How Planday makes every marketing dollar count
Company
250+ Employees
Size
Workforce Management
Industry
Copenhagen, Denmark
HQ
Marketing Ops Manager & Head of Paid Marketing
Role
Melisa Hansen & Ovidiu Lazar
Who
With Dreamdata’s help, they saw:
Every ad dollar steered toward pipeline
A proven ICP
Defensible budget decisions
Before Dreamdata
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Planday's data was siloed across the entire GTM tech stack. Marketing could count the leads coming in, but not which channels and campaigns influenced revenue. Its own data team had tried to map the customer journey, and couldn't.
So, budget allocation was based on instinct which doesn’t hold up in front of leadership.
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Without the customer journey, Marketing had no way to define their ICP or even tell a good lead from a bad one.
Spend went to accounts that might never convert, and left sales working leads with no read on why they'd come in.
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For Ovi, every read on paid performance meant the same slog: pulling scattered data into Excel and matching it across sources by hand.
By the time the report was ready, it was already out of date, making it hard to shift budget to the campaigns that were actually working.
With Dreamdata
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With the most complete view of their customer journey they've ever had, Melisa can see exactly what each channel contributed. Every budget decision is now based on what actually drives revenue.
And when Melisa sits down with leadership, she can make marketing's case with numbers she’d stake her reputation on.
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With visibility into which accounts actually become customers, Planday now has a clear picture of its ideal customer profile (ICP).
Marketing now targets ICP accounts more likely to convert and hands sales high-intent accounts worth chasing.
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With up-to-date channel and campaign performance in one place, Ovi can quickly spot what’s working and shift budget where it has the biggest impact.
It doesn’t stop there. Dreamdata's conversion syncs automatically feed accurate pipeline back to ad platforms, helping them optimize bidding toward campaigns generating revenue, not just clicks.
“In recent months, we've seen quality moving up, and we're actually for the first time almost getting positive feedback from sales that the leads we're getting now are good quality, they fit our ICP, and they are the ones that we want to interact with.”
Melisa Hansen
Marketing Operations Manager
at Planday
How Planday uses Dreamdata
Multi-touch attribution across the full customer journey.
Dreamdata collects, deduplicates, cleans, and models every touchpoint from Planday's two CRMs, website, and paid channels into one account-based model. With every activity tied to revenue, Melisa and Ovi can answer any question about marketing’s impact with multi-touch attribution.
ROI reporting by ICP, vertical, and Cost per Lead.
Planday’s marketing team uses Dreamdata to instantly report on ROI across the full funnel. Melisa filters and breaks performance down by source, cost per lead, ICP, and vertical, or any other property from Planday’s CRM. She can pull the exact view for any question she has, and bring these together in a custom dashboard for any budget conversations or meetings with leadership.
Feeding accurate pipeline data back to LinkedIn , Google and Meta Ads.
Dreamdata feeds Planday's enriched pipeline data back to LinkedIn, Google, Bing, and Meta through one-click Offline Conversion Syncs. With that reliable signal, the platforms know which of Planday’s leads closed, so their machine-learning bidding learns to chase similar accounts, optimizing Planday’s ads for revenue, not clicks.
Building precise, high-intent audiences.
Using Dreamdata's Audience Hub, Melisa and her team can build precise audiences across all of Planday's GTM data using unlimited filters, like web visits, ad engagement, pipeline stages, and intent signals. These audiences of in-market accounts, which aren’t in the CRM yet, are handed to sales, powering Planday’s ABM strategy.
