How To Report

Marketing ROI: Use Cases For B2B Marketing Efficiency Metrics

January 21st, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst

Summary

Marketing ROI is one of the metrics marketing professionals pursue most frequently to measure the efficiency of their business contributions. Many B2B marketers face a dilemma as they pursue the elusive and widely misunderstood measure of marketing ROI. Everyone wants a magic metric, but as they work to calculate it, the right answer ultimately depends on the real question being asked. Marketing efficiency can be tracked using a wide range of metrics that are often lumped under the heading of ROI. Marketers must understand how these different metrics can best be applied and the limitations of each. In this report, we introduce three common use cases for B2B marketing efficiency metrics and detail the business questions ROI analysis is best suited to answer.

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