Measuring the ROI of Content

In this episode of Tech Qualified, host Baylee Gunnell sits down with Justin Brown, Co-Founder at Marketers in Demand, to tackle the real challenges of measuring content ROI for small B2B marketing teams. They dig into why direct attribution is so hard when you’re working with limited budgets and lean teams—especially when enterprise tools are out of reach.

Justin shares why not every marketing activity needs to show a direct return. He explains the concept of “table stakes marketing”—the foundational work like keeping your website and social media fresh—that builds trust and credibility but rarely delivers a clear, immediate payoff. Justin stresses that this work matters for brand health, even if you can’t tie every action to a new lead.

Together, Baylee and Justin explore smarter ways to track progress, like watching for growth trends and engagement, rather than obsessing over single-channel metrics. They remind listeners that investing in marketing is a long game, and lasting results often come from consistent, visible effort—not just short-term wins.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.