Success story: How Agendor uncovered the true ROI of their acquisition channels and scrapped what didn’t work
With 8 years of successful content marketing under their belt, Agendor set in motion a new acquisition strategy to expand on their near 1 million organic visitors through new channels.
The problem? They were struggling to track the performance of these new acquisition channels. They needed a solution to connect their customer journeys to revenue, and Dreamdata was the answer.
Key results Agendor achieves with Dreamdata:
Reliable data on B2B marketing performance: ROI on each of Agendor’s new acquisition channels
Transparent, actionable analysis of what drives Agendor’s B2B revenue
Confidence in boosting high-converting channels and touchpoints (and shutting down low-performing ones)
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“Being able to properly identify the real (and when I say "real", I mean multi-touch, multi-device, multi-people conversion attribution) ROI of new acquisition channels was a must for our expansion strategy.”
About Agendor
Agendor is a CRM and business management platform that acts as a dashboard and personal assistant to sales teams. The platform allows users to centralize their contacts and monitor ongoing business activities, leading to greater visibility of the financial results of marketing and sales efforts.
Agendor has been helping their customers find the gaps in their sales process for the past 8 years, working with more than 4000 small to midsize companies in Brazil. Most of their clients excel in the areas of consultation and field sales.
Since kick-starting their B2B activities, Agendor has focused on a content-centric inbound marketing strategy to acquire customers. With more than 700.000 visitors to their blog every month, it’s fair to say these efforts have paid off.
In order to take their B2B strategy to the next level, Agendor set in motion a new acquisition strategy based on new channels. Unfortunately, they were unable to untangle the multiplicity of touches and accurately track the performance of these new channels.
To resolve this they set out on a quest to find a multi-touch solution that could help them finetune their decision-making process based on real data.
The challenge: Identifying and trusting the actual ROI of new acquisition channels 🔎
“The problem was that, since we are a B2B company, the decision-making process of our target was burdensome, relying on many stakeholders, and usually taking a while to reach a conclusion,” Júlio says.
This challenge will sound familiar to anyone who is trying to uncover and drive revenue in a B2B setting. Like all other small to midsize B2B companies out there, Agendor has to deal with lengthy decision-making processes. The timeline of each lead is long, non-linear, and tends to involve a lot of different stakeholders. Which makes identifying what investments are working or not, particularly difficult.
Their multi-attribution puzzle couldn’t be solved with mainstream analytics (e.g. Google Analytics), as these are usually geared towards B2C settings and so tend to give a skewed and unreliable data view. They also didn’t have the in-house resources needed to build their own custom attribution model from scratch.
This posed a huge challenge, given that Agendor required a robust, reliable way to track and expand their new acquisition channels. In essence, they needed a solution that could gather and visualize multi-touch, multi-device, and multi-people conversion attribution. The ability to accurately identify the true ROI of new acquisition channels was a must-have for Agendor’s expansion strategy.
The solution: A one-stop-data-shop ✔️
“Finding Dreamdata was very pleasant because, until then, I couldn't find anyone talking about the topic, and everyone I did talk with didn't have a solution for the problem.” — Júlio Paulillo, CRO, Agendor
Agendor finds it especially useful that Dreamdata functions as a one-stop-shop for all their data. Dreamdata gathers, joins, and cleans all revenue-related data to present Agendor with transparent, actionable analysis. In so doing overcoming the hurdle presented by their multi-touch, multi-device, multi-stakeholder customer journey.
Agendor is now able to check their total new Monthly Recurring Revenue (MRR) generated by channel, using the specific attribution models which best meets their needs.
They are now also able to gather all revenue numbers for each channel and divide them by the average churn rate, giving them a forecasted Lifetime Value (LTV) and with it a wider perspective on performance.
Above all, Dreamdata has given Agendor the Holy Grail of B2B Marketing: an accurate reading of the ROI for each of their acquisition channels. Helping them finally take complete control of their new acquisition strategy.
Agendor’s new and improved acquisition channel strategy
With this newfound knowledge in hand, Agendor has been able to venture into new acquisition channels and optimize their processes by:
Importing their customer base and transactions data to Dreamdata, and
Gathering their channel's revenue by month to forecast ROI and tweak operations accordingly.
Agendor has also stopped spending money on underperforming Facebook Ads (defined as those which had an ROI ranging between 0 to minus). “I was afraid to stop the campaigns because I was worried that it would hurt us in the long run. Well, it's been more than a year, and I'm glad I've made that decision”, says Júlio, who is now able to make decisions like this based on confidence rooted in reliable data.
In the end, teaming up with Dreamdata has allowed Agendor to significantly increase the relevance and certainty of their sales activities and marketing campaigns and strategies. Or, in other words, which B2B acquisition channels to double down on, and which ones to shut down.
All it took was data they could count on.
Read another ROI success story here.
