How CloudTalk Solved B2B Tracking Challenges and Achieved a 19% ROI Increase with Dreamdata
CloudTalk
INDUSTRY
Call Center Software
HQ
Toronto, Canada
SIZE
150-200 Employees
“With Dreamdata, we can finally see the complete B2B customer journey and understand what’s driving conversions. Now, we know which campaigns impact each stage, so we can fine-tune our efforts. It has completely changed how we run our paid campaigns, helping us grow our MRR.”
Michal Kouril, Director of Performance Marketing
#Challenges
1. Inaccurate tracking led to data gaps
CloudTalk faced inconsistencies in tracking with their CRM and Google Analytics, which resulted in data gaps affecting around 20% of their campaigns. Without reliable data, Cloudtalk’s marketing team struggled to allocate resources confidently or forecast future results.
2. Lack of visibility of the customer journey
CloudTalk struggled to understand the full B2B customer journey and accurately attribute revenue to channels and campaigns. With limited insight into how go-to-market activities influenced prospects throughout the funnel, their team lacked a complete view of what was working and when.
3. Lack of granularity into campaign performance across regions
CloudTalk operates in over 40 countries but lacked granular insights into regional campaign performance. Without the ability to drill down into regions, it was challenging to refine strategies and allocate budgets effectively across markets.
“We could see some data in our CRM, but it wasn’t as accurate as Dreamdata. When I look at the sources and tracking, I can see that Dreamdata is 15–20% more accurate. Without this data, we couldn’t optimize our campaigns and were forced to rely on guesswork.”
Michal Kouril, Director of Performance Marketing
“The main problem was that we couldn’t see the complete customer journey. We really wanted to see which campaigns and channels were influencing the business.”
Michal Kouril, Director of Performance Marketing
#Solution
1. Dedicated B2B tracking
Dreamdata’s first-party tracking script captures anonymous and known user activity from the moment visitors land on CloudTalk’s website. By combining with one-click integrations across CloudTalk’s CRM and other tools in their go-to-market tech stack, Dreamdata creates a single account-based timeline and fills gaps to ensure accuracy.
2. The 360° customer journey view
Dreamdata tracks Cloudtalk’s website and connects all the tools in their B2B go-to-market tech stack, delivering a complete picture of every customer journey, from first touch to closed-won deals. CloudTalk can now see how channels and campaigns impact every stage of the funnel.
“With Dreamdata, we can finally see the complete B2B customer journey and understand what’s driving conversions. Now, we know which campaigns impact each stage, so we can fine-tune our efforts. It has completely changed how we run our paid campaigns, helping us grow our MRR.”
Michal Kouril, Director of Performance Marketing
3. Acquisition Report
Dreamdata’s Acquisition Report tracks how acquisition efforts impact every stage of the funnel. By grouping performance data by country, CloudTalk can monitor campaigns, refine strategies, and shift budgets to high-performing areas to maximize impact.
“We look at the Acquisition report every day to see what was generated from our marketing activities and to evaluate whether our campaign adjustments are working. By using the 'group by' filter, we can analyze campaign and channel performance per country, allowing us to reallocate budgets from one country to another based on performance insights.”
Michal Kouril, Director of Performance Marketing
#Results
17%
increase in SQLs.
19%
increase in ROI.
15%
improvement in MQL-to-SQL conversion.
1. 17% increase in SQLs due to accurate tracking
With Dreamdata’s end-to-end tracking, CloudTalk has a trusted solution that delivers accurate, reliable data they didn’t have access to before. Dreamdata revealed that some campaigns had a strong influence on deals despite Google Analytics showing low performance. By increasing the budget based on these insights, CloudTalk achieved a 17% boost in SQLs from that region.
“Users who came to our website via Google Ads campaigns as a first touch and upgraded to paid customers after 90 days were not visible in Google Ads reports due to the platform's 90-day conversion window. Dreamdata, however, captured these conversions, enabling us to evaluate and optimize campaigns based on ‘longer lifecycle’ conversions.”
Michal Kouril, Director of Performance Marketing
2. Improved MQL-to-SQL conversion by 15%
With better visibility into their customer journey, CloudTalk optimized their campaigns to focus on high-performing touchpoints. As a result, they saw significant pipeline growth and shorter sales cycles. Since using Dreamdata, CloudTalk has seen a 15% improvement in MQL-to-SQL conversions, an 8% increase in SQL-to-closed-won rates, and a 14% boost in ROAS.
“Dreamdata helps us focus on the channels with the highest impact, shortening the time between initial engagement and closed deals. By optimizing campaigns and reallocating resources to what works best, we’ve been able to generate more deals and build pipeline more efficiently, for example improving ROAS by 14%.”
Michal Kouril, Director of Performance Marketing
3. Budget reallocation led to a 19% increase in ROI
By analyzing insights from the Acquisition Report, CloudTalk reallocated 35% of CloudTalk’s marketing budget from underperforming regions, channels, and campaigns to high-performing ones. Michal’s team achieved a 19% increase in marketing ROI. This shift led to a 9% reduction in cost per lead in North America and a 22% increase in leads from Europe within three months.
About CloudTalk
CloudTalk is a leading provider of AI-powered business calling software, dedicated to transforming how small and growing businesses manage their communications. Serving over 4,000 businesses in more than 160 countries, CloudTalk offers seamless integration with existing systems, crystal-clear call quality, and advanced analytics. Their mission is to empower sales and support teams to connect effortlessly with their customers, enhancing productivity and driving global success.
Michal Kouril is the Director of Performance Marketing at CloudTalk, where he leads the company’s paid media strategy, overseeing campaign execution, budget allocation, and growth initiatives. Focused on scaling performance marketing across multiple ad platforms, he drives customer acquisition through data-driven optimization and cost-effective channels. With a strong emphasis on efficiency and innovation, Michal ensures seamless tracking, resource management, and continuous improvement to support CloudTalk’s rapid SaaS growth.
