The revenue that never touched the cart, now tracked

Multi-Brand B2B Manufacturer

Client

Multi-Brand B2B Manufacturer

Sector

Manufacturing & Industrial

Discipline

Data & Automation

Outcome

The revenue that never touched the cart, now tracked

Client name withheld for confidentiality.

The problem on the table.

For many B2B manufacturers, the biggest orders never touch the online cart. They begin as an enquiry: a form, a mailto link, a forwarded email. Someone reads it, types the details into the CRM by hand, and the marketing that created it, the click, the campaign, the search term, is lost on the way in.

That leaves a hole in the numbers. Online sales feed the ad platforms cleanly, so bidding optimises to them. The high-value, enquiry-led revenue does not, so the platforms never learn which clicks produce it. The most valuable outcomes were the ones the marketing could least see.

What forensic looked like here.

The fix was to capture each enquiry at the moment it arrives and write it into the CRM as a complete, attributed record, with no manual re-keying. At the point of enquiry, a lightweight front-end layer built in Google Tag Manager stamps the click's Google identifiers, the GCLID and the GA4 client and session IDs, onto the message itself, whether the visitor sends a mailto email or submits a form, so the attribution is already attached before it reaches the inbox.

Enquiries from three sibling brands forward through Outlook to a single inbox, where a Zapier automation first works out which brand and product intent each one carries, reading the form's origin and the substance of the enquiry rather than trusting where it was submitted. Each is filtered for bot submissions, checked against the CRM twice over to prevent duplicates, and classified for industry, likely brand fit and job title by a language model instructed to flag for review rather than guess. It then writes the contact and company into Prospect365 through its OData API across four routing paths, an existing contact, a new consumer, a new contact at a known company, and a wholly new company, so every case lands correctly, with the full attribution, the click and session identifiers, source and medium, search terms and the enquiry text, written into structured CRM fields rather than a free-text note.

• A front-end layer in Google Tag Manager that stamps click attribution onto every mailto and form enquiry
• An Outlook inbox forwarding enquiries from three sibling brands to one place
• A Zapier automation with brand and product-intent detection across the three brands
• A bot filter and double duplicate-prevention against the live Prospect365 CRM
• AI classification for industry, brand fit and job title, with human review where unsure
• Four routing paths writing contacts and companies via the Prospect365 OData API
• Full marketing attribution written into structured CRM fields, not a notepad

What changed.

Every web enquiry now lands in Prospect365 as a proper contact, with the enquiry text, the search terms and the source attached, deduplicated and bot-filtered, replacing a manual data-entry job that used to lose the marketing story on the way in.

With attribution now sitting on the record, the next step is to feed those enquiries back to Google Ads and GA4 as offline conversions, so bidding optimises to real enquiry-led revenue rather than form fills alone. The same loop that already closes for online sales is being extended to the revenue that never touched the cart.

• 4routing paths, every case handled
• 3 brandsauto-detected from one inbox
• Every enquirycaptured and attributed
• 0manual re-keying

Other engagements.