#dreamdatarecipes

Find the business value of your Capterra Ads

Supplementary Guide

These steps allow you to replicate the analysis. For context and more examples we recommend you watch the video above.

Introduction:

It’s very important in B2B to be able to go beyond the first conversion to an email, signing up for a newsletter, getting a demo call booked or signing into a free product. But it doesn't really represent any value in B2B unless that customer 1) fits your ideal customer profile and 2) arrives with the intent of going through the sales process. So let’s take a look at how Capterra plays a role in this.

Step 1: How does Capterra affect lead generation?

  1. Go to the Performance > Paid > Capterra dashboard.

  2. Select the “First Touch Attribution” model filter, as we are focused on generating new demand.

  3. By taking a look at your MQL stage, you can see how much you are spending on generating leads - such as the people who book demo calls or sign up for free.

But what happens when we move beyond just a demo or free sign-up to stuff that actually entered the sales pipeline?

Step 2: Moving beyond leads

  1. Select the SQL stage model to compare numbers to the previous stage and inspect whether the number of accounts is dropping off as you move through the sales pipeline.

  2. Now you can determine whether Capterra is generating quality leads rather than just a high quantity of leads.

Step 3: Identify regions

  1. Apply the group by filter to identify which regions are generating the most valuable leads.

  2. Based on this, you can decide which countries to refocus your Capterra ad spend on.

Step 4: Refining Ad Strategy Based on Insights

  1. Adjust your ad budget to focus on high-performing countries and ad channels.

Conclusion & Next Steps

Make sure to look beyond initial metrics for real business value and apply these insights to continually refine your ad strategies for better ROI.