So, you’re running B2B campaigns and want to know if they’re working—really working, not just racking up vanity metrics. This guide is for you if you’re tired of dashboards full of numbers that don’t mean much and want to cut through the noise. We’ll walk step-by-step through using Bettercontact analytics to measure what matters, spot what’s worth fixing, and ignore the rest.
Let’s get to it.
Step 1: Get Your Data House in Order
Before poking around any analytics tool, you need to know what you’re actually trying to measure. Too many folks skip this and end up tracking everything (which is basically the same as tracking nothing).
Start here:
- Define the “success” for your campaign. Is it booked demos? Qualified leads? Email replies? Closed deals? Pick one or two outcomes—don’t try to boil the ocean.
- Set up your tracking right. In Bettercontact, make sure campaigns are tagged clearly and consistently (e.g., “2024-Q2-ABM” instead of “Spring Push”). If your CRM or other tools connect to Bettercontact, double-check that the integrations are pulling in the right data.
Pro tip:
If your team argues about what counts as a “lead,” stop here and settle it. No analytics tool can fix fuzzy definitions.
Step 2: Focus on Metrics That Matter
Bettercontact will show you a ton of data by default, but most of it won’t tell you if your campaign is actually doing its job. Here’s how to separate the signal from the noise:
Ignore (most of) the vanity metrics
- Email opens: These are notoriously unreliable. A lot of email clients block tracking pixels, and bots can trigger opens.
- Raw click counts: Clicks are fine, but if they don’t lead to conversations or deals, you’re just measuring curiosity.
Zero in on outcomes
- Replies or responses: For outbound campaigns, track genuine replies—not out-of-office or bounces.
- Meetings booked: If your goal is demos or sales calls, measure these directly.
- Qualified leads: If you’ve got a clear, shared definition (see Step 1), this is gold.
- Pipeline or revenue: For longer sales cycles, can you connect campaign touches to actual deals? If so, do it—even if it takes some manual work.
Where Bettercontact helps
Bettercontact does a decent job surfacing reply rates, meeting conversions, and lead progression if you’ve set up your campaign tracking right. The integrations with CRMs like HubSpot or Salesforce can help close the loop, but expect to do some manual validation if your sales cycle is complex.
Step 3: Set Up and Use Bettercontact Campaign Analytics
Now, let’s get into the tool itself.
a) Find your campaign dashboard
- Log into Bettercontact and head to the “Campaigns” tab.
- Select the campaign you want to track.
- Use the filters to focus on the right date range and audience segments.
b) Review the key analytics panels
You’ll see charts and numbers for:
- Delivery rate: This tells you if your emails are actually reaching inboxes. If this is low, fix your list hygiene or sender reputation before worrying about anything else.
- Reply rate: This is your main engagement metric. Compare to industry benchmarks, but also to your past campaigns.
- Meeting booked rate: If you’re tracking this, look for the drop-off between replies and meetings booked.
- Lead quality: If you’ve set up custom fields or tags for qualified leads, you can see how many replies are actually worth your team’s time.
c) Dig into the details
- Look for patterns: Are certain segments or templates performing better? Are replies coming from a specific industry or company size?
- Don’t obsess over small differences: If one subject line is 0.5% better than another, that’s probably noise. Look for bigger trends (5%+ swings).
Pro tip:
If a campaign is tanking, check the basics first: bad data, broken links, or messaging that just isn’t landing. The software can’t fix a bad pitch.
Step 4: Connect the Dots to Sales Outcomes
Analytics only matter if they help you close the loop to real business results. This is where most teams fall short. Here’s how to make it work:
- Sync with your CRM: Make sure Bettercontact is actually pushing data to your CRM, and that campaign touchpoints are being logged. If not, export the data and match it up manually (yeah, it’s tedious, but it’s honest work).
- Track lead progression: Did the leads from this campaign move to the next sales stage? Did they close? You might need to use custom fields or tags to track this.
- Don’t get too hung up on attribution: Most B2B deals have a lot of touchpoints. If you can see that a campaign started a conversation that led to revenue, that’s good enough—don’t sweat the multi-touch modeling unless you’ve got a huge team and a lot of data.
What doesn’t work:
Trying to draw a straight line from every campaign to every deal. It’s messy, and that’s fine.
Step 5: Learn, Adjust, and Ignore the Rest
The real value in analytics is figuring out what to do next. Here’s how to keep it practical:
- Run regular reviews: Every month or after each campaign, look at the data as a team. What worked? What flopped? What should you try next time?
- Double down on what’s working: If a segment or message is outperforming, try to figure out why—and do more of it.
- Kill the duds: Don’t be afraid to stop campaigns that aren’t producing real results. There’s no prize for “most emails sent.”
- Ignore the noise: Don’t waste time optimizing for open rates or pretty graphs. If it doesn’t move leads or revenue, move on.
Pro tip:
Document what you learn. A simple doc with “What we tried / What happened / What we’ll do next” beats a fancy dashboard every time.
Quick Reference: What to Watch, What to Skip
Watch closely:
- Reply (or response) rate
- Booked meetings or demos
- Qualified leads
- Deals or pipeline created (if you can track this)
Skip or de-prioritize:
- Open rates
- Clicks (unless you’re doing content campaigns)
- “Impressions” or “views” (for B2B, these rarely matter)
Wrapping Up: Keep It Simple, Iterate Often
Don’t let analytics become a second job. The goal is to see what’s moving the needle and make decisions, not to admire charts. With Bettercontact, the basics—reply rates, meetings, and real sales outcomes—are what matter. Everything else is just noise.
Set your goals, track only what matters, and be ruthless about ignoring the rest. And remember: it’s always a work in progress, so keep tweaking and learning as you go.