Create Gorgeous Marketing Dashboards Your Executives Will Love
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Transcript of Create Gorgeous Marketing Dashboards Your Executives Will Love
Create Gorgeous Marketing Dashboards Your Executives Will Love
Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion, Revenue Pulse
Mark EmondFounder & President, Demand Spring
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Agenda
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Earning a Seat at the C-Suite Table
77% of CEOs feel marketers talk about brand, brand values
and brand equity but fail to link this back to results that top management cares about:
Revenue, Sales, Earnings, or Market Valuation
Fournaise Marketing Group Study, 2011
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Analytically sophisticated companies are
2.2X more likely to outperform industry peers
IBM & MIT joint analytics study
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You are the key to creating a data-driven decision-making environment
But what do your marketing executives need in terms of analytics?
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Marketing Executives Analytics Checklist Connect analytics to Marketing’s mission
o MQLs? TQLs? SQLs? Pipeline $? Revenue? Influenced $?
Constant visibility: Daily dashboard
Summary to detail: Start at a high level and drill-through (e.g., total MQLs to individual deals with stages and $)
SLA Management: Sales follow-up on MQLs
Next quarter pipeline management: Are we tracking to have enough pipeline for the start of NQ?
Accountability: Can I get the analytics I need to be able to measure and compensate my team on our KPIs?
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Driving Successful Analytics Adoption
Analytics connects to business strategy
Define KPIs – build dashboards
Executive sponsorship & usage
Business analysts – from data to insights
Marketing users empowered with easy to use analytics
Facilitate closed-loop reporting
One version of truth Summary to detail
Common lead taxonomy – sales & mktg
CRM enforcement Management
processes
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The Story…
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My Fitness Pal App
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I got this email…
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A bit expensive
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What is Leftronic?
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There are Some Great Dashboards in Marketo…
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Success Path Analyzer
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Lead Lifecycle Tips
• Start simple – and then increase complexity• Use static lists and Salesforce campaigns to track• Timestamp when records hit certain stages
• Create new custom field for Stage Conversion (Date/Time)• Create data management campaign to timestamp
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Opportunity Influence Analyzer
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Where Pipeline Reporting Falls Down• Requires the contact owner field on opportunity to be
populated• Opportunity Influence Analyzer report helps you
correct this• Don’t have Revenue Cycle Explorer?
• You can still identify people marketing has engaged…
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Find Engaged Prospects Not Listed On Opps
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Marketing Numbers for Weekly Management Meeting
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BUT…
• We wanted to combine all company metrics• We wanted everyone in the company to see it • We had no development background• Wanted to show progress to goals
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The first thing you see when you walk in…
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Company Performance
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Marketing Performance
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Email Statistics
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Website Metrics
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Social Media Metrics
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Events
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Event Performance
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Another Dashboard Option - Klipfolio
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What You Need to make these Dashboards• Marketo
• Lead lifecycle & goals for each stage• Add leads to SFDC campaigns for events
• Salesforce• Enterprise is more flexible, with API
• Google Analytics• Tracking code on all website and Marketo pages
• Twitter• Allow authentication to account
• Excel• For upload of manual entries like events + company metrics
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APIs?!?!
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1. Find Your API Credentials
Marketo > Leftronic API: 3 Steps
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2. Copy your API Credentials
Marketo > Leftronic API: 3 Steps
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Marketo > Leftronic API: 3 Steps
3. Paste API Credentials into Leftronic. Press Connect.
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Magic.
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What you need…
$1,200
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LaunchPoint Partner Program
• Get your partners to apply (if not already members):• Free sandbox environment• Office hours with Marketo developers• Community support
developers.marketo.com/support/launchpoint-developer-program/
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Key Learnings
• Find out what your executives care about• Determine if there are any privacy concerns• There are some limitations to the SOAP API• Salesforce Enterprise edition or higher for API• Mac Mini’s work better than Apple TV’s• Get as big of a TV as possible• Put it in a high-traffic area• Less is more
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Leftronic Discount for Marketo Users
• Sign up for a free trial: www.leftronic.com/demo
• Marketo Users get 10% off the first 6 months
Coupon Code for Marketo Users:
LEFTRONIC4MARKETO
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Create Your Own Marketo + Leftronic Dashboards
Step-by-step video walk-through to create ALL Leftronic/Marketo Dashboards & impress your boss.
revenuepulse.com/go/dashboards
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3 Take-Aways
1. Create a data-driven culture by making analytics accessible
2. Understand which metrics matters to your executives and how they will be embedded in management processes
3. Move from vanity metrics to business metrics• Pipeline• Revenue• Opportunities• ROI
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Contact Us
Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion Revenue Pulse
Mark EmondFounder & President, Demand Spring
@marketing_101
@demandspring
Thank You!