Speaker 0: It’s also really weird how it goes live, like, exactly yet. There’s, like, no buffer. Alright. Well, I think that we are live now. Um, hello, MarDreamin. Welcome, everybody. Um, we’re so excited to have you all joining us today. My name is Kayla, uh, from Sercante, and I will be moderating today’s session. Uh, before we get started, just a few housekeeping items to cover. Uh, yes, these sessions will be recorded and available on demand after the event. We will also be following up with them via email. Um, if you do have a question, post it in the q and a tab above. Um, and then lastly, please use the chat. There’s emojis, GIFs, uh, more. If you have questions, pop them in there. Um, we want to hear from you guys. Um, so now, uh, let’s get started. It is my pleasure to introduce our speaker today, uh, Cara Clanton, who, uh, has an awesome session ready for us today all about boosting your business performance and revenue with b two b marketing analytics. Hi, everyone.

Speaker 1: I’m so excited. Um, I’ll I’ll go ahead, um, and quickly. I don’t know, Kayla. I I probably should have pushed this slide, uh, faster for us, but y’all we just wanna say a quick thank you to our sponsors. Um, we cannot do this without you all. So I just wanna say a quick quick thank you. Um, but one, welcome. Welcome. So excited to have you all here. I love the idea of this session. I think what what makes me so excited about it is is helping get buy in as to why, um, it’s important to use tools like analytics to help boost, you know, revenue, boost your process, your operations. And so, um, our agenda today is really kinda setting up that thought process. Right? So not only talking about why is it important to, um, be thinking about having this data driven mentality, uh, when you’re wanting to help boost your revenue. Right? But then also how does b two b may play into that and then importance of, um, incorporating this into your strategy. And then I do wanna do some real life examples. I think that’s always, um, super, super in important. Um, and then I do wanna take some time at the end q and a. Uh, That’s my personal favorite is to be able to, like, actually ask questions. And so I want y’all to, you know, make sure throw those in, um, to the q and a panel, and I’ll try to take those as we’re going along as well. Um, but Kayla’s got me covered there to kinda monitor and help us, um, look through that. So, um, with that being said, let’s talk about the why. Um, I think this is such a big for me, I think it’s always important in a presentation. And when you’re talking through things, like, why does this even important? Why, um, do we want to think through this as a process? And so I wanna talk about the significance of having a data driven marketing process, um, to help think through how that affects your your bottom line and and performance. So I wanna start with some stats because, again, don’t take my word for it. Um, these are things that I think a lot of marketers feel. Um, but, uh, since that’s about, you know, how marketers feel about this data driven reporting, once it jumped out for me are 38% of marketers are confident in their ability to use data to make marketing decisions. And, like, that to me, that absolutely blew my mind where I think it a lot of marketers have really good hunches. Right? And I think you all probably feel a way like, I know what is gonna be important here, but being able to back that up with data a lot of times is that gap. And so I love this as a, um, almost a stat into looking into what I think marketers want to focus on is they know the data is important, but a lot of times they don’t have the confidence, um, to know how to pull it or where it’s coming from. Another big one is 62% of marketers say they lack the skills and knowledge to effectively use data. And this one also, I think, is probably a big, uh, significance as to why y’all might be here today thinking about b two b marketing analytics. A lot of times these tools that we use can feel scary and overwhelming, um, and whether it’s, you know, using CRM analytics specifically or if you’re even using things like Tableau or Martin Cloud Intelligence. A lot of times that that hurdle to get over to learn a new tool can seem scary to help get that insight. So I think that that makes, um, a lot of sense. And then 54% of marketers say they don’t have the right tools and technology to even manage their data. Right? So they’re lacking some of those analytics tools to even help get the accurate data that they’re wanting to to help make these decisions. And so I think all of this is really important to to kind of lay the lay of the land that marketers are feeling when it comes to reporting and analytics. So with that being said, why it is a benefit for, I think, most marketers to actually implement some sort of data driven decision making. And I and I’ll I know that sounds very buzzwordy. So I have some examples I’ll show you all later too. But for me, there’s a few things that I think jump out to this as to why this is important. So biggest one is, like, improved targeting and personalization. So data can really help businesses understand their target audience, um, thinking about that target audience’s needs, some pain points, interest. And then that information can help you create that more targeted and personalized marketing components that then help you drive whether that’s, you know, bottom line performance of, hey. Now I know that this channel is working really well, so I’m getting better ROI. Or it can even just help you, um, perform, you know, better process improvements. Hey. I said this blog post is doing really well. I wanna do more of that. Or, hey. We did this marketing will process. Let’s capitalize because it did so well. So it’s helping you improve upon that. Um, and I think efficiency is is another one here around, like, not only your process, but resource allocation. And so, um, by having that, again, data driven mentality, it can help businesses identify which marketing channels, help businesses, um, and campaigns really push that bottom line and, um, really can help you allocate those resources, um, to be more effective again with your investments. And then lastly, um, just a comprehensive customer insight. For this one, it jumps out to me is that data can help you gain a deeper understanding of your customers of, like, behaviors, preferences, buying journeys. Um, and then that can, again, be used to help improve your overall customer experience, help you boost sales. And so the I think the theme we wanna call out here is we’re we’re doing this based off data. We’re not throwing I would say, like, throwing spaghetti against a wall and seeing what sticks. We’re doing we’re based off data and following what our customers and trends are are telling us. Um, again, I don’t wanna just, like, throw out buzzwords. I wanna give us actual examples. Right? So when we’re going through these data driven decisions, there are things that you can do right now that help towards your bottom line. So when we talk about targeting and personalization, like, audience segmentation. Right? A lot of times with targeted marketing campaigns, seeing that performance and seeing how that that targeted campaign does is a way to improve upon that that process. Um, and having KPIs that match those campaigns and results so you know what levers to pull. Um, and what I mean by that is, like, what actions are you going to take with this marketing process? I always try to communicate when I’m working with customers. It’s like, what’s your bottom line and action that you’re gonna take from that report? And I hope that’s something we can take away from today is there should be some actionality, which is not a word, but there should be some action you wanna pull with this to make that dashboard, um, useful and sticky. Like, what are you gonna do with it when you’re looking at those KPIs? Well, um, and then, obviously, you’re measuring ROI. Like, if you’re not tracking dollar value, um, and doing it by channel and and member responses, you’re missing out on some I’m gonna call it low hanging fruit, but it’s it’s ways for you that are built in right in Salesforce that you can then track in an analytics tool or even a sales cloud report, um, to help you have that data driven decision of, like, what’s a good investment. And then little things that, again, think I think go such a long way is even simple AB testing, um, with, like, different designs or different calls to action. You can use those KPIs to to drive which of your performance is working best or what campaign is working best, but you’re tracking that and reporting those on those marketing tools. Right? So, again, just a few examples here. And and you all obviously know your business really intimately. You can really drive what you think is going to work best by putting these things into place and testing them. Um, I think that’s one recommendation I tend to give a lot of customers is it is okay if you don’t know what exactly is gonna be the right KPI right away. Just start. Right? Put something on paper and track it, and then you’re gonna start seeing the data will show you where to go. Um, so don’t be afraid just to really get started. Okay. So all of that’s kind of our why. Right? We know that data can help lead us to improve our our bottom line, improve those processes. But I also wanna tie this back to what how does how does b two b marketing analytics help us do that. Right? So for anybody that jumped on their, like, I’ve heard of b two b, Mae. What is that? I don’t know what it is. Um, so basically, b two b marketing analytics is a CRM analytics app. And I wanna call out real quick because we they’ve we’ve changed the name or Salesforce has changed the name at least five times of what CRM analytics is. So, um, that can cause a lot of confusion. It’s analytics studio. It’s kind of the best way to think about it, but it says CRM analytics, um, is the is the system. Right? Very similar to, like, how your iPhone has an operating system that powers all the things on your iPhone. Right? An app is very similar to an app on your phone. Right? You wanna play Angry Birds. You don’t wanna have to go build Angry Birds on your own. Right? No. You wanna download it so you can play and enjoy it. That’s the same thought process behind these app templates. I don’t wanna have to go build out my dashboards and the different datasets that are being pulled from Pardot. I want the system to do it, and that’s what this app template does. But what’s great is it gives you insight into your marketing campaigns, performance, um, helps you do some of that benchmarking so you can see results and see where you wanna improve. Um, and what’s nice is you can create your own custom dashboards and reports to meet those specific needs, which we’ll get into in a in a little bit. So with that being said, what does how does B2B may tie back to that to that data driven process. Right? And so what this will allow us to do is really gain insight into your marketing performance. Right? So specifically saying, I can actually look at what campaign has generated more leads. I can look at campaign influence and say which one is, um, helping me close deals or which one is the most touched through my even distribution. I can look at open rates through engagement and seeing performance that way. So there’s all these items that, again, whether it’s campaign influence and I’m looking at my ROI bottom line, um, so I can look at, hey, what’s leading to deals closed. Or, again, I’m looking at the specific assets themselves and saying, how can I improve upon those? B two b may has out of the box items right right out of the box that you can go ahead and and start utilizing and implementing today to help you on this data driven data driven journey. So, again, benefits here. Right? So with that being said, why I think this is also important to keep in mind because I the question or, I guess, the statement I always get here is like, uh, but couldn’t I just do that with the sales cloud report? And I don’t I do not disagree. There’s a lot of benefits that you can get from a standard sales cloud report. Right? Um, I think both of them have their own place. But for me, what I have found in my time working with both tools is a lot of times in b two b marketing analytics, you’re seeing those trends and, like, the phrase I always use here that I think sets this really, really helpful, um, distinction between these two is reporting like a sales cloud report is gonna be the what. What happened? This opportunity closed. Where in analytics, it’s gonna be more of the why. Okay. So why did that opportunity close? And so you’re seeing those interactions and engagements a little bit easier. It gets easier to, um, filter and move quickly and pull that thread and come to those conclusions than it is with just a standard sales cloud report. Again, it’s more efficient. And what I mean by that, I’m I’m I’m sure most of y’all have run through this where you try to do a sales cloud report and it takes forever to load or little things like that that can eat up time. B to b m a doesn’t have that. What’s nice is it’s the way the system pulls it for that specific dashboard, um, enhancements and and run time. So, um, you don’t really have that latency issues. But then also, the goal in mind with a lot of these out of the box dashboards is to have that data driven success that’s built out so you can track things whether it’s through strategy and, like, account based marketing, Oregon campaign influence. You have these, like, data points that we’re that we find are are important in the marketing world. Already, they’re built in and baked into these dashboards. So, again, um, just a few things I think are important. Now there are, again, some I wanna give some examples going back to that. So, um, I can identify most engaged leads by campaign. Um, I can do that for my prospect and activities dataset, which is really nice. Um, again, I can track campaigns with a with my ABM performance, and I can even do that with campaign influence to see specific campaigns, um, that specific accounts have engaged with. Um, you’ve got great insight into measuring ROI, looking at campaign member responses. If you wanna pull that in as a dataset and have a dashboard around that, those are items that you can also pull in. Um, but then also, like, specifically within B2B may, you can look at pipeline and lead source insight, um, looking at your lead generation efforts. So each of these are available options for you to, again, track that data. So you’re you’re seeing your baseline, that benchmarking, and seeing what improvements and testing. Hey. I wanna try this improvement to see if I can get a better result out of this specific campaign. And now you’ve got that trending to see if that tracks because you’ve got you’ve got these dashboards helping you, um, set that up. So, um, with that being said, um, let’s give you a few other, uh, other examples. So, um, I wanna do kind of two two sections here. So the first one is, okay, within b to b m a, what are some KPIs or or processes, questions of our data that can help influence that bottom line or business process? So going back to that original, like, what are ways that data driven processes can help us be more efficient? So, again, we talked about that customer insight, segmentation, think about targeted and personalizations. So from here, I can track things like buy my accounts, like, what’s activity is, um, in my top accounts engaging with. Right? Um, I think that’s a really important, especially if you have that ABM process. You wanna see if there are certain campaigns that are or, um, activities that your top accounts are engaging with, well, how can I replicate that To, again, improve upon that bottom line, um, I worked with a customer that we were using the account based marketing dashboard? And one thing we did was we literally would look at, hey. Here are my top five accounts that closed, um, that I want to replicate. And then what we did is we cloned that dashboard and then said, here’s the top five accounts that I’m working with sales that I wanna go after. And what they did is and we looked back and forth of what campaigns did that, those original five engage with, and worked with the marketing team and sales to actually strategize of how can I push those out to these new top five campaigns and who I wanna go after for those accounts? And so but I’m using these based off, like, data. I’m not saying, you know what? I think this customer really like this. Let’s go with it. We’re, you know, we’re doing it and basing it back backing it off of data. So another one is helping you identify your most qualified leads. Um, so whether you’re tracking your MQL process, um, or if you’re looking at SQL, ways to break that down and and review those type of prospects, I think, is also really key. Um, looking at their lead sources to know where they’re coming from, I think, is also, uh, you know, a channel process that process that you can use to help improve where you’re spending. Right? If I know that Google Ads is, uh, performing better than Bing, which I would not be surprised, but let’s say it is, then, you know, you probably wanna put more spend behind Bing or sorry, behind Google and less behind Bing so you have that. Um, but you have data backing that. You’re not just making a guess. And then, obviously, like, improved customer targeting. I’m seeing what they’re engaging with, what forms are they, you know, filling out. We’re looking at these different, um, calls to action that our customers are providing us, if that makes sense. Like, their hand raising say, hey. I’m engaging with this. Take that data and and capitalize on it. Right? Take that data and put into action. From there, I wanna it it really, I think, transitions nicely to talk about, like, a lot of those targeting segmentation should transition to, like, your campaign performance as well, um, because we want to put those specific prospects through the right campaign that they’re engaging with or that we want them to engage with based off their where they’re at in that buying cycle. So big one here is, like, campaign performance tracking, content marketing. Right? This is, like, all in on, uh, for my for my content marketers. Looking at that engagement dashboard is so powerful to say, like, again, if I change c t if I change colors to the button that I round the button on that landing page, all of that are things to see, like, where you’re tracking over time that improvement. Um, I love the campaign influence dashboard for channel efforts. So because it breaks it down by type, which I think is really helpful for you to know. Okay. These types of campaigns are really resonating for my lead generation. Maybe it’s a webinars, really high lead generation, but turns out your customer referrals is what actually is helping you close deals, and you’re looking at that based off last touch. And so you’re able to move quickly and derive that, you know, that, uh, correlation. I talked about this a little bit, but I wanna hit it again around your ABM campaigns. So being able to know what campaigns are effective for different, um, for different accounts. Um, I’ve even have people who got more detailed with this and broke out a custom dashboard and did it by industry with specific accounts as well, which I think was also really brilliant. Um, obviously, this is gonna help you nurture your leads more effectively with campaigns, um, knowing which ones are which campaigns. Like, I always think about engagement studio here. If I have this really elaborate engagement studio program, I wanna see what paths a lead is taking. And if there’s something that’s helping me nurture those leads more effectively, I wanna replicate that and put that into process and make sure more people are following that path. But, again, I’m doing it based off the data that I’m seeing in in analytics. And then, obviously, um, improved operational efficiency. So I think this, again, kinda goes back to where you’re where are you spending your time, uh, in creation. So with certain campaigns, was the creation worth the effort? Um, I think you could put operational efficiency in a lot of different buckets. But for me, I think it comes down to, you know, I spent a lot of time on this ebook, and it really didn’t yield a lot of closed won opportunities. Okay. Well, then let’s change it up. What worked from it? What didn’t? You know, baking that into that retrospective, I think, is key. Um, ROI measurement, this is, like, pipeline all day long. And so this lets you see, like, any pipeline trends through sources, things like that. Um, it actually lets you even look at expected and actual campaign budget if you wanna pull that in, um, to see some ROI efficiencies with that. Visitor conversions. This one comes up, I kid you not, all the time, but I always hit this of, like, distribution. Right? If you were not seeing if you’re seeing a bottleneck on your pipeline dashboard, you see between visitors and prospects, there’s a velocity key. And it’s like, you know what? I see I think I’m missing a, um, I think I’m missing a a big distribution point here because there’s a big bottleneck. Well, how would you know where to see that if you didn’t have it right there on that dashboard? Right? So it’s little things like that. Like, you’re missing out on leads. Like, once they convert, they’re they’re doing really well, but we wanna make that faster. So that’s little things that can make a big difference. Um, I also have people who built in a dashboard that help them look at leads in a specific hierarchy as well, um, by campaigns, but that allows you to get really specific with different, um, campaign information, like if you have, again, specific campaign types. I have a customer that thought this was brilliant, had different levels of their campaigns. They knew what hierarchy it was, and they were analyzing, um, comparison of different levels. So all of this, I think, is really, really, um, important to keep in mind when you’re thinking about ROI measurements. So how do you incorporate this into your actual strategy? Right? So it’s easy to go look at those dashboards, but how do you make sure you’re using them and you’re effectively putting this into play? So, um, assess your needs. Again, I know this is really silly, but, like, what do you need to report on? What’s what is it that you feel like is missing? And that’s always a question I start and ask customers. What do you feel like is missing from your from your reporting process? What keeps you up at night? Right? And a lot of times, that’s a great place to start. Um, if you even have dashboards that aren’t working in, like, a sales cloud, start there. Hey. These are things I feel like are missing from this dashboard, and you might find are able to to answer in analytics. Um, get buy in from stakeholders. This comes up all the time, I think, especially between the sales and marketing, um, is, like, everybody get on the same page, and that’s I think can be super, super key. Um, clean and prepare your data. I again, I this is probably a marketer’s, like, worst nightmare. But, like, if the data’s not accurate, the data’s not there, you can’t report on it. So this is so, so key. Just make sure you have clean, um, clean clean data. And if you haven’t installed b to b m a yet, do it. There’s you’re not gonna miss anything. It’s not gonna, like, mess up. There’s so low stakes to turn it on, um, and I think you’re gonna get a lot of insight on it. So go ahead, install it, train your teams to use it as well, and then, obviously, like, use that data, put it into your marketing process, have those retrospectives and things like that, um, to really make it sticky. Um, so, again, a few, like, just things that have come up that I think are helpful, like, start small. It does not have to be this, like, revolutionary process to baking this in. Um, you do little pilots. Um, if you want, like, use what is out of the box. You don’t have to start building out these super big dashboards that are gonna revolution every that’s not the that’s not the key. It’s start small, get comfortable, and build and and build upon it. Um, integrate with other Salesforce objects is a great way to, like, push us to the next level. I’ve talked about campaigns a lot, but there are so many other objects that you might be using day in and day out that you can, again, that can benefit from the use of analytics. And then, again, review it, check that data, get feedback from those stakeholders, um, help get that buy in. We’ll make, like I said, a world of difference. Um, again, a couple of bits of advice is, um, have a consistent source of truth. Um, I had a I had somebody tell a really brilliant story that has stuck with me, um, just the other day. He was saying he was, like, a VP of marketing, and he went into the sales and marketing meeting and was so excited. He was like, we, as a marketing team, got 60% influence of these closed won opportunities this year. We are so excited, and the sales VP turned around and says, that’s interesting because I got 80% of the closed won opportunities. The math is not mapping. Right? So but what happens, like, that consistent source of truth of what was reporting was was different. So we gotta make sure it’s consistent. And then think about the story you’re trying to tell. I think that’s also super important. Um, I mentioned this earlier, but, like, reporting should be accompanied with an action. So what are you gonna do when you build out that dashboard? Um, and, hey, if the data isn’t there, like expected budget, things like that, use automations. There seems like flows and even completion actions and and, um, account engagement that could help you automate a lot of that. And then lastly, again, like, share it in meetings. Have that as a part of your marketing retrospectives. Take it to leadership. That’s what helps get the sticky. More eyes on it help you get that feedback, and then you can re again, reiterate it and get a lot. Um, so real quick, I wanna show you just a few real life examples, and then we’ll open up for a few q and a here. Um, so a marketing operations admin report. Like, this to me is so key. Um, so, like, if you are have fields that are missing budget, like, here’s how many campaigns are actually missing the budget. Here’s how many leads are not in, uh, account engagement. Ops that are missing contact roles. Talk about, like, a nightmare. Right? That would make me cry. You’re missing data if you don’t have that there. But these are things that you can keep a check on. And, again, um, as a marketing admin, have that ready to to spot check and then, like, form errors also. Things that can just make you a lot more efficient. Um, again, going back to that, like, efficient process and boosting this process, having it there to report on it makes a world of difference. Demand lead generation. So, um, you can have campaign details and account engagement details all on a specific dashboard. Um, I think this is also, like, showing you quantity and dollar value of what’s coming in the pipe is a great way to look at demand generation, um, and then quality and dollar value. I put up the engagement because I think this is an important one. Like, a lot of these are gonna be out of the box, but you can also use pipeline and source, um, to look at lead generation there as well and look at dollar value. So some of those out of the box are are super powerful too. Um, sales and marketing dashboards. So these are gonna be things where you’re looking at, um, a combination of, um, you know, contacts or opportunities created from those campaigns. These are all things that are important to help you with that bottom line. Uh, again, opportunities one, but I wanna see which opportunities. I want those total dollar values. Um, and then, like, things that, um, we wanna look at, like, trends of what types of ops have been won and then the percentage of follow ups from sales by campaign members are all things that are super powerful. Um, and then, again, recap and hopefully we have enough time for q and a, Kayla. But, like, have a data driven mentality with KPIs you track. Incorporate those b to b m a dashboards for easier benchmarking and, um, quick time to results, build an analytics as part of your marketing process, and then obviously the review, get feedback, get buy in, um, and then you have a unified process together to help, um, boost the those end results. So questions quickly. I love it.

Speaker 0: Oh, that’s great, Kara. Thank you. Um, we did have a few a couple questions in the q and a. Um, I think I got most of them. Um, one, um, but, um, uh, one question in particular came through the chat, and I know we are running out short on time here. Um, for measuring ROI, any thoughts when selling through distribution? I can’t directly attribute sales to a specific campaign.

Speaker 1: Oh, that’s that comes up all the time, and I feel like there’s it always comes back to where is the budget for that coming from. And and I know that that sounds silly, um, but I truthfully, it’s like, if it’s the website okay. Well, how much are you paying for your website every year? Right? Or if it’s, like, content you’re creating, okay. Well, think about how much hours are spent on that for, like, I know this is kinda crass, but, like, a salary. Right? For that person who has been there’s there’s always way to kinda drive that budget. Um, and, again, it doesn’t have to be perfect, but you gotta get something on paper. And that makes a world of difference. Um, and y’all great questions about where can you find more, um, resources. And I wish, like, we have more time because I could go into this space for, like, two hours. Tons of resources out there. I think the best one is to look like there should be some, like, I think on YouTube. It’s probably the best I would say start with.