Tracking and managing B2B GTM campaigns in Nimbler for higher ROI

If you’re running B2B go-to-market (GTM) campaigns and actually care about ROI—not just dashboards that look pretty—this is for you. Most teams drown in spreadsheets, scattered tools, and “strategies” that sound better than they work. You want to know what’s working, what’s wasting your budget, and how to fix it fast. That’s where Nimbler comes in—not because it’s magic, but because it’s built to cut through the mess and show you what matters.

Let’s break down how to actually track and manage B2B GTM campaigns in Nimbler, step by step, without getting lost in software fluff or marketing jargon.

Why Most B2B GTM Management Falls Flat

First, let’s be honest about why most B2B GTM campaigns underperform:

  • Too many disconnected tools. Data lives in silos, so you can’t see the whole story.
  • Overcomplicated tracking. People track everything, but act on nothing.
  • Slow feedback loops. By the time you realize a channel’s dead, you’ve already burned through your budget.
  • Surface-level metrics. Vanity numbers (impressions, clicks) get all the attention; real pipeline impact gets ignored.

Nimbler doesn’t fix your strategy, but it does give you a way to actually see and manage what’s happening—all in one place.

Step 1: Set Up the Basics—Don’t Overthink It

Before you start building dashboards or “optimizing for scale,” get your basics right. In Nimbler, this means:

  • Define your GTM goals. Are you after pipeline, new logos, expansion, or something else? Be specific.
  • Pick your key channels. Don’t try to track everything. Stick to what really matters (e.g., outbound email, LinkedIn campaigns, webinars, paid search).
  • Decide on your real metrics. Skip the fluff. Focus on pipeline created, meetings booked, opportunities, and actual revenue.

Pro tip: Don’t bother tracking “engagement” unless you can connect it to dollars or meetings. Nimbler can track a lot, but more data isn’t always better.

Step 2: Map Your Campaigns in Nimbler

Nimbler lets you build and organize campaigns by channel, target segment, and objective. Here’s how to get the most out of it:

  1. Create campaigns by objective, not just channel.
  2. Example: “Outbound—SaaS CEOs Q3” or “Paid search—Demo Requests”
  3. Attach target segments.
  4. Import your target account lists, buyer personas, or ICPs right into the campaign. No more guessing who you’re actually reaching.
  5. Add your key activities.
  6. Link each campaign to the actual tactics: emails, ads, events, etc.

What to ignore: Don’t get lost creating dozens of micro-campaigns for every tiny tweak. Keep it broad enough to see patterns, but specific enough to act.

Step 3: Connect Your Data—But Don’t Chase Every Integration

Nimbler connects to most major CRMs, ad platforms, and email tools. But here’s the deal:

  • Connect only what you use. If your team doesn’t use HubSpot, don’t waste time integrating it “just in case.”
  • Focus on source-of-truth data. Make sure opportunity and revenue data flow in from your CRM. Marketing data is nice, but pipeline is king.
  • Manual uploads are fine. If you’re running a one-off campaign or using a weird tool, export the results and upload them. It’s faster than wrestling with APIs.

Real talk: Integrations sound cool, but they’re rarely plug-and-play. Start with the minimum you need to see the full sales funnel. You can always add more later.

Step 4: Track the Metrics That Actually Move the Needle

Now, the fun part—seeing what’s working. In Nimbler, ignore the dashboards that look like a Vegas casino and dial in on these:

  • Meetings booked per campaign
  • Pipeline created per channel
  • Opportunity-to-win conversion rates
  • Average deal size by campaign
  • Sales cycle length by channel

Set up views in Nimbler that show these metrics side by side. This is where you can actually compare apples to apples.

What to skip: Don’t obsess over click-through rates unless you’re running pure paid media. In B2B, meetings and pipeline are what matter.

Step 5: Actually Manage Your Campaigns—Don’t “Set and Forget”

Here’s where most teams check out. They launch campaigns, look at the numbers once a quarter, and wonder why nothing gets better. In Nimbler, you can:

  • Set alerts for underperforming campaigns. If meetings or pipeline drop below a threshold, get notified—don’t wait for QBRs.
  • Compare campaigns in real time. See which channels are driving results this month, not last year.
  • Tag and annotate campaigns. Leave notes for what changed (new messaging, audience tweaks, etc.), so you know what worked and what was just luck.

Pro tip: Build a habit of weekly or bi-weekly reviews. Don’t wait for a crisis. Small tweaks beat big, annual “strategy refreshes” every time.

Step 6: Kill What Isn’t Working—Double Down on What Is

This is the part people avoid because it means admitting something didn’t work. But if you’re serious about ROI, you have to:

  • Pause or kill campaigns that miss the mark. Don’t just “let it run”—resources are finite.
  • Reallocate budget on the fly. Nimbler’s real-time reporting lets you move money to what’s working now.
  • Document learnings. Use Nimbler’s notes or a shared doc. If you don’t write it down, you’ll forget by next quarter, guaranteed.

What to ignore: Don’t keep zombie campaigns alive because “someone likes them” or “they might pick up.” If it’s not producing, move on.

Step 7: Make Reporting Useful—Not Just Pretty

Reporting should help you act, not just fill a slide deck. In Nimbler:

  • Automate reports to stakeholders. Set up digest emails that highlight wins, losses, and what changed.
  • Keep it short and actionable. Skip the fancy pie charts unless they tell you something you didn’t know.
  • Tie results to business goals. Show how campaigns impact pipeline and revenue, not just activity.

Honest take: Most execs don’t care about impressions or email open rates. Give them the numbers that matter, and you’ll get less “can we see more data?” requests.

What Works, What Doesn’t, and What to Ignore

What actually works: - Focusing on a handful of key metrics tied to real revenue. - Reviewing campaigns regularly—weekly if you can, monthly at worst. - Making quick, small changes instead of waiting for a “big fix.”

What doesn’t: - Tracking every possible data point “just in case.” - Letting campaigns run on autopilot. - Measuring success by activity instead of pipeline.

What to ignore: - Vanity metrics and “best practices” that don’t fit your sales cycle. - Tool features you don’t need—start simple, grow as you go.

Keep It Simple, Keep Improving

If you remember one thing: tracking and managing GTM campaigns isn’t about having the most data—it’s about acting on the right data, quickly. Nimbler makes it easier to see what’s actually driving results. Don’t overcomplicate it: set up your basics, review often, and don’t be afraid to cut what’s not working. Iterate, learn, and keep it moving. That’s how you actually get higher ROI.