How Capmo reduced their Cost Per Acquisition by 50%

Marketing teams across the B2B space are looking for ways to make the transition from a “growth at all costs” strategy to a profit-focused one.

A strategy which puts as much focus on scaling what works as it does on cutting waste.

But the question is: how can you confidently scale what works, and reduce costs on that which isn’t? 

The team at Capmo was facing this same challenge. They needed to adjust their activities to fit the growth-to-profit transition.

They needed to cut the dead weight in their marketing spend and double down on their revenue generators.

This is why Capmo chose Dreamdata. Our multi-touch attribution modelling is the perfect solution for those wanting to know which efforts to scale and which to scrap. 

Key results Capmo achieved with Dreamdata:

• Reduced their Cost per Acquisition by 50% 

• Slashed their Social Media paid spend by +40%

• Achieved greater efficiency overall by better aligning sales and marketing 

About Capmo:

Capmo is a Munich based B2B SaaS company that offers Construction Management Software. With its intuitive software, it simplifies the core processes in construction management by bringing all project information, partners, and data into one place. The project can thus be tracked and controlled, and all stakeholders kept in the loop at every step of the process.

The challenge: cutting costs in marketing campaigns in a climate of efficiencies

Jonas Minkler, the VP of marketing at Capmo, has the role of lead generation and brand building for the company.

However, as is familiar to many marketers in the current climate of reduced budgets, Jonas and his team were faced with creating even more value from their marketing efforts while making efficiencies.

The team had to shift from their “growth on growth” strategy to a more efficient profit-focused strategy. 

Customer acquisition cost and ad spend were placed under the spotlight, so it was essential that the marketing team had all the data necessary to make good marketing decisions.

Capmo, as is typical for most B2B companies, has long customer journeys with multiple touch points across different channels. 

Despite this, prior to using Dreamdata they were only using last-touch attribution. Meaning important data was not accounted for and only a few activities got credit for closing a deal.

What Capmo needed was to see the full picture of which campaigns and channels were actually generating revenue. This would enable them to confidently scrap the efforts that weren’t working, optimise those with potential, and scale the top performers.

The solution: connecting go-to-market activities to revenue

With Dreamdata, Capmo made the switch from using an incomplete single-touch model on HubSpot to multi-touch attribution that could offer them far greater insights. 

With Dreamdata’s B2B attribution all revenue-related data is consolidated into one place, merged and cleaned, and then run through attribution modeling.

This enables marketers to see the complete customer journey and so get a clearer picture into what is driving revenue.

Capmo were able to move from Google Analytics’ visitor-to-lead Conversion Rate to a customized solution. It allowed Jonas and his team to measure a more qualified and accurate Conversion Rate that better represents account behaviour. Check out this article on why we, at Dreamdata, ditched Google Analytics.  

They are also able to look at the return on ad spend at the campaign and ad group level to see what's actually delivering a good return; helping the team reduce costs by shutting down the efforts that aren’t.

The results: 50% lower customer acquisition cost and efficiencies across all levels of go-to-market activity

With the revenue data insights offered by Dreamdata, Jonas and his team have been able to confidently make efficiencies across their go-to-market activities.

The results speak for themselves.

• Reduced Cost per Acquisition by 50% 

By making the switch to Dreamdata, Capmo now has greater efficiency in their paid search and paid ads. Coupled with better sales and marketing alignment, the team has been able to reduce their Cost per Acquisition by 50%! 

With the company’s shift away from growth and toward profitability, this is a remarkable development. Their budget can now be spent on activities that give proven value back to the company, and not wasted on those which aren’t working.

• Slashed their Social Media paid spend by +40%

Capmo now has the tools that they need to measure their channel and campaign performance and track the metrics that matter most - revenue. 

By choosing Dreamdata as a solution to their problem, Capmo is able to gain valuable insights into what was influencing their customer journeys.

They have identified the best-performing channels, campaigns, and pieces of content and can now focus on what is succeeding. 

As their customer journeys typically involve multiple touch points across several channels, Dreamdata’s multi-touch attribution was well matched to the task.

• Achieved greater efficiency overall by better aligning sales and marketing

As well as helping Capmo to do more with less, Dreamdata’s tailored KPI’s also support sales and marketing alignment in their team. 

“With Dreamdata we evaluate channel performance with a more sophisticated attribution model using calculated KPIs that support our marketing and sales alignment. I really appreciate Dreamdata’s flexibility in adjusting KPIs but still being able to work with historical data.” 

- Katrin Mayer, Senior Performance Marketing Manager

Jonas Minkler, VP of marketing at Capmo supports this, stating how Dreamdata has removed the problem of miscommunication between sales and marketing - allowing a greater efficiency in the team overall.

With their insights from go-to-market benchmarks, Capmo has found inspiring new ways of looking at performance and a chance to discover new growth opportunities. 

Going forward, they plan to use Dreamdata in an even bigger capacity - with plans to add product data into the mix. This will allow them to gain even more insights and use their budget only for that which adds value.

Summary:

Capmo were faced with the problem of a reduced budget while not being able to see where the value lay in their marketing activities. 

Dreamdata with its multi-touch attribution alleviated this problem by showing which campaigns, channels and content were successful, and in doing so resulted in a more efficient marketing strategy, a greater alignment in their team, and their Cost per Acquisition being cut by 50%