Common mistakes when measuring marketing ROI

[asikurrahmanshuvo]

It may seem easy to measure marketing ROI, but it can be tricky. There is increased pressure on marketers to demonstrate the return on investment in their initiatives. Some companies state that they are unlikely to invest in marketing initiatives with a negative ROI, as the project is harder to justify in financial terms.

The challenge of proving ROI can be even greater for Content Marketing, which often focuses on the awareness and consideration stages of the funnel. Content does its job over the long term and over the course of several sales cycles. Trying to prove ROI too quickly can backfire.

Additionally, marketers say that businesses don’t understand the ROI of B2B marketing. Let’s look at two common challenges and questions that most marketers face.

Focus only on short-term results
We often look at lead generation and revenue when hungary phone number list measuring our marketing ROI. Proving demand generation ROI can be challenging, especially for long-term branding investments.


According to the Global B2B Marketing Sentiment Survey, brand building is the area marketers are most interested in investing in over the next half year. The majority of respondents (67%) plan to increase or maintain their brand spend over the next six months, citing its ability to drive long-term sales (52%) and keep a brand top of mind with buyers (42%) as their top reasons for doing so.

However, campaigns focused primarily on driving long- or medium-term initiatives, such as branding or retention, typically don't show their full potential for several months or even years.

Digital marketers often measure ROI too quickly. While the average length of a B2B sales cycle is 6 months, only 4% of marketers measure ROI for 6 months or more, according to other LinkedIn research .

It is important to understand and consider the overall goals and duration of the campaign when measuring ROI.

ROI and attribution models
It's important to attribute revenue to your marketing channels to determine what type of ROI you're getting from those channels.