If you're running B2B go-to-market (GTM) campaigns and tired of guessing why your conversion rates are stuck, you're not alone. Most analytics platforms drown you in vanity metrics or data no one actually uses. If you want to actually move numbers—and your job depends on it—this guide is for you.
We'll break down how to use Inboxlogy Analytics to find what matters, dump what doesn't, and actually make a dent in your conversion rates. No fluff. No magic bullets. Just the honest, step-by-step playbook.
1. Know What You’re Actually Trying to Fix
Before you touch Inboxlogy or any analytics tool, get clear on what “conversion” means for your business. Not every B2B GTM funnel is the same.
- Are you booking demos?
- Getting trial signups?
- Nudging MQLs to SQLs?
Write it down. If you’re tracking “engagement” but your boss only cares about booked meetings, you’re setting yourself up for pain. Aim for metrics tied to revenue or pipeline movement.
Pro tip: Avoid being distracted by metrics like “open rates” or “time on page.” They rarely move the needle in B2B. Focus on actions that matter.
2. Set Up Inboxlogy Analytics Properly (Don’t Skip This)
Inboxlogy is only as good as the data you feed it. If you cut corners here, your insights will be junk.
a. Connect Your Data Sources
- CRM (Salesforce, HubSpot, whatever you use)
- Email (Gmail, Outlook, etc.)
- Marketing automation (Marketo, Pardot)
- Website analytics (optional, but useful for end-to-end tracking)
Don’t overthink it—just connect the tools you actually use.
b. Map Your Funnel Stages
Inboxlogy lets you customize your funnel stages. Don’t use the defaults unless they match your process.
- Top: Cold outreach sent
- Middle: Response or engagement
- Bottom: Meeting booked, opportunity created
Keep it simple. Three to five stages is usually enough. The goal is clarity, not complexity.
c. Tag Your Campaigns
If you run multiple GTM motions (verticals, regions, products), tag them. It'll save your sanity later when you want to slice the data.
3. Ignore the Noise—Zero In on These Metrics
Inboxlogy tracks a lot, but not all of it matters. Here’s what to watch:
a. Conversion Rate by Stage
This is your “leaky bucket” finder. Where are leads dropping off?
- If 90% of leads ghost after your first email, your pitch might stink.
- If tons engage but few book meetings, maybe your CTA is weak or your reps are slow to follow up.
b. Time-in-Stage
Are leads getting stuck somewhere? Maybe your follow-up cadence needs fixing, or your content isn't convincing anyone to take the next step.
c. Channel Attribution
Where are your best conversions coming from? If all your meetings come from webinars but you’re still spending big on cold outbound, you know what to do.
d. Rep/Team Performance
Who's crushing it, and who's not? Use this for coaching, not shaming. Sometimes it's just luck or a bad list, but patterns matter.
4. Actually Use the Insights (This Is Where Most Teams Fail)
Data is useless if you don’t act on it. Here’s how to use Inboxlogy Analytics to make real changes:
a. Identify the Biggest Drop-Off
Look at your funnel. Where’s the biggest “cliff” where leads bail? Fix that first.
Example: If everyone's opening your emails but no one replies, your messaging may be off.
b. Run an Experiment
Pick ONE thing to change. Don’t overhaul everything at once or you’ll never know what worked.
- Change your email subject line.
- Try a different meeting booking tool.
- Shorten your follow-up sequence.
Set a timeframe. Two weeks is usually enough to see if your tweak did anything.
c. Check the Results
Go back to Inboxlogy, pull the same metrics, and see what changed. If conversion improved, keep it. If not, try something else.
d. Rinse and Repeat
This is boring but necessary. Improvement is a loop, not a one-off project.
5. What Works, What Doesn’t, and What to Ignore
What Usually Works
- Personalized messaging: Yes, it takes more time, but it works better than spray-and-pray.
- Quick follow-ups: If you wait days to reply, leads forget who you are.
- Clear, simple CTAs: Don’t bury the ask.
What Usually Doesn’t
- Obsessing over open rates: In B2B, it’s often bots or spam filters.
- Vanity dashboards: If you’re not acting on a metric, stop tracking it.
- Over-automating: Automation is great until it sounds robotic or sends the wrong message.
What to Ignore
- Benchmarks from other industries: SaaS is not manufacturing, and B2B is not B2C.
- “Best practices” that don’t fit your buyers: Test things yourself.
6. Pro Tips to Get More Out of Inboxlogy Analytics
- Set up weekly digests: Inboxlogy can send you a summary so you don’t have to log in every day.
- Dashboard for sales and marketing: Build one view both teams can understand. If it takes 10 minutes to explain a chart, it’s too complicated.
- Export data: Sometimes you need to slice things in Excel or Google Sheets to really see patterns.
- Don’t be afraid to kill campaigns: If something isn’t working after a few tweaks, move on.
7. Keep It Simple. Iterate.
Analytics should help you make better decisions, not give you more homework. Don’t get paralyzed by dashboards or try to impress your execs with fancy charts. Focus on one problem at a time, use Inboxlogy to track if your fix worked, and repeat.
The teams that win are the ones who keep things simple, test fast, and aren’t afraid to change course. You don’t need a PhD to improve conversion rates—just a clear goal, a bit of honesty, and the right data.
Now, go fix your funnel.