How implementing end-to-end analytics helpe event Event Rocks Case platform Event Rocks track the deal cycle and gain fully controlle marketing.
Hello! My name is Ekaterina Safronova. I am the head of marketing at Eventicious, the platform for Event Rocks events. In this case, I will tell you how special lead end-to-end analytics helpe change the approach to marketing in our company and forecast marketing campaigns for the b2b segment.
About the company
Event Rocks is a designer of applications and platforms for events. The audience is the B2B segment: organizers of forums, exhibitions, conferences and festivals, both public and corporate. The solution is a designer that allows you to assemble a mobile application or an online platform for a conference from ready-made functional modules.
How Lead Generation Worke Before
The Event Rocks product is designe for the b2b segment . The peculiarity of this audience is a long transaction cycle. A common situation: a client leaves a request for the first time in January, and an event using it is planne for July. This is b2b 2.0 lead generator – foxhound different from working in the b2c market, where the user saw Event Rocks Case an ad, went to the site and bought the product – in our niche, several interactions with the client are require before the transaction.
We use many advertising channels: context, targeting and offline channels, such as specialize events for event organizers and internal communications specialists. At the same time, it is important for us to understand which contact points are involve in the acquisition chain and lead to a deal.
Before implementing end-to-end analytics, we couldn’t accurately link marketing activities to leads and sales. When you have a deal cycle of several Event Rocks Case months, and several touches lead to a deal, you can’t just divide the actual spend of the month by japan number list the leads of the month to calculate CPL. You need to look deeper and analyze the real CPL after several months.
In this article, we tell you how to calculate CPL and get more potential clients.
The widespread practice of conducting transactions in the B2B segment, when, due to a long cycle, transactions in the CRM hung unclose for a long time, also made it difficult to adequately assess the cost of a lead.
What it looked like:
- A potential client came, managers starte working, for example, they held a presentation;
- Right now the client is not planning an event, no sale is taking place, but the deal is open;
- After a few months, we catch up with the client through retargeting or mailing, or he comes across an article on our blog and leaves a request again;
- It comes back, but because the work continues on the same previously opene deal, we haven’t seen the entire chain of interactions.
Not only were we able to collect the entire volume of data on lead source in a convenient format, but we also set up the work of the sale department so that information on source would not be lost in transactions. Now we can control the entire transaction cycle, understand the final cost of a lead, and track all points of contact with the client.