4 Pardot B2B Marketing Analytics Reporting Dashboards (and how to build them)

How to Customize the Ultimate Pardot B2B Marketing Analytics Reporting Dashboards for All Your Burning Marketing Questions

What are Pardot B2B Marketing Analytics reporting dashboards?

As marketers, we are constantly searching for the best tools to prove campaign ROI. Today, we understand that the ROI of individual campaigns is important, but even more important is demonstrating each campaign’s influence along the buyer’s journey. Customer journey analysis is now the most valuable conversion rate optimization method, coming in above A/B testing. The question remains – how do we capture and analyze all the metrics we need to tell the full story of marketing’s impact on sales and revenue?

B2B Marketing Analytics (also known as B2BMA) is your answer! B2BMA is a Salesforce tool that uses powerful Einstein Analytics for customizable reporting dashboards, combining marketing and sales data from the Salesforce and Pardot platforms. It allows you to see the overall performance of your campaigns and marketing efforts across the buyer’s journey. More robust than the reporting that comes out of the box with Pardot, B2BMA allows marketers to: 

  • Combine marketing and sales data in one place
  • Know your marketing campaign ROI and impact on sales revenue
  • Easily share insights with your team from anywhere

What is included in B2BMA?

Those familiar with Einstein Analytics will either be thrilled or nervous at the mention. What makes B2BMA so great is that it uses the powerful capabilities of Einstein, but takes very little customization! Marketers have the ability to edit and customize dashboards that come with B2BMA, as well as the DIY approach. There is also a feature to connect third-party data, like Facebook and Google Analytics, and integrate those sources into dashboards for a more complete story.

There are five B2BMA dashboards that come out of the box: Multi-Touch Attribution, Marketing Manager, Pipeline, Engagement, and Account-Based Marketing. Here is what they include:

  • Multi-Touch Attribution: evaluates the impact of each touchpoint in driving a conversion, thereby determining the value of each specific touchpoint. In B2BMA marketers can analyze the multi-touchpoint attribution dashboard by the campaign, revenue and cost.

  • Marketing Manager: marketing managers need access to even more data at a strategic and tactical level. The Marketing Manager dashboard gives marketers an overall view of pipeline health including cost and revenue, as well as the tactical details like a high-level view of engagement on emails, landing pages, and forms.

  • Pipeline: this dashboard presents the data that sales and marketing execs want to see – the funnel view of Visitors, Prospects, MQLs, SQLs, Won Deals, and Total Revenue. It includes a lifecycle snapshot, pipeline breakdown of records in each stage, and campaign and lead source overview.

  • Engagement: at a tactical level, this dashboard shows how your Pardot marketing assets are performing – emails, landing pages, and forms.

  • Account-Based Marketing: this dashboard help marketers understand how contacts by account engage with your marketing and sales assets. The ABM dashboard is an overview of pipeline value by account, opportunities, and sales activities.

The out of the box dashboards give users great overall reporting visibility without any customization necessary! However, users also have the ability to customize any of the out of the box dashboards or create new ones from scratch. Here are some of our favorite client strategies to create your own B2BMA dashboards.

4 B2BMA Reporting Dashboards

1. See First Touch Attribution Alone
First Touch Attribution is visible in the Multi-Touchpoint Attribution dashboard. Take it a step further and create a First Touch Attribution-only dashboard to dial down more details. You can track your visitors turned into prospects, and measure which campaigns, forms, and form handlers are performing the best at getting visitors to convert from a first touch perspective. To learn more, it’s worth studying up on Pardot’s Source Campaign field and how Connected Campaigns works with B2BMA.

  • Create steps using the following data sets: 
    • Pardot Prospects
    • Pardot Visitors
  • Create the following charts for this dashboard:
    • A number widget displaying your visitor count
    • A number widget displaying your prospect count
    • A chart to track Form Views or Form Handler Views with a Trellis of Campaigns
    • A chart to track Form Submissions or Form Handler Submissions with a Trellis of Campaigns
    • Optional charts to segment on a per campaign basis
    • A chart to track costs of your campaigns associated with first touch attribution

2. Measure Email CTA Success
One of the great things about B2BMA is the ability to bring all your reporting into one place. Create a dashboard to monitor your email campaigns in the same place as the rest of your metrics. Track metrics like email opens and clicks to see how your CTAs are performing and what resonates best with your audience so that you can replicate it.

  • Create steps using the following data sets: 
    • Pardot Emails
    • Pardot Email Templates
  • Create the following charts for this dashboard:
    • A number widget for Total Opens
    • A number widget for Unique Opens
    • A chart to track Email Name – from here you can change the Bar Length to measure all sorts of things from Total Sent Emails, Opens, Delivery Rate, Opt Outs, etc. Play around and create the charts from your emails based on what’s relevant to your reporting.

3. Track Individual Campaigns
Track important campaigns on an individual level. Whether it’s tracking your paid efforts or evergreen campaigns, you can monitor the assets, visitors, prospects, and opportunities associated with each campaign to truly understand how it is performing. Gather metrics with information like cost and revenue in one place to get a full picture of ROI on your marketing efforts per campaign.

  • Create steps using the following data sets: 
    • Pardot Campaigns
    • Pardot Forms 
    • Pardot 
  • Create the following charts for this dashboard:
    • Choose which campaign you want to track and create various charts 
    • A chart measuring cost using the campaign data set
    • A chart measuring emails attached to that campaign using either the Pardot Emails or Email Templates data set

4. Landing Pages
Measure the effectiveness of your landing pages in converting visitors into prospects. View how many people visit your landing pages as well as fill out forms (i.e. convert). This insightful data helps you learn more about how your visitors interact with landing pages so you can make necessary adjustments. We like to use HotJar to understand specific interactions on a landing page – like where visitors click, how they scroll, and actual recordings of activities. So, this is a great opportunity to integrate 3rd party data in a dashboard!

  • Create steps using the following data sets: 
    • Pardot Landing Pages
  • Create the following charts for this dashboard:
    • A chart to see landing page views
    • A chart to see landing page submissions 
    • You can also filter depending on a specific campaign to see how the associated landing pages are performing 

We hope this helps you kickstart your Pardot B2B Marketing Analytics dashboards. If you need more assistance building and customizing your dashboards, we have a skilled team of Pardot consultants ready to assist you. Send us a message

*B2BMA is available in Pardot Plus and Advanced, and as an add-on for an additional cost in Pardot Growth and legacy editions.

About the author

Adrianna is a marketing consultant for Kadence Collective and Kadence Digital. She is a content creator fanatic and loves creating campaigns both paid and organic to help companies meet their goals. In her free time, she likes to explore the city of Austin, trying new restaurants, going to concerts and networking with others.