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Home / The Attivo Blog

Do You Measure Marketing Return?

11-23-2011 / By: The Attivo Group, Inc.

According to HubSpot 33% of B2B marketers don't measure marketing ROI. We think this statistic is being generous…after all, if you can avoid being held accountable, why push it?

As a marketing professional, if you are not tracking or reporting your return on marketing investment, how do you justify your paycheck? If this question bothers you, we have a solution.

These days marketing budgets are tight and sales are harder to come by. According to research conducted by Lenskold and the Pedowitz Group, 1 in 3 B2B marketers worldwide report financial-contribution metrics to senior management.

This means there are far more marketers who aren't measuring how their marketing efforts are contributing to their bottom line than are measuring their marketing efforts. No wonder company executives aren't willing to allocate more money to marketing budgets. If they are unsure of how marketing is impacting the bottom line why invest more in marketing?

Why Measuring Marketing analytics is important...

Measuring the performance and return against your marketing initiatives can help you understand what marketing mediums are working, and what's not working so your marketing team may correct course as necessary. Every major business process needs a feedback loop, and marketing is no exception.

Tools like HubSpot's Inbound Marketing Software measure how many website visitors result from each individual marketing campaign and how many of those visitors result in a form completion and/or a sale. Below is the listing of the individual sources measured within HubSpot.

Direct website visits (including what company they originated from)

Email campaigns website visits

Social media website visits including Linked-in Facebook, YouTube, etc.

Visits from search engines with keywords used to arrive there

Number of visitors coming from pay-per-click campaigns

Direct Mail Campaigns if a landing page is created specifically for that campaign

Newspaper Campaigns if a landing page is created specifically for that campaign

Magazine Campaigns if a landing page is ceated specifically for that campaign

Press Release campaigns if a landing page is created specifically for that campaign

Better yet, when HubSpot is integrated with your CRM system your salespeople are immediately notified when a prospect, lead, or customer hits your website, and what marketing campaign triggered their visit. If there are search terms associated, the salesperson can pick up the phone and call the visitor prepared to discuss their topic of interest, and how to start up what would previously been a “cold call”. Just might be the end of cold calling as we know and love it!

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