Why Measuring ROI From Online Activity Is More Important Than Ever

Lead Forensics, Sunday 6 November 2011
1 min read time

There's no denying that the majority of B2B customer journeys begin online. It's the first point of call for any initial buying research, filtering and qualifying.

As a result your website has become the single most important tool for B2B marketers, especially where all online and offline activity is driving people to the site. Paid search, social media, SEO, online PR, direct mail, email and above the line advertising all are online drivers.


And now, more than ever, marketers are required to demonstrate increasing accountability of acquiring, retaining and cross-selling online customers, especially where cost-per-acquisition costs are typically much lower when compared to other media.

With 65% of B2B marketers saying they would be increasing budgets across online (MarketingSherpa 2011), the pressure is on!

A real benefit of online is its ability to offer reams of analytics allowing us to measure all on and offline marketing effectiveness, uncovers opportunities to improve website performance and allows simpler measurement of ROI. But online activity has its challenges;


  • Performance data can be difficult to present effectively- senior management need/want to understand online results in the context of the business objective


  • It is difficult to align website metrics to overall business objectives- there is a need for less emphasis on traffic volumes, CTR's and page views, with more focus on return on investment


  • Current analytics tells us the WHAT but not the WHO- analytics tells us WHAT is happening on the website (visitor volumes, page views, exit pages etc) but not WHO is doing it

 Quite simply, Lead Forensics can offer increased visibility, telling you;

  •  WHO, by company is visiting your website


  •  HOW did they find you? What keywords? What referrers?


  •  WHAT did they look at


  •  WHERE did they exit

The increased visibility of traffic to your site gives you and your sales team greater opportunity to convert unknown visitors to your website to actual enquirers. When you know the WHO, you can increase website conversions, convert more leads to customers and satisfying the overarching marketing metric, return on investment.

Talk to us today to find out how we can improve your online ROI

Follow Lead Forensics on Twitter to keep up to date with the latest B2B marketing news and trends.

Topics: Drive Traffic

Other blog posts

The art of cold calling



Three in four decision makers have scheduled further communication or arranged meetings based on cold communication. Although cold calling has received a questionable name due to its arguably intrusive nature, this strategy undeniably works and continues to yield an impressive result for B2B organizations. To deliver a fully successful B2B sales strategy, you need to master the art of cold calling. Let’s discover what cold calling means, the legalities surrounding this process and some top tips for cold calling success!

Read More

The definitive list of essential sales pipeline metrics



There are hundreds of B2B sales metrics feeding into your pipeline. Each one offers your business a new piece of insight, but there’s always a limit. Too many metrics become a hindrance, confusing your team's analysis. Considering an influx of metric data can miscommunicate information, rendering it irrelevant to your primary business goals. To help you achieve the ultimate B2B sales success, we’ve pulled together the definitive list of sales pipeline metrics. Here are the fundamental figures you need to know, to understand current team performance, and implement improvements to revolutionize results.


Read More

B2B sales pipeline: back to basics



Sometimes in B2B sales, it helps to go back to basics. A sales pipeline is simply fundamental to your approach, so ensuring every member of your team understands this process in detail is paramount. It’s true that sales pipelines differ between businesses based on the intricate processes contributing to your sales strategy. However, the defining features and key stages of a successful sales pipeline remain constant. Let’s discuss the meaning behind the term “sales pipeline” and delve into what stages build the most effective and lucrative pipeline processes.


Read More