Have you ever been asked to portray the performance and impact of a marketing tool or a marketing campaign? Well, that can be tough! This is where B2B marketing analytics comes into action.
When asked about reporting, a detailed understanding of the most common reporting tools makes it easier to portray the result. This B2B marketing analytics implementation guide talks about the convenience of monitoring and adjusting the performance of marketing assets using Pardot reporting basics.
Introduction To Pardot
Aiming at business marketing automation, Pardot (marketing automation tool) helps marketers automate the preferred actions depending upon the interactions with the potential leads. It also helps design marketing collaterals such as landing pages, bulk marketing emails, contact forms, etc.
Pardot is a one-stop destination to manage every aspect to groom a prospect for a potential deal. Besides its integration with Salesforce customer relationship management software, Pardot also outshines the B2B analytics requirements. Thanks to its customized dashboards, it can be trusted for curated analytics experiences.
When Should Pardot In-Built Reports Be Used?
The Pardot B2B marketing analytics comes with in-built reports to reflect the performance of marketing assets allowing the required monitoring and adjustments. According to the market experts, these Pardot in-built reports are the best to analyze the performance of individual marketing assets.
Your marketing team can choose the tool to monitor the KPIs (key performance indicators) such as the bounce rate, conversion rate, CTR, etc.
The Prerequisites For Pardot B2B Marketing Analytics
Pardot reports help marketers to boost the return on investment with improved content and marketing efforts. It also ensures improving the performance of the marketing collateral.
Let us discuss the prerequisites in this detailed B2B marketing analytics implementation guide:
- Integrated Pardot plus or higher account with a Salesforce enterprise account or higher account
- Enabled connected campaign feature for Salesforce instance
- Basic understanding of marketing automation and analytics
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What Does Pardot B2B Marketing Analytics Do?
The Pardot data, like visitor data, email engagement, campaign data, etc., are packed into the data sets and shared with CRM analytics with the help of dataflow. The overall B2B marketing analytics focuses on portraying the data comparisons, reports and visualizations.
Moreover, you can combine different data sets and slice the same according to your preference. If you want combined insights from Salesforce and Pardot, it is convenient to pull the required data from other Salesforce.
Tips Before Starting With B2B Marketing Analytics
These are some setup and learning tips that should be kept in mind before diving in with B2B marketing analytics Pardot –
1. Check the Pardot edition:
The Pardot edition and prices were updated a few years back; thus, it is important to be confident of the edition you are using.
Important – if you use a lower Pardot edition, you will face difficulties using B2B analytics even at an additional price.
2. Check the Prerequisite
3. Learn the Lingo:
Learning and understanding its basic lingo and new terminology is essential to avoid messing with the installation, setup, and use of the B2B marketing analytics.
4. Understanding its Basic Concept:
If you want to make the best use and benefits of the Pardot B2B analytics, it is suggested to gain insights and enough information to understand its basic concept.
You will know exactly how to get all the required details and information when using B2B analytics.
5. Test the B2B Analytics:
Before actually using it, test the B2B marketing analytics by creating a private app. Once you have tested, you can share the app with the users to benefit from the dashboard insights.
Steps To Set Up The B2B Marketing Analytics
As you wish to set up your B2B analytics, you need to enable the analytics in Salesforce and create a B2B marketing analytics app. Below are the following steps to execute the same with better understanding and clarity:
a) To enable analytics in Salesforce:
- Go to Salesforce setup. Search for analytics in the quick find box.
- Select ‘getting started’ and click the ‘enable analytics’ option.
b) To create B2B marketing analytics app:
- Go to the Salesforce app launcher. Search for an open analytics studio.
- Click on the create option and then select an app.
- Click on the ‘start from template’ option.
- Choose B2B marketing analytics in the available options and click ‘continue.’
You will be directed to the Salesforce B2B Marketing Analytics application as soon as you complete these steps. The application is a mix of many out-of-the-box dashboards and data sets; thus, understanding these concepts is essential.
Steps To Follow To Get Started With B2B Marketing Analytics
If you are new to Pardot B2B marketing analytics, it is important to gain enough knowledge of its concepts. Below are the following steps that can be followed to ensure the fastest way to get started:
- Visit the marketing setup. Select the ‘B2B marketing analytics’ option and click on ‘getting started.’
- Expand each section such as:
- Share the Pardot data.
- Open the Einstein Analytics Setup and turn it on.
- Click on the analytics settings and enable ‘Data Sync and Connections.’
- Click on ‘save’ to confirm the changes.
- Schedule the required replication.
- Once the settings and permissions are enabled and defined, you are ready to access the Analytics Studio to create apps.
- To set the optional data sets and dashboards, click on the ‘optional features’ in the marketing setup.
To proceed further, ensure that all the accounted desired variables are verified to avoid any hassles. Also, make sure to run a reality check on – Expected row counts, Expected amount totals, Missing values, etc., to get the most benefits of the B2B Analytics.
Engagement History For Pardot B2B Analytics
Pardot and Salesforce make the perfect combination for marketers to track, monitor and observe valuable engagement data to ensure that the marketing assets resonate with their client base.
Turn on the feature and assign required permissions using the marketing setup. Below are the following steps that can be followed to turn on the engagement history for B2B Analytics:
- Visit the marketing setup and enter engagement history in the quick find box.
- Select engagement history.
- Turn on engagement history dashboards.
- Under the standard section, find the engagement history dashboard component with the help of the lightning app builder.
- Assign the ‘analytics view only’ user permission to every user to see the dashboard.
The users with access to plus, advanced and premium editions with B2B Marketing Analytics can turn on access to engagement data for up to 3-years. Use the following steps:
- Visit the marketing setup.
- Enter analytics in the quick find box.
- Now, select B2B marketing analytics.
- Click on the ‘optional features.’ Expand ‘Identify your most engaged prospects.’
- Click ‘enable data sets.’
Important Note – It takes more than 24 hours to sync the Pardot data for the first time. It is recommended to wait for the Pardot data to appear before assigning its access to the relevant users.
Components Of B2B Marketing Analytics
Let us now highlight the 3 components of the B2B analytics Pardot in our b2b marketing analytics implementation guide:
1. Out-of-the-box Dashboards:
The several dashboards allow the marketer to visualize the relevant information from a different perspective for better results.
There are mainly 5 dashboards, including
- Account-based marketing – provides details on accounts.
- Engagement metrics dashboard – reflecting the interaction of prospects with marketing collateral.
- Pipeline dashboard – reflects aggregate information for various sale stages.
- Marketing manager dashboard – reflects engagement and pipeline details from a marketing management perspective, including revenue generated per campaign.
- Multi-touch attribution dashboard – reflects revenue information from various touchpoints, including campaign costs by different channels.
2. Out-of-the-box Lenses:
The B2B analytics includes 4 standard lenses, which are –
- Pipeline deals
- Pardot campaigns
- Lead sources
- Lifecycle snapshot
3. Out-of-the-box Data sets:
These portray the data concerning automated marketing efforts. They are mainly dominated by the created automated assets and metrics of prospects dealing with them.
The following data sets are available
- Campaign data sets – it reflects the information of the Pardot campaigns such as dates, campaign ids, cost, etc.
- Email data sets – it contains information for dates, click rate, bounce rate, open rate, etc., for the automated bulk emails.
- Form and form handler data sets – it concerns the forms and handlers automated using Pardot.
- Email template data sets – it contains information about the created email templates which are used in email campaigns. It can also help identify the most popular email templates for maximum interaction rates.
- Landing page data sets – it contains information about the prospects’ interaction with your website’s landing page.
These 3 components of B2B marketing analytics provide all the relevant information with the help of a few clicks for almost every typical use case. Moreover, for advanced use cases, the Pardot B2B marketing analytics also allows customizing the dashboards.
Thanks to the Pardot B2B marketing analytics, the marketers can focus all their attention on the relevant information for enhancing the performance of marketing assets. Moreover, customizing the reporting capabilities, it is no less than a potent pool for increasing the return on investment of marketing efforts.
If you have any more concerns regarding the B2B analytics implementation guide, connect with us in the comment section. Our experts will offer the required assistance to make the most of the B2B marketing analytics Pardot.