How to Measure Omnichannel Marketing Success in B2B: KPIs and ROI Explained (2025)

Today’s B2B marketing environment necessitates a way to measure success in omnichannel marketing by 2025! Your buyers or prospects are taking longer through their buying journey, digital touchpoints are fragmented, segmentation is tough to execute, and key decision-makers have the expectation of the same experience across all channels. However, many marketing leaders are still challenged to connect their campaigns to tangible business impact. 

This guide will help you understand how to measure omnichannel marketing success using key performance indicators (KPIs), advanced analytics, and ROI frameworks, especially as it relates to B2B related growth. Most B2B marketers are involved with either multi-channel lead generation, account-based marketing (ABM), or full funnel demand generation programs. Learning to track the right metrics will help optimize your budgets and engagement and clearly demonstrate marketing’s impact on revenue.

Why Measuring Omnichannel Marketing Matters in B2B

In 2025, B2B marketing has changed dramatically – “stacked” or “multi-channel” marketing has grown to be the norm! There are so many touchpoints where buyers can interact with brands (e.g., email, social media, webinars, searches and personalized Hubs) prior to making a purchase… therefore making a more complex buyer’s journey with a lot of touchpoints that influence buyer decisions: measurement is key to understand the relationship building that’s going on, where touchpoints – which once seemed separate – starting working together too, to engage buyers, nurture leads and revenue generation.

Measuring these omnichannel marketing efforts helps organizations understand how many touchpoints and channels influence revenue and to what extent. While the metrics and measurement pieces can vary, according to McKinsey, B2B companies that practice omnichannel strategies experience year-over-year customer retention 91% higher than non-omnichannel B2B companies, as well as purchase frequency that is 34% higher than non-omnichannel companies.

As marketing leaders, it is not only imperative to measure one-by-one channel anymore, but it is also necessary to organize as much data with as many touchpoints as possible to ensure that their marketing effort is optimally forecasted for spend, that they have personalized experience capabilities, and be able cto ollectively account for ROI for stakeholders. 

There is too much opportunity for sabotaging ROI when measurement is not effective, and campaigns can easily become singled out, inefficient, inefficient forecasting, and inefficiently connected with who the buyers are in 2025.

Key Metrics and KPIs for Omnichannel B2B Campaigns

The main challenge with omnichannel marketing is not running campaigns, but rather measuring their efficacy. In B2B, where deals can take many months and involve multiple stakeholders, it’s easy for marketing to appear to be busy but not be sure if marketing is truly moving the needle on revenue. That’s why we must have the right set of KPI’s. These measure your performance KPIs, not the vanity metrics of “likes” or “followers,” but metrics that will justify the investment of your omnichannel program.

Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is typically the first metric executives turn to. Asking yourself how much it costs to bring in that one customer, with the inclusion of marketing spend, tech investment, and sales effort, will give you your CAC. As an example, if your CAC is $2,000 and the lifetime value of each customer is $1,500, you probably have a serious problem. The beauty of omnichannel is that, if done properly, your CAC will actually go down because you are engaging better-qualified leads through more targeted, integrated touchpoints.

Customer Lifetime Value (CLV) 

Customer Lifetime Value (CLV) is closely related to CAC. B2B is not transactional; it is relational. A customer who stays for five years and invests in multiple solutions is exponentially more valuable than a customer who only subscribes to one product. Multi-channel campaigns that provide the exact same experience across email, social, webinars, and account-based outreach tend to increase retention, which in turn drives CLV.

Lead-to-Customer Conversion Rate

Then comes your Lead-to-Customer Conversion Rate, essentially, how well your pipeline is working. If you’re running LinkedIn campaigns, paid search, and live events, you need to know how many of those leads are turning into paying customers. If one channel converts at 12% and another at 2%, you know where to double down.

Engagement metrics

Engagement metrics like click-through rate, time on site, and repeat visits are often dismissed as “fluffy,” but they’re actually great early indicators of buyer intent. If someone keeps returning to your pricing page or shares your whitepaper on social media, they’re more likely to convert down the line.

 multi-touch attribution

Finally, there comes attribution.

In 2025, “last-touch” attribution, where all credit goes to the last channel that someone clicked, should be avoided to avoid misleading data. Most B2B journeys begin somewhere (like a LinkedIn ad) and end somewhere very different (like a direct visit). That’s why multi-touch attribution, generally powered by AI, is a mainstream activity now, as it gives credit to all interactions across the journey and demonstrates what is truly influencing deals instead of making assumptions. 

When you think about these overlapping metrics together, CAC, CLV, conversion rate, engagement, and attribution, you can start to get a clear sense of how your omnichannel strategy is performing, not just by channel but as one cohesive engine to drive revenue. That’s the target.

ROI Measurement Framework for Omnichannel Marketing

Measuring ROI in an omnichannel B2B marketing strategy can be a challenge, as buying decisions tend to rely on multiple stakeholders, multiple touchpoints, and long sales cycles. A single click or email rarely closes a deal. That’s why it is important to have a structured framework to connect your marketing investment to business outcomes, rather than relying on pure speculation. 

Aligning Metrics to the Sales Funnel

A good starting point is to align metrics to the sales funnel.  At the top of the funnel, consider reach, impressions, and website visits to understand what kind of attention you are capturing. In the middle of the funnel, consider engagement metrics such as Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and pipeline velocity. At the bottom of the funnel, take into account metrics directly influencing revenue—Cost of Customer Acquisition (CAC), average deal size, and Customer Lifetime Value (CLV).  A staged approach allows you to better understand what success looks like at every step along the journey.

The Role of Attribution Modeling

Attribution modeling has become a key driver of measurement in B2B marketing. The reason, you ask? Because buyers traverse multiple channels before they click and convert, basing decisions on “last-click wins” is inherently faulty. Multi-touch attribution (generally augmented by AI in 2025) provides credit to every channel that helped accelerate conversion. That can effectively show which campaigns build awareness, which ones nurture leads, and which ones close deals, leading to a much clearer return on investment story.

Evaluate Incremental ROI

Another best practice involves measuring incremental ROI—the actual increase afforded by the campaign above and beyond what may have happened anyway. For example, if your newly launched ABM program increases the conversion rate from 7% to 11%, the additional 4% is the real return driven by the campaign. Incremental analysis removes ambiguity from your marketing impact instead of being clouded (or magnified) by background sales growth.

Tying Marketing Spend to Business Outcomes

Finally, ROI frameworks work best when you can clearly tie every marketing dollar to a successfully measurable outcome—regardless of whether that means driving a shorter sales cycle, increasing deal sizes, or higher customer lifetime value, being able to tie marketing activity to tangible business results makes it more likely you can justify your budget, and plan for future investments.

Tools and Platforms for Omnichannel Analytics in 2025

Assessing the effectiveness of omnichannel marketing is much more than an exercise in working with spreadsheets. Today’s B2B teams have embraced advanced platforms that obtain and consolidate all data – marketing, sales, and customer interactions – in a single place. Here are some top platforms to explore in 2025: 

Google Analytics 4 (GA4) 

Although GA4 remains the most widely deployed analytics platform, it has transformed to meet the demands of the multi-device era. GA4 has an event-based tracking capability (as opposed to page counters such as GA3) and allows marketers to visualize of user journey. This is particularly impactful for B2B marketers, essentially giving them the capability to identify the point at which prospects transition from one channel to another and which channels improve that journey. This is an incredibly important tool for tracking website interactions AND integrating information from advertising platforms, most commonly Google Ads and LinkedIn. 

HubSpot Marketing Hub 

HubSpot has become the quintessential go-to for leaders in mid-market B2B businesses. It provides a collection of robust marketing automation, lead scoring, and multi-touch attribution features all under one platform. Additionally, the HubSpot dashboards provide you with a clear visual representation of which campaigns got MQLs and who MQLs progressed along which path through the pipeline. This is especially optimal with companies employing content syndication and account-based campaigns.

Salesforce Marketing Cloud & Pardot

For enterprise-level campaigns, both Salesforce Marketing Cloud and Pardot provide depth of analytics capabilities. Integrating CRM data enables account-level engagement tracking, allowing for ROI measurement on large, high-stakes deals along the sales funnel. Additionally, Salesforce has plans for AI-led predictive capabilities to understand in 2025 which leads have the best conversion opportunity. 

Tableau & Power BI

These platforms are the leaders in business intelligence and sophisticated visualizations. Consider this one of the best channels, where you can develop real-time dashboards incorporating marketing, selling, and customer data. Primarily, this is beneficial for your CMO, who may require an understanding of the full marketing picture across channels without needing to dig through separate tool conversations.

AI-Powered Attribution Tools

Emerging attribution tools like Ruler Analytics, Dreamdata, and Segment are being developed specifically for B2B. Marketing teams can navigate the entirety of the journey by understanding the first click, last click, and every touch in between. AI assigns a value for each channel moving up the funnel. Assigning true value makes ROI reporting much more accurate compared to manually-driven attribution methods. 

In an omnichannel environment, a single isolated channel will never win or lose by its own merit. It allows the marketer to connect the dots, identify nimble campaigns that move the needle, and prove ROI from 100% of their initiatives. Without them, omnichannel strategies risk becoming “data blind,” where effort and spend don’t translate into actionable insights.

Overcoming Common Challenges in Measuring Success

Although complex channels, exhaustive possibilities, and adept systems are at marketers’ disposal, measuring omnichannel marketing success entails more than simply grasping complexities. B2B marketers are constantly faced with challenges, such as fragmented data, siloed channels, varying attribution models, and so forth. We must resolve these challenges to develop a trustworthy performance measurement strategy.

Addressing Data Silos

One of the biggest challenges is that the data is archived in data islands—CRM, marketing automation, social, testing, and analytics—each potentially leading into a single funnel, but not syncing precisely. According to HubSpot’s 2025 State of Marketing report, 30% of B2B marketers state data disconnection hinders them from seeing a holistic description of campaign performance. A good way to get rid of data islands is to either consolidate or combine data sources or use a single analytics platform so that the agency can eliminate blind spots and ensure all touchpoints count.

Complexities in Buyer Journeys

B2B purchases rarely follow an exact straight line. The 2025 Gartner report found the average buying group now includes 6–10 stakeholders, and that each pooling data points through 4+ channels before arriving at a consensus. These complexities further complicate tot up success levels back to any one experience. AI models for multi-touch attribution, or intent-based analytics, can help to map journeys more accurately and clearly demonstrate how channels contributed as a shared experience before generating a completed action.

Inconsistent Attribution Models

Marketers typically work with simplistic “last-touch” attribution models, primarily because they are easy to execute; however, they do not give credit to early-stage touchpoints that impact a customer the most. Research Gate PDF (2025) states that companies that use advanced multi-touch or other types of attribution models see 28% more accurate ROI reporting than those that use single-touch attribution models. When organizations use multi-touch or data-based attribution models, they can feel confident that they are crediting all relevant touchpoints: emails, ads, webinars, or direct sales outreach. 

Measuring Offline and Hybrid Interactions

Events, phone calls, and direct mail campaigns are still relevant in B2B marketing, but only 35% of organizations incorporate marketing offline touchpoints into their digital analytics platforms (IDC, 2025). Recording offline engagements in CRM notes, your follow-up QR-coded event materials, or working with a call-tracking vendor that integrates with your CRM will help to unify offline and online data, creating a more comprehensive measurement of omnichannel performance. By tackling these challenges, marketers can build a measurement system that provides accurate, actionable insights, rather than disparate reports.

Case Study: How Data-Driven Campaigns Drive B2B ROI

To illustrate how omnichannel measurement works in practice, let’s look at a recent case study based on Intent Amplify’s pay-for-performance model. 

A global SaaS cybersecurity company wanted to expand into North America and EMEA markets. The client sought to deliver high-quality leads from mid-market and enterprise accounts; however, they were looking for proof that their marketing spend directly correlated to selling opportunities.

The Approach

Intent Amplify built a multilingual, omnichannel campaign that combined content syndication, LinkedIn ads, intent-based email outreach, and high-value webinars. Every touchpoint was measured across platforms. HubSpot (for marketing automation), Salesforce (for CRM data), and Tableau (to visualize performance in real-time).

The Outcomes

In the first 90 days, the campaign garnered 300 Marketing Qualified Leads (MQLs), 35% of which converted to Sales Qualified Leads (SQLs). Attribution modeling confirmed that engagement in webinars and retargeting on LinkedIn contributed to conversion. Since Intent Amplify operates on a 100% pay-for-performance model, the client only paid for verified leads that qualified under specific qualification criteria, enabling zero wasted spend on unqualified contacts.

ROI Implication

Putting campaign touchpoints into one dashboard enabled the client to achieve a 28% less Customer Acquisition Cost (CAC) than their pre-outsourced campaigns and 22% increased in pipeline velocity. More importantly, the full impact of marketing contribution to the closed-won deals became visible and transparent, allowing the company to obtain additional budget for scaling future campaigns.

This case study illustrates how omnichannel execution with rigorous measurement does not only delivers results, but it also reinforces the confidence in our marketing investments when it is most needed within the current performance and accountability-driven B2B market.

Future Trends in Omnichannel Measurement (2025 and Beyond)

The way B2B marketers measure success is changing rapidly, thanks to AI, more restrictive privacy regulations, and increasing revenue accountability. As we look forward, changes in how B2B marketers will measure and optimize omnichannel performance are based on a number of emerging trends. 

AI-Powered Predictive Analytics

AI is now being used to not only automate processes, but to predict which prospects are most likely to convert and which channels will deliver the best ROI, along with other KPIs. As an example, Gartner predicts that by 2027, 65% of B2B marketing teams will use AI-driven predictive models to determine how budgets should be spent, thus eliminating wasted ad dollars and improving the accuracy of the pipeline. 

Unified Customer Data Platforms (CDP)

As the buying journey becomes increasingly complex, businesses are moving to compete with unified customer data platforms. These platforms converge the data companies have been collecting from illustrated touch points of where a buy was influenced (web, email, social, events, and offline sales interactions) into a single truth. This shows a unified view of the customer and maximizes attribution accuracy to support real-time personalization, which is key to providing measurable, relevant experiences.

Privacy and Compliance Driven Measurement

With data privacy laws shaping the landscape of measurement strategies, many marketers are reevaluating tracking methods, such as identification-based techniques, while also providing protection of rights to individuals. By 2025, about 70% of companies had already pivoted to first-party data strategies (Forrester), a shift to consent-driven tracking and secure handling of data accountability. This is pushing marketers to think through ways to measure engagement that comply with mobile communications while giving them accurate ROI reports. 

Increased Focus on Customer Lifetime Value (CLV)

As opposed to just focusing on campaign wins in terms of a finite term, organizations are exploring the total lifetime impact on businesses or potential commercial relationships with customers in development. With CLV-driven strategies being developed as a measurement metric to develop campaigns and activities with the aim of long-term nurturing, B2B marketers can defend retention campaigns and longer-term cultivation programs.

Creating Online and Offline Touchpoints

Engagement touchpoints that occur offline – events, direct calls, all the way to print campaigns – are being fed through to their digital analytics systems to create one consolidated view of the whole funnel and experience across the omnichannel customer experience. As hybrid marketing and measurement models become standard with digital and in-person experiences seamlessly mixing, it has become crucial to have an engaged touchpoint backed by comprehensive data analytics. 

All three of these trends indicate one outcome – measurement will become more predictive, measurement with teams will be more unified, and measurement will include more privacy-focused strategies, which lead to marketing teams proving value, even faster and more confidently than ever before.

Conclusion

In the end, measuring omnichannel marketing effectiveness is not optional. Rather, it is the most important step in proving impact and optimizing every dollar spent on marketing. B2B marketers can see how every channel contributes to pipeline growth and revenue with the right KPIs, attribution models, and unified analytics. AI, privacy compliance, and predictive analytics are changing the way we measure campaigns, but having a clear ROI framework ensures you remain ahead of the game.

Frequently Asked Questions

1. What is your definition of a successful omnichannel marketing initiative?

 Keep an eye on key metrics like CAC, CLV, lead-to-customer conversion, and use multi-touch attribution to determine which channels are effective.

2. What are the key KPIs for B2B omnichannel marketing?

 CAC, CLV, marketing qualified leads (MQLs), sales qualified leads (SQLs), pipeline velocity, and retention rates should be prioritized for a full understanding of performance.

3. How is AI helpful in measuring campaigns?

 AI provides insights into the most effective channels, provides better attribution, and makes ROI reporting easier and faster.

4. Why is attribution so important?

 Attribution enables you to see the impact of individual channels by considering how they lead to conversions to create better insights for ROI measurement.

5. What tools do you recommend for measuring performance?

 Most people will pick tools like Google Analytics 4, HubSpot, Salesforce, Tableau, or any number of AI-powered attribution tools like Dreamdata.

At Intent Amplify®, we emphasize data-driven, pay-for-performance omnichannel campaigns that deliver measurable business outcomes.

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