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.
As we know, it’s not enough just to have data – we need to take action on it! That’s why when you first drill into your pipeline dashboard, you’ll see lifecycle data, pipeline breakdown, and variety of other data visualizations like campaigns, lead sources, and marketing sourced pipeline. This pipeline report solves for a scenario we’re all too familiar with…having your sales and marketing data stored in different locations. Given the disjointed data, the ability to develop a holistic view pretty can be challenging but is necessary to make data-driven decisions in your organization.
Let’s dive into the Pipeline dashboard further. Visitors are displayed first so that you can understand how many of your unidentified visitors are converting and becoming prospects. Of the prospects that convert, we’ll also want to determine how many are reaching a Marketing Qualified Lead (MQL) threshold and being assigned to a sales representative in Salesforce. Perhaps most importantly, it’ll be imperative to understand how many of the Marketing Qualified Leads become Sales Qualified (SQL) by being converted and associated as a contact role on an opportunity. The final metric block provides how many closed/won opportunities are present, representing revenue for your business.
But how would we use this to identify an area of improvement? Take this scenario:
My Visitor number looks great, but not seeing great conversions to SQL. The end of quarter is approaching and I need to remedy any campaigns that are not performing as expected.
The ability to pivot quickly and tweak or abandon campaigns that are not performing can be key in closing out a strong quarter. The Pipeline Dashboard displays a visualization for “Marketing Sourced Pipeline,” which can be opened as a lens by clicking on the drop arrow in the top right corner of the visualization. The lens opens as a new tab, so your dashboard is not impacted by your investigation. Filter the lens by SQL and group by campaign to identify which campaign is generating the least amount of SQLs. Once the problem campaign is identified, you can easily tweak content, switch out an email template, or try a new call-to-action to generate more engagement from that effort.
Another helpful aspect of this dashboard is the ability to assess:
- Which Pardot campaigns are representing the most closed opportunities and potential revenue
- Which lead sources are generating the most opportunities that are not won or lost
- What accounts have the largest opportunity value associated that are in the visitor, prospect MQL or SQL status.
This dashboard will be most commonly used by your VPs of sales and marketing, and could also be beneficial to campaign managers who need insight into how their effective their strategy and content has been. If there are filters or visualizations made from dashboard lenses, those could be shared with the appropriate parties via URL, download or even via chatter.
In the next part of the Wave for B2B Marketing series, I’ll provide an overview of the Engagement Dashboard and how that can be used to understand how aspects of your marketing campaigns are performing.