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.
The last pre-built dashboard we’ll cover in this series is the Marketing Manager Dashboard. At first glance, it’s easy to tell this dashboard is providing a lot of value based on the donut charts, large, called out numbers and labels like “Email Engagement” and “Top Forms,” but what does that really mean? Who should be using this dashboard within your team? What types of results should you be looking to glean from this report?
This dashboard comes equipped with two filters: year and quarter. These help you understand overall marketing pipeline health, using time as a benchmark. For example, it will be helpful to understand where the pipeline stands in relation to the performance last quarter. You can use this data to set goals for upcoming quarters, or for the year as a whole. Are your numbers lower than this time last year? Time to ramp your marketing efforts. Does the pipeline deals component say that your Q2 number has already been hit? Maybe the Marketing Team can rest easy for the last few weeks of the quarter.
A few other questions this dashboard may help answer are:
Which Pardot campaign is generating the most value based on my won opportunities?
- Find this by focusing on the “Stage 5 – Won” opportunities component of the dashboard, then hovering over the revenue by campaign component.
- By following the same steps, but focusing on the “Stage 6 – Lost,” you can identify which campaigns seem to be generating leads that are the least valuable.
Are top performing forms consistent or do they fluctuate?
Should I be creating more content around Product A if the top performing form is always a request for more information on Product A? Filter by quarter to find this data.
Which three landing pages account for the most submissions and how many unique submissions does each have?
Filter by year to find this data.
The Marketing Manager dashboard will provide the most value to (surprise) your marketing managers. This report provides insight into how marketing’s efforts are impacting Sales through email, forms, and landing pages. You can use this data when developing marketing initiatives by analyzing the performance of previous campaigns. You can identify what was most successful, what generated the most revenue based on closed-won opportunities, and what may have missed the mark in order to make data-driven and supported decisions. The best way to share the data that’s driving development of future plans is as a downloaded image, through a URL, or directly through Chatter.
Now that we’ve covered terminology to successfully navigate Wave for B2B Marketing, as well as each dashboard’s value, use cases, and audience, I hope you’re able to draw some similarities and begin leveraging this tool in your day-to-day!