If you’re running B2B go-to-market (GTM) campaigns and you actually want to know what’s working (and what’s just burning budget), you need more than surface-level dashboards and vanity metrics. This guide is for marketers, growth folks, and sales ops who are tired of guessing and want to get real answers from their data—without a PhD in analytics. We’ll walk through exactly how to track, measure, and improve your campaigns using Verifymagically’s reporting tools, flagging what actually matters and what’s just noise.
Why Most B2B GTM Reporting Falls Short
Let’s call it like it is: Most campaign reporting is a mess. You get a flood of data, but half of it isn’t tied to revenue. Attribution is fuzzy. Sales and marketing point fingers. Execs want to see “pipeline influenced,” but no one agrees on what that means.
Here’s where things usually go wrong: - Relying on top-of-funnel metrics (opens, clicks, impressions) instead of outcomes - Lack of alignment on what "success" actually looks like - Data living in too many places—CRM, marketing automation, spreadsheets, carrier pigeons - Overcomplicating things with too many custom fields, models, or dashboards
Verifymagically promises to help connect the dots between GTM effort and real business results. But it’s only as good as the questions you ask and the way you use it. So let’s get into it.
Step 1: Get Your (Data) House in Order
Before you even open a reporting tool, do this quick gut check. If your data is a mess, your reports will be, too.
- Define your GTM campaign. What are you actually measuring? Is it an email sequence? LinkedIn ads? Cold call blitz? Be specific.
- Make sure your sources are connected. Verifymagically pulls from your CRM, marketing tools, and (if you set it up) ad platforms. If these aren’t synced, you'll chase ghosts.
- Set up UTM tracking or campaign tags. If you don’t tag your campaigns properly, attribution will be a nightmare. Don’t skip this.
- Decide what “success” means. Is it meetings booked, pipeline created, deals closed, or something else? You have to pick.
Pro tip: Don’t try to track everything. Pick 2-3 outcomes that your team actually cares about. If you chase 12 KPIs, you’ll never know what moved the needle.
Step 2: Get Oriented in Verifymagically
Assuming your data pipes are hooked up, log in to Verifymagically and head to the reporting section. Here’s the lay of the land:
- Overview Dashboard: High-level metrics (campaigns, conversion rates, influenced pipeline). Good for execs, but light on details.
- Campaign Performance: Lets you dig into individual campaigns—see who responded, booked, or converted.
- Attribution Reports: Tries to show which campaigns influenced which deals. Spoiler: No tool gets this perfect, but it’s still useful.
- Custom Reports: You can break things down by rep, segment, time period, or whatever matters to you.
What to ignore: Any metric that isn’t tied to a business outcome. “Email opens” and “impressions” are fine for surface checks, but don’t make decisions off them.
Step 3: Zero In On the Metrics That Matter
Here’s where most folks go sideways. They drown in data, or obsess over the wrong things.
Focus on these: - Meetings booked (or demos scheduled): This is a real sign of interest. - Pipeline created: How much new business (in dollars) did this campaign start? - Pipeline influenced: Which campaigns helped deals along? (Take this with a grain of salt—attribution is always a bit fuzzy.) - Closed-won revenue: Which campaigns actually helped close deals?
How to use Verifymagically for this: - Go to Campaign Performance, filter by your GTM campaign, and look at meetings booked and opportunities created. - Check Attribution Reports to see which campaigns touch which deals. Don’t obsess over attribution percentages—use it as a directional guide, not gospel. - Use Custom Reports to break down performance by channel, persona, or rep.
What not to do: Don’t waste time slicing “open rates” by hour of day or subject line unless you’re sending millions of emails. It almost never matters in B2B.
Step 4: Spot What’s Working (and What’s Not)
Now you’ve got the right metrics. Here’s how to figure out what’s actually moving the needle:
- Compare channels: Are LinkedIn campaigns driving more meetings than email? Is your outbound call blitz even showing up in pipeline?
- Look for drop-offs: If you’re getting tons of clicks but no meetings, something’s broken in your follow-up.
- Segment your results: Are certain industries or personas responding better? This tells you where to double down.
- Watch for false positives: Sometimes a campaign looks good on paper (“influenced” a big deal) but didn’t really cause it. Be honest with yourself.
Honest take: No reporting tool will tell you exactly why something worked or didn’t. You’ll still need to talk to reps, listen to calls, and use your gut. But Verifymagically can help you quickly rule out what’s definitely not working.
Step 5: Share Insights—Not Just Data
If you’re reporting up to leadership or across to sales, don’t just send a dashboard link. Give them something they can actually act on.
- Summarize the “so what”: “We booked 20% more meetings from LinkedIn campaigns this quarter, but pipeline from email dropped 15%.”
- Flag what you’re testing next: “We’re doubling down on [X channel] for [Y persona] because the data says they convert at twice the rate.”
- Own what didn’t work: “Our webinar campaign didn’t move the needle. We’re pausing it.”
Pro tip: Less is more. A couple of strong, honest insights beat a 12-page slide deck every time.
Step 6: Iterate, Don’t Overthink It
Campaign analysis should help you learn faster, not just look busy. Here’s how to keep things simple:
- Pick 1-2 experiments to run based on what you learned.
- Set a follow-up cadence—monthly or quarterly is fine.
- Ignore “trend lines” unless you have a lot of data. One campaign “spike” probably isn’t a pattern.
And if you’re not getting clear answers? Go back to Step 1. Nine times out of ten, it’s a data clarity problem, not a reporting tool issue.
What Actually Works (and What’s Just Hype)
Let’s be real:
- Attribution is always a bit fuzzy. Use it to spot clear winners and losers, not to split hairs over who gets credit.
- “Influenced pipeline” is a squishy metric. It’s fine for big-picture trends, but don’t base comp plans on it.
- Simple dashboards beat endless custom reports. If you can’t explain your results in a few bullet points, you’re probably overcomplicating things.
- No tool will fix a broken GTM strategy. If your campaigns aren’t aligned with your buyers and your sales team, reporting won’t save you.
Wrap-Up: Keep It Simple and Iterate
Analyzing B2B GTM campaigns with Verifymagically isn’t about chasing every metric—it’s about finding what matters, acting fast, and learning as you go. Don’t obsess over perfect attribution or shiny charts. Pick a handful of outcomes, check them regularly, and double down on what’s working. Ignore the rest. The best marketers are the ones who keep it simple and get a little better each time.