Free live webinar

Prove your marketing ROI before the first deal closes: 14 pre-sales metrics

Specialty chemicals sales cycles run 12 to 36+ months. Your budget case cannot wait that long. See the model one supplier used to document close to €1.5 million in pre-sales ROI before a single deal closed.

📅 Sept 16, 2026, at 3 p.m. CET / 9 a.m. ET | 45 minutes

Every registrant receives their own 14-metric Marketing ROI calculator, preloaded with the performance analytics for their products currently listed on SpecialChem.

The challenge

The long sales cycle problem and why most ROI conversations fail

In specialty chemicals, marketing investments rarely translate to closed revenue within a single quarter. Sales cycles run 12 to 36+ months. The customer journey spans awareness, education, shortlisting, sampling, testing, and qualification often with a distributor in between. Attributing a closed deal to a specific marketing activity is difficult.

The result: marketing budgets are approved on faith, defended with engagement metrics that sales leaders do not trust, and cut when market conditions tighten. The conversation defaults to "trust us, it's working", which is not a business case.

SpecialChem's ROI model closes that gap. It separates pre-sales ROI (the value accumulated at each funnel stage before a deal closes) from revenue ROI (the business outcome of qualified projects converted to sales), and benchmarks the program against the cost of achieving the same results through any other channel or method. Fourteen pre-sales metrics show you exactly which funnel drivers are working and which are not.

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What this webinar covers

A structured walkthrough of the ROI model

How to reverse-engineer the funnel from a revenue target.
Start from a revenue goal and map backward through conversion rates to the awareness contacts, leads, and validated projects required to hit it.
How to assign a tangible value to each of the 14 pre-sales metrics.
Benchmarks for cost per click, lead value, and project value, each adjustable to your market, portfolio, and conversion history.
How to make the business case before a single deal closes.
Pre-sales funnel value (awareness, education, lead generation) can be quantified independently from revenue ROI.
How to benchmark your program against the alternatives.
Compare program cost to equivalent spend on paid search, trade media, or inside sales headcount. Budget holders get a reference point they can verify independently.
A documented case example.
A long-standing client used 23 months of program data to demonstrate €1.5 million in pre-sales ROI and traceable new sales, which directly supported a decision to continue working with SpecialChem
Your own Marketing ROI calculator.
Every registrant receives the calculator after the session, including the performance analytics for your products if they are currently listed on SpecialChem. Load your own values and generate a business case specific to your portfolio. This calculator can be used for any of your marketing channels

Who should attend

Built for commercial and marketing leaders at material suppliers

This webinar is designed for directors and senior managers who are responsible for marketing performance, business development pipeline, or sales results, and who need a defensible framework for evaluating and communicating the return on their digital marketing investments.

Marketing directors & VPs

Business development leaders

Sales directors

General managers & CEOs

Material producers

Distributors

Speaker: Dr. Duane Priddy

Chief Commercial Officer, SpecialChem.

Duane Priddy serves as Chief Commercial Officer at SpecialChem. With a background in polymer chemistry (Ph.D., Virginia Tech) and over two decades in specialty chemicals commercial roles, he works at the intersection of digital marketing performance and technical sales strategy.

The ROI model presented in this webinar grew out of his direct work with clients navigating the measurement gap between marketing investment and long-cycle revenue and has since been validated through documented client outcomes.

Register to build your own ROI business case

The session walks through SpecialChem's ROI model for specialty chemicals: reverse-engineering a funnel target, then separating pre-sales ROI from revenue ROI. One client used this approach to document close to €1.5 million in pre-sales ROI over 23 months.

You will leave with your own Marketing ROI calculator, including the performance analytics for your products listed on

SpecialChem, ready to apply to your portfolio right after the session. This calculator can be used for any of your marketing channels.

This ROI model is part of the analysis behind SpecialChem's Demand Creation & Capture programs, which give material suppliers measurable digital growth. Learn more about Demand Creation & Capture →