Top 4 Blunders that B2B eCommerce Enterprises Make while Calculating ROI on Ad Spend


    Marketing teams need to calculate their marketing ROI to understand the success rate of their presales campaigns.

    As the B2B purchase cycles have evolved tremendously, and even enterprises have embraced digital channels in their marketing and sales approaches. B2B eCommerce enterprises spend a tremendous amount of finances on ADs to increase their visibility and tap a new customer base. CMOs should consider calculating the ROI on the Ad spend to understand the progress and make necessary changes to the campaigns to optimize the expenditure.

    Here are a few blunders that B2B eCommerce enterprises should avoid while measuring Ads ROI to make accurate data-driven decisions:

    Also Read: Outsourced Content driving High Quality Content and Better ROI

    Not using an End-to-End attribution model

    One of the most effective aspects of B2B eCommerce enterprises is that a majority percentage of clients buy in bulk. Such customers enter the sales funnel as leads, and if the revenue is not attributed back to the lead after the bulk purchase will not be monitored. Enterprises that are not able to attribute the revenue back to lead might result in losing out on a few big orders and not utilize them to get insights or use them for automated bidding. In today’s marketplace, clients’ information flow is allowed by Google, Bing, Facebook, and Google Analytics. Businesses can attribute the customer data back to the presales channels or google analytics in real-time to improve attribution transparency.

    Setting a shorter default cookie length 

    B2C eCommerce purchasing cycles are comparatively shorter than B2B buyer journeys. During B2B eCommerce, the buyer’s journeys are long even for smaller firms because they will also have an implementation that explores, evaluates, and chooses the best tool in the marketplace. In a B2C environment, the default cookie length is generally 30 days, but it is a shorter cookie length for B2B environments as the purchase journeys are longer. B2B eCommerce enterprises need to keep the default cookie length for nearly 90 days at all possible places to accurately calculate the ROI Ads expenditure of eCommerce brands.

    Also Read: Shifting B2B Marketing Focus from Solution Based to Customer Centric Marketing Approach with Personas

    Not analyzing the success of every channel

    Usually, B2B eCommerce enterprises leverage various marketing agencies to manage all the multiple presales channels. One vendor executes the email campaigns; another partner will manage social media, and the third one handling other marketing operations. As the brands are partnered with multiple agencies makes, it is difficult to calculate the ROI on the Ads expenditure. Because every vendor will generate its own data and might not help to visualize the overall picture of the marketing success, CMOs of B2B eCommerce enterprises can implement an effective Content Management System (CMS) or google analytics last-touch attributions to efficiently measure the ROI of the Ads spent.

    Just concentrating on last-click attribution

    Poor measurement design models have a tremendous impact on evaluating the ROI. B2B eCommerce enterprises that focus on calculating the ROI will ignore the other aspects of the funnel.

    Organizations find it challenging to understand the impact of executing Omni channel marketing strategies with a last-touch attribution model. With this approach, businesses find it difficult to determine which aspect of the marketing campaign has contributed the most toward success. Lack of clarity in what aspects contribute to success leads to under or over-investment in various advertising forms.

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