25 Sep Pardot B2BMA Implementation – Top 5 Power Marketing & Sales Analytics dashboards at your fingertips – part 2
Last week we talked about B2BMA implementation and what it can bring to your business.
We saw 2 out-of-the-box B2BMA dashboards: B2BMA Engagement and B2BMA Multi-touch attribution.
In this article we’re going to see the remaining three Pardot B2BMA dashboards:
Top 5 out-of-the-box B2BMA dashboards
B2BMA Dashboard #3: Pipeline
This Dashboard is Marketing Managers’ favorite.
One of the most important aspects of a business is being able to predict future deals in order to plan resources correctly and the related infrastructure to support growth.
With the B2BMA Pipeline dashboard you’ll have an overview on your Marketing Lifecycle Funnel: Visitors > Prospects > MQL > SQL > Closed Won
with actual data on how many leads are in each step and the average of the time it takes to move down each step of the funnel:
Fantastic! Isn’t it?
There is a catch though: in order for this dashboard to populate Marketing & Sales information correctly – you’d have to take a look at your business definition for MQLs and SQLs and see how you have implemented this in Salesforce.
B2BMA pulls the information from the Pardot Visitors and Pardot Opportunity datasets, installed with the B2BMA package.
We assume that you use Pardot’s standard Visitors to Prospects process to see how many of your unidentified visitors are converting and becoming prospects.
Then, the MQL – marketing qualified lead definition is for the prospects who reach a marketing threshold and become assigned to a sales representative.
Next, SQL – Sales Qualified Leads are those who become associated as a contact role on an opportunity.
If your implementation is different (for example, if you use the Status field to represent MQLs / SQLs) – then this out-of-the-box dashboard won’t be representative, you’d need to set up a custom dashboard or change your implementation in Salesforce.
Finally, the dashboard shows how many closed-won opportunities you have, representing revenue for your business.
B2BMA Dashboard #4: Marketing Manager Dashboard
As salesforce puts it: this dashboard surfaces the most important data about your pipeline, campaigns, and engagement to offer a quick view into the health of your business.
You can then filter by year and quarter for comparison and benchmark purposes.
Here’s what B2BMA Marketing Manager Dashboard looks like:
In one view you get the Pipelinee deals (with a link to the B2BMA pipeline dashboard), an overview of revenue by campaign, Email engagements, top-performing forms and Landing page completion with a one link access to the B2bMA Engagement dashboard as well.
This can help you determine which marketing efforts work – and which don’t and see which marketing assets drive sales so that your decisions become data-driven.
B2BMA Dashboard #5: ABM (Account-Based-Marketing) Dashboard
This B2BMA dashboard, like the Multi-touch dashboard, is a bit more advanced – and powerful – for those who pursue an ABM sales approach.
The bad news, is that again (like in the pipeline dashboard) it depends on your organization’s approach to ABM and its implementation in Salesforce (Checkbox, dropdown, other).
That’s it! (well, almost…)
We have seen a quick-view of the 5 B2BMA default dashboards.
Take note that some will need to be enabled manually.
B2BMA also gives you the option to create custom dashboards. I’d recommend you start by duplicating dashboards and experimenting with different chart types and datasets. The data is already pulled from Pardot and Salesforce and the ultimate idea is to configure the tool to suite your needs so it makes sense in your context!