There are three customer segments of B2B a company. At the company, each customer segment is assigned a Sales Manager and Marketing Manager. The job of the Marketing Manager is to generate leads and oversee the campaign for each client. The role of the Sales Manager is to convert a lead into a confirmed sale.

Please answer the questions regarding to the following three customer segments of this B2B company:

What is the ROI for each of these customer segments?

Which is the most profitable segment on a monthly basis? Profit here is defined as revenue less marketing expense (and commission if applicable).

Which Sales Manager has the highest conversion rate?

Which market segment has the greatest earning potential? Why?

*Non-profit organizations

The Marketing Manager generates 10 leads per month and the Sales Manager makes three sales per month.

The Marketing Manager spends $9,500 in SEM to generate those 10 leads.

The average sale generates $6,000 in revenue

There are 1,000 potential non-profit organizations in this market. The non-profit market tends to search online for marketing ideas.

*PR Agencies

The Marketing Manager generates 20 leads per month and the Sales Manager makes three sales per month.

The Marketing Manager spends $16,000 in attending conferences to generate those 10 leads.

The average sale generates $10,000 in revenue but the agency takes a 20% commission per sale, which GWR must pay to the agency out of its revenue.

There are 500 potential agencies in this market, each of which have at least 7 clients. Agencies tend to look for marketing ideas from other businesspeople they already know (even if from just one meeting) or from recommendations of other colleagues.

*Corporations

The Marketing Manager generates 12 leads per month and the Sales Manager makes one sale per month.

The Marketing Manager spends $25,000 in event marketing and in-person presentations to generate those 5 leads.

The average sale generates $35,000 in revenue.

There are 3,000 big companies in this market. Big companies tend to seek out marketing ideas from attending events, both online and in person.