Undoubtedly, the hardest thing about marketing for B2B is tracking and attributing your leads, clients, and sales back to specific campaigns and keywords, but honestly, this is where it gets really interesting.
With eCommerce marketing, as long as your tracking is set up correctly, you can see your data and you can easily understand where your sales and revenue are coming from.
With a B2B lead generation strategy, you have to be able to analyze data from many different sources and bring it all together to begin to understand the results.
How to Get Started
We start by adding UTM (Urchin Tracking Module) information onto our target URL's. If you're not sure how to do this, this is a good place to start.
This allows you to pull that information through any web forms, then sync it with your CRM.
Why Worry About Attribution? It's definitely easy and totally lazy to optimize a PPC account for lead generation based on conversions in Google Ads.
Looking at that data does not completely take into account whether you actually made any revenue from a given lead.
This is where attribution comes in.
You should be able to export a report from the CRM that lists the leads, the UTM data, and the status of each lead (closed, lost, etc.), plus any associated revenue.
This will allow you to see what you actually generated.