How to Increase Your Return on Investment

Even if your B2B marketing efforts are extremely successful, there is always room for improvement. Keep the following considerations in mind as you continue to refine your strategy:

  • Avoid getting tunnel vision
  • Be prepared for the unexpected
  • Keep an eye out for missed opportunities

Avoid getting tunnel vision

It is critical to begin with a hypothesis, but it is equally important not to rely solely on that hypothesis when the data may reveal something completely different from what you expected. For example, you may have desired a YouTube hit that went viral (and failed). In contrast, if the data reveals that your Instagram story conversion rate was astronomically high when compared to YouTube, you’ll realize that’s where you should be investing your resources next time.

Be prepared for the unexpected

In the event that they do not receive the results they had hoped for, many marketers become discouraged. (Even if the results are favorable, you may suffer an ego blow if the results are not what you desired.) Just remember that everything is a part of the learning process. Be brave and humble enough to make changes, test them, and learn from them.

Keep an eye out for missed opportunities

In the event that you’ve tried everything you can think of and are still struggling to get the return on your investment that you desire, it may be time to start from scratch. Execute a content audit to evaluate both your own content and that of your competitors to identify areas for improvement, as well as gaps in your messaging, among other things. Alternatively, you may wish to re-map your customer journey to ensure that you are communicating the appropriate messages at the appropriate times.

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