Marketing ROI: far easier to prove than some people think…
A lot of commercial leads have had bad experiences of marketing – sometimes from ineffective teams, other times from an inability to correctly attribute leads.
Others may believe in the possibilities of marketing but aren’t certain which activities can reliably produce return on investment (ROI).
In fact, best-practices are well established, and for over a decade now, it’s been relatively easy to attribute client wins to specific marketing efforts, whether content, advertising, events or PR.
Demonstrating marketing ROI requires 3 things:
- doing the right work: marketing should work side-by-side with sales to devise a strategy that directly addresses your growth opportunities
- use the right tech: introduce relatively simple (and often free) tools to run your activities and analyse performance
- optimise based on data: reinvest where it’s working, and change things up where it isn’t to maximise marketing ROI.
Read on to discover how we demonstrate a return for clients here at Navigate B2B…
The Navigate B2B approach
The foundations: website & martech setup
For many B2B firms, the website is often one of the quickest wins for accelerating inbound new business. We rebuild your page structure around your customer’s language and their research needs. This foundation helps to ensure better outcomes from all future marketing activities.
We bring our automated reporting framework, and can introduce a modern CRM, integrating with your ERP / MRP and training up your sales team so that your whole martech setup is geared towards growth.
Capital-efficient inbound at the core of your strategy
Inbound content marketing – publishing useful information that anticipates your customers’ research needs – is widely recognised as the most capital-efficient marketing approach available to most B2B firms.
We’ll work with your sales team to develop a 12-month content strategy, based on their experience of what’s motivating your customers. Individual articles should rank highly in Google search and ChatGPT for years, producing stable and long-lasting ROI.
Reporting, analytics & ongoing marketing optimisation
Reporting is some of the most important marketing you do. Our automated marketing dashboards update in real-time and form the basis for our quarterly marketing reports.
Our marketing reports highly valued by companies’ boards of directors, demonstrating how your marketing investment is making an impact, and producing insights which feed back into your business strategy.
This means how clients understand how the website, blog, email marketing and social media channels are contributing to growth, and which areas we need to optimize for further gains.
See how we can help grow your business.
Interested in adding a high-performance marketing function to your business? Navigate B2B collaborates with founders, CEOs and sales teams to build inbound lead pipelines based on your new business strategy.
Let’s grab a coffee and see how we can help.
3 key elements of successful B2B content marketing
There is no secret to effective B2B content marketing. Some companies do manage to hire the right people, and pursue the right strategy to build a sustainable inbound lead pipeline.
These are the 3 key elements that drive B2B marketing success…
01. Treat your content like a product
You’re the best at what you do – so why publish second-rate content? Meet your customer at eye-level. Flatter egos with intelligent, useful B2B content that senior people genuinely want to read.
02. Take an investment mindset
Seek out quick gains for early payback, test the market and let data build – but really focus on those 5-year, 10x returns. Done properly, ROI on content marketing builds over time, with the best investments paying you back for years to come.
03. Obsess over the data
It is not sufficient to report your total monthly site visitors. Track smart metrics such as seasonal trends YoY, and content lifetime value and fine-tune your approach over time.
Time to get to work.
Time waits for no business. Put these steps into action today and start driving
marketing ROI.
Case studies
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Executive search firm
MARTECH-SPECIALIST EXECUTIVE SEARCH FIRM
The Rosenstein Group is the leading executive search outfit for martech firms, spanning martech, ecommerce, supply chain, sales enablement and digital agencies.
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Print Manufacturer
PRINTING FIRM: FULL-SERVICE DIGITAL MARKETING
Park approached Navigate B2B in 2019 in search of a new buiness marketing function. The company was a leading supplier in the market, but a new approach was needed in order to add new leads to the top of the funnel and accellerate the pipeline.
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Loyalty Martech
INVESTMENT-BACKED SAAS, TO PROFITABLE BUSINESS
When we first met in October 2017, Currency Alliance was a startup with big ambitions: to work with every major loyalty brand worldwide.
Thought leadership…
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Intelligent marketing reporting for business growth
Marketing reporting should indicate whether your efforts are contributing to growth. This starts with having control of the data.
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How a balanced B2B commercial strategy de-risks your growth
Pursuing different sales & marketing tactics in parallel helps companies adapt to market conditions, learn, and optimize their growth strategies.
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Composable architecture unlocks the direct-to-consumer model
DTC is a notoriously difficult business model. Composable architecture improves brands' control of data, maximising their chances of success.
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Major marketing trends hinge on composable architecture
For the major marketing trends to be fulfilled, brands will first need to modernise their tech stacks in order to make better use of data.
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Communicating sustainability with data visualisation
Data can help consumers understand why their personal actions are important, and to believe that they can help.
