How Ansell got a clear view from click to revenue despite the long B2B sales cycle

As a global leader in personal protective equipment (PPE), Ansell works within various industries, with both end-users and distributors, as well as governments, hospitals, and major industrial partners, which means a typical sales cycle can span several years.

This posed a significant challenge for Romina Savuleac, their Global Digital Analytics Manager for Marketing Intelligence: How can they create a cohesive data framework across all regions to connect short-term marketing metrics to long-term revenue outcomes?

The high cost of disparate processes in a B2B customer journey

With over 140 marketing professionals worldwide, Ansell's global and regional teams struggled with disparate processes and siloed data. They ran various marketing campaigns, from awareness to acquisition, using different tools and reporting methods.

Romina was tasked with creating a unified data framework. This meant aligning how they track campaigns, what KPIs to measure, and guidance on how to interpret the results.

Romina knew that to make this happen, she needed a solution to centralize all their data. The goal was to track a user's journey from a platform click to their marketing automation system and CRM, and ultimately to revenue.

A single source of truth would allow them to set up global and regional benchmarks and give a clear view of the full customer story, proving marketing's true value.

Choosing Supermetrics for transparency, reliability, and trust

After a thorough review, Romina chose Supermetrics to pull data to their centralized data warehouse. The decision came down to two crucial factors: transparent pricing and a realistic offering.

Other providers’ models were less aligned with Ansell’s management requirements, and some were overly technical — not ideal for handovers or scalability.

Romina also praised Supermetrics for the stability and stable rollout of new features. She loved the clear documentation that helps the team resolve issues quickly without having to submit support tickets for basic questions.

For Ansell, Supermetrics was a transparent and dependable solution, honest about what can be done at the moment. This earned their trust—a critical factor when handling a large, global company's marketing data.

Key use cases: building intelligence into the customer journey

Supermetrics has become an integral part of Ansell’s marketing data strategy. They created a cohesive dashboard by connecting data from channels like Meta, LinkedIn, and CRM systems. This didn't just centralize data— it forced a new level of data standardization and alignment across the globe, enabling several key initiatives.

Data standardization & full-funnel visibility

The primary use case was establishing a single language for their data. By enforcing consistent naming conventions across all regions, Ansell broke down data silos. This allowed them to build the central dashboard, which gives an overview of the full user journey and a more detailed breakdown of each channel and region.

The overview dashboard uses data blending to combine key metrics from awareness to conversion. For example,

• Paid social looks at total spend and leads generated.
• Website analytics track new users and leads generated.
• Their marketing automation tool shows the number of leads in their database and allows the team to act on them.
• And their CRM shows how many of those leads actually generate revenue.

They also use Custom Data Import to overcome the limitations of their existing tools. For example,

• Blend social listening data from Meltwater with internal marketing metrics to better understand product perception.
• To add any external data that can't be downloaded automatically.

With this setup, Ansell gained better visibility and more flexibility. They could now see how many new users they reached and how many ultimately drove revenue much faster. This unified view enables rapid troubleshooting: they now know exactly where the issue is and who has to be activated—analytics, automation, or CRM.

Internal benchmarking and campaign scoring

Romina wanted to build data-driven guidelines and benchmarks tailored specifically for their teams. Using historical performance data and external sources like Statista, she created a global framework for campaign evaluation. This system now serves two key purposes:

1) Real-time performance optimization with internal benchmarks

Ansell’s marketing campaigns are automatically measured against specific benchmarks for specific objectives (e.g., higher CTR for retargeting campaigns). Underperforming campaigns are flagged in red, instantly telling a regional marketer where they need to take action.

2) Building a long-term strategic playbook with campaign scores

Romina also built a campaign scoring system that compares campaign performance against global benchmarks. The system compares various platform elements, like campaign objectives, bidding strategies, creatives, and targeting. Low scores expose weaknesses, while high scores reveal best practices and what to aim for.

These insights aren't just about fixing campaigns — they feed back into the global strategy, helping Ansell refine how campaigns are planned, executed, and scaled.

The start of AI-ready data

Ansell sees the clean, structured data from Supermetrics as one of the ways for implementing AI and predictive analytics, allowing them to build a more intelligent and forward-looking marketing engine.

The results: Cutting the sales cycle and driving operational efficiency

By standardizing data through Supermetrics, Ansell achieved two major business outcomes: a massive increase in operational efficiency and a clear path toward shortening the long B2B sales cycle.

1. Increase in operational efficiency

Supermetrics cut the time required to pull and analyze data from weeks to just a few days, and from days to a few hours. This allows the team to operate proactively and give regional teams faster insights.

Supermetrics also helped resolve a key access challenge. Marketing Automation tools have limited user seats, often restricting visibility for regional teams and creating bottlenecks for the global analytics team. Now, anyone interested in their campaign performance can see the results in their central dashboard, fostering better collaboration.

More importantly, the unified data sparked a cultural shift. Teams are now asking deeper and more strategic questions to help them make better decisions. Romina explains, "One of our Social Media Managers is now using the marketing automation data to see what brought in leads. So instead of just looking at the LinkedIn CTR, they combine this data for better insights."

The team is now better equipped to understand their audience and tailor their campaigns for localized targeting.

2. A clear path to shorter B2B sales cycles

The centralized dashboard gives immediate visibility into the entire customer flow. Romina believes that being able to quickly pinpoint where leads are stalling will ultimately help shorten their sales cycle.

3. Owning their historical data and insights

By centralizing their data, Ansell owns their historical insights that were previously subject to platform limitations. They can now immediately see comprehensive campaign setup details, creative types, and performance data.

4. Building a long-term strategic playbook

The campaign scoring system they created helps constantly improve their campaign performance. Romina shares this guidance and best practices with the regional teams, who can refine how localized campaigns are planned, executed, and scaled.

This standardized process allows regional teams to diagnose campaigns instantly. The rapid, detailed level of insight is crucial for continuous optimization in a complex B2B market.