Introducing Solving for Marketing ROI: Measuring Peak Performance
Here's how LinkedIn's marketing team measures beyond the click.
April 19, 2017
B2B marketers: It's no longer enough to generate leads. Now you need to prove contribution to pipeline and revenue. We understand this can feel like a daunting task. That's why we're sharing how our team calculates ROI, looks beyond the click and measures true impact on LinkedIn.
You might feel like you're embarking on uncharted territory, so you’ll definitely want to equip yourself with the right gear: the platforms, processes, and data that can transform a seemingly complex journey into a simpler one. We wrote Solving for ROI: Measuring Peak Performance to be the guiding companion of B2B marketers who need to scale Mount Proof.
Focus on the Destination
In a nutshell, you’re on a journey to demonstrate the quality of your leads. For many marketers, this is a radical departure from the emphasis on lead quantity, which is not necessarily valuable to your business. After all, if a good portion of leads is of low quality, your sales team will waste valuable time with people who are not going to purchase. If instead you can deliver high-quality leads, you’ll help fill the pipeline with promising opportunities – ones the sales team can convert to revenues.
Navigate Your Way from Clicks to Conversion
As you prepare for your adventure, it’s critical to focus on the metrics that matter, the True North of revenue contribution. While it sounds like a simple concept, it can be challenging to stay the course if you’re used to the “old” way of demonstrating marketing results. Along the way, you may need to keep reminding yourself – and even course correcting – to stay on the right track.
Take the First Steps
They say a journey of a thousand miles starts with a single step. Nothing could be truer than your evolution from tracking and reporting on what are often called “vanity metrics” (e.g., opens and click-through rates) to optimizing for conversions. But you can do it. Just take it one step at a time. And remember that you’re not alone. We wrote Solving for ROI: Measuring Peak Performance to accompany you on your journey.
Download the guide to learn:
- How to define ROI
- The metrics needs to solve for ROI
- How the best marketers are optimizing for conversions over clicks
- How the LinkedIn marketing team measures beyond the click
- How to measure impact on LinkedIn
Download Solving for ROI: Measuring Peak Performance today to get your hands on your checklist of ROI best practices to keep handy.