Enter your content spend, organic traffic, and deal value. Get an estimate of the pipeline your content program should be generating, and a clear picture of your content ROI. No email required.
Use the Calculator Book a Free Strategy CallFive inputs. The calculator works out the pipeline your organic content should be generating, the ROI on your current spend, and where the gaps are. All estimates are directional and based on the inputs you provide.
Estimates are based on your inputs and are directional, not guaranteed forecasts.
All content-related spend: writing, strategy, tools, agency fees
From Google Search Console or your analytics platform
Sessions that result in a demo request or trial signup. B2B SaaS average: 1% to 2%
Average annual or lifetime value of a closed deal
Percentage of demos that convert to paying customers. B2B SaaS average: 20% to 35%
Average articles or landing pages published monthly. Used to calculate pipeline per piece.
These estimates are based solely on the inputs you provided. Actual content ROI depends on content quality, keyword targeting, buying cycle length, and many factors the calculator cannot capture. Use this as a directional benchmark, not a forecast.
The calculator outputs six numbers. Here is what each one means for a B2B SaaS company and what to do if any of them look wrong.
Organic sessions multiplied by your conversion rate. If this number looks too low, the problem is almost always keyword targeting, not conversion rate. You are attracting traffic that was never going to become a demo request.
Demo requests multiplied by average contract value. This is the gross pipeline your content is contributing to each month. Compare it to your total pipeline to see the organic channel's share.
Monthly pipeline times 12. B2B SaaS content compounds over time, so the real number grows as old articles continue ranking and new ones ramp. This is a snapshot of current run rate.
Annual closed revenue from content divided by annual content spend, expressed as a return percentage. A negative ROI does not necessarily mean content is failing: it often means the program is too new for the compounding effect to show up in closed revenue.
How many months before your content spend is covered by revenue from content-influenced deals. If this is over 18 months, either your spend is too high relative to the current traffic level or your conversion funnel has a gap worth investigating.
Annual pipeline divided by articles published per year. This is the efficiency metric. If a single article is generating less than $1,000 in annual pipeline, you are likely publishing for the wrong keywords or to the wrong audience.
If your content ROI is lower than you expected, it is almost always one of these four reasons.
The most common problem. Your content is ranking and driving traffic, but the people clicking are not buyers. They are researchers, students, or people at a company that is too small or too large for your product.
Content that ranks but does not convert is usually content that answers the question the keyword implied but does not give the buyer a reason to trust you with their money. Generic articles perform worse than specific, opinionated ones in B2B SaaS.
Some content programs generate traffic and interest but fail at getting people to take the next step. The content is doing its job; the call-to-action and the product trial or demo flow is not.
Content marketing ROI is measured in quarters, not weeks. Most B2B SaaS content takes 4 to 6 months to rank, and then another 2 to 3 months to accumulate enough traffic to generate consistent pipeline. If your program is under 9 months old, a negative ROI does not mean the program is failing.
A mature B2B SaaS content program (12 months or more, focused on buyer-intent keywords, with consistent production) should be generating 3x to 8x return on content spend in pipeline influenced. In closed revenue terms, 1.5x to 4x is realistic once you account for close rates and attribution. Programs under 9 months should be evaluated on leading indicators (rankings, organic clicks, demo request trend) rather than ROI, because the compounding has not had time to materialize.
Several reasons are possible. The most common: you are measuring closed revenue from content-influenced deals, but the deals influenced by content take 6 to 12 months to close in B2B SaaS. Content generates the pipeline today; revenue shows up later. The calculator uses your close rate to estimate closed revenue, which underestimates the value of deals currently in the pipeline. Another possibility: your attribution model is not capturing content's contribution to deals that also had outbound or paid touches.
If you do not have conversion data from your analytics, use 0.8% as a conservative starting point for B2B SaaS organic traffic. That means 8 demo requests for every 1,000 organic sessions. Companies with strong intent-matched content and clear CTAs typically see 1.2% to 2.5%. If your sales cycle is very long or your product is high-ticket, 0.5% to 0.8% is more realistic.
The fastest improvements typically come from two places: fixing keyword targeting (switching from high-volume informational keywords to lower-volume buyer-intent queries that your actual ICP searches before requesting a demo) and improving content conversion (adding specific CTAs, comparison sections, and case study references that give a buyer in the evaluation stage a reason to act). A content audit before you publish more is almost always the right first step.
We look at your actual content, your keyword targeting, and your conversion funnel in the first call. You leave with a clear picture of what is working and what to fix first.
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