The ROI Of "Owner" Communities

Two of the most common questions we receive from marketers are “How do I know if it’s worth having a community?” and “How can I prove to my executives that my community is worth their investment?” To get the initial funding and keep support coming for an owner community — one which you operate and fully brand on your own website — you must be able to clearly measure and communicate the value up to your CMO and CFO. That means capturing the effect it will have on your company’s profitability as a part of your overall marketing investments.

As a part of a new research report I just published today with Shaheen Parks, we built upon Forrester’s Total Economic Impact™ (TEI) methodology to provide you with a reference framework to estimate the ROI of your community. 

We suggest that you focus on these three qualitative benefits, which form the core of our framework:

  • New lead generation: How many new leads or prospects come to your company each year because of your community, multiplied by your average deal size and overall lead close rate.
  • Increase in lead close or conversion rate: The effect your community has on your overall lead close rate, multiplied by your average deal size.
  • Deflection of support calls: How many potential support calls get answered by the community, multiplied by your average cost per call.
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