Editor’s Note: We’re so pleased to announce two new features today! Don’t forget to find out more about Customizable Business Hours as well!
With B2B Marketing Analytics, Marketers can visualize campaign ROI across the funnel to prioritize channels and programs that work best. With first, even, and last touch attribution offered in a new out-of-the-box dashboard, marketers gain insights into which channels drive awareness (at the top of the funnel), perform across all buying stages (across the funnel), and help drive deals to close (at the bottom of the funnel). If first, last, or even distribution models don’t fit your needs, you can also create a custom model using Customizable Campaign Influence in Salesforce. All influence models will be pulled into B2B Marketing Analytics for total Multi-Touch Attribution analysis.
Visualizing attribution enables the marketer to understand which campaigns drive pipeline and revenue right at their fingertips. And it’s easier than ever to analyze where your marketing budget is best allocated across the various stages of the buyer journey. This way, marketers can prioritize campaigns that will help them hit their future pipeline and revenue goals.
What does this look like in action?
Marketing managers can easily toggle which model they’d like to apply for analysis.
Let’s say a marketer needs to decide which channels and programs to invest in more heavily in an upcoming quarter.
First, the marketing manager might look at the first touch attribution model to see which campaigns are best at driving awareness.
First Touch
Next, the marketer may want to know which campaigns are working best at all stages of the funnel.
Even Distribution
Finally, the marketer will want to know which campaigns are helping sales drive deals to close.
Last Touch
With these three attribution models at every marketers fingertips it’s easier than ever to recommend a course of action for future campaigns. With B2B Marketing Analytics it’s never been easier to act on your marketing data.
So this would be part of the Analytics suite? Or the Marketing suite? My company uses Sales Cloud Classic (not Lightning) and Pardot. How would we best access this feature?
Hi Matteo,
This is part of the Wave Analytics suite. You’d have to purchase the suite. More on the suite here: https://www.pardot.com/blog/salesforce-announces-wave-b2b-marketing-analytics-every-b2b-marketer/
So this would be part of the Analytics suite? Or the Marketing suite? My company uses Lightning Sales Cloud, Marketing Cloud and Pardot. How would we best access this feature?
Hi Matteo, I believe you would need Einstein B2B Marketing Analytics, which is separate to Sales Cloud and Pardot. Here is the link to the product page: https://www.pardot.com/solutions/b2b-marketing-analytics/
Hi Matteo!
Jack is correct. This specific feature is available in B2B Marketing Analytics – which is different from the Analytics suite Jacqueline refers to. Please see more details about B2B Marketing Analytics via the link Jack provided (https://www.pardot.com/solutions/b2b-marketing-analytics/) or reach out to your AE for a demo.
I attended the webinar on this topic. It wasn’t until the end that Pardot mentioned it’s only available with SFDC lightning. Should this be clarified in the post? Yes, the screenshots display lightning, but it might be helpful to do a separate call out in the blog article.
Hi Mel!
There was misinformation passed along during that webinar. ALL B2B Marketing Analytics users with Customizable Campaign Influence enabled will be able to use this feature – and it is available for BOTH Lightning and Classic. Apologies for the confusion.
This is really good news – how do we start using it?
Hi Travis!
We think it’s great news too! To start using it – do you have B2B Marketing Analytics? If not, please reach out to your AE for more information. If you do – as long as you have Customizable Campaign Influence enabled (https://help.salesforce.com/articleView?id=campaigns_influence_customizable.htm&type=5) and Enable Replication for Analytics (https://support.salesforce.com/articleView?id=bi_integrate_enable_replication.htm&type=0) on, you’ll be able to access it in your B2B Marketing Analytics instance right away!
Great to see Pardot in the attribution game. This is such an important capability for marketers to truly understand which channel is performing the best based on ROI numbers. Having native capabilities for this within Salesforce is long overdue.
Agreed, AJ! Thanks for the comment!
In the screenshots above, where the campaign level data is displayed, are those pulling from Pardot or Sales Cloud campaigns?
Same question with Channel, how is that being determined? Using Pardot or Sales Cloud?
Hi Joey! The dashboard pulls data from Salesforce Campaigns, and these Salesforce Campaigns have been aligned with Pardot Campaigns (so, Pardot Campaign data is pushed into Salesforce Campaign fields). Please let me know if you have any additional questions.
Nice tool. Can we able to analyze the productivity monthly using this tool? If yes, please tell me what is the cost of this tool. Waiting for your reply.
Hi Sharan! You should be able to analyze productivity specific to your organizations needs. More information about B2B Marketing Analytics can be found here (https://www.pardot.com/solutions/b2b-marketing-analytics/), and please reach out to your AE with more questions or for a demo.
I have the same question as Matteo. Where can I find this feature?
Hi Isabelle! This feature is in B2B Marketing Analytics. Do you have this product? Please reach out to your AE if you have any questions about whether or not it is in your org. Thanks!
I would like to get a demo of this solution. Please can you have one of the team reach out to me. Thanks!
Hi Stephen! We can definitely arrange for that. Please stay tuned!
We’ve recently purchased B2B Marketing Analytics, but implementation has been slow with no real “implementation guide”, or how to get from here to “there” – “there” being the influence model screen shots you have above. Is there any step-by-step guide of how to setup our SF-Pardot instance?
Hi Jeremy! Sorry to hear that enablement has been slow and that you haven’t received helpful material. Your AE should be reaching out to you with helpful content, including our Getting Started Guide for B2B Marketing Analytics. Additionally, you can access the Set Up guide and any Einstein Analytics help documentation here: https://help.salesforce.com/articleView?id=pardot_b2bma_parent.htm&type=5
Marketing Analytics is such a tool no business can ignore it at least in 2018! Great tool. Thanks for sharing the insight.