How to Understand Each Paying Customer Journey and Find Out What Drives 99% of Revenue
B2B sales present a unique set of challenges for tracking conversions in a sales funnel. Landing pages may be on a separate domain from the main marketing website. There may be several decision makers interacting with the website and sales force independently. Furthermore, actual revenue is produced offline when a deal is marked closed won in a CRM.
Many companies with B2B sales resort to tracking sources only of leads, attempting to measure conversion to sales and revenue indirectly. It doesn't have to be this way. Sales to B2B customers can be tracked throughout the entire funnel: from the first interaction to the revenue.
"A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working [for us] at all... we've been wasting money for years on paid display ads. Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all. And so we've been focusing on paid search, which does have return on investment."
— Bryan Brinton, Co-Founder, Aluvii Software
Full life-cycle of an inbound B2B customer consists of the following steps:
In most implementations, Formsable uses a simplified three-stage conversion funnel map:
Understanding what website visitor resulted in a sale is a major challenge in B2B sales.
Able Customer Data Platform builds a 360-degree view of each customer by tracking website visitors before they become customer. Able CDP tracking script captures:
Able Customer Data Platform then starts to build a customer profile, by tracking all website activity and, most importantly, lead and sign up form submissions, recording personal information such as:
This allows Able CDP to associate each closed won deal with the original customer source, implement first-touch attribution and understand what marketing activity brought each customer and each dollar of revenue.
Where multiple domains are used in the same funnel, Able CDP is able to link activity across them as long as one of the visitor identifiers match. We recommend using Google Tag Domain Linker for this purpose.
Using Able CDP allows you to collect all this information without having to program a database for storing attribution details and associating them to leads and customers. The entire set-up is done by placing a small tracking code for tracking website visitors and leads.
Able CDP sends customer attribution detail to CRM and extends lead records with the customer details.
Able CDP uses its customer tracking data to attribute all subsequent revenue (Purchases) and other conversions to the original source.
Revenue can be sent to Able CDP using one of its built-in integrations such as Salesforce or Scoro, allowing to track closed won deals in CRM and attribute them to original website visits automatically.
It also supports tracking of custom conversions from proprietary back-office apps using web hooks, as well as upload of sales in CSV format for compatibility with legacy ERPs.
This is the most popular solution, as it allows to leverage reporting capabilities of the reporting tools you're already using. Correct first-touch attribution as implemented by CDP allows to capture of up to 24 months of LTV data attributed to the original campaign inside Google Analytics.
Able CDP B2B Conversion Funnel Tracking is incredibly easy to set up: