Cognism was breaking into a new market and strategically allocated significant resources to enhance their brand presence, prioritizing reach and content campaigns. They made a calculated decision to shift their budget from cheaper channels to LinkedIn, a platform they were confident they could effectively reach and engage their target audience.
While they knew their campaigns were influencing sales pipeline, their traditional last touch attribution, reliant on click-based UTMs, made it difficult to connect their marketing efforts to business impact. Without concrete data to support their decision, the marketing team was unable to show how their brand efforts on LinkedIn were instrumental in driving net new demand in a new market. This brought their marketing strategy and budget reallocation into question.
Cognism connected their CRM to LinkedIn’s Business Manager to access the Revenue Attribution Report. With this report, Cognism gained valuable insights into the influence their brand marketing efforts had on revenue, pipeline, and overall ROAS. Furthermore, they gained a better understanding of the customer journey with access to key conversion and funnel insights through the Revenue Attribution Report.