How to Boost Marketing ROI: Strategies for Maximizing Your Efforts

According to a recent Adobe survey of 1,000 U.S. marketers, 68% feel the most pressure to deliver a return on marketing investments (ROI). As marketing increasingly takes over the presale process, marketers face rising expectations to deliver tangible results. This shift highlights why ROI is a major topic of conversation among industry professionals.

A key challenge in proving marketing ROI is the variety of ways to measure it, some more complex than others. The ultimate goal is to get “more” out of our campaigns—whether it’s more leads, more content engagement, or more personalized customer journeys. In this blog, I’ll share three actionable strategies to help increase your marketing ROI and grow your campaigns effectively.

Strategy 1: Improve Lead Capture

The foundation of a successful campaign is delivering qualified leads. When a potential customer converts, that directly impacts your ROI. One quick way to boost ROI is by improving lead capture, allowing you to get more potential sales leads into your funnel.

Marketers can enhance lead capture by distributing content that directly addresses their prospects’ interests and pain points. People are more likely to “pay” for content (by providing contact information) if they find it valuable. On the other hand, poor content might make them hesitant to share their information. In fact, a 2015 DemandGen report revealed that only 11% of B2B buyers were willing to share personal information for a whitepaper, and that figure has continued to decline.

Interactive content has emerged as a powerful tool for engaging prospects before they even become leads. By building trust and adding value upfront, you increase the chances that prospects will provide their information when they encounter a call-to-action.

The results are clear: DemandMetric finds that interactive content converts twice as many leads as static content. So, improving lead capture through high-quality, interactive engagement is a surefire way to improve your marketing ROI.

Strategy 2: Collect More and Better Data

Another way to increase marketing ROI is by enhancing the quality of your data collection. Marketers often use lead scoring to determine when a prospect is ready to be passed to sales, based on a mix of demographic and behavioral factors. However, gathering more detailed data through actual interactions can provide deeper insights.

Rather than just inferring a prospect’s readiness, marketers can ask direct questions during their engagement, allowing them to collect more personalized data. This not only improves the sales process but also helps create a more accurate and nuanced profile of the buyer.

For example, Blackbaud used interactive tools like calculators to demonstrate their product’s value, allowing potential customers to see real-life benefits. This approach helped the sales team exceed their quota by 133% and generate an additional $600,000 in revenue. When you provide the sales team with richer data and insights, they can tailor their approach and improve their conversion rates—directly enhancing your campaign’s ROI.

Strategy 3: Increase Email Touchpoints

Email marketing continues to be a leading tactic for B2B lead generation, with 42% of marketers ranking it as their most effective tool. However, the challenge often lies in finding new reasons to reach out to your database without overwhelming them with repetitive content.

Instead of sending the same material over and over, try breaking down your main campaign asset into smaller, digestible pieces. This method, known as the content pillar approach, allows you to explore the topic from different perspectives. From blog posts to video snippets to webinars, repurposing your content offers multiple touchpoints to engage your audience without being redundant.

Diversifying your content types also helps you reach a broader spectrum of prospects. For example, while some people might not have time to read a whitepaper, others may prefer an interactive quiz or social media poll. This ensures that your outreach stays fresh and relevant, ultimately increasing the effectiveness of your email campaigns and improving your overall marketing ROI.