Tracking marketing effectively in a B2B company

Arena Interactive provides digital customer communications and payment solutions that help their customers gain new business opportunities and improve their customer communications. Arena’s services consist of, among other things, a smart dialog instant messaging platform, mobile applications and marketing automation. Arena strives for a success story with each of its customers and aims to do so by understanding customer needs, tailoring their services and working closely together.

Arena Interactive collects a wide range of data but the challenge has always been to analyze it, as the data is scattered in many different places. This is especially true in the B2B business, where customer reflection time can be very long and the impact of advertising can be difficult to monitor. Arena Interactive was among the first to adopt BisLenz and hoped that BisLenz would improve their monitoring and analysis of marketing results. Especially when resources are scarce. The largest gains of the software are that it adds value and reduces the amount of manual work.


Arena has gotten the most use of the Executive Summary marketing tab. Marketing costs, ROAS, ad impressions, and many other important metrics are seen in this singular page. Another favorite at Arena was the Customer Journey view, which allows you to look at how customers end up browsing the brand all the way to the purchase. The key is to understand how to reach the customer on the path by providing them with relevant content. Something that BisLenz is a great benefit to.

 

“With BisLenz, we have a clearer picture of how our marketing strategies have been generated into leads and then into buying customers. We also see at a glance whether the money invested in marketing has brought us the desired results” -Anni Nyyssönen

 

BisLenz is used at Arena as the main marketing reporting channel for monthly staff meetings. BisLenz has also received praise from other employees. With the data in an easy-toread format, many other employees have been able to take advantage of the data and initiate conversations about the right things. Once everyone understands what is being talked about, one can set out to do a deeper analysis.

 


“It has made my own work much easier, says Nyyssönen. I can show directly from the platform the marketing strategies of the current month and the results that they achieved”

 

In the future, Arena wants to take advantage of media monitoring. A Media Monitor tool has been developed for BisLenz, which is already in the testing phase. Media Monitor allows you to view keywords that are repeated in different media. It can be used to observe, for example, what people think of your brand or new trends. Arena believes it could be of great benefit to them in their operations in the future.

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Tiia Itkonen

Tiia Itkonen

tiia.itkonen(at)tridea.fi
Tiia Itkonen

Tiia Itkonen

tiia.itkonen(at)tridea.fi