In the competitive world of B2B marketing for construction materials, TechnoNIKOL, a leading Russian manufacturer, has demonstrated how breaking down data silos between online advertising and offline sales can dramatically improve campaign performance. By integrating its CRM system with Yandex Metrica analytics, the company achieved what many B2B marketers struggle with: accurately attributing offline conversions to digital campaigns.
The Data Disconnect Challenge
Traditional digital marketing metrics often fail B2B companies, particularly in industries like construction materials where purchases involve complex, multi-stage decision-making. Relying solely on online click-through rates or form submissions frequently paints an incomplete picture of campaign effectiveness. TechnoNIKOL faced this exact challenge—its marketing team could track online engagements but had limited visibility into how digital ads ultimately influenced offline purchases.
A Two-Phase Solution
The breakthrough came through a strategic partnership with Yandex Direct, implemented in two key phases:
Phase 1: The company connected its 1C enterprise resource planning system (containing offline sales data) with Yandex Metrica, creating a closed-loop measurement system that could track customers from initial ad exposure through to final purchase.
Phase 2: Rather than optimizing campaigns for online clicks alone, TechnoNIKOL introduced "offline applications" as a primary conversion metric. This adjustment better reflected the actual B2B buyer journey, where initial digital touchpoints often lead to offline negotiations and bulk orders.
Transformational Results
The data integration yielded remarkable improvements:
• Revenue attributed to Yandex Direct campaigns increased by 150%
• Return on advertising spend (ROAS) improved by 2.5 times
• Customer acquisition costs remained stable despite the revenue surge, ensuring marketing scalability
This case study demonstrates that for B2B companies selling high-value, considered-purchase products, the path to marketing efficiency lies in unifying online and offline data streams. By aligning campaign optimization with real business outcomes rather than intermediate digital metrics, TechnoNIKOL achieved what eludes many B2B marketers: provable, scalable advertising effectiveness.