Salesforce Analytics for B2B Marketers

Isaac PayneSenior Marketing Analyst – Salesforce Pardotipayne@salesforce.com@Isaac_Pardot

Turn your Data into Insight

Isaac PayneMarketing Operations SpecialistSalesforce Pardot

How to go from data collection to insight marketing

How to apply a straight-forward framework to conduct intelligent marketing

What’s the difference? How to leverage each to

optimize your marketing campaigns

Applying the model to a common scenario

Advanced tips for customization

Giving your Data a Meaningful Framework

Strategic and Tactical Analytics

Putting it All Together and Advanced Tips

AgendaWhat are we talking about today?

Giving your Data a Meaningful Framework

The Puzzle Data without a framework is live trying to solve a

puzzle without any idea what the mixed pieces ought to represent

Framework for Understanding Marketers’ Needs• Foundation of “Demand

Generation” marketing

• Basic Principle: Closed-Loop Reporting, or Lead-to-Revenue

• Allows for strategic and tactical marketing analytics

Getting Strategic and Getting Tactical

How to Apply the Framework

50%ProspecttoMQL(Need400Prospects)

20%MQLtoOpp(Need200MQLs)

25%OpptoClosed-Won(Need40Opps)

RevenueGoal:$100K(10Deals)

• Strategic analytics benchmarksrelevantKEY PERFORMANCE INDIACTORS (KPIs)

• Tacticalanalyticshelpmarketersdeep-diveandoptimizetheentirefunnel

Strategic Reporting

Metric Description Use Case

(1) Inquiry/Prospect/Lead Marketing generated a new prospect

Track the top of the funnel to understand sufficiency for pipe

and revenue goal

(2) MQLMarketing generated a lead,

qualified it, and assigned it to sales

Track the hand-off from marketing to sales to

understand sufficiency for pipe and revenue goal

(3) Opportunities Sales team marks the lead as a potential new customer

Track the middle of the funnel to understand sufficiency for

revenue goal

(4) Closed-Won DealsSales team closed the

opportunity that marketing assigned

Track revenue to close-the-loop

Applying the Framework

Customer Acquisition/Revenue

Revenue Goal: $100K (10 Deals)

Applying the Framework Opportunities

25% Opp to Closed-Won(Need 40 Opps)

Applying the Framework

Marketing Qualified Leads

20% MQL to Opp(Need 200 MQLs)

Applying the Framework

50% Prospect to MQL (Need 400 Prospects)

20% MQL to Opp(Need 200 MQLs)

25% Opp to Closed-Won(Need 40 Opps)

Revenue Goal: $100K (10 Deals)

Prospects/Inquiries

Tactical DataMetric Description Use Case

Visitor to Prospect Conversion %

The % of web traffic that marketing

converts to identified prospects

Track this conversion to understand efficiency of your forms and landing

pages

Prospect to MQL Conversion %

The % of prospects generated who become

marketing qualified leads.

Track this conversion to understand efficiency of

your qualification programs (e.g. nurture

campaigns)

MQL to Opp Conversion %

Marketing generated a lead, qualified it,

assigned it, and sales converted it into an

opportunity

Track the hand-off from marketing to sales to

understand sufficiency for pipe and revenue goal

Opp to Closed-Won Conversion %

Sales team marks the lead as a potential new

customer and closes the deal

Track the middle of the funnel to understand

sufficiency for revenue goal

Channel Specific Metrics

Examples include: Email click-through-

rates; event attendance/audience

acquisition; SEM conversions

Track to optimize channel specific marketing

campaigns

Tactical data can get extremely channel

specific Deciding which metrics to capture will depend on the user who needs the data and the audience who will ultimately consume it The KEY here is to always track the

metrics that (1) relate to the funnel efficiencies of the framework and (2) metrics that can ultimately be tied back to your key strategic data

Tactical Data

Form and Landing Page Conversion Rates

Putting it All Together and Advanced Tips

Putting it All Together

The scenario:

Halfway through the quarter, your strategic data indicates that you do not have enough MQLs to hit your revenue goals

All budget is already allocated, so simply spending more is not possible

Putting it All TogetherCan you optimize your Form and Landing Page Conversions?

Can you Optimize your MQL producing Nurtures?

Can you optimize your keyword allocation?

What Levers Can you Pull?

If your # of MQLs are low, then you know that you either need (A) a higher conversion rate between prospects to MQLs or (B) more prospects

Advanced Tips Customize to your business

Do you have senior sales reps who are responsible for closing marketing-sourced deals, but ALSO for generating their own outbound leads and pipeline?

Velocity metrics count 400 prospects today does

not equate to 10 new customers today

Averages obscure the variations It’s possible to get to the

$100K with only 1 new customer

Thank you