As a marketer you spend a lot of time inside an Excel spreadsheet. While all your data may be neatly organized, spreadsheets don't telling an engaging story.
This is where data visualization comes in. When presenting data it’s not enough to show your activities. Marketing leaders need to be able to communicate their results.
These results identify what's generating revenue, and confidently answers the question: What to do next?
In this post we’re going to show you how to answer the tough questions using clean visuals. For this example we’ll be using the Salesforce CRM because it provides access to important revenue data.
The Marketing Data Challenge
Using data to understand what is happening inside marketing funnels -- and communicating it effectively -- is challenging for many marketers.
Even more challenging is visualizing how top-of-funnel activities affect the bottom-of-funnel sales activity. For example, thirty-five percent of marketers think it’s a “huge challenge” to understand how different channels work together (marketing blog The Drum reported in 2013).
Taking data and making it easier to digest, especially for executives can be difficult.
Luckily Salesforce reports can do the heavy lifting for you. AND we chose 8 insightful graphs and charts that demand generation marketers should consider. They are:
-- Top Ten Keywords For Closed Revenue
-- Top Ten Keywords Converting to Sales Opportunities
-- Top Ten Campaigns For Closed Revenue
-- First Touch Conversion Rate By Keyword
-- Revenue By Websource
-- Top 10 Converting Landing Pages
-- Top 10 Social Campaigns
-- Top 10 Converting Referrers
Using this guide, a marketing attribution tool, and Salesforce you’ll be able to generate a marketing dashboard that includes the above graphs and charts. Let’s get started.
Step One: Create Marketing Reports in Salesforce
Salesforce reports will be the foundation for your marketing dashboard. So to create a marketing dashboard, you’ll first need to choose and create the reports you want.
You’ll want to know the timeframe, e.g. whether you’re looking at this year’s or week’s data.
Then, you’ll want to know whether you’re reporting on leads or sales qualified opportunities. Lastly you’ll choose the data associated with the lead/SQL, e.g. keywords, first click, websource, landing page, or content.
1. Log into Salesforce and click Reports, then click New Report
2. Choose Opportunity Report to look at records with revenue attached to it. Choose Leads for reporting on things like lead source attribution data.
3. Select a marketing object such as lead source. Enter your values and apply the necessary filters.
For examples, to measure revenue of lead source for sales qualified opportunities expected to close this month, select the following parameters:
a. Show: All opportunities
b. Opportunity Status : Any
c. Probability: All
d. Date Field: Close Date
e. Range: This Month
4. Select Summary Format to organize this data based on your choosing, for example you can order the data based on landing page views or create date. Simply drag and drop from the Fields section.
It will look like this:
This also enables you to properly set the X and Y axes when you build the marketing dashboard.
5. Save the report, assigning it a name that describes the report, for example, “This Month’s Revenue By Lead Source.”
Create additional reports to include in the dashboard using the above method. Once you have reports on keywords, campaigns, revenue and etc, you are ready to create a marketing dashboard.
Step Two: Create Your Marketing Dashboard in Salesforce
After you create reports around leads, opportunities and revenue it’s time to create a dashboard, putting graphs and charts all in one place.
1. From the Reports tab click New Dashboard
2. Click the component tab and choose a component. A component is a Salesforce graph, e.g. funnel chart, pie chart, and bar graph. There are 12 to choose from, so pick the one that fits your needs.
3. Click the Data Sources tab to find the reports that will be added to the dashboard. Click a report, then drag and drop it into the dashboard template.
4. Click the Wrench button to open the Component Editor. Here you can edit the graph or chart, e.g. pick which values you want in the X and Y axis, label the data, and order the data.
Step 3: Get Answers from Your Salesforce Marketing Dashboard
Now you must choose the most relevant graphs and charts to include on your dashboard.
Here’s a list of graphs and charts relevant to demand generation data. You can build these in Salesforce using an attribution tool that gives you first touch data, like the Bizible app. The following comes prepackaged with the Bizible app, making this process quick and easy.
1. Top Ten Keywords for Closed Revenue
This chart allows marketers to get to a deep level of granularity into their paid search data. By identifying the keywords that are resulting in revenue, marketers can use a data driven approach to optimize their keyword bidding.
Data visualization tip: The ordering of keywords in this table communicates two things very effectively. Which keywords are working (top) and which are not (bottom). Use ordering to communicate visually when designing a chart like this.
2. Top Ten Keywords Converting to Opportunities
This report shows your Salesforce opportunities and the AdWords keywords they clicked. These keywords converted leads into sales qualified opportunities. For example, you might have leads that have clicked on your ad or content offer but did not turn into an opportunity in Salesforce. This chart shows the keywords that do convert clicks into leads.
Data visualization tip: Place text data on the vertical X axis in order for audiences to easily read the data. Put rates, time and number data in the horizontal Y axis. And order highest to lowest for a clean look when using a bar chart.
3. Top Ten Campaigns for Closed Revenue
This chart identifies the most successful campaigns as measured by revenue. For the top performing campaigns, this chart considers areas where spending can result in more wins. Similarly, you can look at a more detailed level by creating a Top 10 Ad Groups for Closed Revenue to see which Ad Groups are associated with revenue.
We don’t have many campaigns, so the above chart reflects this. However, demand generation marketers may have dozens of campaigns, and this chart neatly organizes them to identify the most successful ones.
4. First Touch Conversion Rate By Keyword
This shows the keywords that are attracting anonymous visitors and coverting them into leads. For B2B sales cycles this “discovery” stage is extremely important for generating leads, and sustaining a healthy pipeline.
5. Revenue By Websource
Are you curious whether LinkedIn or Adwords is generating revenue? This chart breaks down your revenue sources and provides a perspective on how your marketing channels are performing.
Top 10 Converting Landing Pages
Demand marketers have to create numerous landing pages in order to test content and copywriting. This table shows which of landing pages have converted into a Salesforce opportunity.
Data visualization tip: For top performing landing pages or keyword tables, consider color coding to identify the ones that are performing and the ones that are not. Green for performing and red for failing. This enables audiences to quickly find the problem areas, and the successful areas.
Top 10 Social Campaigns
Targeting specific audience groups by parameters like industry, job level, geography and other demographics increases the chances of conversion. For paid social advertising, this results in numerous campaigns
Top 10 Converting Referrers
Lastly, this table shows websource referrals, or affiliate referrals, that result in lead conversions. This helps demand generation marketers understand how their referral sources are performing.
True Data Driven Marketing
Getting the right data and communicating the results are vital skills for marketers. It’s more than proving ROI. Marketers are responsible for building a sustainable demand generation program that becomes a competitive advantage for the brand.
This requires a long term and data driven approach. We call this pipeline marketing.
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