Gorgias grows outbound pipeline by 70% with automation at scale
To optimise B2B marketing campaigns at scale your ad platforms need to be fed with accurate data on your most valuable segments.
This requires clean and easily accessible go-to-market and pipeline data that can be sent directly back to the ad platform through Reverse ETL.
This is exactly what the Growth team at Gorgias needed. So they looked for a highly flexible and customisable attribution solution: which they could only find in Dreamdata.
Key results Gorgias has achieved with Dreamdata so far:
Generated 70% more sales pipeline through automated outbound messaging.
Identified the best go-to-market efforts to scale through custom attribution models.
Incorporated offline conversions to optimise ads for maximum value.
You can check out this earlier Gorgias Success Story for more on the Gorgias-Dreamdata story →
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The challenge: Gain competitive advantage by accurately measuring efforts against revenue to optimise and scale campaigns.
Like most Growth teams in a competitive B2B category, Gorgias was on the hunt for ways to optimise and scale their efforts as efficiently as possible.
The team at Gorgias had no clear picture of what touches were pushing deals down the pipeline, making it particularly challenging to hit their ambitious growth targets.
They knew their go-to-market efforts had a large data footprint, they just needed the right multi-touch attribution solution, with the right flexibility to help them track and measure their efforts.
Multi-touch attribution for scaling
Max Sutra, Lead Demand Gen Manager at Gorgias put it like this: “Not having the data was a huge pain for us, especially for attribution and being able to measure every go to market team performance. We spent a lot of time debating who the deals were supposed to belong to.”
The chief problem for the team was not really having a clear vision of the impact of the different initiatives. Multiple efforts are run in parallel on the same accounts: ads, emails, sales outreach. And when you can’t pinpoint which of these actually contribute to the deal, you’re unable to scale with any confidence.
“Basically, we were not able before getting Dreamdata to measure the performance of everyone.” Added Max.
End-to-end customer data for truly data-driven optimisation
On the optimisation side of things, the pain of not having a holistic data picture of the journey, was equally frustrating.
“It’s really hard when you work on the performance side to optimise your Google, LinkedIn or Facebook campaigns: the tracking is not perfect. So you’re fighting against things like the volume of conversion reported within the ad platforms; which is usually far from the reality.” highlighted Max.
The result is that you end up doubling down on the campaign that is not performing well.
“Before Dreamdata, what we used to do was to double check everything in the business manager and in Amplitude to track the journey performance.”
“It was really a waste of time. You spend all your day just checking the campaign performance and whether the conversions reported in the ad platform are accurate.”
“When you have to fight with the data to make a marketing action, you don't have pleasure doing that, because you waste your time on fixing something rather than thinking about what you can do” underlined Max.
The team at Gorgias needed end-to-end customer journey data collection, custom attribution modelling, and unhindered access to the data.
The solution: clean, ready, accessible go-to-market data connected to revenue, for campaign automation
“With Dreamdata, we are now reporting the impact of every activity across every channel on pipeline created; and we are able to know exactly which event has generated this pipeline.”
Gorgias’ search for a flexible, customisable, and open multi-touch attribution platform ended at Dreamdata. Dreamdata’s revenue attribution application is just the face of the B2B go-to-market data platform that sits behind it all.
The data platform performs the functions of end-to-end go-to-market data collection, extraction, loading, transformation and modelling. All of which is then freely accessible in the customers’ data warehouse to activate with a Reverse ETL tool.
For Gorgias this meant:
Finally being able to speed up the collection and processing of their go-to-market data
Having uninterrupted access to multi-touch attribution models for customisation
Sending this data back into the ad platforms to optimise and scale their campaigns
Having a clear picture of their go-to-market
The results: truly data-driven campaign optimisation at scale
Before Dreamdata, Max and the team at Gorgias lacked the data to efficiently optimise campaigns at scale.
They had no clear picture of what touches were pushing deals down the pipeline, which made it particularly challenging to hit their ambitious growth targets.
The processes they did have in place were cumbersome, inaccurate, and time-consuming.
Dreamdata put an end to the pain - and Gorgias has been reaping the benefits since.
Here are some of the key achievements the Gorgias Growth team has had with Dreamdata so far:
1. Built 70% more and better quality pipeline with automated outbound messaging
Gorgias has been able to leverage intent data to automate their outbound messaging.
“What we will do is we will fetch data from the warehouse. We will take a look at, okay, what are the different levels of engagement of this account across the journey? Then, based on those elements, we will enrol people working for X company in a dedicated sequence, leveraging all those data points.”
By automating this process, with Dreamdata’s data and the Reverse ETL Hightouch, Gorgias has been able to optimise their messaging to target accounts at scale - leading to more and better quality pipeline.
See how you can do this in our #dreamdatarecipe How to use intent data to automate outbound messaging
2. Identified the best go-to-market efforts to scale through custom attribution models
“Most of the models we've built with Dreamdata have been custom models, which is cool, because we have a couple of different specificities at Gorgias.”
With these custom models, the team can now account for the whole customer journey and so identify crucial details about their go-to-market, which in turn has helped Max and his team build optimised campaigns at scale.
At a higher level, the team has been able to introduce data-driven budget allocation across their go-to-market departments.
“We are now able to distribute the revenue attribution fairly, rather than just saying ‘I'm the first touch, or I'm the last touch so I need to receive all the credit for the deal.’ So we now give every department resources based on their performance.”
You can read more about Gorgias’ shift from single-touch to multi-touch attribution in this earlier success story.
3. Incorporated offline conversions to optimise ads for maximum value
Gorgias wanted to avoid the waste that comes from ad platforms replicating audiences based on “unqualified” conversion data.
Max explains how “you don't want to send back to Google or Facebook or LinkedIn, unqualified conversions - people who sign up to your product, but are not qualified - because the algorithm will end up creating lookalike audiences based on those conversions. What you want is to send back only the qualified conversions.”
With Dreamdata, Gorgias now feeds their ad platforms with the exact segment data they want.
They’ve also cross-referenced messaging with deal value to feed the ad platfom algorithm.
See how you can do this in our #dreamdatarecipe How to leverage offline conversions to boost campaign performance
In concluding his evaluation of Dreamdata, Max highlighted:
“it's really rare to see marketers using customer journey data and reverse ETL to create audiences, but tomorrow it will become the new standard. So it's cool to be among the first to do that.”
Start delivering an efficient go-to-market today.
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