Diving into the Wave Part 1: Familiarizing Yourself with the Functionality

Editor’s Note: This post is part of a series called ‘Diving Into the Wave‘  that covers best practices and methods for leveraging Wave for B2B Marketing.

In September 2016, just before Dreamforce, Salesforce Pardot announced the release of Wave for B2B Marketing, allowing Pardot users to explore their data, get insights into their marketing performance, and quickly take data-driven actions.

With this new product comes a lot of great benefits – you can assess your sales and marketing data in one location, you can understand the ROI from your Pardot driven marketing efforts and share the insights with your colleagues and stakeholders in a variety of ways. While this new functionality is exciting, it can be hard to know where to start when assessing if this tool will benefit your team and learning how to navigate once licenses have been obtained.

In this four-part series we’ll be diving into the new functionality, as well as evaluating the value that each pre-built Wave for B2B Marketing dashboard provides marketing and sales teams alike.

Before taking a closer look at the dashboards, we’ll want to understand the terminology involved. You may be comfortable and familiar with your go-to tools within Pardot – but what about Apps? Lenses? Dashboards? Datasets? What does it all mean?

Dataset – You’ll want to think of a dataset as source data, or a report that you have exported and imported into the tool. The Pardot datasets that are available with the Wave for B2B Marketing App update automatically every day, but you could import or pull in datasets from other sources as well.

Lens – A lens is a particular view of a dataset. Any time you want to explore a dataset, Wave will automatically create a lens. This allows you to apply filters, dimensions, and slice and dice your data without affecting the original dataset.

Dashboard – A dashboard is made up of lenses that are displayed as charts, metrics and tables. There could be several lenses that make up a dashboard, or there could only be one – but it requires at least one lens.

App – An app in the Wave for B2B Marketing tool is what you would consider a “Folder” in Pardot. An app contains dashboards, lenses, and datasets in a way that makes sense to share with your colleagues. The Apps allow you to have control over who has access and how the projects stored within it are organized. You may have an App for each product line and/or region, for an example.

There are other terms you may be unfamiliar with as you start to learn more about leveraging the Wave for B2B Marketing app, in which case we have a full glossary.

In the next part of the Wave for B2B Marketing series, I’ll provide an overview of the Pipeline Dashboard and how that can be used to draw conclusions on your marketing efforts.