Measure What Matters: B2B Marketing Analytics That Proves ROI
Most teams track page views and impressions. Your competition tracks revenue contribution. We build the analytics infrastructure that connects marketing activity to actual business outcomes - pipeline, deals, and ARR.
Marketing Can't Prove Its Worth
This isn't a team problem. It's an infrastructure problem. Most B2B companies have analytics gaps that make it impossible to measure what actually matters.
Can't prove marketing ROI
You're spending tens of thousands monthly on marketing but can't answer the question: which euro is actually driving revenue?
Wrong metrics optimised
Your team optimises for traffic, impressions, and page views while the metrics that actually matter - pipeline, conversion, and revenue contribution - go untracked.
Sales-marketing misalignment
Sales complains about lead quality. Marketing complains about follow-up speed. Nobody has the data to settle the argument.
Budget defended with assumptions
Every quarter you defend your marketing spend with gut feelings instead of attribution data. Leadership loses confidence, and budgets get cut.
How Marketing Connects to Revenue
Sources
Touchpoints
Outcomes
Analytics Infrastructure That Connects to Revenue
Analytics Infrastructure
- GA4 configuration & custom event tracking
- Conversion goals & funnel tracking
- Cross-domain & CRM tracking
- Server-side tracking for data accuracy
Attribution Modeling
- Multi-touch attribution across the full journey
- First/last click comparison analysis
- Channel contribution modeling
- Campaign-level attribution tracking
KPI Dashboards
- Real-time marketing performance dashboards
- Executive reporting with revenue impact
- Custom metrics specific to your business
- Variance alerts for rapid response
Revenue Pipeline Tracking
- Lead scoring models tied to deal closure
- Marketing-sourced pipeline visibility
- Forecast modeling from current performance
- Sales enablement context for every prospect
Reporting & Insights
- Monthly performance analysis
- Trend analysis across quarters
- Actionable recommendations, not just numbers
- Competitive benchmarking against industry
How We Implement Growth Analytics
Audit & Discovery (1-2 wk)
We analyse your current analytics setup, identify gaps between what you track and what you need, surface data quality issues, and define the KPIs your team actually cares about.
Real Results from FWS Analytics
SaaS
pipeline contribution increase within 6 months
Professional Services
sales conversion rate improvement
MarTech
marketing efficiency improvement
Before FWS, we had dashboards but no answers. Now we know exactly which marketing spend drives revenue. It changed how we talk to leadership - we go in with data, not hope.
"The attribution model showed us that our content strategy was actually our best lead source. We'd nearly killed it because we couldn't measure it. Now it's our growth engine."
James P. · CMO · Professional Services (Cork)
Frequently Asked Questions
Ready to Measure What Matters?
Most B2B companies make marketing decisions without real data. They optimise for wrong metrics, kill winning campaigns, and defend budget with assumptions. You don't have to be one of them.
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