Measuring performance with pipeline data has revolutionised CyberPilot’s marketing plays
CyberPilot, like most ambitious B2B start-ups, outgrew traffic and clicks as benchmarks for growth. The disconnect between these metrics and actual business objectives became too great for the marketing team to efficiently scale their activities.
They knew they needed to move to metrics and KPIs that would enable them to better target and hit their growth objectives. They also knew that to achieve this they’d need to bring together the go-to-market data they were sitting on.
Enter Dreamdata.
Key results CyberPilot has achieved since starting with Dreamdata:
Hit new KPIs and reduced marketing costs by optimising their paid efforts with pipeline and revenue data.
Reconfigured their content creation and email promotion campaigns.
Transitioned from a conversion-pushing approach to a value-driven approach across their marketing plays.
The challenge: moving beyond traffic and clicks to measure marketing impact on pipeline and revenue.
As CyberPilot pushed towards steeper growth targets, Anders, Digital Marketing Manager, knew that he lacked the down-funnel metrics to make informed decisions on what activities to scale.
Traffic, clicks and conversion pushing would no longer cut it.
Instead, he needed to know exactly how many leads, SQLs and new deals each channel and campaign generated. This would enable his team to better prioritise where to invest the marketing budget and eliminate waste.
On the content marketing front too, CyberPilot needed to learn what content actually drives leads down the buying journey. Page views had become entirely insufficient in determining this.
As Anders put it, “We have a big blog universe but we didn’t have anything else to go with other than page views and how well blog posts perform in different campaigns.
The result was that we aimed for as much traffic as possible in all our content and as many clicks as possible in our paid and email campaigns.
Instead, we would rather have 100 page views on a blog post where five become customers than 1000 page views on another blog post where just two going on to become customers.”
To achieve the necessary transparency in the customer journey, Anders and the team at CyberPilot knew they needed to connect all the tools in his tech stack in a simple, automated way.
The solution: measuring marketing performance across every stage of the customer journey
Dreamdata solved CyberPilot’s challenge by automatically collecting, cleaning and transforming data from across their go-to-market tech stack and presenting actionable analytics on what’s driving revenue.
The marketing team at CyberPilot can now measure and compare the performance of their ad channels and campaigns on SQLs and revenue generated. As well as dig into the segments behind these best-performing activities, enabling them to replicate success.
Crucially, the team is now also able to identify what content is driving the most opportunities. Allowing them to optimise their content strategy based on opportunities created and not traffic and clicks.
The results: optimised activities, better reporting, reduced cost
“Our main goal is to create more revenue. And now we can see what’s bringing it in really easily. It took a LOT of manual work before Dreamdata, and even then we didn’t have total confidence in the data”
With the data and analytics flowing, CyberPilot now has a single source of truth for their performance. This has enabled the team to confidently double down on what works, make decision-making more efficient, and effortlessly report results to management.
Here are some results CyberPilot has been able to achieve since starting their Dreamdata journey:
Hit new KPIs and reduced cost by optimising their efforts based on pipeline and revenue data
Before using Dreamdata, Cyberpilot was shooting in the dark with their marketing initiatives. With Dreamdata, they now know the channels and campaigns that drive the most revenue, enabling Anders and his team to optimise their marketing efforts and achieve their pipeline-focused KPIs more effectively.
Optimised content and email promotion campaigns based
“We are using Content Analytics to see what content is driving the most opportunities. We then push this in our email campaigns. It might lead to fewer clicks but more opportunities.”
Anders offered this recent example:
The team identified a blog post that had not yet been promoted and read by only 53 people, but which had resulted in 6 new customers; a fantastic ratio that indicated great potential.
Anders and the team then pushed this blog post into nurture flows and newsletters, leading to more opportunities and revenue.
Transitioned from a hard-conversion approach to a value-driven approach across their marketing plays
Dreamdata's platform has allowed Cyberpilot to see all metrics attached to the customer journey, which has helped the team focus on creating valuable touchpoints instead of aiming for hard conversions on every single page.
This confidence in the data has led to new ads, split-tests, nurture flows, and email campaigns, all based on insights they didn't have before.
About Cyberpilot
CyberPilot is a cyber security service that helps businesses create a strong security culture. CyberPilot does this by providing continuous training in cyber security for all employees, offering short courses for all employees to build awareness of threats, and sending out phishing simulations to test the progress of cyber security awareness.
