Scale Your Video Production or Sink
The B2B landscape is relentless, and mediocre video production won’t cut it. Learn why scaling high-quality video production is essential to drive ROI, stand out, and stay competitive in today’s paid media game.
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Alex Cook
Deep sea fishing is no easy task. Without quality data or forehand knowledge, the odds of reeling in something of value aren’t in your favor. No one enjoys casting blindly and hoping for the best. That’s what running campaigns without Offline Conversion Tracking (OCT) feels like: uncertain, inefficient and costly.
In marketing, hope isn’t a solid strategy, especially when budgets are constantly scrutinized.
While campaigns focusing only on lead generation can meet lead goals, they may fail to deliver on broader business objectives, such as generating qualified leads, closing deals and building a sustainable pipeline. Without clarity on how many leads convert into paying customers, valuable insights slip through the cracks.
OCT changes the game and provides that clarity. It connects CRM data to ad platforms, letting you track and optimize for what really matters: qualified leads, opportunities and conversions that drive ROI. OCT also helps CMOs and stakeholders make decisions based on data, not guesswork.
Offline Conversion Tracking is where brands and advertisers sync offline sales data, like qualified leads, closed deals and revenue, from their CRM or sales system back into ad platforms. When implemented, it creates a feedback loop so platforms like Google Ads and more can optimize toward what’s driving performance.
Here’s a quick breakdown of how it works:
One of the biggest misconceptions about OCT is that it’s only useful for tracking lead volume. In reality, it’s a game-changing tool for optimizing lead quality and improving campaign performance. OCT allows you to optimize for conversions that will contribute to your business’s bottom line.
For CMOs, the stakes have never been higher. Budgets are scrutinized, and every dollar must prove its worth. OCT empowers marketing leaders to:
OCT is more than just a reporting tool. It’s a performance engine that your media team should rally around. It helps your brand make smarter, faster decisions based on what’s working at every funnel stage.
1. Aligning marketing and sales teams
Marketing and sales alignment is often elusive, with each team working toward different definitions of success. OCT can bridge this gap by syncing CRM data with campaign performance, creating a shared understanding of what campaigns, keywords, audiences, and copy drive conversions.
2. Proving marketing’s value
CMOs face mounting pressure to demonstrate ROI. By linking campaigns to deeper funnel metrics, OCT provides tangible evidence of marketing’s impact on revenue. Having clear insight and data into campaign performance will help leaders be confident in sharing and driving success.
1. Scaling efficiently
Traditional optimization methods often focus on volume over value, leading to wasted ad spend. In this current economic climate, that’s an undesirable outcome for any leader. OCT shifts the focus to high-value actions like qualified leads and closed deals, empowering sustainable scaling.
2. Navigating data attribution
Customer journeys are complex and vary by brand, industry, and demographic. While businesses use a variety of attribution models, Google Ads, with its data-driven approach combined with Offline Conversion Tracking (OCT), provides a clear picture. This powerful duo helps marketing leaders understand which Google Ads campaigns and keywords truly drive events further down the sales funnel.
The misconception that OCT is complex or resource-intensive holds many marketers back. In reality, there are straightforward ways to get started:
If you’re using tools like Salesforce or HubSpot, Google Ads’ Conversion Import feature makes it easy to sync offline conversions with your campaigns.
Platforms like Zapier can automate data imports from your CRM to your ad platforms, saving time and reducing manual errors.
For smaller operations or unique data needs, you can upload conversion data manually using tools like Google Sheets.
Pro Tip: Start with a manageable setup and scale as you grow comfortable with OCT. It’s better to track some data than none at all.
Implementing OCT requires thoughtful planning. Here are some critical considerations:
Consider the time it takes for leads to convert offline. Conversions need to happen within 90 days. For optimal campaign performance, strive for conversions that occur within this time frame and have enough volume.
Ensure you have enough data to drive meaningful insights. Aim for at least 30 conversions in 30 days to help platforms optimize effectively. This will also guide you in selecting the best lead stage for optimization. Sometimes, the last step of the funnel doesn’t have enough volume, so optimizing campaigns for the next stage up is necessary.
Not all conversions are equal. Prioritize high-intent actions, such as product demos, by assigning them higher values than lower-intent actions, such as free trials. Use dynamic conversion values to prioritize leads based on their potential impact on revenue. With conversion values, you can setup target return on ad spend (tROAS) bidding to hit efficiency goals.
Imagine this: a client hesitant to scale paid search efforts due to concerns about increasing costs and a lack of visibility into lead quality. They wanted growth but felt stuck optimizing for volume over value.
The Strategy: The client implemented Offline Conversion Tracking (OCT) to focus on qualified leads instead of raw lead volume. Paired with broad match keywords, this approach allowed them to scale campaigns while maintaining efficiency.
The Results:
Key Takeaways: This case study underscores the power of OCT when combined with strategic optimizations like broad match. Businesses can overcome scaling barriers by tracking and prioritizing qualified leads and drive meaningful growth.
However, it’s essential to balance expectations: while OCT and broad match boosted quality leads, they didn’t address disqualified leads or improve lead-to-QL conversion rates. Still, the improved cost efficiency allowed the client to achieve sustainable growth.
The promise of OCT isn’t just better data—it’s better decisions. As we look ahead, the role of OCT will only grow, becoming an essential tool in every CMO’s toolkit. Its ability to provide clarity, drive accountability, and improve ROI positions it as a game-changer in the evolving marketing landscape.
If there’s one lesson we’ve learned, it’s this: guessing less means knowing more. And knowing more means achieving more.
Let’s move forward confidently, armed with the data we need to turn potential into performance.
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