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Case Study: How B2B Interactive Switched from an In-House System to MOCO
For an internationally active campaign services provider with complex billing models, off-the-shelf software was not an option for a long time – until MOCO proved otherwise. B2B Interactive was looking for a tool that could map its specific processes without workarounds or losing oversight.
The Company
The team at B2B Interactive specialises in the operational delivery of B2B campaigns – with a focus on programmatic advertising, social ads, MarTech-supported campaign management, and lead generation.
Their clients are primarily PR, media, and full-service agencies that need delivery capacity or support with scaling – B2B Interactive usually operates in the background as a white-label partner.
Their clients are primarily PR, media, and full-service agencies that need delivery capacity or support with scaling – B2B Interactive usually operates in the background as a white-label partner.
Markus Dalke, COO at B2B Interactive, explains why the company switched from an in-house system to MOCO.
The In-House System Reached Its Limits
Before MOCO, B2B Interactive worked with a self-developed software solution. The key question during evaluation was not a typical one: not which tool looks better or has more features – but whether standard software can even map the highly specific business processes of a campaign services provider.
At B2B Interactive, Billing is rarely time-based. Instead, the company works with performance IOs (Insertion Orders) based on fixed metrics such as CPM, CPC, or CPL. Many agency software solutions simply do not support this model.
“Our Billing isn’t based on hours, but on clearly defined performance metrics such as CPM, CPC, or CPL – hardly any classic agency tool maps that properly,” explains Markus Dalke.
That is why, in addition to agency software, they also looked at solutions originally developed for publishers.
Why MOCO
Despite the rather unusual requirements, MOCO impressed them – thanks to the overall package. The combination of sales, Quote, Billing, and project management in a single tool fits the needs of a campaign services provider extremely well.
“In the end, what convinced us was that we can bring sales, Quotes, projects, and Billing together cleanly in one system – without workarounds,” says Dalke.
Alongside the functional scope, ease of use was also crucial: a tool that works in day-to-day operations without lengthy onboarding is not a nice-to-have for a team focused on campaign delivery – it is a genuine criterion.
Where MOCO reaches its limits out of the box, they took a pragmatic approach: using the MOCO API, they built their own sales dashboard to cover their specific reporting needs.
MOCO in Day-to-Day Work
Today, B2B Interactive uses almost the entire feature set – with one deliberate exception: project-based time tracking is not used because it adds no value for their performance-based Billing model. Everything else is firmly embedded in their workflows.
What has changed in concrete terms with MOCO:
- Real-time financial transparency across all ongoing campaigns
- Structured Leave and absence planning for the entire team
- Reduced coordination effort in day-to-day operations
When Things Get Complicated: MOCO Keeps the Overview
The value of a central, structured platform becomes most apparent when external factors create chaos. A concrete example from day-to-day work: an awareness and lead campaign for the contact centre software solution of an international group was initially commissioned globally and, after launch, split into five individual group entities. Due to a lack of internal alignment on the client side, this led to multiple corrected and cancelled invoices, as well as reissued Billing setups – an organisational back-and-forth that B2B Interactive had to absorb.
Thanks to MOCO, B2B Interactive was able to maintain a clear overview of budgets, delivery status, and Billing status at all times, and deliver and bill the campaign cleanly – despite the external turbulence.
“It’s precisely in situations like this that the value becomes clear: we always keep the overview, even when things get chaotic on the client side,” says Dalke.
The Switch and Team Adoption
The transition went smoothly. In B2B Interactive’s view, MOCO is almost self-explanatory – the team took to the change very well, with no significant training effort. The company has been working with it for just over five years – and is very happy with it.
Conclusion
For B2B Interactive, MOCO’s biggest benefit is centralisation: a platform that brings campaigns, resources, and processes together, enabling them to deliver reliably and at scale for agencies. Clearly structured, without unnecessary effort, and it works in day-to-day operations without lengthy onboarding.
“For us, MOCO is the central platform for getting operational complexity under control while still remaining scalable,” Dalke concludes.
For service providers who want to keep operational complexity under control in a structured way, MOCO is a clear recommendation.
— Markus Dalke, COO at B2B Interactive
