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