Prove YourTrue Marketing ROI
Marketing Mix Modeling that connects spend to pipeline to ARR with CFO-ready attribution
Quick Answer: Marketing Mix Modeling (MMM) measures the true incremental impact of each marketing channel on revenue. Hendricks.AI's AI-enhanced MMM achieves 85-92% accuracy for B2B SaaS by combining statistical modeling, incrementality testing, and predictive analytics to prove ROI across Google Ads, Bing Ads, and all marketing channels.
What is Marketing Mix Modeling?
Marketing Mix Modeling (MMM) is a statistical analysis technique that measures the incremental impact of marketing activities on business outcomes.
MMM Answers Critical Questions:
- •Which channels actually drive incremental pipeline?
- •What's the optimal budget allocation across channels?
- •How do channels interact and influence each other?
- •What's the true ROI when accounting for external factors?
- •Where will the next dollar generate the most revenue?
The MMM Process
Combine spend, revenue, and external data
Build models to isolate channel impact
Test predictions with experiments
Reallocate budget for maximum ROI
MMM vs Attribution: What B2B SaaS Needs
| Aspect | Multi-Touch Attribution | Marketing Mix Modeling | Hendricks.AI Unified |
|---|---|---|---|
| Level of Analysis | Individual user | Aggregate channel | Both + AI predictions |
| Time to Insights | Real-time | Quarterly | Real-time + predictive |
| Incrementality | No | Yes | Yes + validated |
| B2B Accuracy | 40-50% | 60-70% | 85-92% |
| Privacy-Proof | No | Yes | Yes |
| External Factors | No | Yes | Yes + AI enhanced |
The Hendricks.AI Advantage: We combine MMM's statistical rigor with attribution's granularity, enhanced by AI that predicts future performance. This unified approach delivers the accuracy B2B SaaS CFOs demand.
Why B2B SaaS MMM is Different
Traditional MMM Limitations for B2B
- ✗Built for B2C with instant conversions
- ✗Can't handle 6-18 month sales cycles
- ✗Ignores account-based dynamics
- ✗Quarterly updates too slow for SaaS
- ✗No pipeline stage modeling
Hendricks.AI B2B SaaS MMM
- ✓Built specifically for B2B dynamics
- ✓Models full sales cycle impact
- ✓Account-level incrementality
- ✓Real-time model updates
- ✓Pipeline velocity optimization
Critical B2B SaaS Factors We Model
Buying Committees
5-7 stakeholders across different channels
Sales Velocity
Impact on time from MQL to closed-won
LTV:CAC Ratio
True unit economics by channel
Pipeline Stages
Channel impact at each stage
Intent Signals
Predictive indicators of demand
Seasonality
Budget cycles and buying patterns
The Hendricks.AI MMM Approach
Traditional MMM + AI Enhancement + Real-Time Optimization = True ROI
1. Comprehensive Data Integration
- • Google + Bing unified spend data
- • CRM pipeline and revenue
- • Website and conversion metrics
- • Competitive intelligence
- • Economic indicators
- • Product usage data
2. AI-Enhanced Modeling
- • Machine learning algorithms
- • Predictive demand signals
- • Real-time model updates
- • Cross-channel interactions
- • Saturation curve modeling
- • Decay rate optimization
3. Continuous Validation
- • Incrementality experiments
- • Holdout testing
- • Geo-based validation
- • Prediction accuracy tracking
- • Budget reallocation tests
- • ROI lift measurement
Your MMM Implementation Timeline
Connect all data sources and validate quality
Build base MMM with your historical data
Run incrementality tests to validate predictions
Monthly updates with actionable recommendations
Real MMM Results for B2B SaaS
Enterprise Security SaaS
$450K/month
Key Findings
- • 47% budget in low-ROI channels
- • Bing underinvested by 73%
- • Google+LinkedIn synergy untapped
Results
"MMM revealed we were burning cash on brand terms while missing bottom-funnel opportunities."
MarTech Platform
$280K/month
Key Findings
- • 38% self-cannibalization
- • Seasonal patterns ignored
- • Content+Search alignment gap
Results
"Finally proved to our board which channels actually drive revenue, not just leads."
FinTech Solution
$620K/month
Key Findings
- • 56% attribution overlap
- • Industry events undervalued
- • PR amplifies paid search 3.2X
Results
"Hendricks MMM connected dots we couldn't see - PR wasn't just brand, it drove conversions."
Average Across All MMM Clients
Wasted Spend Eliminated
ROAS Improvement
Model Accuracy
To First Insights
Common MMM Questions
How long does it take to see MMM results?
Initial insights in 4-6 weeks, full model deployment in 8-12 weeks. However, we provide actionable quick wins within the first 2 weeks based on preliminary analysis.
What if we don't have 2 years of data?
We can work with as little as 12 months of data by supplementing with AI predictions and external benchmarks. The model improves as more data accumulates.
How often is the model updated?
Unlike traditional quarterly MMM, Hendricks.AI updates models monthly with weekly prediction refreshes. Major recalibrations happen quarterly.
Can MMM work with our existing attribution?
Yes! MMM complements attribution by adding the incrementality layer. We integrate with your existing tools and provide unified dashboards.
What's the typical ROI from MMM?
B2B SaaS clients see 20-50% improvement in marketing efficiency, translating to 2-3X ROAS improvement and millions in pipeline growth.
Ready to Prove YourTrue Marketing ROI?
Stop guessing. Start knowing. Get CFO-ready attribution with MMM.
Limited Time: Free MMM Readiness Assessment
See if your B2B SaaS is ready for Marketing Mix Modeling and get a custom implementation roadmap
Get Your MMM AssessmentTrusted by B2B SaaS companies spending $50K-$5M/month