India,
February, 2025.
The pressure for B2B marketers is intensifying as nearly half of them in India have to justify marketing spend to C-suite executives on a monthly basis, according to new research from LinkedIn, the world’s largest professional network and leading B2B advertising platform. With the length of B2B buying cycles getting longer, the majority (89%) of B2B marketers say it’s getting harder to measure long-term impact of a campaign.
LinkedIn’s new ‘B2B ROI Impact’ research,*
which surveyed over 1,000 B2B marketers in the US, UK, France, and India,
highlights the ongoing pressures that marketers face to demonstrate the impact
of their work on company revenue. 84% of B2B CMOs in the country say that
proving campaign return-on-investment (ROI) has become more important in the
past two years.
Research shows that there are three key
barriers B2B marketers face when demonstrating ROI — lack of standardised
industry benchmarks and metrics, particularly for B2B campaigns (42%); difficulty
in accurately attributing conversions to specific campaigns (39%), integration
issues between different data platforms (39%); and lack of organisational
alignment on metrics between sales and marketing (38%).
Sachin
Sharma, Director, LinkedIn Marketing Solutions, India,
says, “As proving ROI remains the core priority for Indian B2B marketers in
2025, their relationship with senior leaders will be in sharper focus. With 9
in 10 already using AI tools to improve campaign returns and measure ROI
better, B2B marketers must work with leaders to prioritise ‘value metrics over
volume metrics’. To do this, they must adopt the right AI tools that can help
measure a campaign's impact with greater precision – resulting in real business
outcomes.”
Majority
of B2B marketers say value metrics are stronger indicators of campaign success
Although research finds that volume
metrics, like Customer Acquisition Cost (CAC), Cost per Engagement (CPE), and
Return on Ad Spend (RoAS) are some of the most frequently requested metrics
from senior leadership, B2B marketers know that mindsets need to shift. Despite
data showing that 46% of senior leaders in India are focused on RoAS, B2B
marketers consider value metrics, like Marketing Qualified Leads (MQLs) and
Sales Qualified Leads (SQLs), as stronger indicators of campaign success.
Looking ahead into the next year, B2B
marketers say that understanding buyer intent – a buyer’s likelihood to
purchase – will be the biggest challenge in proving campaign effectiveness,
signaling the criticality in effectively measuring qualified leads. As a
result, over half (53%) of B2B marketers are pivoting to a buyer group marketing
strategy to influence purchase decisions and drive conversions, and focusing on
Customer Lifetime Value (CLV) in reporting.
© 2019 All Rights Reserved | democraticjagat2019 | Developed By DIIT IT SERVICES & SOLUTIONS
