Success story: How Insightsoftware deep dives into all their paid channels and campaigns to drive up ROI
Like many B2B marketing teams, the team at insightsoftware was struggling to see beyond their CRM’s lead source. They knew that their paid campaigns were generating pipeline and revenue but had no way of identifying what they were. On top of this, they were struggling to track and unify data on their customer accounts.
Above all else, this meant that the insightsoftware marketing team had no good way of measuring the ROI of their channels. And it was this pain point that brought them knocking on Dreamdata’s door.
Key results Insightsoftware has achieved with Dreamdata so far:
Increased demo requests by 255% through scaling campaigns that work
Filling in the customer data gaps between Linkedin lead forms and the CRM
Doubled-down ad spend on best-performing keywords
Want to see results for yourself?
“Dreamdata delivers where other multi-touch attribution systems stop”
About Insightsoftware
insightsoftware delivers financial confidence to the Office of the CFO, across industries and around the globe, with an ever-expanding portfolio of software solutions. Over 30,000 organizations worldwide rely on insightsoftware’s best-in-class solutions.
These include financial reporting, analytics, budgeting, forecasting, consolidation, and tax solutions. These offer companies of all colours increased productivity, visibility, accuracy, and compliance on their financials. Ultimately, helping shrink planning, reporting, and close cycles by 50%.
The marketing team at insightsoftware is tasked with getting over 70 solutions to market. Operating in a highly competitive landscape, the insightsoftware team has doubled down on their digital paid marketing efforts.
The challenge: Finding the ROI of all digital channels and painting a complete B2B customer journey map.
Insightsoftware has been driving a diverse digital marketing portfolio, counting with Google Search, Linkedin, and Capterra ads, to help the team bring over 70 products to market.
And while insightsoftware knew that these channels were (to differing degrees) helping drive opportunities and ultimately revenue, the marketing team was finding it challenging to pin down the actual performance their channels.
Colin summed it up simply in this way, “we lacked visibility into our paid channels”.
And this lack of visibility was preventing Colin and his team from learning which campaigns were generating actual pipeline and revenue and which were just generating poor traffic.
“We were encountering many of the same challenges marketing teams in the B2B world face all the time. We had a growing digital marketing footprint, but little way of knowing what the ROI of our activities was. All we had available to us was our Salesforce lead source attribution.” Colin says.
While single-touch attribution offers some visibility into the performance of go-to-market efforts, it struggles to account for the complexity of both the B2B customer journey, and of the B2B Martech stack.
The B2B customer journey involves a number of different stakeholders interacting with your company at different stages over a long period.
For insightsoftware, this critical customer data was stored disparately across their ad platforms, automation tools and CRM.
This double-whammy of siloed data and disjointed customer journeys meant not being able to identify which touches could be attributed to a specific account.
“A concrete example of something we were struggling with was tracking LinkedIn lead form submissions that come in with a free email domain then get modified by Sales to an office email.”
To resolve this, Colin and his team needed to find a solution that could break down the silos, clean the data, and bridge the gap between their ad spend and revenue. Only then could insightsoftware pin down their ROI on paid channels.
The solution: Ad spend connected to pipeline and revenue generated, no matter the journey.
“With just a quick glance at the data, we can immediately identify which campaigns are working and which aren’t.”
Dreamdata offered precisely the solution the insightsoftware team needed. With Dreamdata’s revenue attribution platform Colin and his team would be able to:
Tidy up their multi-source data and track customer journeys from anonymous first touch to closed-won. And thanks to this,
Connect ad spend on all their paid channels to revenue and pipeline generated.
So far, insightsoftware has been working through the Dreamdata Paid dashboard to zero in on their ad campaign performance and push up ROI.
Deep diving into ad campaign performance
“Dreamdata’s dashboards offer virtually unlimited insights into our paid campaigns. The level of detail is impressive; not only can you examine every campaign you’re running on every channel - against the same benchmark, revenue - but you can narrow down your query to the keyword level.” says Colin.
“And the platform’s flexibility is equally impressive. In the top-of-class onboarding process, we’ve been able to customise our attribution model to fit our very precise needs. This includes attributing towards (our defined) pipeline stages as well as revenue.” he continues.
Out of the box, Dreamdata offers a suite of filters that allows users to compare and cross-compare the performance of channels, campaigns, ad groups, and keywords against pipeline and revenue generated.
Thanks to this, insightsoftware is now able to gain a much clearer picture of ROI on their paid efforts, from the highest level to the keyword.
The results: 255% demo requests growth through scaling ads that work, plus a much clearer customer journey picture.
Insightsoftware came to Dreamdata with a very clearly defined pain point: not knowing the ROI of their paid channels.
At the root of this pain was the inability to connect their ad spend to pipeline and revenue generated.
By using Dreamdata, which maps every recordable touch on the customer journey, Colin and his team are already tackling their pain point head-on. So far, they’ve:
Started filling in the customer data gaps between Linkedin lead forms and the CRM. This has enabled the insightsoftware team to overcome the frustration of not being able to act on the opportunities their Linkedin lead forms were generating.
Doubled-down on best-performing keywords and scrapped poor performers. Insightsoftware has been able to target and improve rankings on a number of keywords, and set in motion projects to build new landing pages where these were missing.
“With Dreamdata, we’ve been able to leverage our attributed performance with search impression share on our top keywords. This has allowed us to identify where we can squeeze more out of keywords” Colin says, adding, “and with a number of our keywords still outstanding, we know there is potential for taking this even further.”
Scaled their top campaigns and grew demo requests by 255%. By linking their paid campaigns to well-defined pipeline stages, they are now able to identify those campaigns that are generating demo opportunities. The result of this has been an uptick in demo requests… and a happy sales team!
With insightsoftware still in the early stages of their Dreamdata revenue attribution journey, they’re excited for what’s still to come… and so are we.
Interested in running your own campaigns and content through Dreamdata to see what pops out on the other end? Try Dreamdata free today (or drop us a line!).
