How Moss Reduced Cost Per Lead by 74% with Dreamdata’s Smarter B2B Audiences
Moss
INDUSTRY
Fintech
HQ
Berlin/Germany
SIZE
250 Employees
“Because our audiences are now accurate to our ICP, real-time, and constantly synced to LinkedIn, their quality has significantly improved. In the Netherlands, we’ve achieved a 74% improvement in our cost per lead.”
Alexei Ivanov, Team Lead Paid Media
#Challenges
1. Manual and repetitive audience building
Moss wanted to streamline how they built and managed LinkedIn audiences to improve efficiency and scalability. They needed to move away from highly manual and inefficient processes like exporting CSV files, running SQL queries, and cleaning data (e.g., removing invalid entries like "@ symbols"), which was resource-intensive and caused significant frustration.
2. Static audiences lead to misalignment between marketing and SDR outreach
Moss was struggling to effectively align marketing campaigns with SDR outreach. The manual processes for building and updating audience lists led to small, static, and outdated audiences. This caused SDRs to reach out to leads before marketing campaigns could nurture them. Moss needed a solution to streamline audience management and ensure consistent, up-to-date targeting for better coordination between marketing and SDR teams.
3. Unable to implement LinkedIn CAPI due to lack of development resources
Moss wanted to leverage LinkedIn’s Conversion API (CAPI) to improve campaign performance. However, implementing and maintaining CAPI required significant developer resources, which the marketing team at Moss found difficult to secure quickly. This dependency made integrating LinkedIn CAPI a challenge.
“Using CSV files to create audiences required me to do SQL queries or wait for someone to send me the files. It was a lot of manual work, from uploading the list, cleaning it up, and formatting the columns. Honestly, it wasn’t a good use of my time.”
Alexei Ivanov, Team Lead Paid Media
"It took five days to get the list, three days to upload it, and another five days for LinkedIn to process it. By that time, the SDRs have already reached out to most of the companies, missing out on the marketing impact."
Alexei Ivanov, Team Lead Paid Media
#Solution
1. Audience Builder
Dreamdata collects, cleans, and models Moss’ B2B go-to-market data, eliminating manual data wrangling. Using Dreamdata’s point-and-click Audience Builder, Moss can easily create precise custom audiences. They can base these audiences on activities performed, funnel stages reached, and data from their CRM or enriched by Dreamdata. All without needing a single line of SQL or fighting with spreadsheets.
2. Automatic daily syncs to LinkedIn Matched Audiences
Dreamdata’s Audience Hub empowers Moss to instantly activate custom audiences by automating daily syncs with LinkedIn Ads. This ensures that Moss always works with the most up-to-date and accurate audience data, improving the timeliness and relevance of their campaigns.
3. LinkedIn CAPI Integration
Dreamdata’s direct integration with LinkedIn CAPI allows Moss to automatically sync offline conversions to LinkedIn. This enables LinkedIn’s algorithms to optimize targeting by identifying and engaging similar prospects likely to convert. With just a few clicks, Moss can set up and manage LinkedIn CAPI syncs directly in Dreamdata - zero dependence on developer resources.
“LinkedIn CAPI is the way forward for B2B marketers because it creates predictive audiences using your data. But a lot of marketers lack the development resources to implement it. Having Dreamdata sync conversion data automatically to LinkedIn is incredibly valuable.”
Alexei Ivanov, Team Lead Paid Media
#Results
74%
decrease in cost per lead.
1. No more fighting spreadsheets
With Dreamdata’s Audience Builder, Moss eliminated the need for manually building audiences using spreadsheets. This means Alexei and his team no longer have to waste time and energy wrestling with CSV files and formatting issues, allowing them to focus on running campaigns with precise custom audiences.
“A big win for me is not having to fight with CSV files anymore. It saves me hours of work every month and a lot more frustration.”
Alexei Ivanov, Team Lead Paid Media
2. Aligned marketing and SDR outreach
Dreamdata’s automatic daily syncs have transformed Moss’s marketing and SDR coordination. Marketing campaigns now reach leads before SDRs make contact, ensuring an "all-bound" approach. By automating audience updates and eliminating the need for CSV uploads, Moss can maintain current and relevant audiences that are completely aligned with SDR outreach.
“Real-time syncing ensures audiences are always current, so when SDRs reach out, leads have already had some type of marketing engagement. This fosters a more coordinated approach between our teams.”
Alexei Ivanov, Team Lead Paid Media
3. Decrease in cost per lead by 74%
Dreamdata’s integration with LinkedIn has significantly reduced Moss’s cost per lead in key markets. For example, in the Netherlands, CPL dropped from a typical €267 to around €70, representing a 74% improvement.
"Because our audiences are now accurate to our ICP, real-time, and constantly synced to LinkedIn, their quality has significantly improved. In the Netherlands, we’ve achieved a 74% improvement in our cost per lead."
Alexei Ivanov, Team Lead Paid Media
About Moss
Moss is Europe's leading spend management platform designed to save your company time and money. Used by over 4,000 customers, it is the ideal solution for many SMB's facing issues with their spend management, whether it's corporate cards, accounts payable, and/or managing budgets.
Alexei Ivanov, Team Lead Paid Media at Moss, drives the company’s paid media strategy, overseeing paid search, affiliate marketing, and audience activation. With a growing team under his leadership, Alexei focuses on streamlining processes, optimizing campaign performance, and enabling data-driven marketing across Moss’s operations.
