It’s hard to show ROI in B2B marketing because selling to companies usually involves long sales cycles, multiple influencers, and several product lines that can be sold to the same company.
B2B Marketers have traditionally used metrics such as form fills, lead-scoring, Marketing-Qualified Leads (MQLs), and last-touch attribution to justify their marketing activities, but these methods of attribution have significant challenges. The main challenge is the fact that all of these traditional methods of attribution depend on interactions with a single person who may or may not represent the buying intent of the entire company.
Innovative B2B marketers are using the following three new ways, and more, to show marketing effectiveness and justify their marketing spends. These examples also leverage Account-Based Marketing (ABM) as a foundation for better measurement.