Review Reporting in Pardot B2B Marketing Analytics

Learning Objectives

After completing this unit, you’ll be able to:

  • Connect your Pardot and Sales Cloud accounts to provide data.
  • Create your B2B Marketing Analytics app.
  • Review email and Einstein dashboard information.

Work with All of Your Customers

Isabelle spends a lot of time on marketing efforts targeted toward the end consumer. But Northern Trail Outfitters needs to market to more than just the end customer. NTO also works closely with vendors that carry its products. Isabelle needs to understand how NTO’s B2B marketing campaigns are performing with vendors. Luckily, she can access exactly the information she needs via the Pardot B2B Marketing Analytics app within NTO’s Sales Cloud account. This app links up marketing information with Sales Cloud data to evaluate the effectiveness of marketing efforts and the final sales figures.

Pardot B2B Marketing Analytics comes with a couple features that Isabelle is really looking forward to. First, the Marketing Manager dashboard. (Come on, her job title is right there in the name!) This dashboard lets her look at an overview of marketing efforts in her Pardot account, then address specific engagement and pipeline dashboards for more detailed information. Isabelle’s also interested in the Einstein Behavior Scoring Dashboard. This feature takes a look at how your engagement activities affect sales opportunities and helps you understand how individual assets performed—so you can make the best decisions.

Set It Up

First, Isabelle needs to configure her B2B Marketing Analytics app. She logs in to NTO’s Sales Cloud account and opens Analytics Studio to begin the setup process.

  1. Click Create and select App.
  2. Click Start from Template and then select B2B Marketing Analytics.
  3. Click Next and continue through setup.
  4. Click Done.

Analytics Studio takes some time to set up the app, and then Isabelle can take a look at the Marketing Manager dashboard. This dashboard looks at information from the Opportunities dataset (combining Pardot and Sales Cloud data) and presents pipeline information. However, Isabelle is more interested in the Email Engagement widget. This handy gadget combines Email dataset information with Sales Cloud campaign and user information to review email numbers, like:

  • Sent
  • Hard bounces
  • Click-thru rate
  • Open rate
  • Opt-outs
  • SPAM complaints

As we mentioned, Isabelle also wants Einstein insights on her data, so she sets up the Einstein Behavior Scoring Dashboard. 

  1. From Setup in Sales Cloud, enter Einstein in the QuickFind box, and then select Einstein Pardot.
  2. Select Einstein Behavior Scoring.
  3. Enable the feature, and then place the component on the pages where you want to show scores.
  4. After you begin to get scores from Einstein, open Analytics Studio from the App Launcher.
  5. Create an app. If you already use B2B Marketing Analytics and want to add the Einstein Behavior Scoring dashboard to an app, click Reconfigure in the app header.
  6. On the Optional Features step in the setup wizard, select Einstein Behavior Scoring Dashboard.
  7. Save the app.

Einstein needs some additional time to consider available data, so Isabelle gives the app a few days to work. The dashboard displays the top four factors that are likely to influence the behavior of a prospect. If Isabelle needs more specific or detailed information on prospect behavior, she can navigate to Engagement History in Sales Cloud for additional intelligence.

Isabelle’s gathered a lot of information from several different sources now—so how does she bring it all together? With another handy Salesforce tool: Datorama! Let’s take a look at how Datorama brings all of Isabelle’s data into focus in the next unit.

Resources