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B2B marketers in India are under growing pressure to prove their marketing impact, with nearly half having to justify spending to senior executives every month. A LinkedIn report reveals that while measuring long-term returns remains a challenge, AI is proving to be a game-changer, with 94% of Indian B2B marketers reporting improved ROI when using AI-driven tools.
The study, which surveyed over 1,000 B2B marketers across India, the US, UK, and France, highlights the increasing importance of AI in audience segmentation, predictive analytics, and content personalisation. AI-driven insights are helping marketers bridge the gap between traditional volume-based metrics and value-driven indicators like Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
Key Findings:
- 89% of Indian B2B marketers struggle to measure long-term impact.
- 84% of CMOs say proving ROI has become more crucial in the past two years.
- 96% believe AI will have a significant positive impact on measurement over the next five years.
LinkedIn is enhancing its Conversions API (CAPI) to enable marketers to connect first-party data for better audience targeting and conversion tracking. Early results show that this tool has driven a 31% increase in attributed conversions and a 39% drop in cost per qualified lead.
With AI-backed analytics reshaping campaign performance tracking, B2B marketers in India are shifting their strategies to focus on qualified leads, customer lifetime value, and buyer intent to drive real business impact. As the marketing landscape evolves, AI is becoming essential for demonstrating ROI in a competitive digital world.
