The specifics of B2B digital analytics

Unlike B2C, B2B sales cycles are often longer, involve multiple decision-makers, and focus on a limited number of highly qualified leads. These peculiarities make a precise, personalized approach to digital analytics essential. Here are a few key elements that differentiate B2B:

• Complex sales cycles: It’s crucial to map and analyze every stage of the customer journey, from initial discovery to contract conclusion.
• Qualified lead generation: The main objective is not visitor volume, but the identification of prospects with high conversion potential.
• Multi-decision-maker analysis: Understand the digital behaviors of the different decision-makers involved in the same opportunity.
• Optimization for high ROI: In B2B, every lead represents a high-value opportunity. Analysis must enable efforts to be directed towards the most profitable channels and strategies.”

Our expertise for B2B companies

Optimal Ways implements tailor-made solutions to meet the needs of B2B companies. Our services include :

• Customer journey mapping and tracking
  We analyze your prospects’ journey in detail, from their first visit to your site to their conversion into a customer. We identify friction points and opportunities for improvement to optimize your marketing and sales efforts.
• Advanced configuration of analytics tools
  We configure tools such as Google Analytics 4, Adobe Analytics or Piano Analytics to meet your specific needs. This includes tracking complex interactions, such as multi-step forms, content downloads, or actions carried out in secure customer areas.
• Marketing and sales performance analysis
  Our experts can help you measure the contribution of each channel to your business objectives, focusing on B2B-specific performance indicators such as cost per qualified lead, lead conversion rate and Customer Lifetime Value.
• Attribution and marketing automation
  We work with your teams to set up customized attribution models and integrate your CRM and marketing automation tools.
• Tailor-made training for B2B teams
  We offer training courses tailored to the challenges of B2B so that your marketing and sales teams are self-sufficient and can make full use of analytics data.”

Supporting B2B leaders

Since its creation, Optimal Ways has worked with numerous B2B brands, including Brady Corporation, Doublet, Decathlon Pro, the RAJA group and the Staples group. We have acquired expertise in understanding the business challenges specific to B2B:

• Seasonality of its own
• A different sales approach to B2C
• Specific purchasing paths (configurator, quotation, deferred validation processes, etc.).
• Specific payment terms (payment on invoice, instalments, etc.)
• Specific customer segmentation compared to B2C”.

Why choose Optimal Ways?

• Recognized expertise: Optimal Ways is Qualiopi-certified and B Corp-labeled, reflecting our commitment to responsible, high-quality practices.
• A tailor-made approach: we adapt our solutions to the specific needs and objectives of each customer.
• Strategic and technical support: We provide support on both strategic aspects (KPIs, roadmap) and technical aspects (implementation, automation).
• A focus on ROI: Our recommendations are always guided by maximizing your return on investment.”

Join the many B2B companies that trust us to turn their data into growth drivers.