Ever since I started working with Pardot my biggest complaint has always been the lack of customizable reporting. There is nothing more important to a Marketer than empirical data and the ability to flex and or customize that data in such a way that it gives you more visibility into your campaigns, both granularly and holistically. It wouldn’t be uncommon for me to manually put together reports specific to Digital Marketing using Pardot data – but it was always never enough and that I needed something else to help me with that.
Enter, B2B Marketing Analytics. What Pardot has done, in my opinion, has taken that overall experience to the next level and now delivered a medium by which that data can be manipulated with a specific marketing focus using Einstein Analytics which is native to Salesforce. It’s taken that B2B Marketing strategy and execution on Pardot and extended the data elements to an analytical new high.
Here’s my ‘elevator pitch’ on what B2B Marketing Analytics is all about…
To summarize what it is in one short sentence it would be this: “the Einstein Analytics app built for the B2B marketer”. Basically, your Pardot data (such as email engagement, visitor data), is packaged up and sent off into the Einstein Analytics platform.
On the Einstein Analytics platform, you can display this data in different charts and graphs, with the ability to ’slice and dice’ (filter etc.) data as you wish. You can bring in other Salesforce data, such as products, and finally see all reporting in one view.
If you would like more information about Pardot and/or B2B Marketing Analytics and what it would take to set that up in your organization, please reach out to Lisa Rodrigues.
