From flying blind across a 500-day customer journey to over 10% ROI gains
Company
10,000+ Employees
Size
Financial Services Software
Industry
London, UK
HQ
Senior Director, Marketing Operations
Role
Who
With Dreamdata’s help, they saw:
Paid media ROI up by
over 10%
Shift from "we don't know" to defensible ROI
Marketing credited on deals it could never claim before
Before Dreamdata
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With 13 stakeholder involved in a deal and a customer journey stretching over 500 days across 15 channels, mapping that journey was a nightmare. Siloed data and last-touch attribution could only capture a fraction of the customer journey.
The months of nurturing, content, and paid activity that had moved an account toward the finish line went unrecognized.
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With no pipeline data feeding back to ad platforms to train their algorithms on what actually drives revenue, LinkedIn, Google, and Microsoft Ads could only optimize on clicks.
In the long run, this ultimately led to higher cost-per-acquisition (CPA) and wasted ad spend.
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When leadership asked what return marketing was generating, the honest answer was “we don't know”.
Without multi-touch attribution, there was no way to trace which marketing activities had influenced a deal, and no way to tie them back to revenue. Every ROI figure was a guess, directional at best.
With Dreamdata
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With Dreamdata, Finastra’s marketing team can finally see the complete customer journey, across hundreds of touchpoints. They can show exactly what marketing contributed and when on the deals that matter most.
Leadership now sees marketing not just as a top of funnel function, but as a force that drives deals to close.
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Finastra's paid media campaigns now optimize for revenue rather than clicks across LinkedIn, Google and Microsoft Ads.
With smarter bidding and efficient targeting, every marketing penny goes to audiences most likely to convert. As a result, paid media ROI has improved by over 10%.
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For the first time, Finastra can show exactly how much revenue their marketing activities influence relative to what they spend, whether that's by channel, business unit, or geography.
When Harjeet's team walks into their quarterly business reviews with finance and the CMO, they're presenting defensible numbers that can trace back to the source.
How Finastra uses Dreamdata
Full customer journey visibility across hundreds of touchpoints.
Dreamdata pulls hundreds of touchpoints across all channels into a single view, connecting Finastra's website, marketing automation platforms, and CRM instances in one place. With every touchpoint tied to revenue with attribution built in, Finastra’s marketing team and SDRs can see exactly what influenced an account before engaging them.
ROI reporting by channel, business unit, and geography.
Finastra's marketing team uses Dreamdata to instantly report on ROI across the full funnel. Harjeet can filter and break performance down by channel, business unit, and geography, pulling the exact view needed for any conversation, whether that's a channel review, a regional update, or a budget meeting with the CMO.
Feeding pipeline data back to LinkedIn , Google and Microsoft Ads via Offline Conversions Syncs.
Dreamdata tracks how every single account moves down Finastra’s funnel, from first touch to closed-won revenue. With one-click conversion syncs, Harjeet can automatically feed all these pipeline conversions back to Microsoft, Google, and LinkedIn Ads daily. Finastra’s campaigns are optimized for real business outcomes resulting in better campaign performance.
Building and activating precise audiences for Google.
Using Dreamdata's Audience Hub, Finastra builds precise audiences with unlimited filters across their full GTM data and automatically syncs them to Google. Without any manual maintenance, Finastra can trust their campaigns are always reaching the right accounts.
“Dreamdata has helped us show every touchpoint, every channel much brighter, and hence we can see what is actually working for us, and where we should be investing money.”
Harjeet Singh
Senior Director Marketing Operations
at Finastra
