What’s holding back your marketing from Proving B2B Marketing ROI?
B2B marketing often faces skepticism—from leadership, sales teams, and even within marketing itself. Proving B2B marketing ROI isn’t always straightforward, and many companies struggle to connect marketing efforts directly to business impact.
Is your marketing proving real business impact, or is it just another expense line in the budget?
In The Skeptic’s Guide to Marketing, Grey Matter breaks down the biggest misconceptions that limit marketing’s potential and how to shift from chasing vanity metrics to delivering real revenue growth. Led by Zach Murphy, VP of Strategy at Grey Matter, this webinar challenges outdated mindsets and provides a practical, data-backed approach to marketing that aligns with sales, engages buyers, and drives measurable impact.
Watch the full webinar below and learn how to prove marketing’s ROI in B2B.
What You’ll Learn in This Webinar
Why Leadership Is Skeptical About Marketing
Many B2B executives see marketing as an expense rather than a revenue engine. We’ll discuss the root causes of this perception and how marketing teams can change the narrative.
How to Tie Marketing Directly to Business Outcomes
Proving marketing ROI goes beyond vanity metrics. Learn which KPIs matter most, how to measure impact, and how to communicate results in a way that gets leadership buy-in.
Common Myths About B2B Marketing—Debunked
From “marketing can’t influence revenue” to “sales should own the pipeline,” we break down the biggest misconceptions that hold marketing teams back.
Aligning Marketing & Sales for Proving B2B Marketing ROI
Sales and marketing misalignment is one of the biggest barriers to success. Learn how to bridge the gap, improve collaboration, and drive better business results.
Key Takeaways from the Webinar
Your Customers Are Online—Are You Meeting Them There?
- 81% of buyers research online before making a purchase—if your brand isn’t visible early, you’re already behind.
- Companies using CRM effectively saw a 250% increase in close rates within five months.
- A strong digital presence ensures your business is positioned for success during the critical early stages of the buyer’s journey.
Marketing Amplifies Sales—It Doesn’t Replace It
- Warm outreach powered by marketing has a 20-30% success rate, compared to just 2% for cold outreach.
- Seamless collaboration between marketing and sales leads to higher engagement and greater ROI.
- Marketing should **drive demand, educate prospects, and support sales—**not just generate leads and hope for the best.
Traffic Is Just the Start—Conversion Is What Matters
- Driving traffic isn’t enough. Your strategy must focus on converting visitors into qualified leads by addressing pain points and providing immediate value.
- Problem-centric messaging consistently outperforms product-focused approaches in capturing buyer attention and generating real interest.
Speed Is Key—Faster Follow-Ups, More Sales
- Companies that respond to leads within five minutes have an 80% higher chance of qualification.
- Tools like call tracking and CRM systems help automate responses, shorten sales cycles, and increase conversions.
CRM Bridges the Gap Between Marketing and Sales
- A well-managed CRM system tracks pipeline progress, automates outreach, and improves close rates.
- Without a CRM-driven marketing-to-sales strategy, leads fall through the cracks, follow-ups slow down, and revenue potential is lost.
