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CASE STUDY

Building an End-to-End Performance View for B2B Lead Generation

Objective

LEAP Legal Software is a global leader in law practice management software, serving over 81,000 legal professionals worldwide. Tug was appointed to create a robust, end-to-end performance view for B2B lead generation, ensuring digital marketing investment is accurately tracked and attributed to bottom-line revenue. The objective was to fully connect marketing efforts to results and drive growth in a complex B2B environment.

Challenge

LEAP operates in a complex B2B environment with multiple touchpoints and long sales lead times. This created significant challenges in accurately tracking and attributing digital marketing investment against bottom-line revenue. In addition, a disconnect between Business Intelligence (BI) and Marketing Intelligence (MI) data further complicated visibility into which channels and tactics were driving the most impact.

Solution

Tug addressed this data challenge through our proprietary tool, Tug CID. The technology creates a unique ID that is entirely anonymised and session-based. Integrated with BI platforms, CRM, and marketing analytics platforms, Tug CID significantly improved the reliability of tracking marketing touchpoints, from awareness through to acquisition. With greater reliability in data, Tug’s Paid Media team are able to optimise media activity more effectively throughout the marketing and sales funnel, driving an increase in lead generation, lead quality, and sales. Tug CID’s tracking technology is entirely cookieless and has subsequently prepared LEAP for Google’s eventual depreciation of cookies.

Results

95%

Tug CID improved match rate between BI and MI data from 60% to 95%

44%

Increase in SQLs globally through data-led optimisation of media activity.

20%

Increase in MQLs from organic search in the UK market after 12-months

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Conversion ID

TUG CID is a tracking tool you can apply to numerous scenarios. From B2B lead generation to e-commerce shopping cart sales, discover what’s driving sales growth – linking the whole user journey through a CRM sales process while removing the reliance on cookies.

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