B2B Marketing Analytics Dashboards

Dashboards Overview

• Engagement—This dashboard shows how your primary marketing assets perform and how they contribute to the sales pipeline and opportunity lifecycle. Included metrics: asset engagement on list emails, forms, and landing pages.
• Pipeline—The Pipeline dashboard shows your sales funnel from visitors to prospects and through to opportunities you’ve won. This dashboard is helpful for sales and marketing leadership to see which assets and campaigns push the most deals. Included metrics: numbers of visitors, prospects, marketing qualified leads, open opportunities, closed-won opportunities, and velocity figures.
• Marketing Manager—The Marketing Manager dashboard offers a quick look into the health of your business and which campaigns are yielding the best results. From this dashboard, you can drill into the Engagement and Pipeline dashboards. Included metrics: pipeline deals, revenue by campaign, and marketing asset engagement.
• Multi-Touch Attribution—The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more. The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more.
• Account-Based Marketing—The Account-Based Marketing dashboard brings together opportunities, contacts, marketing engagement, and sales activities. Narrow the dashboard by a certain account or a few, to find out how things are going with your sales reps. Included metrics: pipeline value, number of opportunities, score, won/lost percentage, stage value, and a table of opportunities.
• Einstein Behavior Scoring—The Einstein Behavior Scoring dashboard gives the factors that Einstein uses to build your scoring model. Included widgets: Most influential engagement activities, influential assets, and a table of leads and contacts who perform these activities.

Dashboard Terms

Certain terms used in these descriptions can refer to fields in either Account Engagement or Salesforce.

• Monetary value is derived from the Value field on a Account Engagement opportunity. The Value field maps to the Amount field on a Salesforce opportunity.
• Cost is derived from the Cost field on a campaign in Account Engagement. When campaigns are connected, the Cost field on a Account Engagement campaign maps to the Budgeted Cost field in Salesforce.
• Value in the Multi-Touch Attribution and Account-Based Marketing dashboards is derived from the Amount field on a Salesforce opportunity.
• Sales Activities in the Account-Based Marketing dashboard include all values from the Type field on your Event object.

Marketing Manager Dashboard

The Marketing Manager dashboard offers many widgets and charts. In addition to the Pipeline Deals and Email Engagement widget collections, the dashboard includes charts that group and rank campaign and asset data.

Pipeline Deals Section—The metrics in this section use data from the Opportunity dataset, pdOpportunity, which combines data from both sources.

Email Engagement Widget—The metrics in this widget use data from the Email dataset, pdEmail, which contains data from both sources.

Other Charts—There are three data charts that appear on the Marketing Manager dashboard.

• Revenue by Campaign—Donut chart showing the sum of monetary value of opportunities in the Won stage; grouped by campaign name. Stage values come from Salesforce.
• Top Forms—Horizontal bar graph showing the top 10 forms based on the number of unique form submissions. Form data comes from Account Engagement.
• Landing Page Completion—Donut chart showing the top 10 landing pages based on the number of unique landing page submissions. Landing Page data comes from Account Engagement.

Pipeline

The metrics throughout the Pipeline dashboard originate from the Opportunity, Prospects, and Visitors datasets.

The Lifecycle Snapshot area displays stages in your prospect lifecycle: Visitors, Prospects, MQLs, SQLs, and Closed Won. The number between two tiles represents the average number of days for people to move stage to stage.

After the Pipeline Breakdown section, are three graphs: Source Campaigns, Pipeline by Company, and Lead Sources. The first two graphs show the monetary value that is associated with opportunities’ individual campaigns, companies, and marketing channels. The Lead Sources graph indicates the count of lead sources.

Pipeline Breakdown Widget—The metrics in the Pipeline Breakdown Widget use data from the pdOpportunity dataset, pdVisitor dataset, and pdProspect dataset.

Engagement

Note Some values are used in more than one widget.

Metric descriptions are the same for the List Email Engagement Widget and the Email Template Widget. The origin for List Email widget data is the Email dataset, pdEmail. Email Template widget data originates in the Email Template dataset, pdEmailTemplate.

The metrics in the Forms Engagement Widget originate in the Forms and Form Handlers dataset, pdFormAndHandler, which contains data from both sources.

The metrics in the Landing Page Engagement Widget originate in the Landing Page dataset, pdLandingPage, which contains data from both sources.

Multi-Touch Attribution

High-level metrics and two charts are available on the Multi-Touch Attribution dashboard. To see an attribution breakdown that works for you, select an Influence Model from the dropdown.

Account-Based Marketing

The Account-Based Marketing dashboard includes an Account Details Widget alongside pipeline, opportunity, and sales activities charts. Choose an account to filter available widgets, and see the opportunity table update with historical information associated with the selected account.

Other charts—There are a few other tables and charts that appear on the Account-Based Marketing dashboard.

• Pipeline Value by Account—Horizontal bar graph showing the sum of monetary value associated with opportunities in the SQL stage.
• Engagement Score by Account—Horizontal stacked graph showing the average engagement score per account.
• Sales Events by Account—Horizontal stacked graph showing the number of sales activities.
• Opportunities: Revenue Win Percentage—Donut chart showing percent of revenue won versus lost. Uses opportunity record from Salesforce.
• Opportunities: Stage Value by Account—Horizontal stacked graph showing the sum of monetary value for each account, grouped by pipeline stage. Uses opportunity record from Salesforce.
• Opportunities: Table—Table of data associated with selected accounts: account name, opportunity name, owner name, amount, account industry, and close date. To open an action menu, click an account, opportunity, or owner name.
• Sales Activities: Time Spent on Events—Horizontal bar graph showing the sum of hours that opportunity owners have spent on activities associated with the selected accounts.
• Sales Activities: Number of Sales Events—Donut chart showing the number of activities that opportunity owners have spent on activities associated with the selected accounts.