Marketing You Can Trace to Revenue
Market audit, a twelve month strategy, multi-channel execution and the CRM plumbing that connects an advertisement to a signed contract, so the budget conversation stops being a matter of opinion.
Ask most Vietnamese B2B companies which marketing activity produced last quarter's largest customer and the honest answer is a shrug. Not because nobody is working: the posts went out, the ads ran, the booth was staffed. The problem is that nothing connected the activity at the top to the contract at the bottom, so the budget is argued about rather than reasoned about.
iGlobal approaches marketing as a measurement problem before a creative one. Before recommending a channel we establish how a lead will be attributed, where it will land, who will follow it up and within how long. Creative work done on top of that foundation can be evaluated; creative work done without it can only be admired.
Because we also implement CRM and ERP, the connection between a campaign and a closed deal is something we can actually build rather than merely recommend. That is the whole difference between a marketing report and a revenue report.
Where marketing budgets lose their trail
The break is almost always at the handover. An enquiry arrives through a form, a Zalo message or a phone call, and from that moment it exists only in a salesperson's notebook. Whatever the campaign cost to generate it is now unlinkable to whatever it eventually became, and no amount of reporting discipline downstream can repair that.
The second loss is speed. Research on response time is consistent and brutal: an enquiry contacted within an hour converts at a multiple of one contacted the next day. Most companies do not measure their response time at all, which means they are spending money to generate leads and then letting them cool in an inbox.
The third is spending on the wrong half without knowing which half. When all channels report in their own platform with their own definition of a conversion, the only comparison available is cost per click, which has almost no relationship to cost per customer in a long B2B cycle.
- No reliable answer to which channel produced which customer
- Leads arriving by four channels into four different places
- Response time to an enquiry measured in days, not minutes
- Reporting that stops at clicks and impressions
What the engagement includes
Market and competitor audit
Where your enquiries actually come from today, what competitors are visibly doing, what your customers searched before they found you, and which segments are worth the attention.
Twelve month strategy with a budget split
A written plan naming channels, messages, quarterly targets and how much goes where, with the reasoning attached so you can challenge the allocation rather than accept it.
SEO and content built for intent
Technical fixes, a site structure search engines can read, and articles written around the questions buyers actually type, in Vietnamese and English where both matter.
Performance advertising with real targets
Google, Meta, TikTok and Zalo campaigns managed against cost per qualified lead, not cost per click, with budget moved between channels monthly based on what the CRM shows.
Automation and lead nurturing
Email and Zalo sequences for enquiries that are interested but not ready, scoring so sales call the warm ones first, and reminders that fire without anyone remembering.
CRM integration and revenue reporting
Every lead carries its source into the CRM, so the quarterly report shows revenue by channel and campaign rather than impressions. This is the part most agencies leave to someone else.
How we deliver it
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1
Audit and baseline 2 to 3 weeks
We measure where you are now, including the uncomfortable numbers: current response time, current cost per enquiry, and how many enquiries nobody followed up at all.
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2
Strategy and tracking setup 2 to 4 weeks
The twelve month plan is written, and in parallel we install the plumbing: forms, UTM conventions, pixels, CRM fields and the lead routing rules. Nothing launches before attribution works.
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3
Execution in quarterly waves ongoing
Content, campaigns and automation go live in planned waves, each with a target set before launch so the result is a verdict rather than a story told afterwards.
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4
Monthly review and reallocation monthly
One meeting, one page: cost per qualified lead by channel, pipeline created, revenue attributed. Budget moves toward what is working. Channels that cannot justify themselves after a fair run are stopped.
Who this is for
- B2B companies with a long sales cycle and no attribution in place
- Manufacturers and distributors moving from trade shows to digital
- Companies spending on ads without a reliable cost per customer
- Teams with a CRM that marketing and sales use differently
Why iGlobal
We build the measurement, not just the campaign
Because we implement CRM and ERP as well, the link from advertisement to invoice is something we can actually construct. An agency that cannot touch your CRM can only report on the half it can see.
Targets agreed before launch
Every wave has a number written down in advance. That makes an unsuccessful quarter a finding rather than a negotiation, and it is why our monthly review takes an hour instead of an afternoon.
Local channels treated seriously
Zalo, Vietnamese search behaviour and local marketplaces are where a large share of B2B enquiries actually originate, and they are routinely under-served by international playbooks.
The best balance of cost, quality, and service
Transparent media spend with no hidden markup, deliverables defined per month, and the tracking infrastructure stays yours if we ever part company.
Three ways to do this, compared
| What you are comparing | By hand, on spreadsheets | Off-the-shelf software | With iGlobal |
|---|---|---|---|
| Where results get reported | Each advertising platform's own dashboard | The tool's own definition of what counts as a conversion | One definition across every channel, down to cost per customer |
| What a lead actually costs | Cost per click, which is not the question being asked | Cost per form submission, which is closer but still not it | Cost per customer who signed and paid |
| Handing a lead to the sales team | A spreadsheet emailed across on Friday afternoon | An integration that somebody has to keep alive | The lead appears in the pipeline carrying its own source |
| Cost across three years | Hidden inside salaries, so it never appears in a budget | A predictable licence per user, plus the work it cannot do | Quoted per phase and reviewed with you before each one starts |
| Who holds your data | Scattered across files, inboxes and personal phones | On the vendor platform, exported on the vendor's terms | Your own database, exportable in full whenever you ask |
| When something breaks | The person who built the file, if they still work here | A ticket queue, often in another language and time zone | A named engineer in Hanoi you can reach the same working day |
The two middle columns describe approaches that genuinely work for some companies. Where they win, they win, and we have tried to say so.
What changes after the first two quarters
The first thing that changes is the nature of the budget meeting. Instead of a debate between people with different instincts, there is a table showing cost per qualified lead and revenue attributed by channel. Decisions that used to take a month of discussion take fifteen minutes.
The second is response time, and it is often the single largest gain. When every enquiry lands in one pipeline with an owner and a deadline, the lead that used to sit unread until Thursday gets a call the same morning. No additional advertising spend produces an improvement of that size.
The third appears around month six, when the content investment starts returning. Enquiries begin arriving from people who found an article while researching, and those enquiries close at a better rate because the buyer arrived already half-convinced. That is the part of marketing that compounds.
- Cost per qualified lead known by channel, every month
- Every enquiry in one pipeline with an owner and a deadline
- Revenue attributable back to the campaign that created it
- Budget allocated on evidence rather than on seniority
Frequently asked questions
How soon should we expect results?
Paid channels produce measurable enquiries within weeks, though the first month is partly calibration. SEO and content take four to eight months to move meaningfully, which is why we do not recommend starting with content alone if you need pipeline this quarter. Anybody promising search results in six weeks is selling something else.
Do you handle the advertising budget or do we?
We prefer the accounts to be in your name with your payment method, and we operate them. You see exactly what was spent with no agency markup, and if the relationship ends you keep the account history, the audiences and the learning. Agencies that insist on owning the accounts are protecting something.
We already have a CRM. Will this work with it?
Usually yes. If it is Odoo, integration is native. For other systems we connect through their API or a scheduled exchange. What matters is not which CRM but whether every lead carries its source and whether sales records outcomes, because without those two the attribution chain breaks regardless of the software.
Can you work with our in-house marketing team?
That is our most common arrangement. Typically we provide strategy, measurement infrastructure and the specialist channels, while your team keeps content and brand, which they will always understand better than we do. We also train them on the reporting so the dependency reduces over time rather than deepens.
What if a channel simply does not work for us?
Then we stop it and say so in the monthly review. Every channel gets a fair test period and a target agreed in advance; if it misses, the budget moves. Continuing to fund a channel because it was in the plan is how a twelve month strategy turns into a twelve month habit.
Related solutions
Talk to a senior consultant, not a call centre
Tell us what you are trying to fix and we will tell you honestly whether we are the right team for it.