Unlock Pardot Marketing Attribution In Salesforce

Knowledge is knowing the probability for success of content and campaigns. It requires elimination of certain unknowns. These unknowns are the black boxes that exist between lead generation campaigns and revenue/customer data inside the CRM.

Marketers know there is a direct relationship between lead and demand generation campaigns and content. But they cannot match this data to revenue or customer contact information. Nor can marketers map the channels and sales cycle length information back to their demand generation activities.

By integrating Pardot marketing automation with Bizible, marketers gain access to a new data set that enables marketers to know how marketing investments affect the bottom line -- and most importantly, predict revenue and create more effective marketing campaigns.

How The Bizible and Pardot Attribution Integration With Salesforce Works

The Pardot and Bizible integration works by syncing custom objects in Pardot to Bizible objects inside Salesforce.

First, create custom fields inside Pardot.

setting_up_marketing_attribution_pardot_salesforce_screenshot

Next, map Bizible fields by adding custom objects. For each custom object you will select a field you’d like to integrate. These Bizible fields are what creates marketing touchpoints for leads and accounts, enabling reporting based on revenue.

Repeat the process of mapping all your Bizible fields to Pardot. Once complete, you’ll have something that looks like this:

example_mapping_custom_fields_for_marketing_attribution_pardot

How Is Bizible’s Integration Different From Pardot’s Integration With Salesforce?

Bizible’s integration with Pardot unlocks a deeper set of solutions for enterprise companies who want the most advanced attribution features.

First Anonymous Marketing Touch Tracking

Bizible’s integration allows Pardot users access to first anonymous marketing touch tracking. This allows marketers to identify web pages and referral sources with the most impact on brand discovery.

Get Advanced Multi-Touch Attribution Models

The Bizible integration provides Pardot users to easily model their data using multi-touch attribution models. Marketers have long struggled with implementing attribution models that accurately measure the impact of marketing campaigns. By distributing revenue credit to touchpoints that move leads through the funnel, marketers can identify which campaigns, channels and content contribute to revenue.

Online and Offline In A Single Timeline

Longer sales cycles often mean companies must invest in both online and offline channels. Companies must go to where the customers are, whether it’s a conference or a paid social platform like LinkedIn. This adds complexity to marketing performance measurement. How do marketers combine online and offline touchpoints into a single timeline to see the path prospects take to becoming customers?

Bizible’s integration with Pardot aligns online and offline touchpoints into a single timeline, allowing marketers to understand the path their best customers took through the funnel. This is especially important when measuring discrete strategies and campaigns, for example comparing account-based marketing campaigns to demand generation campaigns.

Enabling Account-Based Marketing Measurement

Account-based marketing (ABM) measurement practice has long been defined by measuring influence. Bizible’s integration with Pardot allows B2B marketers to measure both influence on velocity AND influence on revenue and deal size.

By tracking account-based marketing campaigns and using advanced attribution modeling, marketers can understand how ABM compares to other campaigns in terms of revenue influenced.

Account-based marketing measurement works by tagging and tracking the channels and marketing touches associated with the ABM campaign. Marketers use the Bizible integration to track ABM campaigns separately, allowing marketers to isolate the effects of ABM on the driving customers and revenue.

Why Pardot is Best When Integrated With Bizible

Pardot offers marketers exceptional capabilities for nurturing leads and automating marketing tasks. By integrating with Bizible, Pardot users gain best-in-class marketing performance measurement capabilities.

With features like multi-touch attribution, anonymous touch tracking and account based measurement capabilities, B2B marketers gain complete understanding of what happens between first-touch and sales-closed.

Learn how marketers use Bizible to get marketing attribution data inside Salesforce by requesting a demo below.