Getting that elusive ROI from digital marketing technology

0 – Since the market is flooded with tools, how can you determine where to invest in marketing technology?

Surprisingly, the starting point is not in the ROI, but in your business goals. Before you even start thinking about technology or ROI, consider your business objectives and strategies — only some will require a technology investment.

Business objectives might include increasing revenue, improving profitability, lowering customer acquisition cost, increasing customer lifetime value, achieving better customer conversion rates, improving lead quality, shortening conversion time and supporting an account-based sales model, among other things.

Now let’s take a look at how to organize your thinking: Your ROI model will depend on your marketing tools and project. Improve the buyer’s journey.



photo CC by Simon Cunningham


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