Marketo@Marketo: Advanced Report Builder
Transcript of Marketo@Marketo: Advanced Report Builder
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Marketo@Marketo:Advanced Report Builder*
* Previously known as Revenue Cycle Explorer, a component of Revenue Cycle Analytics
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• Chat with us in the panel on the left-hand side of the screen• We’ll be addressing questions at the end of each speaker’s section
RECORDING & SLIDES WILL BE MADE AVAILABLE VIA AN EMAIL SENT WITHIN 24 HOURS OF WEBINAR CONCLUDING
Housekeeping
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• Dedicated reporting tool in Marketo
• All your Marketo data, aggregated & visual
• Easy drag-and-drop pivot table user interface
• See data as tables, charts, and dashboards
What is “Advanced Report Builder”?
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Find the Revenue Explorer…
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Do You Have It?
Revenue Explorer is Advanced Report Builder!
You have it if you have:• Select Edition• Revenue Cycle Analytics Add-On• Advanced Report Builder Add-On
Ask your Marketo Admin or reply to follow up email!
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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Welcome…
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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
9 Different Types of Slicing & Dicing
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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Program Opportunity Analysis
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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Available Fields
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Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Layout
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Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Filters
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Report
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First-Touch Attribution Explained
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Multi-Touch Attribution Explained
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Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Tips for Success• Formulate and state the marketing question you want to ask/answer
• Make sure your questions are actionable; state the actions for each report
• Know in depth how the data was derived before you try to explain
• Start with simple reports, then iterate and expand on filters and definitions
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Vyoma KapurSr. Enterprise Marketing Programs Manager
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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Vyoma’s Vibrant VariablesLook at all of this data!
What actionable conclusions can I draw now?
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Top Funnel Program Performance
Did we successfully engage with people?
How did this impact my database?
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What is a Program Success?
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Pipeline Attribution
First-Touch Pipeline (FT)Multi-Touch Pipeline (MT)Revenue WonPipeline-to-Cost Ratio
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Pipeline Attribution
First-Touch Pipeline (FT)Multi-Touch Pipeline (MT)Revenue WonPipeline-to-Cost Ratio
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Pipeline Attribution
First-Touch Pipeline (FT)Multi-Touch Pipeline (MT)Revenue WonPipeline-to-Cost Ratio
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FT vs. MT Pipeline
Channel FT Pipeline MT PipelinePPC $410,000 $525,000
Webinars $220,000 $903,000Content
Syndication$325,000 $117,000
More efficient at pushing leads through funnel
More efficient at acquiring the right leads
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• Opp’s created after program month are attributed to program• Ability to filter by multiple values, including New Business vs. Cross-sell etc.
Opp’s and ARR Generated
Opp = OpportunityARR = Annual Recurring
Revenue
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Mary Kate FrancisDemand Generation Coordinator
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Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
MK and the Webinar FactoryWe run hundreds of webinars a year. Is there anything coming out of them?
Opportunities? Pipeline? Revenue?
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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Marketo Webinars (SMB)
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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Marketo Webinars (SMB)
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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi-Touch Pipeline Generators
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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Oh no! No First-Touch!
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Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
No problem…
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Mike TomitaDirector of Online Marketing
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Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Tomita’s Traffic TrialsWe drive thousands of people to our web pages daily…
Are any of them worth anything?
Disclaimer: Marketo believes that all human life is inherently valuable and cannot be gauged by the amount of revenue that may or may not be driven by its existence
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Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
DG – Pipeline by Digital Program
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Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Filters
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Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
DG – Pipeline by Digital Program
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Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Just Add Program Name
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Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
All Program Tags Available
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Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Easy to add
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Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Voila!
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Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Program Tagging is KEY
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Graham GallivanSr. Manager of Enterprise Marketing
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Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Getting Granular with GrahamWe spent a lot of time on that one piece of content.
Please tell me we got something out of it.
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Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Economist Survey: Pipeline
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Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Economist Survey: Pipeline
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Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Economist Survey: Pipeline by Program
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Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Economist Survey: Pipeline by Program
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Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Tips for Success• Formulate and state the marketing question you want to ask/answer
• Make sure your questions are actionable; state the actions for each report
• Know in depth how the data was derived before you try to explain
• Start with simple reports, then iterate and expand on filters and definitions
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Advance Registration
$1595Ends January 31, 2017
Exclusive $100 Discount Code:Nation100
REGISTER NOW AT SUMMIT.MARKETO.COM
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Featured SessionsLet’s Get Digital!
Take a look behind the curtain and see how Marketo plans, executes, and measures its digital marketing programs.
Penetrating Industries with an Integrated Sales and Marketing Strategy
Learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.
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THANK YOU!!!