What’s the ROI of Marketing?
ROI is the question every business owner wants answered. But most are asking it too early, measuring the wrong things, or relying on reports filled with fluff. In episode two of Raising The Bar, Mel Strutt and Mon unpack what ROI in marketing really means and how to measure it properly.
From websites and lead funnels to marketing qualified leads and sales team accountability, they dig into what matters and what doesn’t. Whether you’re using an agency or managing in-house, this episode gives you the questions to ask and the noise to ignore.
Takeaways:
- ROI starts with the right foundation assets. Without a decent website or landing pages, you’re measuring in the dark.
- Vanity metrics like impressions, reach and likes are just noise unless tied to clear campaign objectives.
- ROI should be measured by marketing qualified leads (MQLs). Not page views. Not clicks to the Contact page.
- There are only three conversions that matter: form fills, phone calls, and actual online sales.
- Simple spreadsheets beat dashboards full of fluff. Track who enquired, what they wanted, and what happened next.
- Always ask your agency what counts as a conversion. If it’s clicking on a staff profile, that’s not a lead.
- Sales and marketing must talk. Weekly. Otherwise, you’re flying blind on what’s working.
- In B2B, ROI might take months. But lead quality and relevance should show up early.
- Not all leads are good leads. ROI depends on whether the work is winnable and profitable.
- If an agency promises ROI in a month, question it. Quick results are possible but rarely sustainable.
