ROI: The Holy Grail It’s the ultimate goal for any marketer: demonstrate to the C-suite This is true even in a digital world that comes with data and metrics that marketing activity is delivering a clear return on investment. galore. For example: Being able to show ROI makes it easier to: • 80% of marketers feel challenged by the size of data they • Lobby for a larger marketing budget. need to deal with and the hassle of accessing it. (Forrester) • Recruit new talent and grow the marketing team. • There’s concern around measurement limitations, like deprecation of third-party cookies, GDPR, and Apple tracking • Outsource specialist tasks to certified partners. prevention. (Neilsen) • Test boundaries and take risks with new activities. • 35% of marketers see the need for better integration between marketing and the rest of the business. (Awareness, Inc.) It also helps unite internal teams because all are in agreement about the value of marketing communications (versus the historic The good news is, Pardot (aka Marketing Cloud Account Engagement) perception of Marketing as a cost centre!). has the features and capabilities built-in, to overcome many of these challenges. The problem is, proving ROI from marketing activities is hard. With Pardot, it’s possible to measure ROI across almost all marketing According to Adobe, 52% of marketers say there are problems channels. From webinars to email campaigns, and content marketing in accurately measuring ROI and that it’s their biggest source of through to advertising. frustration in social media marketing, particularly. This eBook is your checklist guide to measuring ROI in Pardot, helping to ensure your Pardot instance is set up in the best way possible and making measuring ROI a breeze. 3 marcloudconsulting.com