B2B marketing is like an ocean liner: slow to start, hard to turn, but unstoppable once in motion!

🎯 Challenges?
👉 Long sales cycles = Hard-to-measure marketing impact
👉 Wrong KPIs = No way to optimize performance
🚀 How do you effectively measure the ROI of your POESCM strategy (Paid, Owned, Earned, Shared & Converged Media)?

😅 Welcome to my world of acronyms!

1️⃣ PAID MEDIA: A growth accelerator… but at what cost?
💰 Investment: High | 📈 ROI: Fast but expensive
🔹 Key KPIs:
✔ CAC (Customer Acquisition Cost)
✔ CTR (Click-Through Rate) & Conversion Rate
✔ ROAS (Return on Ad Spend)
💡 B2B Benchmark: SaaS CAC = $500 - $2,000 | Profitable ROAS > 3X
🎯 Goal: Reduce CAC through targeted optimization and automation.

2️⃣ OWNED MEDIA: Building a long-term asset
💰 Investment: Medium | 📈 ROI: Gradual but sustainable
🔹 Key KPIs:
✔ Engagement rate
✔ Leads generated from website/blog
✔ CRO (Conversion Rate Optimization)
💡 Benchmark: A well-optimized blog = +55% more leads | B2B website conversion: 2-5%
🎯 Goal: Boost conversion with evergreen content & SEO.

3️⃣ EARNED MEDIA: Social validation
💰 Investment: Low | 📈 ROI: Unpredictable but powerful
🔹 Key KPIs:
✔ Organic mentions & backlinks
✔ Referral conversion rate
✔ PR Impact Score
💡 Benchmark: Referral leads = 4X higher conversion rate
🎯 Goal: Maximize word-of-mouth through partners & influencers.

4️⃣ SHARED MEDIA: The snowball effect
💰 Investment: Low | 📈 ROI: Viral but uncontrollable
🔹 Key KPIs:
✔ Share & engagement rate
✔ UGC (User-Generated Content)
✔ Organic amplification rate
💡 Benchmark: A viral LinkedIn post = 10X more leads than paid ads
🎯 Goal: Drive shares through engagement & collaborative content.

5️⃣ CONVERGED MEDIA: The perfect mix to scale
💰 Investment: Variable | 📈 ROI: Exponential when well-orchestrated
🔹 Key KPIs:
✔ LTV/CAC Ratio
✔ Customer Journey Completion Rate
✔ Multi-touch channel contribution
💡 Benchmark: LTV/CAC >3X | Multi-touch strategies = +30% final conversion
🎯 Goal: Align all channels for a seamless conversion funnel.

📊 Track your KPIs efficiently with:
🔹 Google Analytics, HubSpot, Salesforce
🔹 LinkedIn & Google Ads
🔹 Power BI, Looker, Tableau


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