Success Story: Multi-touch attribution insights per pipeline stage enable Ivalua to boost the quality of their leads
The marketing team at Ivalua faced the age-old problem of not being able to accurately assess the quality of their leads. Although the team knew their activities were acquiring many leads, they were unable to gauge the quality of these acquisitions.
The team at Ivalua had experienced the benefits of attribution through their HubSpot native reporting. But had also learned its limitations. In particular, not being able to attribute to pipeline generated.
What the marketing team at Ivalua needed was a HubSpot friendly multi-touch attribution tool that could attribute to pipeline stage. Only then could the Ivalua team really learn how their channels and campaigns were generating pipeline.
And that’s why they turned to Dreamdata’s B2B revenue attribution platform.
Key results Ivalua has achieved with Dreamdata so far:
Identified their best performing acquisition channels and campaigns
Introduced a quarterly report based on Dreamdata’s pipeline attribution insights
Optimized their efforts to capture better quality leads
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“Dreamdata is an awesome tool for getting multi-touch attribution data for HubSpot users. And we’re incredibly pleased with the level of support we received from the Dreamdata team.”
About Ivalua
Ivalua is a leading provider of cloud-based Spend Management solutions. Ivalua’s product offers a complete, unified platform that empowers businesses to effectively manage all categories across the Source-to-Pay cycle; both on the spend side and supplier side. This helps businesses increase profitability, lower risk and improve employee productivity.
Recognised as a Leader by Gartner, Ivalua’s Source-to-Pay suite is leveraged by over 300 leading companies across the globe to manage over $500 billion in direct and indirect spend.
The platform’s ease-of-use, depth, breadth and flexibility ensures high employee and supplier adoption, rapid time to value and the ability to meet unique or evolving requirements.
The challenge: Knowing which marketing channels and campaigns generate pipeline.
Mohammad Karim oversees the marketing operations and technology stack at Ivalua and helps track and measure the team’s KPIs.
One of the marketing team’s primary KPIs is to generate quality pipelines for the sales team to convert. Where Mohammad’s responsibility is to build reports on marketing channel and campaign performance and provide the team with actionable insights to improve the efficiency of marketing campaigns and optimal usage of resources.
To achieve this, Mohammad and the marketing team at Ivalua were relying on HubSpot as their main source of campaign performance data and insights. However, like many B2Bs, Ivalua were restricted by HubSpot’s limited attribution modeling, in particular not being able to attribute to pipeline stage.
“HubSpot has limitations in terms of pipeline attribution data, which is crucial for us at Ivalua.” reported Mohammad.
While the single-touch modeling available on HubSpot offers some insight into channel and campaign performance, it fails to take into account the complexity of the B2B customer journey. This left the Ivalua team lacking visibility on what touches were helping drive leads down the funnel. But also, on whether or not these leads were then generating Sales pipeline.
“Ivalua works with a number of partners to run campaigns like webinars and whitepapers and we did not have a clear idea about what was working well and what was not.” added Mohammad.
It is this pain point which drove Ivalua to Dreamdata.
“We were looking for a tool that integrates with HubSpot and would provide us with visibility into multi-touch pipeline attribution data for the major channels we were exploiting as well as the campaigns we were running globally. We found that Dreamdata was the solution.” says Mohammad.
The solution: a HubSpot friendly multi-touch attribution tool with attribution to pipeline stage.
“With Dreamdata’s multi-touch modeling, we’re now able to understand which channels and campaigns are actually generating a quality pipeline.”
Dreamdata’s B2B revenue attribution platform offered Mohammad and the Ivalua team the solution they needed. As a Certified HubSpot App Partner, Dreamdata is able to seamlessly pull and process all HubSpot data (including historic data), and join this with the rest of the go-to-market tech stack.
This has enabled the Ivalua marketing team to do:
Account-based multi-touch attribution, to identify all the digital touches that contributed to a conversion, and
Multi-touch attribution by pipeline stage - the stages and conversion events are defined by the Ivalua team.
Multi-touch attribution by pipeline stage
Since starting with Dreamdata, Mohammad and the marketing team at Ivalua have been drilling down on their lead acquisition performance.
They have been able to do this through Dreamdata’s high customisability of attribution and revenue models. Where Dreamdata allows customers to not only define how credit for conversions is distributed, but also define pipeline stages and conversion events to meet the customer’s unique needs.
“With phenomenal support from the Dreamdata team, we’ve been able to set up fully custom attribution models. This includes setting up modelling to each of our own pipeline stages - helping us measure what efforts are generating MQL conversions and building pipeline.” says Mohammad.
Using Dreamdata’s Revenue Analytics and Acquisition performance dashboards the Ivalua team has been able to learn what individual campaigns and channels have been driving pipeline.
Dreamdata offers a suite of analytics dashboards with insights into all go-to-market activities. This allows users to compare the performance of channels, campaigns, ad groups, and keywords against pipeline and revenue generated.
The results: Unprecedented clarity of pipeline generation, higher quality leads, and bigger pipeline.
The marketing team at Ivalua was struggling to assess whether or not their efforts were actually generating pipeline.
This was not only because they were unable to track all the touchpoints taking place in the early stages of the buyer journey, but also because they were unable to connect these to pipeline and revenue generated.
By using Dreamdata, which maps every recordable touch on the customer journey, Mohammad and the Ivalua team are able to overcome these challenges. As a result, they’ve been able to:
Identify their best performing acquisition channels and campaigns. By connecting all their go-to-market activities to pipeline and revenue generated, Dreamdata has enabled Ivalua to quickly assess the performance of their activities.
“After pulling the pipeline attribution data from Dreamdata we found the high and low performers.” highlighted Mohammad.Introduced a quarterly report based on Dreamdata’s pipeline attribution insights. The Ivalua team is now able to use accurate data-driven insights in their reporting. Proving the value of their efforts and improving internal processes.
“We will be running the pipeline and MQL attribution reports quarterly to monitor the channel and campaign performances globally. Future strategy and tactics will be based on that data.”Optimised their efforts to capture better quality leads. Dreamdata’s data insights have made it easier for the Ivalua team to optimise their activities to improve the quality of their leads.
“Dreamdata’s insights have led us to review some of our partnerships and realign the tactics we will be implementing next year. This, we hope, will save resources and improve the quality of MQLs and the volume of new pipelines.” Mohammad concluded.Why not start your multi-touch attribution journey today?
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