May 26, 2021
February 18, 2021

Measuring ROI for B2B using data-driven Marketing Automation: how to prove the value of marketing

In times like COVID-19 when many companies face financial downturn, marketing needs be able to prove value and attribute spend to total revenue - a challenge many B2B companies often struggle with because cost attribution can be complex and so can knowing where to start.

In this webinar, our CEO Mathias Jonsson and Bisnode's Head of Group Digital Marketing Daniel Nyberg cover how to measure return on marketing investment (ROMI) using marketing automation and data-driven tactics.

Measuring click-through rates or the number of LinkedIn followers on social media can provide valuable insight. However when it comes to identifying which activities are the most effective at driving revenue, is starts with understanding cost attribution and your return on marketing investment.

Using powerful Marketing Automation tools like Adobe’s Marketo Engage enables B2B companies to measure marketing’s performance and impact on revenue using data-driven insights, helping you maintain the right resources and secure higher company revenue long-term.

Agenda

- Introduction Exelement and Bisnode

- Measuring ROI for B2B: How to prove the value of marketing using data and Marketing Automation

  • What it means to measure ROI and define metrics for pipeline and revenue.
  • How to measure ROI and attribute marketing activities to spend and revenue.
  • How to use your Marketing Automation tool to gain performance driven insights to measure attribution, investment and revenue impact.
  • How to set up KPIs and success metrics in your marketing automation tool.
  • Marketing Automation case study: How B2B can leverage performance-backed data and marketing automation tools like Marketo Engage to measure the impact of marketing and sales.

- Questions and summary

Speakers

Mathias Jonsson

Mathias Jonsson

CEO | EXELEMENT

Mathias is the CEO and Founder of the Marketo Engage partner, Exelement. With more than 15 years of experience in digital marketing, Mathias has previously procured, implemented and integrated a marketing automation system at one of the largest IT companies in the Nordics, as well as supervised the implementation of marketing automation software for more than 40 Nordic companies as the Head of Marketing Automation at Nortal.

Daniel Nyberg

Daniel Nyberg

HEAD OF GROUP DIGITAL MARKETING | BISNODE

Daniel leads Group Digital Marketing at Bisnode, one of Europe’s leading data and analytics companies. He has designed and developed digital marketing capabilities including Marketing Automation at Bisnode since 2016 and has a decade long background in Sales/Marketing technology and management consulting prior to Bisnode.

Measuring ROI for B2B using data-driven Marketing Automation: how to prove the value of marketing

In times like COVID-19 when many companies face financial downturn, marketing needs be able to prove value and attribute spend to total revenue - a challenge many B2B companies often struggle with because cost attribution can be complex and so can knowing where to start.

In this webinar, our CEO Mathias Jonsson and Bisnode's Head of Group Digital Marketing Daniel Nyberg cover how to measure return on marketing investment (ROMI) using marketing automation and data-driven tactics.

Measuring click-through rates or the number of LinkedIn followers on social media can provide valuable insight. However when it comes to identifying which activities are the most effective at driving revenue, is starts with understanding cost attribution and your return on marketing investment.

Using powerful Marketing Automation tools like Adobe’s Marketo Engage enables B2B companies to measure marketing’s performance and impact on revenue using data-driven insights, helping you maintain the right resources and secure higher company revenue long-term.

Agenda

- Introduction Exelement and Bisnode

- Measuring ROI for B2B: How to prove the value of marketing using data and Marketing Automation

  • What it means to measure ROI and define metrics for pipeline and revenue.
  • How to measure ROI and attribute marketing activities to spend and revenue.
  • How to use your Marketing Automation tool to gain performance driven insights to measure attribution, investment and revenue impact.
  • How to set up KPIs and success metrics in your marketing automation tool.
  • Marketing Automation case study: How B2B can leverage performance-backed data and marketing automation tools like Marketo Engage to measure the impact of marketing and sales.

- Questions and summary

Speakers

Mathias Jonsson

Mathias Jonsson

CEO | EXELEMENT

Mathias is the CEO and Founder of the Marketo Engage partner, Exelement. With more than 15 years of experience in digital marketing, Mathias has previously procured, implemented and integrated a marketing automation system at one of the largest IT companies in the Nordics, as well as supervised the implementation of marketing automation software for more than 40 Nordic companies as the Head of Marketing Automation at Nortal.

Daniel Nyberg

Daniel Nyberg

HEAD OF GROUP DIGITAL MARKETING | BISNODE

Daniel leads Group Digital Marketing at Bisnode, one of Europe’s leading data and analytics companies. He has designed and developed digital marketing capabilities including Marketing Automation at Bisnode since 2016 and has a decade long background in Sales/Marketing technology and management consulting prior to Bisnode.

In times like COVID-19 when many companies face financial downturn, marketing needs be able to prove value and attribute spend to total revenue - a challenge many B2B companies often struggle with because cost attribution can be complex and so can knowing where to start. In this webinar we will talk about how B2B companies can leverage Marketing Automation and performance-backed data to prove the value of their marketing investment.

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