Thryv’s Projected ROI Helps Show What Your Marketing Investment Could Be Worth 

Marketing is an investment. And when you’re running a small business, you want to know that investment is working. 

You may know how many leads your marketing generates. You may even know where those leads come from. But there’s another question that matters just as much: 

What could those leads be worth to my business? 

Thryv’s Projected ROI feature helps answer that question. 

Projected ROI estimates the potential return on your Thryv investment using your quality leads, expected conversion rates, typical job value, and customer lifetime value. Instead of stopping at lead volume, it helps connect your marketing activity to potential business value. 

It’s another way Thryv helps local service businesses get found, win customers, and invest smarter with more confidence. 

Projected ROI brings your lead and customer data together to show what your marketing investment could potentially deliver. It gives you a view of both immediate customer value and the longer-term opportunity those customers may represent. 

The feature starts with quality leads identified through AI Lead Insights and uses available business and industry data to estimate potential customer value. 

That creates a simple progression: 

Quality leads → Expected customers → Potential revenue → Projected ROI 

Rather than looking at leads as individual contacts, you can start to see the potential business value behind them. 

Projected ROI brings several pieces of information together to create your estimate. 

1. Identify quality leads 

AI Lead Insights analyzes your incoming leads to help identify the opportunities most likely to be valuable to your business. 

2. Estimate potential customers 

Thryv uses an expected conversion rate to estimate how many quality leads could become paying customers. 

3. Calculate potential customer value 

Projected ROI considers the value of both the customer’s first job and their potential lifetime relationship with your business. 

You can adjust: 

• Typical job value 
• Conversion rate 
• Customer lifetime value 

This lets you create a projection that better reflects how your business operates and explore different scenarios. 

4. Compare potential return to your investment 

Thryv uses the factors to estimate your potential return from the investment you’re making in the platform. 

Projected ROI gives you two ways to think about the potential value of your customers: 

Immediate ROI in the first 30 days shows the projected return based on what a customer could spend on their first job. 

Lifetime ROI considers the potential value of that customer over the course of their relationship with your business. 

That distinction can be especially useful for service businesses where repeat customers, maintenance, referrals, or ongoing services contribute significantly to revenue. 

Instead of asking only, “How much did this lead cost?” you can begin asking, “What could this customer be worth?” 

A projected number is more useful when you can understand what’s contributing to it. 

With Thryv, you can view the quality leads behind your Projected ROI and see the activity contributing to your estimate. You can also explore the calculation in Analytics under the Projected ROI tab.

This connects Projected ROI directly to Thryv’s AI-powered lead intelligence: 

AI Lead Insights helps you understand which leads matter. Projected ROI helps you understand what those leads could be worth. 

If your projected ROI falls below the industry benchmark, Thryv may provide recommendations that could help improve your potential return. 

That’s an important advantage of using small business marketing software that connects lead generation, customer management, AI insights, and reporting rather than making you pull information from separate tools. 

No two businesses have exactly the same economics. 

A business with a $500 average job and one with a $5,000 average job shouldn’t expect the same return from the same number of leads. The same is true for businesses with different conversion rates or customer retention patterns. 

That’s why Thryv lets you adjust the assumptions behind your projection. 

You can enter or update your typical job value, conversion rate, and customer lifetime value. As you change these inputs, your projected return changes too. 

This gives you the flexibility to model different scenarios and use the projection as a planning tool, not just a performance metric. 

When you first use Projected ROI, industry benchmark data may play a larger role in your estimate. 

As Thryv collects enough quality lead activity from your business, your own data can contribute more to the calculation. 

 Thryv also shows which inputs are based on your business data and which are based on industry benchmarks. 

That means your projection can become increasingly connected to what is happening in your business. 

It’s part of Thryv’s broader approach to using data and AI to help businesses understand what’s driving leads, customers, and revenue. 

Knowing your projected return is only the beginning. 

Projected ROI also provides guidance based on your account and current Thryv usage, helping you identify opportunities to improve your potential return. 

That could mean paying closer attention to high-quality leads, improving follow-up, or evaluating where you’re putting your marketing budget. 

The goal isn’t to give you another number to monitor. It’s to give you more context for making marketing decisions. 

That’s ultimately what good small business marketing software should do: help you spend less time piecing together data and more time using it to make better decisions. 

Small business marketing can be difficult to measure from start to finish. 

You invest in visibility. Customers discover your business. Leads come in. Your team follows up. Some become customers, while others don’t. Connecting all those steps to the original marketing investment isn’t always easy. 

Projected ROI helps bridge that gap. 

It brings together your quality leads, conversion assumptions, job value, and customer lifetime value to estimate what Thryv could potentially deliver. 

And because it works alongside AI Lead Insights and Thryv’s marketing and reporting tools, you don’t have to piece together information from multiple systems to understand the potential value behind your marketing. 

Ready to see what your marketing could be worth? Log in to Thryv to explore your Projected ROI and discover the potential value behind your quality leads. 

Disclaimer: Projected ROI is a modeled estimate and is not a guarantee of future revenue. Availability may vary by industry and account based on available benchmark data. Projected ROI requires AI Lead Insights for projections based on your own quality leads.