their budgets to hit revenue targets.

Remember, not all marketing channels are created equal. Some channels are better suited for reaching certain audiences than others. With a pipeline acceleration tool, you can identify and choose the channels that will give you the best reach and engagement with your target audience.

It takes a creative, hard-working team to get the demand generation engine operating at full speed. Follow these steps to get better results from your campaigns and crush your pipeline.

Prove ROI & Scale Winning Campaigns

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