ROI / Return on Investment

Google Analytics, Google Ads, LinkedIn Campaign Manager, they'll all happily hand you hundreds of B2B marketing metrics, and tracking them all means understanding none of them. The actual answer is five KPIs: cost per visitor, visitor volume, lead conversion, MQL conversion, SQL conversion. With those five you can run your marketing process. Here's how each connects, and why the other hundreds are noise.

Most marketing ROI conversations are about Tactical ROI, the return on a specific campaign or initiative. That's the wrong number to optimise. Strategic ROI looks at the business return from the overall approach, and a campaign with great Tactical ROI can have zero or negative Strategic ROI. Here are seven steps to measure the right ROI and stop optimising the wrong thing.