5 Ways to Make B2B Marketing Analytics Your Best Friend

B2B Marketing Analytics was built to be a marketer’s best friend. This one-stop data powerhouse is your trusty sidekick that can provide critical business insights and streamline your day-to-day processes.

But getting started with building your own custom dashboards and lenses can be intimidating.  Read on for 5 ways to turn this powerful analytics solution into your B2B BFF.

1. Analyze Your Lead Sources

Many marketers want to know where their leads are coming from, but oftentimes not much is actually done with this information once it is identified. Use B2B Marketing Analytics to better understand how your lead generation channels are performing and what you can do to improve.

To Build: Use the Prospects dataset and group by the Source field
Pro Tip: Add a filter to exclude low-producing sources (ex: only view sources that resulted in 500+ prospects)
Optional: Add relevant filtering widgets to your dashboard (ex: Campaign, Industry, Territory)

Lead Source report

2. Build Your Own Lifecycle Report

For some Pardot users, the Pardot Lifecycle report might not appropriately reflect your company’s unique prospect flow. For example, where Pardot defines a Marketing Qualified Lead (MQL) as a prospect who has been assigned and a Sales Qualified Lead (SQL) as a prospect who is tied to an opportunity, you may define those two common stages very differently. B2B Marketing Analytics gives you a chance to create your own customized lifecycle report.

To Build: Create a custom stage field in Pardot, including MQL and SQL stages; Use the Prospects dataset and group by Stage
Pro Tip: Use the Origami chart to see your full funnel

Lifecycle report

3. Align Your Grades with Revenue

If you have a grading system in place within your Pardot instance, do you know how effective it is? You may have outlined the “perfect” buyer profile, but are those perfect prospects resulting in opportunities won, or are they getting stuck along the way? B2B Marketing Analytics can help gauge whether your grading system is working by showing how your graded prospects distribute across different lifecycle stages.

To Build: Combine the Prospect dataset with the Pardot Opportunities dataset; Leave Count of Rows as your measure and group by Stage and Grade
Pro Tip: Use the Sankey visualization to get the most comprehensive view of your distribution
Optional: Instead of using Pardot Opportunities, create and use a Salesforce Opportunity dataset by following instructions outlined here

Pipeline report by stage and grade


4. Identify Your Most Engaged Prospects

If you are just developing a grading system and trying to figure out what that ideal prospect looks like, consider using B2B Marketing Analytics to help you identify those important characteristics.

To Build: Use the Prospects dataset and use the Average of Score measure
Pro Tip: Use a grouping that is most relevant to your segmentation strategy. For example, if you have Sales reps with assigned territories, you may group by State or Country to see where your most engaged prospects are. *Note: The example below uses Country as a grouping and the Heat Map graph.
Optional: Add relevant filtering widgets to your dashboard (ex: Industry, Title, Department)

Most engaged prospects report

5. Pinpoint Your Top Performing Content

Not all content is created equal—where some of your content may be converting prospects, other assets may actually be causing opt-outs. Create a dashboard that keeps a finger on your content “pulse” and revamp your content strategy accordingly.

To Build: Use the Pardot List Emails or Email Template datasets, adding the Sum of Total Opt Outs as your measure and Sent On Date (Month) as your grouping.
Pro Tip: To get a complete picture of your content assets, create additional lenses using other marketing assets. For example, use the Forms and Form Handlers dataset (Measures: Sum of Total Views and Sum of Total Submissions; Grouping: Stats Date (Month) ) to gauge form performance
Optional: Add relevant filtering widgets to your dashboard (ex: Campaign, Subject Line)

Top performing content report


Now that you know where to start with B2B Marketing Analytics, the next step is zeroing in on the right questions to ask. Check out our Take a Bite Out of Analytics blog to learn more.

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