Category Archives: Pardot

Combine Salesforce and Pardot Campaigns Data – New Feature Added

AttributeApp now allows the option to combine Salesforce and Pardot Campaigns Data into the app. You can now run attribution reports based on the following marketing touch data sets and fields:

  • Salesforce Campaigns
  • Salesforce Sales Actions (from the task field, i.e. calls, meetings, demos, send quote, etc.)
    Pardot Campaigns
  • Pardot Tactics (forms, landing pages, videos, white papers, files, page views, email clicks, etc.)

All of this is combined with Salesforce Opportunity Data level to allow for multi-touch attribution reporting. AttributeApp can also assign attribution at the Account level, regardless of whether reps have filled out Opportunity Contact roles or not. This allows for Account Based Multi-Touch Attribution.

Using Lead Source as First Touch Override – New Feature

Based on customer requests, a new feature has been added to AttributeApp Multi-Touch Attribution reporting – the ability to use the Lead Source as First Touch point in Multi-Touch Attribution reports.

When this setting is enabled, the first touch credit for any opportunity in Salesforce goes to the Lead Source, even if there is an earlier Pardot marketing touch point.  This can be useful when data is coming in from multiple sources and Salesforce is the one point of truth for first touch/lead source.  This touch point overrides any earlier Pardot marketing touches and gives the first touch attribution credit to the Lead Source.

The Lead Source is an auto populated field in Pardot which is determined by the prospects referring URL.
The Referring URL is the page the visitor was on directly before landing on your page. For example someone saw a tweet for an offer of yours and clicked through to yourcompany.com/landingpage, Twitter is the Lead Source. Generally this is the first true touch point. Later – perhaps later that visit, a month later, 6 months later – whatever form, landing page, or event that converts into a prospect is the Pardot Source Campaign.

AttributeApp pulls in both data points and allows weightings to be adjusted on each. There is also an option to pull the lead source from the Contact in the Opportunity with the earliest “Pardot Create Date”.
Lead Source as First Touch also gives the user an easy way to generate and save multiple Top of Funnel reports, either from a Salesforce Lead Source or Pardot marketing touch filter.

Getting Started with Multi-Touch Attribution: To-Do List

Before getting started with multi-touch attribution, many marketers are intimidated or daunted by the idea of “cleaning up” their database. This is true for even the most sophisticated of programs; no dataset is perfect. The AttributeApp team has worked with many groups over time and we’ve learned that data quality is a journey — not a destination. By implementing the right processes and tools, you can begin multi-touch attribution without having to restart your database. Often times, the data revealed in your MTA program will help inform your perspective about new processes to help keep your data in good condition.

So, if you don’t have to overhaul the entire database to start measuring your marketing data stack in a more sophisticated way, what is required to start off on the right foot? Read on below to see our top recommendations.

Get cross-functional buy in  

The most common key stakeholders of MTA Analysis are marketing leadership, sales, and finance. Before getting started with Multi-Touch Attribution, get the input of these 3 core voices. Be inquisitive and make sure you understand which questions they would like to have answered. Your program is sure to get the support it needs if it is aimed at answering the right questions for the business.

There’s a chance that you’ll need outside support of a 3rd party tool or resource to really get to the bottom of your investigation. When requesting funds for the project, make sure you remind stakeholders of their previous buy-in and reiterate how you’ll be adding to the bottom line by informing marketing decisions with more horsepower and insight than ever before.

Harmonize your databases

If data quality is a journey, you need to start off by making sure everyone is in the same car, driving down the same highway. Many marketers use multiple systems to create and record marketing data. Various systems for CRM, web analytics, and marketing automation are the backbone of your dataset. It’s important to make sure all of the systems are integrated and talking to each other so that your data is ultimately getting back to the CRM. You don’t want to have leads in the CRM that are not in the marketing automation database. Then, map all fields possible between the CRM and marketing automation tool. Harmonize the data across both tools and make sure you’ve carefully chosen how those fields get updated and which dataset is the master. This will help down the road, knowing that you are evaluating one set of information. Also consider Salesforce Data Quality Solutions for Marketers to clean up CRM data.

Clean up scoring and grading

If you’re using marketing automation such as Pardot, a score and grade are available to you in efforts to evaluate the quality of your prospects. We suggest taking a look at how these are running and making some tweaks to improve them if necessary. Once you dive into your MTA analysis, you’ll be making findings about which marketing campaigns work, and when they work. After you make determinations and start changing your campaigns, lead score and lead grade are two ways to evaluate a “before and after” to see if your changes are making an impact in the marketing funnel. Other good diagnostics are close rate, opportunity age, and average deal size, all of which should improve when you are doing better marketing.

Determine how your company will use campaigns

Marketing campaigns are the backbone of attribution analysis. Make sure you have set the strategy for how you want your team to use campaigns because this will feed the data that is analyzed in your MTA tool. Some things to keep in mind:

  • If you use Pardot, remember that the Pardot campaign is an indication of the “first touch” campaign. Each Pardot prospect has one campaign assigned to them.
  • The Pardot campaign can be changed — make a decision about whether you want the campaign to serve as first touch or if you would like to change the campaign based on certain behaviors. If you do want to change it, use automation rules or completion actions to do this.
  • Salesforce.com campaigns have a many-to-many relationship with leads and contacts. Each prospect can be a part of many campaigns. For this reason, many marketers use both Pardot and salesforce.com campaigns to tell the full story.
  • Pay attention to the way your campaigns are named. This will make reports easier to read and digest. Don’t be afraid to rename campaigns that were set up with a confusing title. Set a standard, and enforce it.

Ultimately, and most importantly, getting started with Multi-Touch Attribution requires an open mind and a willingness to set aside some of your previous assumptions. You may find that your most tried and true marketing campaigns don’t move the needle quite as much as you thought, and discover new programs that are making a huge impact which previously flew under the radar.

Pardot/Salesforce Data Export – New Feature Added

Based on customer requests we’ve added a new feature at AttributeApp – the ability to do a Pardot/Salesforce data export of the combined CRM/Marketing Automation marketing touch data stack we build on integration.

***Update – if you are looking to do a one time Pardot activity export (moving to another marketing automation solution, connecting data to a corporate BI or CDP, etc.), we can do that through AttributeApp for a one time fee of $599.  AttributeApp is a managed package that you download into your Salesforce environment. You enter your Pardot API credentials, select the type of data you want to import from Pardot and the date range, then run the job. You can also marry this data with SF campaigns and opportunity data at the contact and account level. This creates and exposes a custom object in Salesforce.  Depending on the amount of data (there is a test before importing), it may take a day or so to run the job. From there you can then export via CSV.  If you’d like to learn more or get started – Contact us

Go to AttributeApp Setup -> Marketing Data Report. Then build a report/filter and Save as a Report in Salesforce, or export to XLS or CSV. The final report will have married all Pardot and Salesforce marketing and sales activities at the contact/account/opportunity level:

Pardot Salesforce Data Export

You can also easily summarize (group) info by contact, campaign, opportunity, etc.

Summarize Salesforce Activity Report

One of the key benefits of AttributeApp is getting your Pardot marketing automation and Salesforce sales and opportunity data in one place. From there we have pre-defined Multi-touch attribution reports and tools to easily build and run your own attribution models.

However, some customers may want to export this combined data to do offline analysis with other BI tools, or use the data for other purposes.

There is often a debate among SaaS companies as to whether to allow customers to export data and how to handle those requests. Some software vendors make it difficult to extract your data in the hopes of “reducing churn” amid worries that you’ll take your data out of the app and cancel. Our view is that the data is yours – not ours – and we should make it easy for you to extract it at any time, for any purpose. In the AttributeApp setup tab it’s easy to filter the data set you’d like and export to CSV or XLS.

Salesforce Sales Attribution Reporting

New feature added: Salesforce sales attribution reporting

Salesforce Sales Activity has now been added along with Pardot marketing touch data to the multi-touch attribution reporting within AttributeApp. Users now have the following options for Multi-touch attribution reporting with their combined Salesforce and Pardot data:

*Pardot Activities/Campaigns only
*Salesforce Sales Activities only (calls, demos, meetings, etc.)
*Combined Salesforce Sales Activities and Pardot activities

This provides a complete view of Sales (Salesforce activities) and Marketing’s (Pardot activities) contributions to pipeline and revenue.

This data gets rolled up at the Marketing Tactics and Campaigns level. You can also drill down into a single opportunity and get a clear view of both Sales and Marketing’s contributions to closing a deal. Here’s a simple example that combines both Pardot (Video, Website Visit) and Salesforce (Send Quote) activities to give a complete view of  a single deal:

Salesforce Sales Attribution

Salesforce Sales Attribution

There are now 10 out of the box attribution reports that allow insights into

*Pardot data, Salesforce sales data, combined Salesforce and Pardot data

*First Touch, Last Touch Models (for baseline comparison)

*Multi-touch Attribution Models

*Revenue Attribution (i.e. “Closed Won” in the last 90 days)

*Pipeline Attribution (i.e. “50/70/90% Open Opportunities last 90 days)

Screen Shot 2016-06-24 at 4.02.59 PM

And of course all reports have customizable multi-touch and contact weightings, or create a new custom report and filter on opportunity stage, timeframe, activity lookback window, etc.

Please keep the feature requests coming!

Salesforce.com Multi-Touch Attribution vs. Purpose-Built Tools

Do I need a Purpose-Built MTA Tool or can I use Salesforce.com Multi-Touch Attribution?

The majority of marketers will attempt to use some form of Multi-Touch Attribution analysis in 2016. Once you’ve decided that MTA is right for you, the next step is choosing how to tackle a Salesforce.com Multi-Touch Attribution project. Ask yourself these questions first:

 

  1. Should my analysis include marketing automation efforts?
  2. Who will perform the analysis?
  3. What is our internal level of expertise in statistical analysis?
  4. Who is the audience reviewing the data?
  5. Do I want to use my own custom model or a proven one?

 

The answers to these questions can largely impact the decision of whether to use Salesforce.com standard functionality, export all of that salesforce and marketing automation data for SQL analysis, or invest in a purpose-built tool that can make MTA as easy as plug and play.

 

Salesforce Standard Functionality:  

There are a few different campaign influence reports available in Salesforce.com, each with their own nuances, that are helpful in getting started with MTA. Understanding these nuances begins to expose some of the limitations of MTA with Salesforce.com. First, campaign influence reports can be done two ways. An ROI report at the campaign level will only treat PRIMARY campaigns as influential toward marketing ROI. This means that of all the campaigns an opportunity can participate in, one must be designated primary to get the full serving of ROI credit. A more general opportunities with campaign influence report can show you all of the campaigns that an opportunity participated in, but only if the contacts in the campaigns have been added to the opportunity. And, they cannot be presented in any order of a specific attribution model such as time decay or u-shaped modeling.

 

For those who have a small, limited team with a wealth of information in Salesforce.com campaigns, this might be the best option for getting started. Typically those using Salesforce.com influence reporting cannot integrate their marketing automation data.

 

Exporting The Data for Analysis:  

Salesforce.com data becomes the most pliable when it is exported for deeper analysis. If your team has resources for heavy lifting of data analysis in tools such as SQL, all Salesforce.com data could be exported and manipulated manually. An API feed could be setup to pull data from the CRM into custom spreadsheets where models are made manually. You’ll need a team member that is well-versed in statistical analysis and Salesforce.com architecture. Once the data has been exported, your team can create your own custom model that assigns influence to any contact at the account with successful opportunities. This is a good way to get around some of the limitations in the Salesforce.com UI such as choosing only 1 primary campaign. If a full data warehouse is available, your team might be able to set up jobs that send marketing automation data to the same environment for reporting.

 

This method of analysis often requires a full-time data scientist who can also manipulate reports to be understood by members of the selling organization. It’s most successful to use these complex, excel reports for internal marketing audiences only. Taking reports out of the CRM often raises questions about the data and its validity that your team will need to be prepared to answer.

 

Adopting a Purpose-Built Tool for the Marketing Touch Data Stack:

For those teams getting started in MTA who don’t have a full-time data scientist, a native Salesforce.com tool that peforms dynamic Multi-Touch Analysis across the entire data stack focused on marketing automation may be the way to go. If you are a Pardot user for instance, upon setup and integration with AttributeApp a nightly batch job runs and marries your marketing automation and Salesforce.com data.  From there marketers can access out of the box MTA reports, drill into data, create different views/filters, and customize based on their specific customer and prospect research and buying behavior. Marketing automation touch points such as web behavior or lead nurturing programs can be seen in the context of the account-based analysis.

 

Native Salesforce.com tools are ideal for those who want to present reports inside of the CRM to their leadership or sales teams. AttributeApp arrives on day one ready to leverage proven MTA models such as the u-shaped attribution model, with the flexibility to create a custom model of your choosing. All contacts at the account can be included, or you can limit to include primary and secondary opportunity contacts.

 

Reports are easily segmented based on varying stages of opportunities, which can change at a moment’s notice. Rather than waiting for data to be exported, worked with, reported and analyzed, your AttributeApp reports update frequently based on a fast-moving sales team. The best part? Proven, statistically relevant reports are available out-of-the-box the moment you get started. Go beyond the limitations of Salesforce without earning your PHD in stats.

 

A purpose-built MTA solution is ideal for marketers who want to dive in and get started quickly with MTA focused on their marketing touch data stack created by marketing automation efforts. Contact us today to find out how easy it is to get started!

How to Start Multi-Touch Attribution Modeling – Three Clues that MTA is for you

Choosing and How to Start Multi-Touch Attribution

Many marketers have named multi-touch attribution as a top priority for 2017. Have you already decided that MTA is for you? Here are three clues that it’s time to add Multi-Touch Attribution to your ever-growing project list and tips on how to start Multi-Touch Attribution reporting to unlock ROI insights and get a clear view of the buyer’s journey from lead to close and marketing’s full contributions:

 

1. Your company has a long, complex, B2B sales cycle

 

Organizations whose products are high value with a large price tag have seen their sales cycles become increasingly long and complex. When selling to businesses, the influencer might start out doing the research but needs to bring in a team of decision makers or get a purchasing department involved in the final signature. Because of this, marketers are looking for ways to shorten the sales cycle by finding tactics that get to the right contact who can help make a decision faster. MTA analysis can reveal programs that decision makers participate in. Once identified, sales and marketing can work together to get those programs launched into the sales process faster.

 

When your sales cycle lasts upwards of 6 months to 1 year, measuring the ROI of marketing programs on a monthly or even quarterly basis can be challenging due to the time between lead generation and gaining a new customer. This has lead to the rise in popularity of MTA analysis that can lend insight to activities that happen over a longer period of time.

 

2. Your marketing department has impact on the top, middle, and end of the funnel

 

If the long sales cycle applies to you, then you have probably already begun creating marketing programs that are aimed to impact different parts of the marketing and sales funnel. In many companies, this begins organically by sales coming to marketing and asking for help with closing a deal. In most B2B applications, marketing programs sorted by their place in the funnel might look something like this:

 

Top of the Funnel Middle of the Funnel Bottom of the Funnel
Paid Search Advertising Case Studies Custom Sales Proposals
Tradeshows and Sponsored Events Lead Nurturing Sales Meeting Support
Inbound Content Marketing Custom RFP Replies Custom Prospect Demos
Content Syndication Field Marketing Events Tools such as ROI Calculators

 

When marketing lends more support to the entire length of the marketing and sales cycle, a new type of analysis is required. Let’s look at the example of lead nurturing. If you were to evaluate that program based on its ability to bring in new leads for sales, it would never appear to be successful. This is because you only nurture leads that you already have in your system, thus their lead source will never be ‘lead nurturing’. As tools like Pardot have enabled marketers to nurture leads they have already gained, the success comes from getting those leads to close faster and more effectively – better measured by length of sales cycle or close rate.

 

3. Your lead sources and first-touch attribution are in good shape

 

First things first, do you know where leads are coming from? This shapes the foundation of a marketing analysis strategy and shouldn’t be overlooked. MTA analysis is even more useful when it is paired with foundational knowledge of where leads and opportunities are sourced. We recommend that you use tools such as Pardot and/or Google Analytics to help determine the right lead source for your new leads. Where possible, Pardot will fill in a lead source automatically or lead source can be populated at the form level with completion actions.

 

On their own, first touch models are more effective for B2C products. The researcher is often the same person to make a purchase online with their credit card. Imagine that you’re browsing Facebook and you see an ad for an online clothing retailer. You click the ad, browse the site and make a purchase. This attribution is pretty straightforward for that retailer and it’s easy to calculate the return on the Facebook ad.

 

Once first-touch attribution is established, Multi-Touch Attribution really takes things to the next level. By creating a marketing touch data stack within Pardot and Salesforce, you get the ability to report on where leads come from, but also what happens to them next. Marketing can take more credit for the progression of those leads — even the ones that were originally sourced by sales! Even in the case of our simple retail purchase, let’s think about the next steps of their process. How do they encourage repeat purchases? No doubt they included you into their email marketing campaigns and began retargeting ads based on products you might not have bought. Even retailers can benefit from MTA analysis to understand how their campaigns work across the repeat buying process.

 

If these three things are true for your marketing organization and especially if you’re using marketing automation, it’s time to take things to the next level and get started with Multi-Touch Attribution.

How to do Pardot Multi-Touch Attribution in Salesforce – Tutorial

Pardot multi-touch attribution – How, Why, and Getting Started

So, you are a Pardot customer that already understands the benefits of Multi-touch Attribution as a Catalyst for Data Driven Thinking and how many more actionable insights a multi-touch attribution model yields when compared with first or last touch attribution models  particularly for complex B2B sales. But how can you implement Pardot multi-touch attribution reporting?

 

The options are limited and not available within Pardot directly.  Here’s a step by step guide to do so using AttributeApp, a native Salesforce app for multi-touch attribution modeling and reporting.

1.  Marry Your Pardot Marketing and Salesforce Data in a Marketing Touch Stack to enable Pardot Multi-Touch Attribution

The main goal is to combine your Pardot marketing touch data with your Salesforce.com opportunity, contact, and account data in one place.  In our opinion Salesforce.com should be the “one true source of data” as it is closest to customers/sales, and it is already used, understood and trusted by sales, marketing, and the executive team.
After signing up for an AttributeApp account with 30 day free trial here, a 10 minute configuration pulls your relevant data from Pardot right into Salesforce.  This builds a custom marketing activity object that combines your Pardot touches with Salesforce opportunity/contact/account data.  If you require a custom setup or prefer help with this process, an AttributeApp implementation specialist can capture your requirements and do the configuration for you.  Also of note is that since your data never leaves Salesforce it is 100% secure. From there lots of interesting things start to happen.

2. Utilize out of the Box First, Last, and Multi-Touch Reports

With your Marketing Touch Data Stack created, several out of the box reports with common default settings are available.

Step 1: Choose an existing report
Get immediate insights at the Pardot Campaigns rollup or underlying Pardot Tactics/Assets level.
Here we’re looking at all Closed Won opps in the last 90 days with standard multi-touch attribution settings (90 day lookback window from when the opportunity was closed, 40% attributed to first touch, 20% to all other touches, 40% to last touch; counting all contacts at the account).
Campaigns, Closed Won, 90 day lookback

 

 Data is presented at the Pardot Campaign rollup level – here the most marketing attribution credit is given to “Field Marketing Campaign #1”:
Campaign Rollup

 

Alternatively, look at the underlying Tactics level to see attribution rollup on Pardot tactics/assets like Seminars, White Papers, etc.:
Tactics, Closed Won, 90 day lookback
Tactics Rollup

 

Step 2: Drill down into a report to see the underlying opportunities 
Campaign Attribution
Step 3: Drill down into a single opportunity to get a view of all the marketing touches with their weighted attribution that influenced the deal at critical points in the sales process
Single Opp View

3. Modify existing reports and weightings; create custom models

For existing report, or any new report created there are lots of variables and filters.  Reports render in the app realtime – no overnight processes to see how different models, assumptions, or filters effect your ROI conclusions.

Step 1: Filter your set by Salesforce or Pardot values

    • Filter by Salesforce Fields like Account (regions, reps, types), Opportunity (stages, date ranges, $ value).  Perhaps you want to look at All Closed-Won deals this quarter, in the US.

Filter

    •  Filter and drill into data by Pardot fields like Campaigns, Tactics, and Assets.

Select Campaigs

Select Tactics

 

Step 2: Adjust Multi-Touch Weightings
With multi-touch weighting on, the user can allocate different percentages for the First Touch, Last Touch, and All Other Touches based on your own marketing funnel characteristics or theories.
  • Out of the box First Touch Attribution Settings:
First Touch Attribution Model
  • Out of the box Last Touch Attribution Settings:
Last Touch Attribution Model
  • “U-Shaped” Attribution Settings (in this case 40-20-40):

U-Shaped Attribution Model

 

Step 3: Set your Lookback Window
The Lookback window determines what touches from Pardot are pulled into the Marketing Touch Stack and reported on. Here with a 90 day lookback window AttributeApp pulls in all marketing touches that occurred within the 90 days prior to the opportunity closing.

Lookback Window MTA

Step 4: Select and Weight Contact Roles
Opportunity Contact Roles are handled differently by many companies. This has a huge effect on marketing and lead attribution reporting. AttributeApp is flexible.
Is your company good about requiring and keeping up to date Opportunity Contact Roles?  If so you can turn on this setting and adjust weightings for Opportunity Contact Roles.

 

Opportunity Contact Roles Only:

Contact Roles Only

 

Want to capture lost attribution that marketing drove but didn’t get associated due to missing opportunity contact roles? Use Opportunity Contact and Account Roles to assign attribution to both associated opportunity contacts and other contacts at that same account that are not associated to the opportunity.

 

Opportunity Contact and Account Roles Settings:
Opportunity Contact and Account Roles

 

Don’t use Opportunity Contact Roles?  You can still do multi-touch attribution reporting in Pardot and Salesforce.  Toggling Contact Role Weighting “Off” will assign attribution to all contacts within that account that match the filters. If your organization is focused on Account Based Marketing this is a great feature.
Contact Role Off (ignores opportunity contacts and spreads attribution to all account contacts):

Contact Role Off

 

Conclusion

Of course changing any of the filters, roles, weightings and settings has an effect on marketing and lead attribution reporting.  In AttributeApp you can see how your data is effected immediately with different filters and lenses over your data to test assumptions and glean insights.  AttributeApp also sends automatic monthly and quarterly PDF reports highlighting top Pardot campaigns by attribution, top Pardot assets by attribution, and a breakdown of Top 10 Closed Won opps with multi-touch attribution timeline to help prove marketing’s contributions to revenue.
Ready to see how your data looks in Pardot multi-touch attribution reports? Sign up for the free 14 day trial with AttributeApp here.