How Ellab ditched first-touch guesswork and proved that email is their #1 revenue driver
Company
700-800 Employees
Size
Pharmaceutical Manufacturing
Industry
Hilleroed, Denmark
HQ
Growth Marketing Manager
Role
Who
With Dreamdata’s help, they saw:
Email proven as #1 channel for closed-won deals
Marketing valued on outcome not just “output”
10x LinkedIn engagement data unlocked
Before Dreamdata
-
To report on marketing ROI, Ellab had to pull data from Google, LinkedIn, Marketo, Salesforce and reconcile everything by hand.
Not only was this frustrating but by the time it was done, the data was stale. Every budget decision made from it was based on a picture that had already changed.
-
Ellab relied on Salesforce first-touch attribution, which Brian describes as “barely a starting point.” Everything that happened before a form submission was invisible.
With half the customer journey missing - channel, content, and investment decisions were all being made on incomplete data.
-
Without a way to connect marketing effort to revenue, Ellab's marketing team was seen as a “content factory” - measured on campaigns launched, content published, and leads generated.
Leadership saw the activity but not the impact. Marketing was treated as a cost center, not a growth driver.
-
Organic LinkedIn activity was another blind spot. Without visibility into all the accounts engaging with their content, LinkedIn looked like it was underperforming.
Without data to say otherwise, there was no case for investing more.
With Dreamdata
-
Now, Brian can instantly answer performance questions before anyone has even finished asking them.
With all marketing activity tied to pipeline and revenue in Dreamdata, he works from numbers that are always accurate and current. Ellab can ensure every budget decision is based on true marketing ROI, not last week's manual export.
-
AI driven, multi-touch attribution revealed what Salesforce couldn't: email was the only channel present across the entire customer journey, from acquisition to retention.
Ellab doubled down, expanded its nurturing programs, and quadrupled email output.
-
The marketing team can now walk into any budget conversation and show its contribution to every deal on the table. Leadership, sales and marketing can all speak the same language: revenue.
Ellab’s budgets go to what is actually working, and marketing gets the recognition they’ve earned.
-
Ellab can now see up to 10x more LinkedIn insights, including organic impressions and engagement through Dreamdata's integration with LinkedIn’s Company Intelligence API.
The data made one thing immediately clear: they had been underinvesting. They’ve since doubled down, moving budget to the content and campaigns that are actually working.
Get the clearest picture of how LinkedIn drives revenue
As an official LinkedIn Marketing Partner, Dreamdata surfaces paid and organic impressions and engagement directly from LinkedIn’s Company Intelligence API, giving you accurate attribution and ROI. Learn more →
How Ellab uses Dreamdata
Multi-touch attribution across the full customer journey.
Dreamdata maps every touchpoint across the complete customer journey, pulling together data that Salesforce alone could never capture. Brian can open the customer journey report of any closed-won opportunity and see the full sequence of activity that contributed to the deal. Every interaction across every channel, paid, organic, email, events, is captured and tied to revenue in one place.
Granular acquisition reporting across every funnel stage.
Dreamdata's Acquisition report shows Brian exactly which channels, campaigns, and sources are generating leads, creating pipeline, and winning deals, across every stage of Ellab’s funnel. He can filter by MQL, SQL, or closed won, switch attribution models, and break performance down by channel, source, campaign, or UTM. Marketing can see not just which campaigns are driving top-of-funnel activity, but which ones are actually influencing accounts all the way through to revenue.
Reaching the right audience, and proving they did.
Using Dreamdata's Audience Builder, Ellab builds audiences based on all their GTM data and syncs them to Google. Whether targeting net-new prospects or reaching known accounts for cross-sell and upsell, syncs run continuously, without manual maintenance. Brian can then see whether those campaigns are actually getting through to the right accounts using the Audience Reach report.
Timely notifications that turn intent into sales conversations.
Marketing can work with Sales to define which signals matter most for Ellab's business, whether that is a prospect revisiting key pages or engaging with specific content. Brian can build an audience based on those criteria. When an account shows engagement, Dreamdata sends a timely notification to the right salesperson via Microsoft Teams.
“With Dreamdata, you can actually show that your marketing effort resulted in revenue - with real numbers on real data, not just first touch.
That changes how the rest of the business sees you. Marketing stops being a cost centre and starts being a growth driver.”
Brian Coles
Growth Marketing Manager
at Ellab
