B2B companies
From first contact to sale, understand what drives your revenue.
Your marketing generates leads. Your sales team signs contracts. Oryon helps you connect the two.
Example: a B2B company investing in two channels.
| Metric | Google Ads | LinkedIn Ads |
|---|---|---|
| Leads generated | 120 | 60 |
| Opportunities created | 12 | 18 |
| Contracts won | 3 | 6 |
Google Ads generates twice as many leads. LinkedIn Ads produces more opportunities and contracts.
“Your LinkedIn campaigns generate fewer leads, but more contracts. Review the revenue associated with each channel and the acquisition cost before changing your investments.”
In a B2B company, the buying journey can last several weeks or several months.
A lead discovers your company on Google, downloads a piece of content, talks with your sales team, then becomes a client much later.
When these steps are spread across several tools, it becomes hard to understand which actions truly support your growth.
Oryon brings your marketing and sales data together to give you a better view of your performance.
Plenty of leads. But how many become clients?
The number of forms completed or contacts created doesn’t always reflect the quality of your acquisition.
Some campaigns attract curious visitors. Others attract genuine buyers.
By bringing together advertising, analytics and CRM data, Oryon helps you compare results across several stages of the sales journey.
You can analyze:
- Leads generated by channel.
- Conversions on your website.
- Opportunities recorded in your CRM.
- Contracts won and the associated amounts, when this information is available.
- How performance changes over time.
Connect marketing, sales and revenue.
Your marketing teams may consider a campaign successful because it produces many contacts.
Yet your sales team may find that these contacts rarely match the companies you are looking for.
Oryon brings these views together to identify the channels that contribute to business results.
Rather than pitting marketing metrics against sales figures, you get a shared basis for directing your investments.
Spot the gaps in your sales journey.
Your acquisition is growing, but your sales are stagnating?
The problem doesn’t necessarily come from your visibility.
It may lie in how leads are qualified, how opportunities are converted, or another part of the journey.
Oryon helps spot the variations that can be observed in the available data, so your teams can dig into the possible causes.
Better understanding for sales and marketing teams.
With shared metrics, your teams can identify the actions worth strengthening.
- Marketing managers better understand the value of the leads generated.
- Sales managers have a view of the acquisition sources.
- Leadership can follow results without having to manually reconcile several reports.
Turn your sales data into decisions.
With Oryon, focus your attention on the metrics that truly contribute to your company’s growth.
For organizations that need custom connections and advanced analysis across several systems, discover the Enterprise plan.