Mettler Toledo was faced with a puzzle: top campaigns, top website, but hardly any measurable conversions. Tools such as CRM and lead scoring were in place, but the B2B leads remained invisible. Matelso provided the solution with B2B lead tracking that captures both online and offline leads, such as phone calls. Suddenly, what had previously been hidden became visible: a conversion rate of 30% instead of 1.1%. A B2B success story that shows how marketing really works.
Summary:
- Mettler Toledo: The path to successful B2B lead management
- Initial situation: Lack of B2B lead tracking slows down performance
- The pain: lots of leads, no clarity
- The solution: matelso – complete lead tracking in B2B
- The result: conversion rate increased from 1.1% to 30% – and every inquiry counts.
- Conclusion: Lead tracking in B2B is not a luxury—it’s a prerequisite.
Mettler Toledo: The path to successful B2B lead management
Mettler Toledo is a global leader in high-precision weighing systems and measurement technology—known for quality and reliability. The company also focuses on measurable results, precision, and excellence in its marketing.
Initial situation: Lack of B2B lead tracking slows down performance
However, one challenge threw the team off course: despite well-thought-out campaigns and a high-performance website, online marketing did not seem to be converting.
The suspicion: the website wasn’t working! As a result, the online budget was to be cut.
The reality: a large proportion of conversions were invisible because telephone enquiries were not being recorded.
This realization marked a turning point. After all, if you want to measure success, you have to map the entire customer journey – especially in B2B, where direct contacts such as phone calls are particularly relevant.
The pain: Many leads, no efficient measurement, little clarity
Many B2B companies are familiar with this dilemma:
Traffic is good, campaigns are running—but the numbers in the reports tell a different story. Mettler Toledo was facing a similar situation:
- The website was strategically designed
- The Google Ads campaigns were well configured
- And yet the measurable conversion rate was only 1.1%
The result: uncertainty within the team—and doubts about whether the online budget was even worth it.
Many B2B marketers underestimate the influence of unrecorded offline leads. Without comprehensive tracking, the picture of actual performance becomes distorted.
But then came the “aha” moment: the web analytics only showed online conversions. The numerous telephone inquiries—which, as our Lead Management Study shows, are still a key touchpoint in B2B—were completely left out.
What was missing was end-to-end B2B lead tracking that also made offline channels such as calls visible.
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The solution: matelso – complete lead tracking in B2B
Mettler Toledo quickly realized that traditional web analytics tools were not sufficient in B2B to map the entire customer journey. In particular, telephone inquiries and personal contacts—key touchpoints in B2B—remained invisible.
The solution was provided by matelso:
With the introduction of lead tracking technology, Mettler Toledo was able to capture both online and offline conversions, closing a key gap.
Thanks to the matelso solution, Mettler Toledo was able to:
- Capture and analyze telephone inquiries as conversions
- Recognize that the ratio of contact forms to calls is 1:25
- Determine the actual conversion rate with complete accuracy
- Target its Google Ads strategy specifically at genuine customer contacts
This holistic lead tracking gave Mettler Toledo a clear view of customer behavior – and turned marketing into a data-driven growth driver.
With matelso technology, Mettler Toledo was also able to visualize calls as conversions for the first time. This led to a real conversion rate of 30%—instead of 1.1% in web reporting.
The result: Conversion rate increased from 1.1% to 30% – every prospect and all B2B leads are visible to sales.
The introduction of comprehensive lead tracking from matelso quickly showed measurable success:
- Visible conversion rate: Increase from 1.1% to 30% by recording all online and offline leads
- Lead quality: 67% of calls were concrete requests for quotes
- Performance increase: 10% more leads through optimized Google Ads campaigns
In addition, budget transparency and cost control improved significantly.
This is because, for the first time, it was possible to determine a clear cost per lead (CPL) and make data-driven decisions based on this.
Thanks to complete lead tracking, Mettler Toledo was able to exploit the full potential of its online marketing and turn its website into a proven sales driver.
Conclusion: Lead tracking is not a luxury—it is a prerequisite for successful lead management in B2B.
Der Erfolg von Mettler Toledo zeigt: Wer im B2B Marketing wirklich verstehen will, wie Kunden ticken, braucht ein ganzheitliches Bild – von der ersten Anzeige bis zum persönlichen Gespräch. Klassische Webanalyse greift zu kurz, wenn Offline-Kanäle wie Telefon oder Showroom entscheidend für die Conversion sind – es braucht ein gutes Lead Management, das potenzielle Kunden von der ersten Kontaktaufnahme bis zum abgelegten Sales Qualified Lead (SQL) für die CRM-Systeme durch den gesamten Sales Funnel führt.
If you don’t measure offline leads, you lose valuable insights and budget efficiency. Lead tracking in B2B is not an add-on, but the basis for informed decisions.
What B2B marketers can learn from this:
- Simply looking at clicks and forms is not enough
- Lead tracking must cover all touchpoints – online and offline
- Only those who know the entire customer journey can make informed decisions
Mettler Toledo has demonstrated how modern B2B marketing works: data-driven and transparent. Thanks to the now well-established lead generation process, marketing and sales work together seamlessly!
