Leisa GreasbySr. Implementation Specialist

Pardot Metrics 101Content from Marketing Automation Evangelist at SalesforceMathew Sweezey

Christy AuPardot Client Advocate

Sammi PangPardot Client Advocate

● Understanding the correct metrics to use

● Marketing Qualified Leads

● Sales Qualified Leads

● Looking at Marketing’s Contribution

Agenda

Understanding the correct metrics to use

● Tells you how much money your marketing campaign returned for each dollar spent.

● Use it only when money is spent at the start of a campaign and money is returned at the end.

● ROI reporting usually a long-term for lead sources.

Understanding Appropriate Reporting MethodsROI Reporting

● Use ROI reports as a guide● Sometimes ROI can’t explain why you had more or fewer leads during a time period● Look for large trends and understand this report as a guide, not a fact

Things to consider:

● Tells you the speed at which a lead moves through your funnel.

● Using velocity reporting appropriately allows you to increase the speed at which a lead converts.

● Money in hand today, worth more than in hand tomorrow.

Understanding Appropriate Reporting MethodsVelocity Reporting i.e. Lifecycle Reporting

● Compares the number of leads generated to the number of leads lost as a percentage over time.

● Your efficiency reporting helps show whether you are wasting money attracting leads who never convert.

Understanding Appropriate Reporting MethodsEfficiency Reporting

What is a MQL?

How do you measure the effectiveness of a MQL?

No. of SQL Leads No. of MQL Leads

● How many people are MQL at a given time

● How long does it take people to leave the MQL stage

● What’s the cost of generating each lead in the MQL stage

Setting up your first MQL reportThings to consider:

Marketing & Sales Alignmentis crucial.Work with both teams to ensure you’re agreeing on the perfect MQL & SQL

What is a SQL?

- How will they receive the SQL?- Where do they mark them as accepted or rejected?- What are the next steps once they’re accepted?- If you don’t already have a process use the Lead Status field in Salesforce to

use for marking the MQL leads as SQL.

Work with your sales team to craft an SQL workflow.Things to consider:

Closed WON Deals No. of SQL Leads

How do you measure the efficiency of SQL?

● Figure out how many people make it to SQL over a period of time● Choose a field to use for tracking SQL in Salesforce● Measure lead flow into the SQL stage● Measure your costs● Measure time

Setting up your first SQL reportThings to consider:

Looking at marketing’s contribution

● Salesforce Campaign influence report● Salesforce Campaign ROI report● Match your efforts to Core business goals● B2B Wave Analytics

Ways to show marketing’s contribution

Salesforce Campaign Influence

Salesforce Campaign ROI Report

Pipeline Dashboard

Provides a full, end-to-end view of your marketing pipeline.

Marketing Lifecycle Funnel

Pipeline Breakdown

Top campaigns

Marketing Sources Pipeline

Lead Sources

View prospect-specific data

Wave for B2B Marketing

Lead Stages

Stage 1 - No identified needStage 1

Stage 2

Stage 3

Stage 2 - Need identified but does not necessarily have a budget approval and or timeline

Stage 3 - Prospects with a need AND have a budget

1. Create lead stages

2. Measure leads into each stage

3. Measure when the prospect moves to the next stage

4. Use the lead score to measure stage

5. Measure average time in a stage

Understanding how to Measure Velocity Through Stages

Reports > Lifecycle

● Return does not always have to measure a financial return● Consider large and small reports● Investment isn’t limited to money

Proving Value with ROI Reporting

● ROI from email

● ROI from social campaigns

● ROI from SEO

● ROI from Google AdWords

ROI Reporting in Pardot

➔ Keeping up with Marketing-Sourced Opportunities

➔ Looking at Smaller Metrics for Better Campaigns

➔ Evaluating your cold lead nurturing campaign

➔ Looking at the results of your white paper campaign

➔ Tracking Twitter Engagements

Next Steps

Question Time!

Advocate Office Hours - www2.pardot.com/advocates

Open Office HoursHour long sessions throughout the week where you can join our advocates and other clients to ask any best practice or strategy questions.

Topical Office HoursWeekly sessions where we’ll pick a trending topic from our interactions and present.

New User CallsWeekly introductory calls for anyone wanting to hear more about the resources available to you after implementation and where to go for help.

Live EventsUsergroups, Adoption Clinics or Circles of Success

TrainingSessions run by the training team in States based around features of Pardot

Certification Courses2-day Specialist or Consultant training courses perfect for those of you who want to learn Pardot fundamentals in the best practice ways.

Customer Hub

www.pardot.com/success

Success Community

www2.pardot.com/community

Ideas Exchange

www2.pardot.com/ideas

Thank Y u