Which Digital Marketing Strategy Has the Highest ROI? Surprise, Surprise, It’s…

  • Sunil Shah

So, you are a marketing manager for a B2B technology company. Congratulations! The work’s interesting, and the pay’s pretty good.

But you have a problem. How do you divvy up your (sometimes limited) budget into different marketing activities? There’s below the line, above the line, digital, print, PR, events, OOH, TVCs, sports sponsorship, referral programs, and the list goes on.

So many ways to spend your budget!

If you are like most B2B technology marketers, you’ve set a portion of your budget aside for digital marketing. But you are still left with a similar challenge: Which tactic to use? There’s SEO, SEM, social media, content marketing, programmatic campaigns, online reputation management, among others.

Here are some reasons you should invest in content marketing, courtesy Enterprise Content Marketing 2019 Benchmarks:

It Meets Your Top Priority:

63% of enterprise marketers say they have generated demand/leads with a content marketing strategy.

You’re Likely to Get More Budget:

34% of enterprise marketers say they expect a 1-9% increase  in content marketing budget in 2019—and 13% say they expect a bump up of over 9%.

Your Boss Believes in It:

65% of enterprise marketers say content marketing already has buy-in from the highest levels in their organization.

Your Peers Leverage It:

72% of enterprises have a content marketing strategy.

According to the B2B Marketing Survey, content marketing is the most important marketing strategy for 2019.

But there’s another very important reason to invest in content marketing—one that could potentially solve marketing’s most intractable problems.

It’s a (Better) Way to Define a Lead

One of the reasons we all love digital marketing is because it’s more measurable. Whichever metric you choose, and there are a lot (many of them of the vanity variety), digital gives your organization a neat way to measure. Whether it’s pageviews, likes, clickthroughs, downloads, or number of subscribers, all of it can be measured.

But let’s be honest. We’re still struggling to measure how close a lead is to the point of making a purchase—the point at which we hand over prospects to sales.

Content marketing has the highest ROI compared to other strategies. When B2B marketers were askedwhich marketing channels provide the best ROI for your business?, the majority (51%) said content marketing.

Unless properly combined, many standalone digital marketing strategies aren’t helpful when it comes to lead qualification.

Let’s look at a few examples: SEO helps increase your ranking on a search engine. SEM helps get customers to download a whitepaper. A social media campaign could get you likes or maybe even new subscribers.

All of these digital tactics are great for increasing lead quantities.

But, by themselves, none of these strategies do a great job measuring the quality of a lead.

And that’s the cause for many of our clashes with sales, isn’t it? How many times have you heard, “The leads you are passing us aren’t relevant!”

Oh, the aggravation!


Sure, sales can be difficult. But it’s also true that a single download, a like, or a click, doesn’t an interested buyer make. The result? A whole bunch of lead qualification frameworks have been thrust on us including BANT, CHAMP, ANUM, MEDDIC, and GPCTBA/C&I (phew!).

Content marketing is different.

Done well, it’s the rare standalone digital marketing strategy which ensures you can grade a lead. Based on the reading pattern of prospects, it’s possible to figure out which stage of the buying cycle they are. Are they trying to find out how to fix a problem? Are they trying to assess the difference between your product and your competitors? Did your prospect land on your pricing page? Did they just read how one of their competitors used your product?

Content marketing is more effective than events.
Content marketing scores 2.73 out of 5 in effectiveness.
Tradeshows score 2.57
Live events / seminars score 2.49.
2018 Technology Marketing Benchmarks & Trends Report

Each type of content tells you something about a prospect—and how close they are to the point where your sales team is comfortable talking to them.

That is why, as B2B technology marketing becomes ever-more ROI driven, content marketing’s importance will continue to rise.

Putting Content Marketing to the Test

What’s the B2B technology marketer’s tactic of choice? The one we like to deploy when it’s Q4 and our backs are to the wall?


B2B technology marketers love events…mainly because sales loves them. It gives sales the opportunity to meet customers, shake their hand, and shine. Simplistic, but true.

It’s also an easy way for sales to report that they met prospects, an important KPI for them.

Here’s a final reason to invest in content marketing:

It’s a gift that keeps on giving.

For B2B technology marketers, events also address a growing (worryingly so) demand from sales: “Forget all these lead qualifications, just get my people a meeting with prospects. Get them in the same room.”

“In the software industry…the importance of conferences cannot be understated. All the major software platforms have long been using conference-type events in their marketing mix,” says, Sudhi Seshadri, dean and professor of marketing, MYRA School of Business, in Targetmarketingmag.

According to the State of IT Marketing, B2B technology marketers will spend the second largest tranche (of their budgets for 2019) on events. A full 22% of 2019’s B2B technology marketing investments will be directed to events.

Convinced that events are our tactic of choice?

But how do events measure up against content marketing in terms of real effectiveness?

According to the 2018 Technology Marketing Benchmarks & Trends Report, content marketing is more effective than events. Content marketing scores 2.73 out of 5 in effectiveness. Tradeshows score 2.57, and live events / seminars score 2.49.

Content marketing also has the highest ROI compared to other strategies. When B2B marketers were asked, which marketing channels provide the best ROI for your business?, the majority (51%) said content marketing. In comparison, only 30% said events.

Here’s a final reason to invest in content marketing: It’s a gift that keeps on giving.

Events tend to be expensive, one-time affairs. Plus, repeated use of the same tactic results in diminishing returns because the list of attendees (your potential pool of prospects) tends to overlap across events. It’s a secret many seasoned marketers know, but aren’t always ready to admit. They know that companies setting up B2B technology events (publishers, event companies, etc) have a limited ability to pull in new attendees.

On the other hand, with a content marketing program, your investment tends to be front-loaded, but then only requires smaller investments to keep going. And it’ll give you a steady stream of leads for years to come!

Powered by: GetIT – B2B Tech / IT / Telco Marketing Agency : Singapore, India, Malaysia, APAC


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April 19, 2022

Timmy James

Hi, Very much impressive and also explained very well. Thank you...

April 18, 2022

D Mahender Rao

Blog article is very useful information about the digital marketing strategies and content writing and lead generation for B2B business.

April 17, 2022

Mohd Jameel

This blog is really helped me to understand for a long time I was confused to understand this thanks for sharing

April 11, 2022

relentless digital

Absolutely! Digital marketing has become vital in every business marketing strategy. It has enabled brands of all sizes to market their products efficiently and target their audience.

February 1, 2022

Digital Marketing Agency Edmonton

When choosing a digital marketing strategy for your business, it's hard not to feel overwhelmed. It might seem like you have an endless number of options to choose from and it can be difficult to know where to start. Even if you are struggling with keeping up with the latest trends, there are some tried-and-true methods that you can use to ensure that your business is ranking high on Google and other search engines.

January 29, 2022

Brij Bhushan

Hii Dear, You are such a great author..Everything in this blog was well explained. I really appreciate your efforts you put in this blog...And your digital marketing strategy was great..Keep Posting such useful blogs!

January 13, 2022


Hello, Hope you doing well. I read your blog, it’s very helpful for knowing digital marketing. Keep posting like this type of blog and thanks for keeping us up to date with latest blog Thanks!

January 6, 2022


thanks for sharing, very helpful to know about that which marketing strategy will help to get high ROI

August 7, 2019

Stephany Rob

Thanks for sharing the benefits of digital marketing. Actually i want to do digital marketing Sunshine Coast of my business, so i was looking for the information like this. This is absolutely fantastic blog that i have ever read. You have covered almost all the points related to digital marketing. Please keep sharing info like this.

July 4, 2019

Sunil Shah

Thank you Sidesh!

May 2, 2019

sidhesh p

Hi, This post is really nice and informational.I got many new things from it. It's really useful. Thanks