If we don’t have that very first point tagged with the PPC campaign, and if we don’t then credit that campaign with generating that lead – who then went through 5 other campaigns before his/her opportunity closed successfully – then you’ll stay in this vicious cycle trying to justify spend to channels who don’t directly close business. Justifying PPC can be difficult because this is often a starting point in someone’s buying journey. It looks at your campaigns (altogether or separately) and then apply campaign influence models (built in Salesforce) to be able to really get to grips with the campaigns driving revenue.Ī good example of this is PPC. This is where the digital marketer in me geeks out – sorry, not sorry! If any of these figures present you with a question, or you would like to expand the story further, then going to the relevant Pipeline or Engagement Dashboard would be the right action to take here. This is showing a top-line summary of the Engagement and Pipeline report so that you can present this to Heads and VPs of Marketing to show campaign effectiveness along with Sales data – giving that Marketing Health report. The easiest way forward on this front is to build a new dashboard altogether because of how the Salesforce dataset is built, but that’s what I’ve learned from my experience – shout out if you’ve figured the ways to resolve this! Ensuring all your Lead Sources are right as well often gets forgotten so keep those tidy where you can. The Lead Status’ will inevitably need changing to suit the way your business uses Pardot, and Velocity figures would need to reflect that change too. This report does have a few gremlins that you need to be aware of. The likes of Visitor Metric will take a few months to stabilise if you’ve recently implemented Pardot (based off the amount of website traffic you receive), so don’t be worried once this starts lowering over a few months. You can see on this dashboard a breakdown on Opportunities (so what’s Open, Close, Won, Lost, their Source etc.), along with other interesting data points like Visitor Conversion Rate and Opportunity Win Rate. The Pipeline Dashboard is a good one to work on so that Marketing and Sales can be on the same page during high-level meetings where these figures are necessary to report on. This in tandem with the velocity markers underneath can really help you prep for peaks and troughs within your marketing cycle, so your Sales keep steady or increase throughout the year. This shows the full customer journey, from Visitor through to Opportunity. To solve this, ensure the “Apply Global Filters” is ticked in the Query tab for this widget.Īlso, Tags are really important here so make sure all your assets are Tagged and there’s some cohesion between campaigns on those tagging naming conventions. The tricky piece to this report is that sometimes the Unique Open rate isn’t hooked up to the Filters correctly when first built. Here’s where all your marketing assets are reported on, looking specifically at email, email templates (used in Engagement Studio and as autoresponders), form and landing page performance within Pardot – so Pardot landing page only, not your website pages with the Pardot Tracking code on it. With Salesforce documentation being light on the matter when it comes to training, I wanted to share my learnings over the past few months using the Default B2BMA Dashboards (which also go by Tableau CRM Dashboards, or Einstein/Tableau CRM).Īt its core, it’s a big data engine that brings Marketing Cloud Account Engagement (Pardot) data and Salesforce data together so that Sales and Marketing’s view of the world tells one fully connected story, so you know how much ROI (return on investment) all your campaigns are truly bringing in a series of 6 simple and easy to use dashboards. Soon after Salesforce’s acquisition of Tableau in 2019, they released a suite of B2B Dashboards with the intention of helping businesses understand their marketing and sales efforts. How to get the most out of Salesforce’s default Tableau CRM Dashboards
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |