Nobody has been more positively impacted by analytics technology than Sales and Marketing. Immediate visibility into metrics and quick action based on insights are critical to their success.
Now with Engagement History Dashboards from Pardot, analytics does not have to be reserved for operations teams or data scientists, but can instead be used by every marketer and sales rep at each level.
Engagement History Dashboards are intuitive reporting dashboards embedded right inside Account and Campaign records so marketers and sales reps can explore engagement data, like top performing assets or most engaged prospects, straight from a Salesforce record.
Rather than exploring your data in a separate app, teams will be able to glean insights directly from embedded reporting dashboards on Salesforce pages. Now, your Sales and Marketing teams will be further aligned by viewing the same reports, dashboards, data and insights.
If you’re a Pardot customer, you already have access to these dashboards available to you.
Pardot Growth Customers = 5 Engagement History Dashboard licenses
Pardot Plus Customers = 10 Engagement History Dashboard licenses
Pardot Advanced Customers = 20 Engagement History Dashboard licenses
Here are five scenarios to help you get the most out of Engagement History Dashboards today:
Engagement History Dashboards in an Account Record
1. Improve Sales Follow Up on Account-Based Marketing Campaigns
Often times, Account-Based Marketing hits a snag during the sales follow up process after a buyer has expressed interest. It’s common to hear of Marketing investing a lot of time and energy into creating personalized experiences for targeted accounts, only to see engaged buyers fall on deaf ears from sales.
Using Engagement History Dashboards, a sales rep can easily find prospects that are interacting with a specific campaign. By selecting Activity Campaign EQUAL [Name of ABM Campaign], a sales rep can quickly discover an account’s most active prospects and what are they engaging with. From there, they can take immediate action and maintain a high level of personalization.
2. Prospect for “Hand-Raisers”
Here at Salesforce, we have an Analytics Dashboard for Sales teams called the “Hand-Raiser Dashboard.” Sales teams will use it to look for prospects within their accounts that are actively engaging with marketing assets and campaigns as it typically indicates some form of interest. It’s been incredibly successful and has led to some major deals.
Engagement History Dashboards serves the same purpose. Now, Sales reps can open an account, select Activity Date EQUALS 30 Days ago (or any particular time period) and find all prospects within that account that have interacted with marketing campaigns. Not only that, reps can see what marketing campaigns or assets that prospects have been engaging with so conversations can be better tailored and relevant to the individual.
3. Improve Prospect Engagement with Engagement History AND Salesforce Engage!
Salesforce Engage provides sales teams the ability to send marketing-built emails that can be tracked. We often see sales teams use Salesforce Engage to run their own micro-campaigns — ie. drive attendance to a local event, download whitepapers, etc.
Using Engagement History, sales reps can find top-performing assets and campaigns and use those insights to action with Salesforce Engage.
For example, if Marketing had a successful product launch and a rep noticed that many prospects within an Account downloaded a whitepaper, he/she can use Salesforce Engage to send the same whitepaper to even more prospects within the Account or send similar content.
Engagement History Dashboards in a Campaign Record
4. Replicate Marketing Campaigns based on Seasonal Trends
Whether you are marketing to businesses or consumers, there are always cycles and trends in engagement.
Using Engagement History Dashboards, all marketers can track trends in engagement then use those insights to replicate campaigns specific to particular time periods.
5. Align Sales and Marketing on Campaign Performance
Sales and marketing alignment — or misalignment — is often the culprit behind most problems. One of the leading Sales questions being: “What is Marketing doing and how are they helping me?”
One of the root causes of misalignment is visibility. Engagement History Dashboards not only give Sales the ability to slice and dice data, it’s a great visual representation of marketing’s efforts. If a VP of Sales asks about top campaigns and what is working, don’t worry about sending them a set of slides or spreadsheet. Instead, send them directly to the Campaign record into Engagement History and see for themselves!
If you are a Pardot customer, deploying Engagement History Dashboards can be done TODAY. Head to the startup guide and begin rolling this out.
Check out some great articles from Salesforce and our partners as well:
- Salesforce Engagement History FAQ
- Salesforce Release Notes
- Enable New Engagement History Dashboards – Get Enhanced Pardot Campaign Reporting Now
- Pardot Blog: How to Report on Marketing Activity