How B2B companies can save on advertising and increase revenue by 7% in six months

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Content
Results for the year
In a B2B company, clients often contact by phone. For such a business, the quality of communication and advertising analytics are critical. With the help of CoMagic, Energoprof managed to save on telephony, optimize advertising and increase ROI.

Client
The company "Energoprof" produces and telegram cambodia supplies autonomous power supply systems, generators and power plants.

More than 10,000 power plants put into operation.
Delivery throughout Russia and neighboring countries.
More than 120 objects under maintenance.

Task
Track calls from contextual advertising, which make up to 90% of all requests.

Denis Yurkov, specialist in contextual advertising and analytics at Energoprof

Before connecting CoMagic, we contacted various call tracking contractors, looking for a decent connection with the ability to analyze data. Some did not have their own telephony - we had to solve problems with the operator ourselves. Others had unnecessary integrations, contractors, surcharges. But in CoMagic we got everything in one window: stable connection, call tracking, good API. We set up call processing scenarios ourselves, bypassing technical support. We integrated the necessary call tracking data into our own analytics systems without any problems.

We connected call tracking and set up call data recording
Initially, Energoprof simply tracked call sources using another service. Information about phone calls was transferred as “Events” to the familiar Universal Analytics interface. But this was not enough. It was necessary to link calls with information on transactions in order not only to see the source of the call, but also to understand which advertising leads to sales. However, attempts to integrate Universal Analytics with other end-to-end analytics and CRM services did not lead to anything due to the specifics and scale of the B2B company: out-of-the-box solutions could not cope with the task.


As a result, the Energoprof programmer set up integration with Bitrix24 using the CoMagic API. Now no data had to be transferred to the CRM manually. All data about the client, including the Google user ID, was transferred to the system at the time of the call.


Additionally, we connected a lead form and online consultant CoMagic to the site with the ability to transfer all user IDs to the CRM system at once. Thanks to the CoMagic API, the online consultant sent IDs to the CRM even when the operator was not online. This was not possible with other third-party widgets.


CoMagic transfers the user ID to the lead card in Bitrix24. Here the information is supplemented with call tags and other manager labels.
All user data is transferred from Bitrix24 to third-party databases - Google BigQuery;
PowerBI aggregates and visualizes data from Google BigQuery and Universal Analytics.

This approach made it possible to build exactly the system that was needed to track complex chains: advertising, call, manager’s work, transaction, sale.

Denis Yurkov, specialist in contextual advertising and analytics at Energoprof

Our deals take six months to conclude. This is a very long period, but this is the specificity of large manufacturing companies. In order to connect the initial request with the sale, you need to collect a lot of disparate information. In addition, over such a long period, you need to track different stages of the funnel to understand how each of them affects sales. As a result, we built an end-to-end analytics system that is optimal for us.