Jeffrey L. Cohen

Social Strategist, B2B Content Marketer & Author

I am a B2B marketing strategist with both agency and client-side experience. Social media may be a buzzword or the latest fad at your B2B company, but it is something that I live and breathe every day. Whether it is advising B2B enterprise companies on their social media strategy or writing compelling B2B content for a leading industry blog, B2B social media is my passion.

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Moving away from the ROI conversation

Ever since social media marketing started, B2B companies were constantly asked about the ROI—the return on investment—of their marketing efforts. And marketers always had a hard time answering that question.

The reason it was hard to answer is that ROI is actually about dollars. Return on investment means how much money did you make, or how much money did you save based on how much you spent.
And if you were not measuring things in terms of dollars—as many marketers were not—there just was no ROI conversation.

But by the same token, because so much in the digital world measurable and there’s more data, marketers have more information about their customers than they’ve ever had before. But what happens is there are lots of things going on, lots of good results that marketers are getting, really have nothing to do with sales. And so marketers are finally to a place where they can put the ROI conversation aside and look at results in other terms and not try to have to fit a square peg of dollars into a round hole of something that’s not really related to dollars.

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