You’ve launched a campaign. Now what? If you’re like most B2B marketers or sales ops folks, you want real answers. Are you getting the right leads? Is your campaign doing anything besides eating your budget? This guide is for people who want to cut through the noise and actually measure campaign impact using Leadspace’s reporting tools, not just stare at another dashboard.
Let’s walk through the steps—what’s worth tracking, what’s hype, and how to pull out the insights that actually matter.
Step 1: Get Clear on What You’re Measuring (and Why)
Before you even open up Leadspace, decide what you actually care about. Campaign “success” can mean a dozen things, but you can’t track them all. Here are a few honest questions to ask:
- Are you trying to get more leads, or better leads?
- Is this about engagement (opens, clicks), pipeline (qualified opps), or something else?
- Do you just need a pretty chart for your boss, or do you want data to actually improve the next campaign?
Pro tip: Don’t get sucked into tracking every metric. Pick 2-3 that actually affect your bottom line. For most B2B campaigns, that’s usually: - Number of qualified leads generated - Conversion rate (lead-to-opportunity or lead-to-customer) - Cost per qualified lead
You can always add more later, but start simple.
Step 2: Set Up Your Campaign and Make Sure Data Flows
Before you can track anything, make sure your systems are talking to each other. Leadspace pulls in data from various sources—CRM, MAP, spreadsheets, the works. If you skip this setup, your reports will be garbage in, garbage out.
Checklist:
- Check your integrations: Is Leadspace connected to your Salesforce, Marketo, HubSpot, or wherever your leads live?
- Campaign tagging: Make sure every campaign (email, ad, webinar, etc.) has a unique tag or identifier. Otherwise, your results will blur together.
- Field mapping: Double-check that Leadspace fields line up with your CRM fields. “Lead Source” should mean the same thing everywhere.
If you’re not sure, pull a test report and spot-check 10 leads. If things look weird, fix it now—don’t wait until after launch.
Step 3: Use Leadspace Audience Insights to Set a Baseline
One of Leadspace’s strengths is its rich audience data. Before you start measuring results, use the Audience Insights report to get a sense of your starting point:
- Who’s in your database now? Break down by company size, industry, persona, buying stage.
- What’s missing? Are you heavy on tech companies but light on finance? Tons of managers but no decision-makers?
- How does this compare to your campaign’s target audience?
Why bother? Because if your campaign is aimed at C-level IT buyers but your database is all junior marketing staff, no reporting trick is going to save you.
Step 4: Launch the Campaign—and Track What Matters
Once you’re live, don’t just watch the real-time numbers tick up. Focus on a couple key reports in Leadspace:
1. Campaign Performance Report
This shows you: - Total leads generated - Source breakdown (where did they come from?) - Account matches (which target accounts are engaging?)
What to look for: Are you getting leads from the right companies and personas? Or is your “success” just a bunch of noise?
2. Lead Quality Report
This is where Leadspace can actually help you—its scoring and enrichment features are better than most. Look for: - Fit scores (how closely do leads match your ideal customer profile?) - Enriched fields (did Leadspace add job title, company revenue, etc.?) - Engagement signals (are these leads opening emails, hitting your site, or just filling out forms for a gift card?)
Ignore: Vanity metrics like total form fills or impressions. If they aren’t moving the needle with your target accounts, they don’t matter.
Step 5: Dig Into Conversion and Pipeline Impact
This is where most reporting falls apart—people stop at lead counts and never ask, “Did any of this turn into pipeline?”
Use Leadspace’s Conversion Tracking
- Track lead progression: See how many leads moved from “new” to “qualified” to “opportunity.”
- Segment by campaign: Did your webinar drive more opportunities than your ebook? Did paid social outperform email?
- Time-to-convert: How long did it take for leads from this campaign to become sales-ready?
Pull in CRM Data
No matter how good Leadspace is, you’ll get the real story when you connect it with your CRM. Look for: - Opportunities and deals created by campaign - Revenue attribution (even if it’s rough—directionally, it’s helpful) - Feedback from sales (Are the leads any good? Or did they all bounce after the first call?)
Pro tip: Don’t just rely on the report. Talk to your sales team. Sometimes the data says “great leads!” but sales says “none of these people pick up the phone.” Trust, but verify.
Step 6: Slice and Dice—But Don’t Drown
Leadspace gives you a lot of filtering and segmentation options: industry, persona, buying stage, region, and more. Use them, but don’t get lost in the weeds.
- Compare segments: Did you do better with one industry or region? Was one persona more likely to convert?
- Look for drop-offs: If you’re getting lots of leads but few conversions, where are people falling off?
- Export and combine: Sometimes you’ll need to export data and analyze in Excel or Google Sheets. That’s fine. Don’t force everything into one tool if it’s easier to compare across platforms.
What to ignore: Overly granular breakdowns that don’t change your decisions. If you’re slicing so thin you can’t see a trend, zoom out.
Step 7: Report, Rethink, and Repeat
Now, pull together your findings. Here’s what actually matters in your report:
- What worked (and for whom)?
- What didn’t (and why)?
- What will you do differently next time?
Skip the 20-page slide deck. One clear chart per KPI, a short summary, and (if you’re brave) a note about what you’ll try next.
Honest take: Most campaigns don’t work perfectly the first time. The goal isn’t to “prove” success—it’s to learn something useful for next time.
A Few Things Leadspace Does Well (and Where It’s Overhyped)
Let’s be real: Leadspace’s reporting is solid, especially for B2B companies that care about lead quality, enrichment, and matching to target accounts. Audience Insights and lead scoring are genuinely useful.
But it’s not magic. Don’t expect it to read your mind, fix your bad data, or tell you exactly why a campaign failed. And if your team isn’t aligned on what “success” means, no report will fix that.
Keep It Simple. Iterate and Improve.
Here’s the bottom line: Good reporting isn’t about dashboards, it’s about understanding what’s actually driving results. Start with the basics, focus on the metrics that matter, and use tools like Leadspace to fill in the gaps—not as a replacement for real thinking.
Track, learn, tweak, repeat. That’s how you get better—one campaign (and one honest report) at a time.