How to Track B2B Digital Marketing ROI

Digital Marketing

June 24, 2023

As boards demand to get the most out of the marketing budget as quickly as possible, marketing leaders must be able to track marketing performance and present quarterly reports. In this blog we’ll go over some of the best ways to track B2B digital marketing ROI!

With business and marketing strategies in place, the next task is figuring out how the marketing budget will help meet revenue goals.

Is Tracking your Digital Marketing ROI Important?

B2B digital marketing ROI is how we continue to optimize marketing budgets and keep marketing strategies up to date, like the top performing B2B’s companies are! Digital marketing is not a ‘one and done’ strategy. It’s an on-going, developing process that will need updates to keep up with trends and emerging technologies.

Below are the KPIs (Key Performance Indicators) that have consistently brought success to B2B marketers. Use these 3 marketing technologies to track your B2B digital marketing ROI to keep making improvements.

3 ways how to track digital marketing ROI (return on investment)

1. Customer Data Management

With the use of marketing technologies, you need to gather and manage customer relevant data. The goal is to arrange the data to make recommendations that will improve your customer experiences online.

There are many benefits to collecting customer-centric data seamlessly, including:

  • Better campaigns
  • More upselling
  • More customer trust

2. Customer Lifetime Value Analysis

As Gartner defines, customer lifetime value is the total revenue or value of a customer relationship over a lifetime. This is an important metric to build and maintain customer relationships.

This will also help you update your target audience and drive how you make decisions about your marketing strategy, like which channels are most effective for this audience.

How to track B2B digital marketing ROI using a customer lifetime value analysis calculation.

3. Event Triggered Marketing

Event triggered marketing involves sending targeted messages or ads based on specific customer actions. These actions or “events” trigger the delivery of personalized and relevant messages to the customer, with the goal of increasing engagement and conversions.

Businesses can set up unique events triggered by specific customer actions or behaviours to track event triggered marketing using GA4. These events can be configured to capture specific data attributes like:

  • The type of trigger event
  • The date and time of the event
  • The customer’s location or demographic

As Google Universal Analytics experts, we know that GA4 is a powerful tool. It can be used to:

  • Track event triggered marketing campaigns
  • Gain valuable insights into customer behaviour.

Having said that, setting up and configuring events in GA4 can be complex, so it may require some technical expertise to get started.

Have you transitioned to GA? If you need support, our team has developed a 13-step framework to execute the GA to GA4 transition!

Get in touch with our team of business marketing consultants at Pace Creative to turn your B2B budget into a savvy investment.



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