Un-siloed customer journey data empowers Vainu to scale their best channels and campaigns
Without clarity of which campaigns and channels are moving customers into the pipeline, it’s virtually impossible for marketing teams to measure and scale success. That’s why holistic customer journey data insights have become a need-to-have for the modern B2B marketing org.
Yet this is easier said than done. Data silos in the tech stack make connecting customer touchpoints a big challenge. Vainu is no exception.
The team at Vainu was in need of a solution that would shed light on the journey from the true first-touch to demo conversion and beyond. A solution that actually would tell them what happens to the money they put into their marketing. A solution like Dreamdata.
Key results Vainu has achieved with Dreamdata so far:
Optimise their paid and content activities to boost free trial sign-ups and demo requests.
Improve their monthly content calendar planning using Dreamdata’s Content Analytics.
Initiate a revenue-driven website update using page performance data.
Want to see results for yourself?
“Dreamdata lets you know which marketing activities contribute most to revenue.”
About Vainu
Vainu is a company data platform that helps B2B companies achieve personalisation at scale across sales and marketing. Vainu collects and analyses huge amounts of structured and unstructured online information, before making these real-time company insights easily consumable on its business systems.
Headquartered in Helsinki, Finland, the company launched in 2014 and is now serving more than 10,000 sales, marketing, and data professionals. Helping them better understand their customers and prospects and build hyper-targeted company profiles and segments.
The challenge: have data insights that show marketing investments aren’t wasted.
Vainu’s Marketing team is in charge of growing business through paid and organic marketing activities. To track this, the team at Vainu measures two primary KPIs: free trial sign-ups and marketing-generated revenue.
However, like many B2B marketing orgs, the team at Vainu was finding it difficult to accurately tie their marketing activities directly to sign-ups and revenue.
In practice, this meant that they were simply unable to optimise and scale their paid and content activities and push their KPIs.
Aamer Hasu, Head of Marketing at Vainu, told us, “We wanted to know where our demo requests or free trial sign-ups actually come from.”
The team had been relying on HubSpot’s analytics to shed light on the journey. But the single touch mapping was not accurate enough for Vainu to really know which campaigns and channels were impacting the journey. “We knew that there are more touchpoints that happen after and before what HubSpot was telling us.” Aamer continued.
Without knowing what touches these were, Aamer and his team were unable to repeat and scale what was working well, and scrap what wasn’t.
To try and help better understand the journey, Vainu added a ‘how did you hear about us?’ form on the free trial sign-up and demo. But, as Aamer observes, this self-reported attribution “doesn’t really provide robust, reliable data for deciding how to spend our marketing resources and budget.”
The problem Vainu was facing will be familiar to many B2B marketing and ops teams: the data behind the touchpoints on the customer journey is split across the different tools on the tech stack. Which makes the process of combining and analysing deals, companies, and contacts in a time-series analysis cumbersome and slow.
What Vainu needed was an easy way to track and measure customer journeys. As Aamer puts it, to know “how all those touches by the multiple people in your target account lead to pipeline and ultimately revenue.”
In short, what Vainu needed was a tool that could track multi-touch, multi-session journeys and link this data to their free sign-up conversions and revenue further down the line. Enabling them ultimately, to optimise activities and push up their KPIs.
The solution: tracking Marketing touches to scale efforts and boost KPIs.
“Dreamdata lets you know the journeys of your potential customers so you can optimize them towards generating more revenue.”
Dreamdata gathers, cleans, and models data from across the B2B go-to-market ecosystem. This enables Dreamdata to track every page view, of every session, by every user of every company, and link all this data to pipeline and revenue generated.
In doing so, the platform offers detailed insights into marketing performance on sign-ups and revenue. From the channel level to ad campaigns to individual items of content, Dreamdata connects the dots on the customer journey, no matter how long or complex it might be.
As a result of this, Dreamdata has helped Vainu finally overcome the multi-touch tracking challenges they faced and connect their paid and content efforts to pipeline and revenue.
For Vainu this has meant:
Getting never-before-seen insights into the multi-touch buying journey taking place between first-touch and sign-up/demo events.
Having the web analytics in place to track and measure traffic and conversions.
Collecting and analysing revenue-based data on content efforts.
Aamer sums it up like this, "with Dreamdata, you will know where to put your marketing investments.”
The results: radically better data insights enabling revenue-driven optimisation of marketing efforts
Without Dreamdata Aamer and the Marketing team at Vainu were unable to accurately track the touches that were taking place in the customer journey. So that when it came to optimising their ads and content, they had no indication of the impact on conversions, pipeline and less so, revenue.
Thanks to Dreamdata, the team has finally been able to start optimising and scaling their activities to boost sign-up and demo requests.
“For us, the best use case is optimization. With Dreamdata I know how much ad spend relates to revenue, and which channels, sources, and content types produce demo requests. This makes it a lot easier!” emphasised Aamer.
These are some of Vainu’s highlights so far:
Optimised their paid activities to boost free trial sign-up and demo requests
Dreamdata’s dashboards give the Marketing team at Vainu the granularity they need to dig into every ad, of every ad group, of every paid channel. All of which are connected to revenue and pipeline generation (by pipeline stage). This allows the team to quickly see their ROAS, identify the best and worst performers, and find where there’s potential to optimise and scale.
“Analytics is like an onion. The more layers you peel, the more you cry. When you actually get to see statistical truths about your marketing activities, you start questioning things you took for granted. Dreamdata definitely is an eye-opener, because it gives you the insights you never had.”
Improve their monthly content calendar planning using Dreamdata’s revenue-focused Content Analytics
When preparing their monthly content calendar, Vainu takes a deep dive into Dreamdata’s Content Analytics dashboards.
Aamer reported that “Content Analytics and Content Performance are perhaps the most interesting features. They basically tell us what content is contributing to revenue, which is definitely quite a new way of seeing the value of our content and distribution, and how it impacts free trial sign-ups and revenue.”
This helps the team identify which items of content they need to do more of, and how they need to share these. What’s more, by connecting content to pipeline and revenue, Dreamdata has levelled the playing field between content and the rest of the marketing teams activities.
The result is that “Content Analytics is now very much integrated in our marketing planning” added Aamer.
Initiate a revenue-driven website update using page performance data
Dreamdata’s website tracking and analytics means that Vainu is now able to have a much better understanding of what works on the site and what doesn’t.
“It’s easy to do testing with different website pages and content pieces because we see the impact on our KPIs with Dreamdata. Previously we would have just been looking at views and conversion on a per user basis. Now we see how it affects the overall journeys of multiple stakeholders in the path from views to deals to revenue.” added Aamer
The same goes for optimising the site for tracking. “With the help of Dreamdata, we know the analytics holes we need to plug, to get better data.”
These site insights are presently being leveraged toward their ongoing website update.
“When you peel the layers of data and see the truth of what’s going on in the customer journey, you sort of get overwhelmed about the possibilities, but thankfully Dreamdata’s customer success team helps you to focus on optimising in small steps. And when you’ve got that, it’s really empowering,” concluded Aamer.
Get empowered to optimise your marketing activities today.
Try Dreamdata free today (or drop us a line!).
