What is B2B Marketing Analytics? Learn CRM Analytics for Pardot

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B2B Marketing Analytics is the Salesforce CRM Analytics app built for the B2B marketer. In short, get up-and-running with analytics for Pardot faster. Salesforce CRM Analytics is the main analytics add-on for Salesforce, extending functionality beyond Salesforce reports (B2BMA is one part of the full CRM Analytics offering).

Although B2BMA involves a steep learning curve, it opens up valuable insights lying hidden within your marketing data. B2BMA is available for Pardot Pro, Advanced, and Premium customers – so it’s important that you check exctly which edition of Pardot you are using.

I first got my hands on B2B Marketing Analytics back in 2019. Since then, more has been added with every new release (three times each year). This guide walks you through tips for when getting started with B2BMA.

What Does Pardot B2B Marketing Analytics Do? (In 100 Words)

The B2B Marketing Analytics one-line pitch is the CRM Analytics* app built for the B2B marketer. In short, your Pardot data (such as campaigns, email engagement, visitor data, etc.), is “packaged up” into datasets and sent into CRM Analytics through dataflow.

B2B Marketing Analytics gives you data visualizations and comparisons that aren’t possible with Pardot or Salesforce reports. B2BMA analytics is highly flexible, as you can combine datasets, and apply filters to “slice and dice” data any way you like.

You can pull other Salesforce data in too, such as campaign influence, opportunity line items, etc. This is the way to see insights from Salesforce and Pardot combined, in one view.

Note: Salesforce CRM Analytics was formerly known as Einstein Analytics/Tableau CRM.

What is B2B Marketing Data?

B2B Marketing data is what your prospects and customers generate when they interact with your digital marketing assets. These are grouped into datasets (the “package up” data that is sent to B2BMA). Examples include:

  • Pardot Campaign Dataset: Date the campaign is created in Pardot, the associated Salesforce campaign ID, etc.
  • Pardot Visitor Dataset: Name of the campaign the visitor is associated with, visitor count (the number of times an individual Pardot visitor visited your tracked page in a day).
  • Pardot Prospect Dataset: Default prospect fields, e.g. email, grade, score, job title, date created, MQL date, etc.
  • Prospect and Activity Dataset: Includes three years of engagement history information and data from default and custom prospect fields.
  • Pardot Email Dataset: Who the email was sent to, delivery rate, open rate/total opens, click rate/total click, opt out rate, bounce rate, etc.
  • Pardot Form/Form Handler and Landing Page Dataset: The number of conversions (totaled by day), total clicks, total error rate, etc.
  • Pardot Opportunity Dataset: The Account ID the prospect is assigned to, the monetary value of the opportunity, the stage the opportunity is in, etc.
  • Multi-Touch Attribution Dataset: The Campaign Influence Model used, revenue from related opportunities, ROI, etc.

Find a full list of all Pardot datasets and their fields in the B2B Marketing Analytics implementation guide.

What Are The Main Components of B2B Marketing Analytics?

There are three main parts to Pardot B2B marketing analytics (B2BMA):

  • Datasets: Source data that has been formatted and sent to Analytics Studio (remember how I described this as “packaged up” data?)
  • Lenses: A view of a dataset that you save in order to reuse later e.g. Account Opportunity value by Industry.
  • Dashboards: Collections of lenses that are visualized as charts (known as widgets). You get a more holistic view, and therefore, can make comparisons between charts.

Apps act as containers for the above. You can think of apps as folders, or Salesforce apps, which are a collection of objects.

Tips for Getting Started With B2B Marketing Analytics

Once you have installed B2B Marketing Analytics, you can access Analytics Studio via the Salesforce App Launcher (waffle icon in the top left corner of Salesforce Lightning).

However, before you dive in, there are setup and learning steps you need to take.

1. Check Your Pardot Edition

To save yourself going around in circles, your first task is to check which Pardot edition you’re using. Pardot updated its editions and pricing a few years ago, and some customers will still be on the legacy editions.

Being aware of this the first time I set up B2BMA would have saved both myself and the Pardot support team hours in figuring out why the correct Analytics Permission Set License wasn’t visible to me. Here’s a comparison table:

 Current Pardot EditionsLegacy Pardot Editions
B2BMA is included:Pardot Plus, Pardot Advanced, Pardot Premium.-
B2BMA is an add-on:-Pardot Pro, Pardot Ultimate.

Note: If you are using the lower edition of Pardot (Growth/Standard) you will not be able to use B2BMA, even at an additional cost.

2. Prerequisite Checklist

Before you can “flick the switch” to enable B2BMA there are prerequisites – things you must check in your Pardot Settings/Salesforce Setup before B2BMA can work properly. These are:

  • Connected Campaigns.
  • Campaign Influence.
  • Permission sets.
  • Additional access for the Integration User (may not be applicable for all accounts).

How fast you will be able to gain insights from B2B MA will depend on whether your account is prepared (with the prerequisites in place), your level of account organization, and your familiarity with certain features:

  • Connected Campaigns: How many campaigns do you have? How well-thought-out and practical is your campaign hierarchy?
  • Campaign Influence: Enabling this feature is only one piece of a large puzzle. Understanding how Campaign Influence works can be challenging but once you wrap your head around it, you’ll benefit from seeing the true outcome (i.e. won revenue) of your marketing efforts. Plus, being able to combine marketing and sales data, and view it from different angles, will hugely benefit the alignment effort between the two teams.
  • Permission sets: Have you worked with permission sets before? Do you need to consult the Salesforce admin to assign permissions correctly?

3. Learn the Lingo

There’s new terminology to learn, so I recommend that you read through the B2BMA Glossary.

I created the diagram below to visualize how some of the most important terms fit together. You should do the same to bring other B2BMA terms to life.

 4. How Data Gets Into B2BMA

A Dataflow is a channel that passes your data from Salesforce into CRM Analytics. Dataflows are more than just a bridge because, during the transit, a Dataflow will also prepare your data to how you need it formatted (called transformation).

The dataflows come included in the B2BMA package to feed in data used by the out-of-the-box dashboards. You have the chance to create your own dataflows to transform data for other charts (widgets).

The default dataflows, once activated, will run every day, at a scheduled time. Be aware that some datasets use Salesforce data (e.g. the ABM dataset), therefore the ability to view data points will be determined by your Salesforce permissions.

5. Explore the Out-of-the-box Dashboards

B2B Marketing Analytics comes with five out-of-the-box dashboards: Marketing Manager Dashboard, Pipeline Dashboard, Engagement Dashboard, Multi-Touch Attribution, and Account-Based Marketing.

READ MORE: B2B Marketing Analytics Dashboards, Lenses & Datasets.

Start by exploring these dashboards first. Not only are they ideal for inspiration, but you should also make a copy and do your own manipulation to see how widgets work, and understand the terminology, mainly aggregates, dimensions, and measures.

If you are confident to venture out, and start from scratch, the ‘Dashboard Designer’ blank canvas is still not intimidating, as it’s similar to the Salesforce Dashboard Builder.

What I also discovered is that if (and when) you do want to build your own dashboard (i.e starting from scratch) the Salesforce CRM Analytics Dashboard Designer does have similarities to the standard Salesforce dashboard builder; of course, there’s the additional analytics skills and terminology involved.

6. Testing B2BMA

Naturally, you will want to test out the B2BMA dashboards before anyone else sees them.

So, create a private app. This will mean that you can test to your heart’s content. Remeber, in Analytics Studio, an App acts as a folder that you control visibility to. When you’re ready, you simply share the app with the users who will benefit from the insights your dashboard deliver.

Summary

Future-proof your Pardot skills by learning Salesforce CRM Analytics. As the main analytics add-on for Salesforce, you’ll be able to create data visualizations and comparisons that aren’t possible with Pardot or Salesforce reports. B2BMA analytics is highly flexible, as you can combine datasets, and apply filters to “slide and dice” data anyway you like.

Many Pardot customers have B2B Marketing Analytics included in their license but don’t use it – perhaps awareness (they don’t know it’s included), part confidence (they don’t feel their skill-set is up to scratch), or part resourcing (they don’t see the potential value add relative to the time investment required).

Hopefully this guide has given you a good flavor for why you should use it, and some useful pointers to get started.

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