More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.

1. Traffic to their website, email marketing, and tradeshows top the list of initiatives and
channels that industrial marketers rely on to show return on investment.
More and more, marketers are being tasked with proving the return on investment (ROI) of
their marketing initiatives. This can pose a challenge, because there are many ways to
determine the results and value of each campaign. For our most recent Marketing Maven
survey, we wanted to know more about how industrial marketers handle proving ROI and
what challenges they encounter.
Industrial marketers look
at clicks, engagement
rate (CTR, open rate, etc.)
and cost per click when
comparing the
performance of media
spend and making
purchasing decisions.
Most marketers run campaign performance reports monthly or quarterly.
When it comes to reporting, the most common challenges industrial marketers face are:
data being too siloed; having trouble showing ROI for investments/marketing programs;
and not being sure which factors to pay attention to and what's most important.
ROI
TRAFFIC
to their website
EMAIL
marketing TRADESHOWS
62% 60%
52%
48%
60%
45%
52% 19%
21%
ENGAGEMENT RATE
CLICKS
COST PER CLICK
MONTHLY QUARTERLY
24%
DATA TOO
SILOED
12%
UNSURE WHICH
FACTORS ARE
IMPORTANT
MEASURABLE MARKETING CHANNELS
MEDIA SPEND PERFORMANCE METRICS
33%
CAMPAIGN PERFORMANCE REPORTS
of marketers are using an outside
partner to handle at least some of
their reporting and tracking.
How Industrial Marketers Track ROI
?
REPORTING AND TRACKING
REPORTING CHALLENGES
https://www.globalspec.com/advertising/
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The marketing initiatives or channels that most marketers measure ROI for are traffic to
their website, email marketing and tradeshows.
The most often looked at
metrics when comparing
the performance of media
spend and when making
purchasing decisions are
clicks, engagement rate
(CTR, Open Rate, etc.)
and cost per click.
Most marketers run campaign performance reports monthly or quarterly.
The three most reported challenges when it comes to reporting are data being too
siloed, having trouble showing ROI for investments/marketing programs, and not being
sure which factors to pay attention to and what’s most important.
0 2 4 6 8 10
ROI
TRAFFIC
to their website
EMAIL
marketing TRADESHOWS
62% 60%
52%
48%
60%
45%
52% 19%
21%
ENGAGEMENT RATE
CLICKS
COST PER CLICK
MONTHLY QUARTERLY
24%
DATA TOO
SILOED
12%
UNSURE WHICH
FACTORS ARE
IMPORTANT
MEASURING ROI
MEDIA SPEND PERFORMANCE METRICS
33%
CAMPAIGN PERFORMANCE REPORTS
of marketers are using an outside
partner to handle at least some of
their reporting and tracking
Measuring Marketing ROI
?
REPORTING AND TRACKING
REPORTING CHALLENGES
?
?
The marketing initiatives or channels that most marketers measure ROI for are traffic to
their website, email marketing and tradeshows.
The most often looked at
metrics when comparing
the performance of media
spend and when making
purchasing decisions are
clicks, engagement rate
(CTR, Open Rate, etc.)
and cost per click.
Most marketers run campaign performance reports monthly or quarterly.
The three most reported challenges when it comes to reporting are data being too
siloed, having trouble showing ROI for investments/marketing programs, and not being
sure which factors to pay attention to and what’s most important.
0 2 4 6 8 10
ROI
TRAFFIC
to their website
EMAIL
marketing TRADESHOWS
62% 60%
52%
48%
60%
45%
52% 19%
21%
ENGAGEMENT RATE
CLICKS
COST PER CLICK
MONTHLY QUARTERLY
24%
DATA TOO
SILOED
12%
UNSURE WHICH
FACTORS ARE
IMPORTANT
MEASURING ROI
MEDIA SPEND PERFORMANCE METRICS
33%
CAMPAIGN PERFORMANCE REPORTS
of marketers are using an outside
partner to handle at least some of
their reporting and tracking
Measuring Marketing ROI
?
REPORTING AND TRACKING
REPORTING CHALLENGES
?
?
The marketing initiatives or channels that most marketers measure ROI for are traffic to
their website, email marketing and tradeshows.
The most often looked at
metrics when comparing
the performance of media
spend and when making
purchasing decisions are
clicks, engagement rate
(CTR, Open Rate, etc.)
and cost per click.
Most marketers run campaign performance reports monthly or quarterly.
The three most reported challenges when it comes to reporting are data being too
siloed, having trouble showing ROI for investments/marketing programs, and not being
sure which factors to pay attention to and what’s most important.
0 2 4 6 8 10
ROI
TRAFFIC
to their website
EMAIL
marketing TRADESHOWS
62% 60%
52%
48%
60%
45%
52% 19%
21%
ENGAGEMENT RATE
CLICKS
COST PER CLICK
MONTHLY QUARTERLY
24%
DATA TOO
SILOED
12%
UNSURE WHICH
FACTORS ARE
IMPORTANT
MEASURING ROI
MEDIA SPEND PERFORMANCE METRICS
33%
CAMPAIGN PERFORMANCE REPORTS
of marketers are using an outside
partner to handle at least some of
their reporting and tracking
Measuring Marketing ROI
?
REPORTING AND TRACKING
REPORTING CHALLENGES
?
?
The marketing initiatives or channels that most marketers measure ROI for are traffic to
their website, email marketing and tradeshows.
The most often looked at
metrics when comparing
the performance of media
spend and when making
purchasing decisions are
clicks, engagement rate
(CTR, Open Rate, etc.)
and cost per click.
Most marketers run campaign performance reports monthly or quarterly.
The three most reported challenges when it comes to reporting are data being too
siloed, having trouble showing ROI for investments/marketing programs, and not being
sure which factors to pay attention to and what’s most important.
0 2 4 6 8 10
ROI
TRAFFIC
to their website
EMAIL
marketing TRADESHOWS
62% 60%
52%
48%
60%
45%
52% 19%
21%
ENGAGEMENT RATE
CLICKS
COST PER CLICK
MONTHLY QUARTERLY
24%
DATA TOO
SILOED
12%
UNSURE WHICH
FACTORS ARE
IMPORTANT
MEASURING ROI
MEDIA SPEND PERFORMANCE METRICS
33%
CAMPAIGN PERFORMANCE REPORTS
of marketers are using an outside
partner to handle at least some of
their reporting and tracking
Measuring Marketing ROI
?
REPORTING AND TRACKING
REPORTING CHALLENGES
?
?