For small B2B companies, every marketing dollar counts. Often leaders of small enterprises expect immediate and direct sales results from each marketing activity. When those results aren’t immediately visible, many small businesses label the effort as inefficient or wasteful. However, this mindset can lead to missed opportunities. It overlooks the potential long-term value that some marketing activities can generate — a value that may not be immediately apparent but contributes significantly to business growth over time.
Did you know?
More than 60% of marketers report that measuring marketing effectiveness has become increasingly important over the past three years.
Source: MarketingWeek, 2022.
Large brands, with their substantial resources, have long recognised the importance of measuring incrementality — the additional impact that marketing efforts have on business outcomes beyond what would have occurred without those efforts. This approach allows them to see the true value of their campaigns, even when standard metrics might suggest they’re too costly or ineffective. For small businesses, adopting a similar mindset can be transformative.
A marketing activity measured solely by traditional metrics might seem too expensive or unproductive at first glance. Yet, this same activity might be driving significant incremental impact — bringing in real customers over time, building brand awareness, or enhancing customer loyalty in ways that aren’t immediately measurable. By shifting focus from immediate sales proof to understanding the incremental impact of their marketing efforts, small B2B companies can make more informed decisions. This shift can lead to more effective resource allocation, better long-term planning, and, ultimately, sustainable growth.
How CRM and Marketing Automation help measure incremental impact
Accurately measuring incremental impact in marketing is challenging due to the complexity of consumer behaviour, data limitations, and the evolving nature of marketing channels.
The good news is that the incremental impact of digital marketing activities can be effectively measured using modern tools like CRM systems and Marketing Automation platforms. These tools allow businesses to track customer interactions across multiple touchpoints, providing a comprehensive view of how marketing efforts contribute to the customer journey over time.
For example, CRM systems can help identify patterns in customer behaviour that result from specific marketing activities, even if the final conversion happens weeks or months later. By analysing these patterns, businesses can gauge the long-term value of their marketing campaigns. Marketing automation platforms further enhance this by enabling A/B testing, tracking customer engagement, and measuring the incremental impact of various marketing actions.
Through CRM and marketing automation, SMEs can move beyond the limitations of standard metrics. They can gain insights into the true effectiveness of their marketing strategies, uncover hidden opportunities for growth, and ensure that every marketing investment is working harder and smarter. Embracing incrementality, supported by these powerful tools, can turn seemingly unproductive activities into key drivers of success, helping small B2B companies achieve sustained growth in a competitive market.
What's next for you?
At “Lead Gen and CRM,” we recognise that for SMEs, measuring the true impact of your marketing efforts is essential for sustained growth. As your customer base expands, leveraging CRM and Marketing Automation tools becomes vital in understanding the incremental value of your marketing activities. Whether you’re designing your email campaigns or planning lead generation activity, we’re here to help you find the perfect fit for your business. Contact us today to discover how “Lead Gen and CRM” can empower your business with the insights and tools needed to drive growth effectively.
