Running a B2B campaign across a bunch of channels sounds great until you try to track what’s actually working. If you’re tired of cobbling together spreadsheet Frankensteins or drowning in half-baked dashboards, you’re not alone. This guide is for marketers, demand gen folks, or anyone tasked with showing results across email, LinkedIn, webinars, and whatever else your CMO dreams up.
Here’s how to use Spiky to get real answers about your multi-channel campaigns—without losing your mind or your weekend.
Why Tracking Multi-Channel B2B Campaigns Is a Pain
Let’s be honest: most tools aren’t built for the messy reality of B2B. Leads trickle in from all over, sales cycles drag on, and attribution is rarely clear-cut. Add in channels like paid social, email nurture, events, and cold outbound, and it’s easy to lose track of what’s actually driving pipeline.
What you need: - A way to connect the dots between touchpoints - Enough granularity to see signals, but not so much you get lost in noise - Reporting that doesn’t require a PhD or a 30-slide deck
Spiky won’t magically solve every data headache, but it’s one of the better options for getting campaign-level answers without a ton of custom setup.
Step 1: Connect Your Channels (and Don’t Overthink It)
First things first: Spiky only works as well as the data you feed it. Out of the box, it connects to most standard B2B stuff: - CRM (Salesforce, HubSpot, etc.) - Marketing automation (Marketo, Pardot, Mailchimp) - Ad platforms (LinkedIn, Google, Facebook) - Webinar tools, website analytics, and more
How to do it: 1. Go to Spiky’s integrations dashboard. 2. Add connections for each channel you’re running campaigns on. This usually means authenticating and mapping fields. 3. Prioritize your main sources. If you’re only dabbling in a channel, you can always add more later.
Pro tip: Don’t waste time hooking up every possible integration “just in case.” Focus on the channels that actually move the needle for your team.
Step 2: Define Your Campaigns (This Part Actually Matters)
Here’s where a little upfront thinking pays off. Spiky tries to auto-detect campaigns based on UTM tags, CRM fields, or naming conventions. But if your naming is a mess (and let’s face it, whose isn’t?), you’ll get garbage-in, garbage-out.
What to do: - Standardize your campaign names across platforms. Create a doc or spreadsheet with the agreed naming format. - Use clear UTM parameters for anything web-based. (If you skip this, your reporting will be a guessing game.) - In Spiky, group related assets (emails, ads, webinars) under a single campaign umbrella.
Don’t:
- Try to retroactively fix years of old campaigns. Start with your in-flight and future efforts.
- Make things more complex than they need to be. If you have two similar webinars, call them “Webinar Q1” and “Webinar Q2.” That’s enough.
Step 3: Set Up Tracking—UTMs and Beyond
UTM parameters are boring, but they matter. If you want to see which LinkedIn ad or email drove leads, every link needs a unique UTM code. Spiky pulls these automatically, but only if they’re there.
The basics:
- Use utm_campaign for the overarching campaign
- Use utm_source for the channel (e.g., linkedin, email, event)
- Use utm_medium for the type (e.g., cpc, newsletter, webinar)
- Use utm_content for specific assets or versions if you care about that level
For non-click channels (like phone or in-person events): - Use unique landing pages, promo codes, or custom fields in your CRM. - Spiky can sometimes auto-match leads if you tag them right at the source.
Pro tip: Don’t bother tagging every internal email or Slack share. Focus on the traffic that actually matters for reporting.
Step 4: Attribute Leads and Opportunities
Here’s the part everyone argues about—attribution. Spiky supports first touch, last touch, and multi-touch models. None are perfect. Pick the one that fits your business reality, not what looks best in a slide deck.
How Spiky helps: - It auto-links contacts and deals to campaigns based on UTMs, source fields, or manual matches. - You can see which campaigns generated leads, which influenced them later, and which ones closed deals.
What to watch out for: - Multi-touch attribution sounds smart but often muddies the water. Start with first or last touch unless you have a clear reason (and buy-in) to do otherwise. - Don’t force attribution to match your hopes—if cold outbound isn’t driving pipeline, it’ll show.
Step 5: Build Reports That Actually Tell You Something
Spiky’s reporting is better than most, but you still need to know what questions you’re trying to answer. Otherwise, you’ll drown in charts.
Key reports to build: - Campaign Performance: Leads, pipeline, and revenue generated by each campaign, broken down by channel. - Channel Effectiveness: Which channels are driving qualified leads (not just clicks or form fills). - Influence Over Time: How campaigns touch deals as they progress (helpful for long sales cycles).
How to do it: 1. Use Spiky’s built-in templates to start. They cover most of what execs want to see. 2. Customize filters for your sales region, persona, or deal type if you need more detail. 3. Schedule reports to auto-send to your team. Fewer meetings, more clarity.
What not to do: - Don’t try to track every single micro-conversion. Stick to outcomes that matter: qualified leads, pipeline, closed-won. - Avoid vanity metrics (impressions, likes, etc.) unless you’re actually optimizing for those.
Step 6: Share Results (and Keep It Honest)
This is where most teams go wrong—reporting only what looks good, or drowning the team in details nobody cares about.
How to keep it useful: - Summarize what’s working, what’s not, and what you’re going to try next. - Own the misses. If a channel tanked, say so. It builds trust and helps you pivot faster. - Use annotations in Spiky to add context (e.g., “Sales team launched new sequence here” or “Budget cut in April”).
Pro tip: Set a regular cadence (monthly or quarterly) for campaign reviews. Don’t wait for the annual post-mortem.
What Works, What Doesn’t, and What to Ignore
What works: - Consistent UTM tagging and clear campaign names (it’s not glamorous, but it pays off) - Focusing on a handful of meaningful metrics - Using Spiky’s grouping and filtering to cut through noise
What doesn’t: - Chasing “perfect” attribution—useful is better than technically correct - Over-complicating integrations or reports - Reporting only on channels you wish were working
Ignore: - Tracking every tiny touchpoint. You’ll just create busywork. - Overly complex models unless you’re a huge enterprise (and even then… be careful).
Keep It Simple, Iterate, and Don’t Get Cute
The best campaign tracking setups aren’t the most advanced—they’re the ones your team actually uses. Start small, focus on your core channels, and get in the habit of honest reporting. Spiky’s solid, but no tool will fix messy processes or wishful thinking.
Set things up, see what’s working, and tweak as you go. That’s how you get from “I think this is working?” to “Here’s what’s driving our pipeline.” And you might even free up a few hours for real marketing work.