• Michael Tucker

The Value of Marketo Analytics - Marketo Virtual User Group

Updated: Jun 16


Have you ever had an executive in your organization ask, “What does Marketo actually do for us?” and then struggle to come up with the right analytics to prove the value your team has created? April’s Marketo Virtual User Group centers around answers to create the best analytics experience for your organization.

Marketo Analytics works best when you adapt reports to the way that your business operates, not the other way around.

Analytics within Marketo is often misunderstood. People expect to click on a report and see canned, preset charts and graphs that they then interpret to fit the story within their business. When you talk with people about Marketo Analytics these discussions often center around product-centric questions such as, “What does this report do?” or “How do I set up that report?” But Marketo Analytics works best when you adapt reports to the way that your business operates, not the other way around.


What does that mean for the way that you should use Marketo Analytics? Well there are different stakeholders inside of your organization. They all perform various functions that helps to drive value that serve your business in different and important ways. Our Marketo Virtual User Group session today is a clinical guide to create and deliver the most relevant reports to the right stakeholders that they can access in the quickest way possible.


Here are four different potential stakeholder groups that may exist in your organization and the Marketo reports that best serve them:

Executives

Goals: High Level Metrics that tell marketing’s contribution to the greater organization

  1. Email Insights Quick chart of email performance metrics (divided by metrics)

  2. Revenue Explorer (add on module) “Pivot Tables” of different metrics created in Charts and Dashboards specific to the org

  3. Marketing Calendar Calendar frequency of different Marketing Activities

  4. People Performance Overall Net New Leads and Opportunities Created by Time Periods

Marketers

Goals: Understand which marketing initiatives are the best at contributing value to the organization over time

  1. All of them!

  2. People by Revenue Stage People and Opportunities created and won at different stages in the Success Path

  3. Success Path Analyzer Time, Volume, and Trends of people at each stage in the funnel

  4. Program Analyzer Positioning chart for program performance (members, revenue, etc.)

Designers

Goals: Understand which creative elements resonate with their target audience

  1. Email Performance and Landing Page Performance Opens/Clicks/Bounces on different email assets

  2. Email Link Performance Clicks on specific links within emails

  3. Social Influence How “sharable” is your creative with others online?

  4. Engagement Stream Performance How are email assets performing along a particular nurture stream

Sales Managers

Goals: Understand which prospects are ready to become customers with the least amount of work

  1. Salesforce Reporting

  2. Revenue Cycle Explorer Opportunity Analysis

  3. Web Page Activity / Company Web Activity Individuals who are most active on your Munchkin-tracked web pages

  4. Opportunity Influence Analyzer Which marketing initiatives contributed to new opportunities

Marketo Virtual User Group - April 2020 - The Value of Analytics


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