How do you communicate campaign ROI?

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As a marketing campaign manager, you know how important it is to measure and report the return on investment (ROI) of your campaigns. ROI is the ratio of the profit or benefit generated by a campaign to the cost or resources invested in it. It helps you evaluate the effectiveness and efficiency of your marketing efforts, as well as justify your budget and strategy to your stakeholders. But how do you communicate campaign ROI in a clear, concise, and compelling way? Here are some tips to help you:

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Ana Pires, PhD

Global Digital Marketing Leader | PhD in Cardiovascular Sciences| Driving Growth in Healthcare & Pharma |
Marc Abdo

2X LinkedIn Top Voice | I specialize in finding & attracting your ideal customers online with tailored strategies…
Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries

1 Define your goals and metrics

Before you launch any campaign, you need to define your goals and metrics. What are you trying to achieve with your campaign? How will you measure your success? What are the key performance indicators (KPIs) that reflect your objectives? How will you collect and analyze the data? Having a clear and specific plan for your campaign measurement will help you communicate your ROI later.

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Ana Pires, PhD

Global Digital Marketing Leader | PhD in Cardiovascular Sciences| Driving Growth in Healthcare & Pharma |
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Don’t forget to define the target customer segment. Why is customer segmentation important? First because it improves likelihood of achieving the best possible ROI, but also helps clarify the goal and lastly communicate effectively your story.

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Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries
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To communicate campaign ROI effectively: 1. Define key metrics. 2. Quantify results with actual numbers. 3. Provide context and explain objectives. 4. Visualize data for easy understanding. 5. Align with business goals. 6. Discuss insights and key findings. 7. Tailor communication to the audience. 8. Offer actionable recommendations for improvement.

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2 Align your ROI with your stakeholders' expectations

Different stakeholders may have different expectations and perspectives on your campaign ROI. For example, your boss may care more about the revenue and profit generated by your campaign, while your client may care more about the brand awareness and customer satisfaction. Therefore, you need to align your ROI with your stakeholders' expectations and tailor your communication accordingly. Find out what matters most to them, how they prefer to receive the information, and what level of detail they need.

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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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Different stakeholders have different priorities. Align your metrics and outcomes with what matters most to them, whether it’s revenue growth, user acquisition, or cost savings, to keep them engaged and supportive.

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3 Use visual aids and storytelling

One of the best ways to communicate campaign ROI is to use visual aids and storytelling. Visual aids, such as charts, graphs, dashboards, and infographics, can help you present your data in a clear, concise, and attractive way. They can also help you highlight the key insights and trends, as well as compare your results with your benchmarks and goals. Storytelling, on the other hand, can help you add context and meaning to your data. It can help you explain the logic and rationale behind your campaign, the challenges and opportunities you faced, and the impact and value you created.

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4 Focus on the benefits, not the features

Another tip to communicate campaign ROI is to focus on the benefits, not the features, of your campaign. Benefits are the outcomes and results that your campaign delivered, while features are the attributes and characteristics of your campaign. For example, instead of saying that your campaign used email marketing, social media, and webinars as features, you can say that your campaign increased leads, conversions, and retention as benefits. Benefits are more relevant and persuasive to your stakeholders, as they show how your campaign solved their problems or met their needs.

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5 Provide recommendations and next steps

Finally, you should provide recommendations and next steps based on your campaign ROI. This will show that you are proactive and strategic, as well as demonstrate your value and credibility as a marketing campaign manager. You can suggest ways to improve your campaign performance, optimize your budget allocation, or leverage your best practices. You can also propose new ideas or opportunities to expand or scale your campaign, or to test new channels or tactics.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marc Abdo

2X LinkedIn Top Voice | I specialize in finding & attracting your ideal customers online with tailored strategies, content, and ads
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When communicating campaign ROI with clients, it's crucial to prioritize clarity and simplicity. More often than not, clients seek the essence of insights presented in an easily digestible manner. Therefore, there's no need to overcomplicate things with numerous graphs and technical jargon. The key is to convey the message cleanly and simply, ensuring that the most impactful insights shine through effortlessly.

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Om ??

Marketing Technologist | Ex-Gainster | SaaS Marketing | CRM | Marketing Automation | Demand Generation | Lead Management | Data Management | Campaigns | Lead Routing | SDR AE Alignment |
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ROI is something differs from type of the campaign. Overall I'd calculate the effectiveness based on Increased traffic for the LP after the campaign Total $ Spent (Includes Cost and Time spent by Resources)/ Leads $ Pipeline Generated/Total No of Opps Overall it's important to calculate the $ and Time spent by resources too

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How do you communicate campaign ROI?

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1 Define your goals and metrics

2 Align your ROI with your stakeholders' expectations

3 Use visual aids and storytelling

4 Focus on the benefits, not the features

5 Provide recommendations and next steps

6 Here’s what else to consider

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