How To Report

Marketing ROI: Defining Efficiency Metrics For B2B Marketing Campaigns

January 26th, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributor:
Ross Graber

Summary

B2B marketers pursuing marketing ROI are best served by tailoring their measurement of marketing efficiency to the specific business question being pursued. A metric that provides the most comprehensive view of campaign influence across the buying cycle is best suited to this task. Effective spend tracking that associates spend to each campaign tactic can be combined with marketing influence reporting to create a simple metric of campaign efficiency. In this report, we outline a best-practice definition for the campaign ROI calculation, why organizations should use this formula instead of more traditional definitions, and use cases for when adjusting this formula may be useful.

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