The (technical) recipe for measuring the lifetime value of B2B ads

Most companies get the point by now. Digital ads are smart and measurable. The more buyers, the higher price. What looked nice a year ago probably doesn’t anymore. Actually, if you don’t understand the lifetime value of your B2B ads, your data-driven growth is looking at an insecure future.

But don’t fret just yet; we have made a solid recipe for understanding the lifetime value of your B2B ads.

What you will get in this TL;DR post:

  • The reasons why B2B attribution often fails

  • Know how to fix and map the B2B buyer journey

  • Understand the lifetime value of B2B ads

  • Identification of which B2B ads to scale and to shut down

The (technical) recipe for measuring ROI of B2B content

Content marketing is on most marketers agenda these days. Only a few people can prove the value their content generates. This results in content being neglected, undervalued, done for vanity or based on gut feeling.

At Dreamdata we have found a technical recipe that can prove the ROI of B2B content and we are sharing this in three steps with you below.

What you will get in this post

This is a long-read. We know. To keep you motivated, here’s some of the knowledge you will gain and be able to generate from reading all the way through:

  • Know how to see ROI of each piece of B2B content (URL) you make.

  • Help justify spending time on content. 

  • Instruct what types of content you should make, based on revenue generated. 

  • Give you the ROI of your content team by comparing salaries to revenue generated. 

  • And it should probably inspire which URLs to try and rank better in Google through link building and other tactics.

Post Intelligent tracking prevention (ITP); Here are 4 things you can do to improve your tracking

ITP applies to Apple-owned iOS and browsers. Per the latest stats Safari-browsers makes up around 15% of browsers, while Google’s counterpart Chrome sits on approximately 63% of the market.

For the browsers and OS that are involved ie. Safari on mobile, desktop and tablet, the specific changes of ITP 2.1 means; Safari will delete all none-server side cookies after 7 days. Defacto this means the most commonly used ad cookies like Facebook, Adwords, Linkedin and so forth.

According to Digiday Apple’s ITP 2.2 update in April, further escalated cutting cookie time from 7 days to 24 hours.

The good news is that there are tangible actions you can take to deal with both current challenges as well as prepare for future ones.

In this post we suggest 4 things you can do to get your tracking ready for the future.

How to do attribution with Segment

One of the key ingredients in this attribution soup is how your customers are behaving from when they come to your website the very first time and all the time and touch points on their user journey until they end up buying your product or service.

Back in the day, you would think Google Analytics was enough for this, but the truth is that it comes up very short in today's very cluttered data and tool space

To get clarity on your users behaviour it’s very recommendable with a proper customer data infrastructure platform.

At Dreamdata, one of the partners, who we regular recommend companies who are serious about growth, to use Segment.com as their customer data infrastructure.

With Segment you plugin all your customer data and clean, collect, and control it.

This means you can integrate all of your favorite tools and move their data to where it’s needed ie. send it to Google Big Query (a data warehouse) as one part of building your own analysis.