A Complete Guide on B2B Marketing Analytics - Cyntexa

Setting up Pardot B2B Marketing Analytics · From 'Marketing Setup', select the 'B2B Marketing Analytics' option and then click on 'Getting ...   TableofContents: Introduction SalesforcePardot PrerequisitesofB2BMarketingAnalytics SettingupPardotB2BMarketingAnalytics ComponentsofB2BMarketingAnalytics Out-of-the-boxDashboards Out-of-the-boxLenses Out-of-the-boxDatasets Conclusion TableofContent Introduction SalesforcePardot PrerequisitesofB2BMarketingAnalytics SettingupPardotB2BMarketingAnalytics ComponentsofB2BMarketingAnalytics Conclusion Introduction LikeB2Corconsumermarketing,B2Bmarketingistermedabusinesspracticewhereinbusinessesmarketorpublicizetheirproductsorservicestoprospectivebuyers.InB2Bmarketing,insteadoftargetingindividualconsumerslikeinB2C,itfocusessolelyonotherbusinesses. SalesforceB2BMarketingAnalyticsisanEinsteinAnalyticsapplicationmainlybuiltfortheB2Bmarketer.ByEinsteinAnalyticsapplication,tobespecificanativeSalesforceBusinessIntelligence(BI)anddatadiscoverytool,whichisfurtheroptimizedfortheusageofmobilephonesthatisaimingtoextract,transform,andanalyzethedata.Thisisdoneinordertoprovidemeaningfulinsightstoeveryoneintheorganization. TalkingaboutB2BMarketingAnalytics,itcontainsbothSalesforceandPardotdata,populatedviaone’sexistingSalesforceconnector.Itunitesmarketingandsalesdatainoneplacewhileprovidingcustomerswithout-of-the-boxandcustomizabledashboardstosimultaneouslyviewandreportonmetrics,sharetheinsightswithteams,andfurthertakedata-drivenactionstoincreasemarketingandsalesefforts. B2BMarketingAnalyticsprovidesthreecomponentsthatuniquelysuittheneedtotakeactioninthereporting.Theseare-Datasets,Lenses,andDashboards. Thecomponentsmentionedabove,inaprecisemanner,buildandworkovereachother.Datasetsconsistofasetofsourcedatathatisspecificallyformattedandoptimizedtohaveaninteractiveexploration.Thisdatafromthedatasetscanbefurtherusedtobuildlenses.Insimplerterms,Lensesareaparticularinsightoveranydataset’sdata.Afterthis,dashboardscanbedevelopedfromtheselenses.Tosimplify,Dashboardsareacuratedsetofcharts,metrics,andtablesbasedonthedatapresentinoneormorelenses. SalesforcePardot SalesforcePardotisaknownmarketingautomationsolutionthathelpsbusinessescreatemeaningfulconnections,generatemorepipelines,andempowersalestoclosemoresuchdeals.Itenablesenterprisestotrackandmeasuretheircommunicationeffectivenesswhilegainingmoreinsightsintouser’sbehaviorandpersonalizingcontentacrosscampaignsbasedonanynumberofspecificcriteria.  TalkingaboutPardotB2BMarketinganalytics,thepresentdashboardsandreportsheretrackhowtheperspectivesinteractwiththebusiness’marketingcollateralsandfurthervisualizethemthroughmetricslikeclick-throughrate,openrate,etc.Thisinformationadditionallyhelpsmarketerscreatebettercontentandimprovethereturnoninvestment(ROI)oftheeffortstheyhaveputovermarketing.Whilegoingbeyonddashboardsandreports,B2Bmarketinganalyticsalsohelpsprovidepredictivemodelsandrecommendationstoimprovetheperformanceofone’scollaterals.TheseadvancedfeaturesarenotavailableinthestandardofferingofAnalyticssoftware,andfurtherrequirementstobeenabledasaseparatemodulewithhighercosts. PrerequisitesofB2BMarketingAnalytics TheprerequisitesthataremostessentialforB2BMarketingAnalyticsareasfollows: APardotplusaccountorhigherthanthat,accompaniedbyintegrationwithaSalesforceEnterpriseaccountorhigher. TheSalesforceinstanceshouldbeenabledwiththe‘connectedcampaignsfeature’. AbasicbutproperideaofhowmarketingautomationandmarketinganalyticsworksinSalesforce. SettingupPardotB2BMarketingAnalytics WhilesettingupPardotB2Bmarketinganalytics,oneneedstoenableanalyticsinSalesforceandfurthercreateaB2Bmarketinganalyticsapp.Thisisbetterexplainedthroughthefollowingsteps: Inordertoenabletheanalytics,movetowardstheSalesforcesetupandsearchfor‘Analytics’inthequickfindbox.Afterselectinggettingstarted,clickon‘EnableAnalytics’. Now,aftertheSalesforceapplauncheropens,searchfor‘openAnalyticsStudio’.  Clickon‘Create’,SelecttheApplication,andthenclick‘StartfromTemplate’. Intheoptionsavailable,select‘B2BMarketingAnalytics’andfurtherclickon‘Continue’. Afterclickingon‘Continue’,youwillbetakentotheSalesforceB2BMarketinganalyticsapplication. ThenextstepistohaveknowledgeoftheconceptsofB2BMarketinganalytics.Theapplicationisaccompaniedbyseveraldashboardsanddatasets,whichareexplainedinthecomingsections. IfoneisnewtoPardotandB2BMarketingAnalytics,thefollowingstepsprovidethefastestwaytogetstarted: From‘MarketingSetup’,selectthe‘B2BMarketingAnalytics’optionandthenclickon‘GettingStarted’. Expandeachsectiontocompleteeachtask. SharePardotData:Firstthingistohiton‘ManageAssignments’,andthenaddtheIntegrationusertotheselectedpermissionset.Further,addthesalesandmarketinguserswhoshouldhavetheaccesstoB2BMarketingAnalyticsapps. EnableAnalytics:OpentheEinsteinAnalyticsSetupbyclickingonit,andthenturnonEinsteinAnalytics.IftheDataRowsheadingandSetuptilesappearonthescreen,itshowsthatitisenabled. EnableDataSyncandConnections:OpentheAnalyticsSettingsbyclickingonit,selectEnable‘DataSyncandConnections’,andthenclickon‘Save’. Schedulereplication. Aftersettingsandpermissionsetsareinplace,youoryouruserscanopenAnalyticsStudioandcreateapps. Inordertosetuptheoptionaldatasetsanddashboards,select‘OptionalFeatures’intheMarketingSetup. ComponentsofB2BMarketingAnalytics Asalreadydiscussedpreviously,therearethreecomponentsofB2BMarketinganalytics.Examplesofthesamearediscussedbelow: Out-of-the-boxDashboards:Therearemainlyfivedashboards,including–PipelineDashboard,EngagementDashboard,MarketingManager,Account-BasedMarketing,andMulti-touchAttributionDashboard. Out-of-the-boxLenses:TherearefourstandardlensesaspartofB2BMarketinganalytics:PipelineDeals,Campaigns(PardotCampaigns),LeadSources,andLifecycleSnapshot. Out-of-the-boxDatasets:Thefollowingdatasetsarecurrentlyavailable:PardotCampaigns,PardotEmails,PardotEmailTemplates,PardotFormsandFormHandlers,PardotLandingPages,Opportunity,Tag,Visitor,Prospect,Multi-touchAttribution(SharedApp),CampaignInfluenceModels(SharedApp),ABMOpportunities(SharedApp),ABMContacts(SharedApp),andABMEvents(SharedApp). Conclusion PardotB2BMarketingAnalyticsfurthermakesthelifeofaB2Bmarketereasierbyprovidingdirectionstorelevantinformationandthemarketingcollaterals’performance.CombinedwiththereportingcapabilitiesandcustomizationsintheSalesforceDevelopmentProgram,itbecomesapotentandessentialtoolinimprovingone’smarketingreturnoninvestment. 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ReadMore b2bmarketinganalyticscloudpardotsalesforce × WhyChooseCyntexa? 200+HappyCustomer 70+Certification 9.75CSATScore Bookcall Name* CompanyName* Email* Code* Code US+1 EG+20 MA+212 DZ+213 TN+216 LY+218 GM+220 SN+221 MR+222 ML+223 GN+224 CI+225 BF+226 NE+227 TG+228 BJ+229 MU+230 LR+231 SL+232 GH+233 NG+234 TD+235 CF+236 CM+237 CV+238 ST+239 GQ+240 GA+241 CG+242 ZR+243 AO+244 GW+245 BB+246 SC+248 SD+249 RW+250 ET+251 SO+252 DJ+253 KE+254 TZ+255 UG+256 BI+257 MZ+258 ZM+260 MG+261 ZW+263 NA+264 MW+265 LS+266 BW+267 SZ+268 KM+269 ZA+27 SH+290 GL+299 GR+30 NL+31 BE+32 FR+33 ES+34 KY+345 PT+351 LU+352 IE+353 IS+354 AL+355 MT+356 CY+357 FI+358 BG+359 HU+36 LT+370 LV+371 EE+372 MD+373 AM+374 BY+375 AD+376 MC+377 SM+378 UA+380 RS+381 ME+382 HR+385 BA+387 MK+389 IT+39 RO+40 CH+41 CZ+420 SK+421 LI+423 AT+43 GB+44 BM+441 DK+45 SE+46 NO+47 GD+473 PL+48 DE+49 BZ+501 GT+502 SV+503 HN+504 NI+505 CR+506 PA+507 HT+509 PE+51 MX+52 CU+53 AR+54 BR+55 CL+56 CO+57 VE+58 BO+591 GY+592 EC+593 PY+595 SR+597 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