Marketing Champions Guide to Measuring Pardot ROI

The Champion's Guide to Measuring ROI in Pardot marcloudconsulting.com

Content ROI: The Holy Grail About the author How to measure ROI in Pardot A sound implementation • Technical setup & integration • User configuration • Reliable database • Lead qualification • Account structure Campaigns • Organised assets • Connected Campaigns • Lead source & UTM tracking • Custom redirects • Salesforce campaigns Reporting • Engagement History • Lifecycle report • Campaign reporting • Customisable campaign influence • B2B Marketing Analytics • Marketing attribution modelling Training • Upskilling team members What’s next? Enrol in on-demand Pardot course

ROI: The Holy Grail It’s the ultimate goal for any marketer: demonstrate to the C-suite This is true even in a digital world that comes with data and metrics that marketing activity is delivering a clear return on investment. galore. For example: Being able to show ROI makes it easier to: • 80% of marketers feel challenged by the size of data they • Lobby for a larger marketing budget. need to deal with and the hassle of accessing it. (Forrester) • Recruit new talent and grow the marketing team. • There’s concern around measurement limitations, like deprecation of third-party cookies, GDPR, and Apple tracking • Outsource specialist tasks to certified partners. prevention. (Neilsen) • Test boundaries and take risks with new activities. • 35% of marketers see the need for better integration between marketing and the rest of the business. (Awareness, Inc.) It also helps unite internal teams because all are in agreement about the value of marketing communications (versus the historic The good news is, Pardot (aka Marketing Cloud Account Engagement) perception of Marketing as a cost centre!). has the features and capabilities built-in, to overcome many of these challenges. The problem is, proving ROI from marketing activities is hard. With Pardot, it’s possible to measure ROI across almost all marketing According to Adobe, 52% of marketers say there are problems channels. From webinars to email campaigns, and content marketing in accurately measuring ROI and that it’s their biggest source of through to advertising. frustration in social media marketing, particularly. This eBook is your checklist guide to measuring ROI in Pardot, helping to ensure your Pardot instance is set up in the best way possible and making measuring ROI a breeze. 3 marcloudconsulting.com

About the author Tom Ryan is the CEO of MarCloud Consulting, a certified Pardot and Marketing Cloud Consultant, and a qualified Salesforce Administrator. He started MarCloud with the vision of making entire industries more competitive through the use of marketing automation software. What began as a lifestyle business that saw Tom as sole Pardot expert for multiple businesses whilst travelling the world, quickly became a UK-based consulting team of 26+ specialists and hundreds of delighted clients to date! Hugely passionate about upskilling Pardot and Marketing Cloud users, Tom is always looking for ways to share his knowledge with others. He writes for marketing and technology publications, authors regular blogs on the MarCloud site, co-hosts webinars with the Salesforce team, and now, he’s penned this very eBook. If you like what you read, don’t be afraid to let Tom know directly! He’s very active on LinkedIn and always open to making new connections. Of course, if you’re impressed with the content, we hope you’ll get in touch to discuss how MarCloud could support your business too. Prefer to go it alone? Check out our on- demand Pardot training courses instead. Most of all, we hope you find what you read here incredibly useful and at the end of the day, you’re able to justify spend and prove ROI. Enjoy! 4 marcloudconsulting.com

How to measure ROI in Pardot The key to measuring return from marketing activities using Pardot, is to have an account that is configured in the right way, to ensure data flows where it needs to and the right information is available to report on. It starts with your technical implementation but includes organisational decisions such as campaign hierarchy and how well you are tracking performance using core Pardot features. Of course, reporting on ROI means understanding the various reports available to you too, across Salesforce and Pardot, and how to customise these. PARDOT Lastly, marketing ROI is dependent on the level of marketing your team is able to run and manage, so when it comes to Pardot activity, upskilling users and ensuring everyone is confident in using the platform is paramount. The following chapters touch on each of these requirements. We’ll outline the areas to set up or double-check within your account, so you can work your way through the eBook and finish it knowing where to focus your attention in order to improve your ROI reporting. If a term or task crops up that’s new to you, you’ll likely find a dedicated blog about it on our website, just use the search feature to surface the best article. Alternatively, you can contact us directly for tailored support. 5 marcloudconsulting.com

A sound implementation With a less than ideal implementation, you can’t be sure that data is syncing correctly between Pardot and Sales Cloud, or that key information is included in prospect profiles, or that analytics dashboards are displaying the correct information. Technical setup & integration Integration and the way you handle the technical aspects of your account during implementation can be the difference between a smooth sailing Pardot experience or headache-inducing troubleshooting for months to come. There are certain best practices to follow and checkboxes to tick. Even if you have a mature Pardot account, now’s the time to go back and double-check each of the following: • The Pardot Connector is syncing as expected and without errors. • Custom fields in Pardot are correctly mapped to Salesforce. • Custom buttons exist for ‘Send to Pardot’ and ‘Send Pardot email’ in Salesforce. • Pardot Business Units exist (if suitable for your business structure). • Marketing Data Sharing (MDS) is set up correctly for Business Units. Send to Pardot • Campaign Member Sync is enabled and all fields are syncing as expected. • Pardot tracking code exists on every page of the website. 6 marcloudconsulting.com

Spotted a task that needs completing, or unearthed a problem in your technical setup and integration? Here are some helpful blogs and resources: • Everything You Need to Know About Pardot Connectors • The Most Common Salesforce Pardot Integration Mistakes to Avoid • Pardot Connected Campaigns • The Pardot Business Units Implementation Guide • The Ins and Outs of Pardot and Salesforce Integration • Pardot Business Units: What You Need to Know • How to Use Marketing Data Sharing in Pardot & Salesforce User configuration When certain users aren’t privy to data they should be because of setup issues, or there are errors with your lead assignment, it impacts directly on ROI. As part of the Spring ‘21 release, Pardot-only users were retired and all users had to be set up via Salesforce. This update forced existing Admins to reconfigure their user setup with single-sign on (SSO) and Salesforce user licenses. If you didn’t review your users’ permissions, automated notifications, lead assignment, etc. during the forced reconfiguration in 2021, or your Pardot account has been created since, it’s a good idea to jump in and check everything. • Salesforce user profiles have the correct permissions. • An ‘Integration User’ exists in case changes are made to the Pardot Connector user. • Salesforce User Sync is enabled. • Users or User Groups are assigned the correct prospects • Salesforce profiles are correctly mapped to Pardot roles. and leads. • Inactive users are archived. • User notification emails are set up for prospect activity. 7 marcloudconsulting.com

Blogs and resources to help with user configuration: • Salesforce User Sync & Identity License Mapping: What to Expect • How to Setup New Pardot Users: Identity Licenses, Pardot SSO, • Why You Need a Lead Management Plan for Pardot User Sync & Business Units • Understanding Pardot Notifications for User Email Preferences Reliable database The quality of your database is extremely important. With a sub-standard database, any stats and insights used for reporting could be inaccurate. For example, duplicate prospects could be inflating figures, or missing data in Pardot or Salesforce could mean you’re under- reporting on ROI. In Pardot, built-in analytics tools like the Velocity Chart and the Lifecycle Funnel Report are automatically updated to show Salesforce Opportunities and ROI. It’s just a matter of the data being accurately updated. Want to know your database is complete, reliable, and accurate? Follow data import best practices and sense-check with this task list: • There is a documented, up-to-date plan for the key data • Pardot data is enabled to show in Salesforce. fields that should exist. • Lists are used to segment and surface key data within Pardot • Unqualified prospects are always imported to Pardot first. i.e. top prospects. • Import spreadsheets are checked for validity i.e. one email • Marketing Data Sharing (MDS) is enabled for Business Units. address, missing fields. • Data quality is assessed using apps like Data Quality • Import column headers are mapped correctly with Salesforce Analysis Dashboards. field names. • Automated lead distribution sends qualified leads into Salesforce. 8 marcloudconsulting.com

Need to take action based on your database checks? • How to Export Data from Salesforce CRM Here are some blogs and resources to help: • Everything You Need to Know About Salesforce Data Loader • Best Practice Pardot Tutorials: Managing Data With Pardot & Salesforce • How to Use Marketing Data Sharing in Pardot & Salesforce Lead qualification Achieving positive ROI depends on quality leads. High-quality leads are those that fit the profile of an ideal customer for your business, and who demonstrate clear interest in your products or services. Qualifying leads is how we ensure only those who are likely to convert and deliver revenue are assigned to sales reps. Using Pardot features like Scoring and Grading, we can not only see the volume of leads that are qualified and ready for a direct sales approach but also forecast future ROI. First and foremost, you’ll need an agreed criteria for qualified leads. Once you have this documented, you can configure Pardot to show how many leads fit your criteria. Go ahead and check you’re meeting all of these lead qualification best practices in order to best achieve and predict future return on marketing investment: • Marketing and Sales agree on a shared definition of a • Scoring and Grading has been set up within Pardot. qualified lead. • Scoring Categories are being used for additional insights. • Lead qualification criteria is documented outside of Pardot. • Only qualified leads are being assigned for sales outreach. • A lead Scoring and Grading matrix has been developed. 9 marcloudconsulting.com

This topic is one many marketers struggle with, so we’ve developed eBooks and calculators to help. Check them out below: • Pardot Lead Scoring Best Practices • Pardot Scoring & Grading Worksheet • B2B Marketer’s Handbook: Pardot Scoring & Grading That Works • How to Qualify B2B Leads eBook • MCAE Lead Grading Calculator Account structure The last consideration for a sound Pardot implementation is the way you structure your account. Having clear insight into performance comes hand-in-hand with having a nicely organised account. Take folder structure, for example. A coherent folder structure will not only save you time when browsing through marketing campaigns but gives you the ability to store your marketing content in a way that contributes towards the scoring of prospects via Scoring Categories. By not associating your assets to the correct folder, there is potential to miss out on these useful insights and there’s a possibility of interference with your automation rules. For example, if you’re automatically assigning prospects who meet a threshold of 100 points for ‘Audit’ and you haven’t saved your files in the correct folder that’s linked to the audit scoring category, you’ll miss out on leads! In short, keep your account tidy for optimum lead generation results by checking: • There’s a clearly defined folder structure. • Tags are used for additional organisation. • Folders use standard naming conventions. • Redundant custom fields are removed. • Campaigns and assets are associated with the correct folders. • An account hygiene review happens once per quarter. • Through Custom User Roles, folder permissions have been applied. Want to know more about organising your account? See these articles and tools: • Why You Should Use Pardot Folders for Better Marketing • Pardot Marketing Calendar for Account Hygiene • How to Organise Your Pardot Account Like a Pro 10 marcloudconsulting.com

Campaigns Confident your Pardot account is implemented as best it can be? Great! Let’s move our attention to the way campaigns are used to deliver, measure and report on ROI. Demonstrating ROI from all marketing campaigns is one thing, but having the visibility to clearly see and report on ROI from individual campaigns, marketing channels and tactics, is the ultimate goal. There are plenty of ways to get this granular with Pardot. Let’s run through them all. Organised assets • Campaigns are associated with the correct folders. Just like folders, campaigns should be organised and have relevant • Campaigns use consistent naming conventions. assets associated correctly. When assets are associated correctly, it’s easier to track how they played a role in a new customer’s journey and ultimately, contributed to ROI. • Assets are associated with the correct campaigns. Easier tracking means better, faster reporting. • Accounts are assigned to campaigns in Salesforce when relevant. It also means less time sifting through campaigns that are no longer relevant or never moved out of the draft stage. • Campaigns are integrated with third-party channels i.e. Here are some quick checks you can perform to ensure your GoToWebinar. campaigns are organised well: • Campaigns that are no longer relevant are moved to the Recycle Bin. 11 marcloudconsulting.com

If you can’t confidently tick these items, spend some time making the necessary changes in your account. Just remember to plan before you take action! Here are some useful guides: • Pardot Campaigns Quick Audit: Visualising the System • How to Assign Accounts to Campaigns in Salesforce • How to Organise Your Pardot Account Like a Pro Connected Campaigns Pardot campaigns and Salesforce campaigns are different things. This means reporting between the two systems is not aligned, making it difficult to show return on investment. The solution is ‘Connected Campaigns’. When enabled, Connected Campaigns joins the two systems and makes Salesforce the default place to create all marketing and sales campaigns. Campaigns within Pardot will become read-only, although you can still choose which Pardot folders to save your campaigns to, as well as assign Tags and prospects. The benefits are: • A 1:1 relationship between Salesforce and Pardot. • Seamless reporting between Pardot and Salesforce. • Engagement history metrics are visible within Salesforce records. • Enables Campaign Influence Reports and the ability to attribute revenue to different marketing campaigns with custom models. • No duplication of campaigns across platforms. • Rich reporting in B2B Marketing Analytics. • The ability to track all touches across the customer journey. In a nutshell, it allows you to attribute revenue to all of your marketing efforts! Your checklist for this one is short and sweet: • Connected Campaigns is enabled and functioning correctly. 12 marcloudconsulting.com

A word of caution, if you’re yet to turn on Connected Campaigns there are some considerations and steps to follow to ensure you don’t lose access to campaigns that currently only exist in Pardot. Hit the link below for more information: • Pardot Connected Campaigns Lead source and UTM tracking In Pardot, a prospect’s source is determined by the referring URL, which means the page the user was on before visiting a page with Pardot tracking for the first time. A simple example: when a prospect visits my LinkedIn profile and then clicks to the MarCloud website and converts, the referring URL is https://www.linkedin.com/in/thomasmatthewryan/ and because no additional URL tracking has been added to say otherwise, the prospect’s source will be LinkedIn. However, Pardot looks at both the vendor and type. So in the case of Google, it looks at whether the referrer is natural search, paid search, empty, etc. to better classify the prospect source as Google Paid Search (Google Ads), Google Ad (content network ad), or Google Natural Search. This ability to populate the prospect’s source automatically is great, but there are times the source will be empty or we want to see more information i.e. which Google Ads campaign generated the conversion. This helps attribute ROI to specific activity types i.e. a Facebook page post versus an ad campaign. That’s where UTM parameters come in. UTM parameters supersede the default Pardot source attribution. They are the ideal way to understand exactly which marketing activities delivered prospects, leads and sales. If you’re new to UTM parameters, it’s time to swot up. • UTM parameters are used to populate detailed source fields • Prospect lead source is complete for the majority of prospects. for prospects. 13 marcloudconsulting.com

Here are some useful articles on the topic: • A Complete Guide to Pardot Campaign Reporting & Multi-Touch Attribution • How to Pass UTM Variables to a Pardot iFrame • Pardot vs Google Analytics: Why is My Data Different? Custom redirects Custom redirects are a game-changer. This Pardot feature makes it even easier to report on marketing assets hosted anywhere - not just within Pardot! It’s another method of link tracking that allows us to track engagement with marketing content across our website and third-party sites. However, where UTM tracking is used for attributing the first-touch source of a prospect, custom redirects allow us to see all link engagements. Once a prospect clicks on a link with a Pardot Custom Redirect, it will populate on their Pardot record as an activity. This can also be visible in Salesforce, which means the sales reps are able to also see at a glance what topics have been of most interest to leads and contacts. Your tasks for this one are fairly straightforward: Not using custom redirects yet? Learn more about them: • Custom redirects are used to track engagement with • 4 Unique Ways to Use Pardot Custom Redirects our website content. • The Expert’s Guide to Great Pardot Email Marketing • Custom redirects are used to track engagement with direct marketing i.e. email. • Custom redirects are used to track engagement with content on third-party sites. 14 marcloudconsulting.com

Salesforce campaigns The best ROI is achieved when marketing and sales collateral are perfectly in sync. The sales team has access to assets and resources to share with Opportunities that they know will resonate based on the lead’s previous interactions. This means the sales team needs the ability to run campaigns from Salesforce, or their email accounts, using marketing-approved content. There are a handful of ways Salesforce users can achieve this, go ahead and check the list below and research and action any that are new to you: • Salesforce Engage is used by the sales team to run Engage Campaigns. • Engage Alerts are turned on and configured correctly. • ‘Accounts as Campaign Members’ is enabled in Salesforce. • Salesforce users make use of the ‘Add to Pardot List’ and ‘Add to Engagement Studio List.’ Use these handy links to help you tick each box above: • How Salesforce Engage Works With Pardot (& Why) • How to Assign Accounts to Campaigns in Salesforce • How Sales Can Easily Add to Pardot Lists from Salesforce 15 marcloudconsulting.com

Reporting Hopefully by now, you understand the number of features that need to be configured correctly and double-checked within Pardot, to enable you to successfully measure ROI. Perhaps you’ve gone ahead and actioned the tasks we’ve discussed so far, in which case, well done and keep up the good work. Now, you’re ready to use the many marketing and sales reports within Pardot and Salesforce. The metrics and insights these reports provide is incredible. Of course, the key to reading reports is: a) Knowing where to find and customise them for your business. b)Understanding how to read the various the reports. In this section of the eBook, we’ll talk through each of the reporting features available to you, share how to tailor them to make reporting faster, and give some expert tips. Engagement history Salesforce Engagement History is designed to bridge the gap between Marketing and Sales. By setting up Engagement History Dashboards, we are able to show campaign performance over time, and see how prospects have interacted with a campaign and the assets associated with that campaign. Meaning, sales users who do not have access to Pardot can see how Pardot emails, landing pages, and files associated with that campaign have performed. All of this massively enhances reporting on those tangible business outcomes! 16 marcloudconsulting.com

Some of the features within Engagement History are: • Engagement Metrics Lightning Component - a high-level • Related Lists - allows you to see the assets separated by type overview of the metrics rolled up. (this is why it’s so important Pardot assets are associated with the correct campaigns!). • Engagement History Dashboard - featuring a graph and table to show campaign performance over time, it allows us to see • Fields - by adding the Engagement History metrics as fields on which prospects interacted with the assets. The dashboard is the campaign layout, not only do you get a quick rundown on completely customisable. performance but you can build a custom report based on the campaign object as it gives you access to all asset types. Sound good? Follow the steps below to ensure you’re using Engagement History in the best way possible for your business: • Connected Campaigns is enabled. • Users have the correct permission set in order to view Engagement History. • Engagement History is turned on in Salesforce. • Related Lists are visible on campaign Page Layouts. • Engagement History metrics have been added using the custom component. • Embedded Engagement History Dashboards is enabled. • Users can view Engagement History Dashboards with the ‘Analytics View Only Embedded App’ permission set. • Custom report types have been created for marketing assets, making use of ‘Fields.’ 17 marcloudconsulting.com

A few things to note when it comes to Engagement History setup and reporting: • Engagement History is available in: Salesforce Professional, Enterprise, Performance, and Unlimited Editions with Pardot Growth, Plus, or Advanced Edition. • For users with Growth Edition, Engagement History can sync up to 90 days or 10 million rows of data, whichever comes first. For Plus Edition and above, users can sync up to 35 million rows or 3 years of historical data. To do this, customers must have B2B Marketing Analytics and the Prospect and Activity dataset enabled. • Engagement activities associated with Pardot assets will not count towards Salesforce storage limits. • Your Pardot edition also determines the number of user licences you have to assign. If you have Growth, you have 5 user licenses, for Plus editions you will have 10 and for Advanced, your edition includes 20. For a more detailed guide to setting up Engagement History, head to this blog. Term Meaning Lifecycle report Visitor An anonymous person who visits your website. The Pardot Lifecycle Report is a marketers dream when it comes to Prospect People you have identified and who are stored in reporting because it combines both marketing and sales reports. Pardot. As long as you have Salesforce configured and being used correctly, MQL - A prospect who has been nurtured in Pardot and Marketing deemed to have the ideal demographics and then you’ll benefit from some extremely useful statistics. This Qualified Lead behaviours of a potential customer. A prospect must includes a breakdown of visitor/prospect stage in the funnel, a be assigned to a sales user to have an MQL status in velocity chart showing the average transition time in each stage, the report. and a list of individual prospects in these stages. SQL - Sales SQLs are triggered when an MQL has an Opportunity Qualified Lead associated to them. The key to making us of the Lifecycle Report though, is understanding Won Deals An Opportunity that is marked as ‘won’ in Salesforce the terminology. Within the report you’ll find the following stages: will be fed back into Pardot so marketers can attribute ROI to campaigns. 18 marcloudconsulting.com

Needless to say, the Lifecycle Report is a god-send for knowing how many prospects, MQLs, SQLs, and Won Deals exist. It enables us to report on pipeline generated from marketing campaigns, as well as actual revenue achieved to-date. What’s more, the velocity chart gives an indication as to the time it takes to go from prospect to a won deal which really helps you to plan your future campaigns! While the Lifecycle Report comes out-of-the-box, it is possible to customise it by creating custom fields in both Salesforce and Pardot for MQL and SQL types and dates, mapping the fields and recreating the Velocity field. This level of customisation is suitable for businesses: • with lead data entering Salesforce from sources other than • assigning all prospects immediately entering Pardot. Pardot i.e. Leads straight into Salesforce. • using a more complex sales funnel i.e. with more stages than the default. Our friends at Salesforce Ben have written a great blog about customising the Lifecycle Report, which you can read here. A few guidelines from Salesforce about the Lifecycle Report: • New Pardot clients can see skewed lifecycle reports during the • Prospects don’t move through the lifecycle funnel more than first month or quarter because Pardot doesn’t back-date creation once, even if they are associated with multiple won opportunities. and assignment dates. • For Pardot to sync Opportunity data, the Opportunity must be • The Lifecycle Report doesn’t account for unassignments that are associated with a contact in the CRM. then reassigned or for opportunities created and then deleted. When the prospect is added to a stage, you can’t move the stage • Multiple contacts tied to the same opportunity appear as separate backward or remove it. The prospect can only wait in the current entries in the SQL portion of the report. However, when the deal stage until the next stage’s criteria is met. closes, the Opportunity appears as one win in the Won Deals end of the funnel. 19 marcloudconsulting.com

Underneath the graph you’ll see each campaign and these stats: Campaign reporting When you head to Reports > Campaigns with Pardot, you will see • Number of visitors an overview of all the campaigns you’ve created, including the • Prospects Campaign Performance graph. This gives you a visual aid so you can • Assigned prospects see at a glance which campaigns are most successful, where most • Cost per prospect of the budget is going, and where to focus your attention. • Opportunities • Number of opportunities vs Prospects % The graph is interactive, with dropdowns and sliders, so you can • Cost per opportunity switch between the metrics, campaigns, and date range that interest • Total value you most. • Revenue • ROI % When you click on the campaign you can then see all prospects who are associated with the campaign. It’s an intuitive report that comes out-of-the-box and makes it easy to see and report on campaign ROI. A few tips though: • Always enter a value for ‘Cost’ when creating a new campaign. • We’ve mentioned this already but assigning assets to campaigns You can update the figure later if needed but having an amount is vital for reporting. there lets Pardot figure out the cost per prospect, cost per opportunity and ROI % of the campaign. • To tell Pardot which prospect is assigned to an Opportunity in Salesforce, you need to update the contact role in the Opportunity. • Once a campaign is created, it will generate a campaign tracking This then updates the reporting in Pardot, attributing the code which you can place on your website or third-party landing Opportunity back to the prospect record. page. You’ll want to add this tracking code to pages that you’re promoting through paid ads, events, direct mail and any other offline marketing. Pardot landing pages will automatically be added Have questions about setting up campaigns according to best when you assign the landing page to the campaign in the editor. practices? Send us a message. 20 marcloudconsulting.com

Customisable Campaign Influence As we know, Pardot campaigns allow us to track our prospects’ first touchpoint, whilst Salesforce allows us to track all touchpoints of that lead or contact. Salesforce Campaign Influence allows us to associate an Opportunity to multiple campaigns. There are two versions available: ‘Campaign Influence 1.0’ which is for Salesforce Classic users and ‘Customisable Campaign Influence’ for Classic and Lightning Experience. Naturally, the latter is best. By having Campaign Influence enabled in Salesforce, you can access a campaign and see all the Opportunities that the campaign has influenced. This is a super quick reporting tool to see how campaigns have impacted closed-won Opportunities. It requires setting up and configuring somewhat, so here’s your checklist: • Campaign Influence is enabled in Salesforce. • A Campaign Influence permission set has been setup with • Additional Campaign Influence Models is also enabled in the right permissions. Salesforce. • The Campaign Influence Object has been added to the • Primary Source Campaign Model is configured correctly in Opportunity Page Layout. Model Settings. • Influenced Opportunities has been added to the • First Touch, Last Touch and Even Distribution campaign Campaign Page Layout. models have been created and are configured correctly in Model Settings. A side note: Campaign Influence is only useful when your org is already using Salesforce leads, Opportunities, you’ve enabled Connected Campaigns, and have a campaign hierarchy in place. Don’t overlook these tasks! Here’s a more detailed guide on how to enable Salesforce Campaign Influence. 21 marcloudconsulting.com

B2B Marketing Analytics The B2B Marketing Analytics app for Pardot equals better reporting, The standard B2B Marketing Analytics app has three components: it’s that simple. datasets, dashboards, lenses. If this is brand new information to you, you can read this B2BMA explainer blog. The app holds both Salesforce and Pardot data, made possible by With the upgrade to B2B Marketing Analytics Plus, we get a your Salesforce connector. This means it consolidates marketing and deeper look into accounts and campaigns, with features including sales data in one place, which we all know is absolutely essential for the ‘Account-Based Marketing App’ and ‘Marketing Campaign having true visibility of marketing and sales attribution. Intelligence App’. It allows us to explore our data visually, from the use of charts and Additionally, with this version, we can use the included ‘Einstein graphs, or timelines and even heat maps and comparison tables or Discovery Stories’ to get tips on how to achieve specific goals. pivot tables. In both cases, you have access to pre-built dashboards for things With B2BMA under your belt, you have access to the full sales cycle like engagement, pipeline, overall marketing performance, multi- in one place plus creative, versatile dashboards to instantly view touch attribution, and account-based marketing. and report on a variety of marketing and sales metrics. There are prerequisites and considerations for using B2B It’s important to know there are two versions of the app: Marketing Analytics, check out these blogs for help customising and dissecting the reports: • B2B Marketing Analytics - included with Pardot Plus and Pardot • Pardot Analytics Explained: B2B Marketing Analytics App Advanced editions. +Winter Releases • B2B Marketing Analytics Plus - included with Pardot Premium • Where to Start with B2B Marketing Analytics Plus Dashboards editions but available in Pardot Advanced and Plus editions with an add on. • 10 Best Practices for a Custom B2BMA Dashboard • A Complete Guide to Pardot Campaign Reporting & Multi-Touch Attribution 22 marcloudconsulting.com

Marketing attribution modelling With typically long sales cycles and mult-channel marketing efforts, Whilst the original source may carry most weight in terms of enabling it goes without saying that B2B campaigns can be complex and Mary to discover your business for the first time, each of these involve multiple touchpoints. The source of a prospect is important touchpoints assisted in the eventual conversion. They each deserve in attributing value to that channel but it’s often not the sole reason some attribution. a prospect became a customer. So, how do you achieve multi-touch attribution in Pardot? It’s all Marketing attribution modelling enables you to use Pardot to track about a blended approach of Pardot campaigns with Salesforce ROI on the source where the prospect was acquired, as well as the campaigns. assets they interacted with throughout their purchase journey. Using both, we’re able to see ‘First touch’, ‘Last touch’, and ‘Even An example: touch’. The good news is, seeing these metrics in your Salesforce • Mary visits your website for the first time via Google Ads. dashboard is possible by following the steps already laid out in this eBook. Ensure that: • She downloads a whitepaper, which admits her into a nurture • Connected Campaigns is turned on. Engagement Studio program. • Mary receives and engages with multiple nurture emails, • Customisable Campaign Influence is defined. including a webinar invitation. Need some guidance on multi-touch attribution? • She attends the webinar. Here are the links to hit: • After attending, Mary downloads a case study and views the • Pardot Reporting & Proving Marketing Attribution Using Salesforce pricing page on your site. • A Complete Guide to Pardot Campaign Reporting & Multi-Touch • Now Mary is a qualified marketing lead, she is contacted by Attribution a sales rep and converts to a won customer. 23 marcloudconsulting.com

Training The final tickbox to ensuring you and your team can successfully Then there are the Teachable-style courses, usually created by track and report on ROI in Pardot is to provide the necessary training Pardot consultants and available online. These are good but they opportunities that help users: don’t give you regular access to a team of certified specialists if you have questions, and can often be more theory-based than • Confidently navigate Pardot. actionable. • Fully understand the relationship between Pardot and Salesforce. These are the reasons the team at MarCloud have created our own 10-week ‘Pardot Training On-Demand’ course. • Setup and manage campaigns and assets in the best way for reporting. It’s thorough, suitable for a range of different Pardot and Salesforce • Know how to find and understand the variety of reporting roles, comes with pitstop exercises to test your own knowledge, options available. and bi-weekly live Q&A sessions with our experts. Plus, trainees get access to a tight-knit Pardot community. Ultimately, the more advanced your users, the more you’ll get out of Upskill and onboard Pardot users using our course and you’ll be Pardot! in good stead for reporting on marketing ROI! See the full course There are a host of training options available but honestly, the content and enrol here. MarCloud experience is that none are as practical and accessible as • Team members are enrolled in the Pardot On-Demand Training they should be. Course. Trailhead modules are great but they’re a mix of ‘go it alone’ and ‘ask the community’ if you have questions. This can sometimes lead to contradicting advice and result in time spent waiting for responses. For the record, you don’t have to be a certified specialist to participate in the Trailblazer community, so take any guidance you receive with caution. 24 marcloudconsulting.com

Enrol in on-demand Pardot training Sign up for game-changing on-demand training and master the implementation, best practices, and reports needed to successfully measure ROI in Pardot. Enrol today with the code: SHOWMETHEROI and receive a 10% discount. ENROL TODAY 25 marcloudconsulting.com