You won’t. You’ll agree some KPIs and you’ll record what you record, but it won’t be completely accurate. We need to get over the idea - the orthodoxy - that we can measure everything and that we will measure everything. Should we try? Yes. Will we accomplish it? Nope. A lead that comes in two years down the line won’t be included in your ROI. But maybe it’s enough to justify the campaign spend on its own. Example - you don’t know what half or more of your web traffic is doing because of cookie controls. Does that mean you shouldn’t try? No. But don’t obsess about it being perfectly accurate. Because it won’t be.

Three very important things to define in a B2B marketing campaign. 1. Channel or Medium of Communication 2. Understanding the TG 3. Clear actionable CTA. Have we defined the campaign success metrics? Awareness? No. Of Leads? Reach Target? Direct Sales? Need to define the final outcome of each KPI to claim if the ROI is met or not. Also, ROI is not only in terms of %, but time matters too.

- Focus on Big Wins: Set clear, measurable KPIs—think lead gen, conversions, the works. - Do the Math: Track campaign costs versus the revenue they rake in, but don’t forget CLV (Customer Lifetime Value). We’re talking long-term gains here! - Attribute the Glory: Multi-touch attribution tells you which channels are pulling their weight. No more freeloaders! - Check Brand Buzz: Sure, conversions matter, but brand lift is the secret sauce—track that sentiment!

There are two elements to achieving marketing goals. There are underlying metrics like leads, that suggest that the sales goals are more likely to be met. But its primarily metrics that have a direct influence on revenue that matter most. If we met every standard set up for the underlying metrics it would mean nothing if it didn't improve the gross margin, ease the selling process, lower the cost of sales or in some way positively impact revenue. Much of marketing is about signaling. Doing it well signals you have respect for the markets you serve, that you have listened to your customers and understand what is important to them. But in the end, if marketing does not produce a significant ROI stop doing it, you are wasting your money.

Easy! We'll hire as many giraffes as you can find to keep an eye on the ROI from above—those long necks ensure nothing slips by our marketing metrics!