Marketing ROI Analysis
MedComms Experts
January 2025 – March 2026 · Digital engagement matched to Salesforce opportunities
Methodology
How marketing ROI is calculated
Insight Engine (IE) contact matching
Every contact on a Salesforce opportunity is checked against the Insight Engine — Newfangled's website engagement database. A match means that person visited medcomms-experts.com, consumed content, or converted on a form before or during the sales cycle.
What "marketing-influenced" means
An opportunity is classified as "marketing-influenced" when at least one contact on the deal has a documented digital touchpoint — a content download, form submission, email click, or LinkedIn ad engagement. This is a conservative definition: it requires evidence, not assumption.
Investment basis
Total investment of $177,822 includes $136,000 in agency fees (strategy, content, email, and website) and $41,822 in paid LinkedIn ad spend across 15 months. All revenue figures reflect unique opportunity value — contacts on the same deal are not double-counted. Opportunities sourced from events, conferences, existing relationships, MCE, or external referrals are excluded from all ROI calculations.
Methodology, continued
What this data captures
Marketing conversions are tracked accurately and completely
Every form submission, content download, Calendly booking, and email click-through on medcomms-experts.com is captured in the Insight Engine. This gives us a reliable, complete record of digital engagement — we know exactly which contacts converted, on what, and when.
Salesforce lead source is inconsistently populated
Not all opportunities in Salesforce have a lead source recorded — which means we can't always determine how a contact originally entered the pipeline. The IE match is the most reliable signal available for understanding marketing's role, and it works regardless of whether a lead source was captured.
This represents the full scope of marketing influence — net new and nurtured
Marketing doesn't only generate net new leads. It also nurtures contacts who entered the pipeline through events, referrals, or existing relationships — and the IE data captures both. An IE match on a relationship-sourced contact is evidence that marketing played a role in moving that deal forward. No existing client opportunities are included anywhere in this analysis; all figures reflect new business only.
Revenue figures reflect first deals only — not lifetime client value
Because this analysis covers new business, the revenue figures shown represent only the initial opportunity value for each account — not the total value of the client relationship over time. Lifetime value data is not included here, but would likely increase the return on investment shown.
Overall Performance
$509K marketing-influenced revenue on $178K invested
Total investment
$178K
15 months · Jan 2025 – Mar 2026
Total revenue won
$655K
9 opportunities · excl. event & relationship sources
Marketing-influenced revenue
$509K
7 of 9 won deals had IE touchpoints
Marketing ROI
2.86×
$509K influenced revenue ÷ $178K invested
These figures exclude opportunities where Salesforce lead source indicates an event, conference, existing relationship, MCE, or external referral origin — 3 won deals totaling $286K.
Where the budget went
$136K agency · $42K paid media
Quarterly investment by component
| Quarter | Agency fees | Ad spend | Total |
|---|---|---|---|
| Q1 2025 | $24,000 | $4,949 | $28,949 |
| Q2 2025 | $24,000 | $9,204 | $33,204 |
| Q3 2025 | $24,000 | $9,019 | $33,019 |
| Q4 2025 | $34,000 | $9,891 | $43,891 |
| Q1 2026 | $30,000 | $8,760 | $38,760 |
| Total | $136,000 | $41,822 | $177,822 |
Q4 2025 saw a higher fee investment ($34K) reflecting expanded scope. Ad spend has been consistent at $8–10K/quarter since Q2 2025, with Q1 2025 lower as campaigns ramped up.
By channel
Email marketing drives the most influenced revenue
| Channel | Total opps | Won | Won value | Pipeline | Pipeline value |
|---|---|---|---|---|---|
| Email marketing | 8 | 3 | $196,870 | 2 | $160,000 |
| Paid LinkedIn | 3 | 1 | $58,512 | — | — |
| Organic / Direct (website) | 5 | 1 | $80,340 | 2 | $120,000 |
| Organic LinkedIn | 2 | — | — | — | — |
| Webinar / Event | 1 | — | — | — | — |
| IE match — no conversion recorded | 2 | 2 | $173,340 | — | — |
| All marketing-influenced | 21 | 9 | $509,062 | 4 | $280,000 |
Channel spotlight
Email marketing
The highest-volume, highest-ROI channel
Email nurture is the most consistent pipeline generator. Two closed-won deals and one closing conversation trace directly to email touchpoints — content upgrades and eBook downloads that preceded direct inquiry or Calendly booking. One additional deal worth $100K remains in active pipeline.
Won revenue
$197K
2 closed won opportunities
Ad spend allocated
$0
Fees only — highest efficiency
Active pipeline
$100K
F2G — in closing conversation
Email-influenced deals
Novartis — $98,060
Content upgrade download (FMD storytelling guide) via email campaign "Unlock HCP engagement with data-driven storytelling"
United Therapeutics — $50,890
eBook download via "Tell vital scientific stories with purpose-built tools" campaign → direct inquiry → closed
F2G Inc. — $100,000 (closing)
January newsletter → Calendly booking with Wesley → now in closing conversation. Full attribution chain documented.
Channel spotlight
Paid LinkedIn
Top-of-funnel reach with large-deal potential
Paid LinkedIn document ads are the program's top-of-funnel engine. YTD the channel has generated 220 leads at a $91 cost per lead — with 38 SQLs and 180 MQLs on approximately $20K in spend. The 3 IE-matched Salesforce opportunities represent confirmed deals where a LinkedIn touchpoint is documented; the broader lead pool feeds the pipeline over a longer cycle.
Ad spend invested
$41,822
Full paid media budget
Confirmed won revenue
$58,512
Alexion Gefurulimab deal
Total LinkedIn leads (YTD)
220
$91 CPL · 38 SQLs · 180 MQLs
LinkedIn-influenced opportunities
Alexion Gefurulimab — $58,512 ✓ Won
LinkedIn Lead Gen document ad → existing client relationship → closed. Demonstrates LinkedIn's role in re-engagement and upsell.
AstraZeneca — $230,000 ✗ Lost
LinkedIn CPC ad "Top 6 MedComms Pain Points" → reached SQL stage but lost. Large-deal engagement confirmed LinkedIn's reach into Tier 1 pharma.
Bayer CV — $150,000 ✗ Lost
LinkedIn document ad v2 → eBook download → classified as existing client (Bayer had prior engagement). Lost at proposal stage. High-value signal for audience targeting quality.
Channel spotlight
Organic & direct website
Content-driven inbound with strong close signal
Contact forms, Let's Talk submissions, and Calendly bookings via organic web traffic represent direct purchase intent — these are prospects who found MedComms Experts through search or word-of-mouth and converted without paid promotion. Win rate here is notable: 1 won, 2 more closing or in pipeline.
Won revenue
$80,340
Ascendis Pharma (contact form)
Active pipeline value
$120K
MacuMira $90K + Galvanize $30K
Ad spend allocated
$0
Fully organic — no paid media
Organic-influenced opportunities
Ascendis Pharma — $80,340 ✓ Won
Contact form inquiry about publication extenders and CME → direct engagement → closed MSL Storytelling Training.
Galvanize Therapeutics — $30,000 (Closing)
Let's Talk form submission via ChatGPT.com referral → consult inquiry → now in closing conversation. Emerging non-paid discovery channel.
MacuMira Medical — $90,000 (Pipeline)
Contact form: advisory board services inquiry from Canada-based ophthalmology client. Inbound intent signal — no paid media involved.
Looking ahead
$290K in marketing-influenced active pipeline
| Opportunity | Account | Value | Stage | Marketing signal |
|---|---|---|---|---|
| Scientific Content – Olorofim | F2G Inc. | $100,000 | Closing | Email → Calendly → IE |
| Scientific Narrative – Aliya PEF System | Galvanize Therapeutics | $30,000 | Closing | Let's Talk form → IE |
| Virtual Advisory Board – Ophthalmology | MacuMira Medical Devices | $90,000 | No stage | Contact form → IE |
| SIUU Audience Diagnostic – Wegovy/Ozempic | Novo Nordisk Inc. | $70,000 | No stage | Email Marketing → IE |
If the F2G and Galvanize closing conversations convert, marketing-influenced won revenue adds another $130K — bringing the running total to over $639K influenced on $178K invested (3.6× ROI).
Summary
What the data shows
Marketing influenced 78% of won opportunities by count
7 of 9 closed-won deals (excluding event and relationship-sourced opportunities) had at least one contact with a documented digital touchpoint. That's a strong attribution signal for B2B medcomms where decision cycles are long and multi-stakeholder.
Email marketing is the highest-ROI channel
$197K in won revenue traces to email nurture touchpoints, with no allocated ad spend — the most capital-efficient channel in the program. Content upgrades and eBooks are the primary conversion mechanism.
Paid LinkedIn reaches the right accounts — win rate is developing
LinkedIn document ads generated touchpoints at AstraZeneca, Bayer, and Alexion — Tier 1 targets. The Alexion deal closed. Two large-deal losses indicate the channel surfaces qualified prospects; conversion at proposal stage is the next optimization area.
Organic website is undervalued in typical attribution models
ChatGPT.com and direct search referrals appear as contact sources for two deals, including one closing. Content that ranks and gets shared extends marketing reach beyond paid channels without incremental cost.
$488K in active pipeline — the real forward-looking ROI story
Excluding event and relationship-sourced deals, the filtered pipeline stands at $488K — with $290K of that IE-influenced. The 15-month investment has seeded substantial forward pipeline; if closed at even a 40% rate, that pipeline alone approaches 1.1× total investment on top of the 2.86× already realized.
The information contained in this presentation is privileged and confidential.
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