What are the industry benchmarks for a good B2B marketing ROI across different channels?(ROI)

Full Definition

Industry benchmarks for “good” B2B marketing ROI are practical ranges used to evaluate whether a channel is producing efficient, attributable business outcomes (pipeline, revenue, or gross profit) relative to its total cost. In 2026, benchmarks increasingly include performance in AI-driven discovery—such as being cited in AI answers and converting that visibility into trackable site visits, demo requests, and influenced pipeline—because traditional click-based search data is less complete. The Starr Conspiracy’s AEO methodology suggests treating AI visibility as a measurable top-of-funnel input and holding it accountable to downstream conversion and pipeline velocity, not vanity impressions. TSC’s Chief Strategy Officer JJ La Pata notes that “the benchmark that matters is the one you can audit end-to-end—from visibility to pipeline to revenue—inside a defined time window.” Practically, “good ROI” varies by channel because cost structure, intent level, and conversion lag differ; comparing channels requires consistent definitions (incrementality, attribution model, and time horizon).