Steffen Hedebrandt, Co-founder,

B2B content ROI: How we got a payback factor on our content team’s salaries

Steffen and his colleagues at has built a tool that tracks your leads’ activity across platforms, especially to track which visits to which of your content pages generate exactly what real revenue in the end!!!

Some observations to inspire your tracking efforts:

The task is complex due to many factors, including the fact that you (if you are B2B) typically sell to companies but your content is viewed by individuals – and purchase decisions are made based on many visits to your page.

Important takeaway: Don’t optimize on the person paying the bill – that may not be the actual decision maker. The key is tracking the whole company and tie together data from all relevant sources.

In the video you get all the tricks and a suggested setup!