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B2B Marketing Analytics

What are B2B Marketing Analytics?

B2B Marketing Analytics is a Salesforce CRM Analytics app tailored for B2B marketers. It enhances the ability to analyze marketing data from Pardot by packaging it into datasets that facilitate advanced data visualizations and deeper analytical insights than typical Salesforce or Pardot reports. This allows marketers to optimize campaigns and make data-driven decisions to drive business outcomes.

Key Components of B2B Marketing Analytics

To get started with B2B Marketing Analytics, one must understand its key components:

  • Datasets: The foundation of B2B Marketing Analytics, where data is organized.
  • Lenses: Views or perspectives that help examine data in detail.
  • Dashboards: Visual representations of data insights, crucial for interpreting and sharing information.
  • Apps: Collections of dashboards and lenses that provide a comprehensive analytical toolset.

Getting Started with B2B Marketing Analytics

  • Verify your Pardot edition to ensure compatibility with B2B Marketing Analytics (B2BMA).
  • Understand the prerequisites and permissions needed for B2BMA setup.
  • Learn about the main components of B2BMA: datasets, lenses, and dashboards.
  • Create an app using the B2B Marketing Analytics template and upgrade as needed for new features.
  • Explore out-of-the-box dashboards and lenses to analyze marketing data effectively.
  • Customize your B2BMA setup to align with specific business goals and utilize optional dashboards.
  • Regularly update your apps to access the latest tools, data, and insights.
  • Integrate B2BMA dashboards into your workflow for easy access and analysis.

B2B vs B2C Marketing Analytics: Understanding the Differences

Understanding the differences between B2B and B2C marketing analytics is crucial for developing effective marketing strategies. B2B marketing analytics focuses on datasets related to Pardot campaigns, visitor data, prospect data, email engagement, form and landing page conversions, opportunity datasets, and multi-touch attribution models, which cater to B2B interactions and longer sales cycles.

In contrast, B2C marketing analytics typically involves metrics related to consumer behavior, purchase patterns, website traffic, social media engagement, and direct consumer interactions.

Measuring Success in B2B Marketing Analytics

Success in B2B Marketing Analytics is measured by key performance indicators (KPIs) that reflect the effectiveness of marketing efforts in driving sales and customer engagement. Important KPIs include:

  • Pipeline Metrics: Track the progression of prospects through the sales funnel.
  • Engagement Metrics: Assess how actively prospects are interacting with marketing materials.
  • Marketing Manager Metrics: Monitor the performance of specific marketing campaigns or activities.
  • Account-Based Marketing Metrics: Evaluate the success of targeted marketing efforts to specific accounts.
  • Multi-Touch Attribution Metrics: Determine the impact of various marketing activities across the customer journey.

Other terms

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