Any company that is starting B2B marketing actions will be interested in knowing how to measure the results of its actions. This is the reason why the B2B Marketing King is a key indicator to closely observe any business that spends a certain marketing and communication budget. This page explains the main tips to know to measure your comments on B2B marketing.

What is the King in B2B Marketing King?

Companies working in B2B (“Business to business“Namely”Stores between companies») Obviously he has a main interest in measuring the result of his marketing actions.

In the matter, we can say that the king (“Investment return“, EITHER “return) Is one of the most relevant global indicators.

What is the return of B2B marketing investment?

As a reminder, King marketing designates the profitability of marketing campaigns created by a B2B company.

The return on investment will compare the total amount of costs incurred (sales equipment, advertising, marketing campaigns, etc.) and the income generated by the established actions:

  • If the king is positive: This means that its marketing strategy generates profits.
  • If the king is negative: This means that your strategy is lost and spends more money than you earn.

Of course, Marketing king of a B2B company is considered medium or long term.

If the king is not the only criterion that takes into account a B2B company, it must necessarily have some importance in the analysis of its results.

And for a good reason B2B marketing often refers to long, expensive and/or complex transactions. Therefore, a B2B company must be able to calculate, track and follow the evolution of its return on investment.

The calculation of the King of Marketing in B2B

Keep in mind that the calculation of the marketing king is relatively simple and in what works in a B2B or B2C target.

Here we show you how to calculate a company's marketing king:

B2B Marketing King (in %) = [(Gains liés au marketing – Coûts liés au marketing) / Coûts liés au marketing] X 100

Imagine that all the costs of its B2B marketing actions represent € 50,000, and that the total income linked to their marketing actions represents € 100,000, its king is 100 %, after the following calculation:

[(100 000 – 50 000)/50 000]*100 = [50 000/50 000]*100 = 100 %

100 % king indicates that for each euro invested, it has generated a euro of profits.

Investment marketing return calculation

The complexity of following your King of Marketing in B2B

If the calculation of the investment return is simple on paper, you must still be able to follow your figures effectively!

This is often a complex element for a B2B company, because there is the possibility that its marketing strategy is based on different acquisition channels (email, SEO, professional rooms, advertising, etc.), in different tools (CRM, email tool, prospecting platform, etc.), or even in different equipment (commercials, marketing equipment, data analysts, etc.).

In other words, the more complex its commercial and commercial strategy, the more delicate follow -up!

The importance of marketing allocation and figures monitoring

The King's calculation will compare the expenses and profits generated by its marketing strategy.

The reliability of your calculation depends on your ability to track:

  • Marketing expenses: First, you must precisely list all its costs granted to marketing (advertising, salaries, software, etc.).
  • Marketing profits : Similarly, you should be able to track with precision what profits of your business are linked to marketing. This requires that the source of each conversion (each sale) can clearly identify.

To give a basic example: if you participate in a professional program and transmit advertising on LinkedIn during the same period, it seems essential to know how to differentiate your clients from the business fair from advertising. And it will be the same for each of its marketing acquisition channels.

We are talking about the marketing award to designate the capacity of a company to grant a contract to such and such acquisition channel. For an effective marketing allocation, you will necessarily have to trust reliable and precise data, which may require the use of advanced tools (including analysis platforms, CRM or even marketing automation software).

Before trying to calculate his king, therefore, it will be necessary to flatten all his B2B acquisition channels and make sure he can follow the costs and results of each of them.

King Marketing B2B Analysis

To calculate a coherent marketing king, it is necessarily necessary to recover precise data, either in terms of expenses, income or even assignment.

What assignment of marketing in B2B?

It should be noted that there are different marketing allocation models, that is, different ways of attributing a conversion to such acquisition channel.

Here are the main B2B marketing allocation models:

  • The first click (or “first touch”): attributes conversion to the first contact. For example, if a prospect registers a web seminar, but provides an order after several telephone exchanges with a seller, the conversion will be assigned to the web seminar.
  • The last click (or “last touch”): Attributes the conversion to the last contact before the sale. In the previous example, an attribution to the last click would be granted to the last seller with which the prospect exchanged.
  • The U model: It is a mixture of previous techniques. It attributes an average conversion to the first click (the acquisition method that allowed to capture the contact) and half in the last click (the last exchange method, which allowed to generate the sale).
  • Multyouch: Finally, there are different models of allocation of multiple studs (the U model is an example among others). These models aim to distribute a conversion in several or all marketing actions that have affected the perspective before their conversion. The challenge can be to weigh the value of a conversion in each marketing channel used.

In a B2B logic, it is often necessary to adopt a multitactile model, which gives you a complete vision of your actions. This will be particularly relevant for complex purchasing processes, and with a marketing strategy that is based on different acquisition channels and different reminders.

If we imagine that your potential customer is captured by a Google Ads ad, but that three telephone reminders are needed before the slightest purchase, it would not be very wise to assign all the conversion to advertising only … as it would be unknown to attribute any credit to advertising, which remains the first point of entry of the perspective.

In any case, The quality of its follow -up will often depend on the tools and the monitoring ecosystem that it has configured. That is why it can be relevant to invest in a CRM to ensure optimal monitoring of its commercial opportunities.

Other key marketing performance indicators B2B

In addition, in B2B even more than in B2C, It is essential to support your analysis in more complete and more precise data than the king.

If it is obvious that a king will be a choice data to measure his results, this simple figure is sufficient to analyze his strategy.

Before the king, it is imperative to establish precisely the objectives of his marketing strategy and follow more precise key performance indicators (KPI) (KPI)For example :

  • Number of potential customers generated: How many B2B contacts generates its strategy?
  • Lead cost: What is the cost of B2B contact?
  • Conversion rate: How many prospects of prospects can you turn?
  • Conversion value: What is the average basket of your conversions?
  • Commitment rate: How much do their marketing campaigns generate?
  • Retention rate: How faithful are your customers?

Keep in mind that this list is not exhaustive and that These kpi must be differentiated for each of their acquisition channels..

Before trying to calculate his king, therefore, it will be essential to flatten his entire marketing strategy and make sure he can accurately measure the key figures for each of its sources of potential customers.

How to analyze your return on investment in B2B marketing?

After working seriously in monitoring their expenses and conversions, and in the marketing allocation, you can begin studying the return on the investment of your actions.

Then a serious and structured analysis must be adopted:

  • Start comparing the results obtained with your initial objectives: Have you achieved the results that you have established, such as the number of qualified potential clients or the cost by potential customers? This will allow you to identify which actions have been the most effective and those that require adjustments.
  • Then the different marketing channels used: Paid advertising, SEO, email marketing, social networks, etc. It is interesting to compare your contribution to your success, to refine your strategy and redirect your budget to the most effective actions.
  • Analyze another kpi than the king: Never forget that the king is just information among others. It is always relevant to observe other elements, such as the conversion rate or the number of potential customers. This is particularly important in a long -term strategy. If you know that the decision -making process of your perspectives can be extended for several months, you will notice an increase in perspectives before you can feel it in your income and, therefore, in your king.
  • Analyze the acquisition cost by the client: Among the essential KPI, it is relevant to analyze the acquisition costs by the client. If this cost exceeds the customer's life (LTV), you can lose money in your marketing actions. Therefore, it is essential to monitor the profitability of each lead and customer obtained, particularly in long sales cycles, typical of B2B.
  • Adopt a long -term vision: In B2B, the king is not only measured in immediate results, but also in the loyalty and recurrence of acquired clients. Regularly analyze the performance and adjust your strategies according to market developments and purchase behavior. Once again, it is relevant to take into account the customer's life. If its acquisition cost is very high, but knows that customer retention will be strong, this means that its king will improve in the long term, which can justify a negative king during the first months of his strategy.

We will always take into account that the precision of monitoring and/or the tools used will depend directly on the size and nature of your business.

It seems obvious that an independent B2B seller will be satisfied with more rudimentary analysis tools than those of a sales team of several dozen employees.

In any case, we will take into account that The king remains one of the latest figures to analyze when establishing a B2B marketing strategy. Before trying to improve the return on investment, in fact, it will be necessary to verify if your strategy has its first fruits.

The King's improvement will not only pass through a change in acquisition sources, but sometimes it can require an interrogation of its client's offer or loyalty.

Now it has a clearer vision in the way of measuring the king in the B2B marketing. Remember that the implementation of good monitoring tools (such as a CRM or advanced analysis platforms) is essential to capture and analyze your data. Whether it is a team of small businesses or sales, the main thing is to regularly monitor their performance, adjust their strategies and make informed decisions to maximize their long -term results.