With the recent announcement of Wave Analytics for B2B Marketing app, Pardot users are eagerly awaiting a powerful reporting tool to allow them to dive deeper into their marketing automation data. The Wave Analytics app will provides a highly customizable and visual interface for marketers to examine various datasets to determine marketing’s impact on revenue and explore their data in new ways to act quickly on their knowledge.
One of the main datasets which will be reportable in Wave for B2B Marketing will be Pardot Campaigns. This is great news for marketers – Wave for B2B Marketing will give them insight into which of their marketing initiatives are generating new leads in the funnel and ultimately resulting in won opportunities.
For marketers gearing up for this new reporting tool, they understand that the data they’re reporting on must be clean and meaningful to them in order to maximize the insights provided. Below are a few of our tips to optimize the value of reporting on first touch data from Pardot:
1. Have a clear set of fields used to capture first touch, along with definitions of each and all potential values for consistency. If you’re a one person marketing team this may be instinctual for you, but larger teams benefit greatly from an internal document stating which fields are used to capture touch, their definitions and which values should be used to keep things straight when reporting.
Here is an example of how an organization may structure a first touch data plan:
|Pardot Campaign||Any broad category marketing initiative to generate leads.||White Papers, Webinars, Trade Shows|
|Source||Any channel used to promote Pardot Campaigns (broad category marketing initiatives).||Twitter, Google Ad, Guest Blog|
|Lead Source Detail||An extra level of detail recorded for any channel used to promote Pardot Campaigns||Paid Twitter Ad, Specific Google Ad Name, Guest Blog Name|
2. Do not overwrite first touch data. Too often we see organizations that update first touch data across forms and imports which means they are losing valuable data of how someone originally had their first touch with the organization.
Any subsequent touches a prospect has with an organization should absolutely be tracked, but fields other than first touch fields should be leveraged for new touches in order to maintain historical first touch data. We highly recommend using Salesforce campaigns to capture all subsequent touches that occur for a prospect. This will ensure marketers have accurate insights into how someone originated to their organization.
3. Populate specific first touch data whenever possible. Another first-touch data issue we come across is vague information recorded about a prospect. In the below example, a prospect’s Pardot Campaign and Source values are so vague that it’s hard to tell why and how the prospect first interacted with an organization, other than that the first touch occurred digitally.
Marketing would be able to gain more insight into this prospect’s first touch if they’d set up more specific tracking to capture the data at the point of entry. Ensuring that accurate first touch data for prospects is being captured immediately by using various methods in Pardot will keep your first touch data complete and accurate.
Methods to keep first touch data properly captured across different entry points:
- For imports: be sure to include columns which specify all of your first touch data and associated the relevant Pardot Campaign with the import.
- For any shared links: be sure to include Google Analytics parameters, custom redirect data, etc. to ensure that a prospect’s specific first touch details are captured.
- For any referral forms: be sure to include completion actions to complete first touch data fields and have the relevant Pardot Campaign associated with the form.
By keeping the above points in mind, marketers will capture better, more accurate data on how leads are first coming into contact with their organization. This will return a great amount of value in Wave Analytics reports (or any other type of reporting you’re doing based off Pardot data). Reports will be optimized to ensure the insights gathered about how prospects originated are accurate and actionable which will allow marketers to make better decisions in many areas including which marketing initiatives and channels to invest in and how to nurture leads coming from various sources.