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Transcript

was right there. So let’s go ahead and get started. Give us a second. Turning on our counting. There we go. One more. Hopefully Kate. There we go. So hello everyone and welcome to Marketo Measure and Mocha’s. Today Kate Colbert and James Latham are going to be taking us through the brand new Discover dashboards in Marketo Measure. And as a reminder these are exclusive to Marketo Measure so just keep that in mind as you’re watching presentation and demo today. Today we are working in ÃÛ¶¹ÊÓƵ Connect which is a rather new webinar platform for us so there might be a couple of kinks or unexpected surprises but we appreciate your patience and hope that you enjoy the session. So we design our webinars to be interactive and we encourage you to ask questions in the questions box throughout the presentation. It’s going to kind of float around on your screen depending which view we’re in. On the next on the next view you’ll be able to see that box. You type them in there and we’ve set aside the last 10 minutes or so for Q&A and we’re going to do our best to answer as many of those questions as we can today. So I do want to quickly cover a few housekeeping items before we get started. We are recording this webinar to be viewed on demand and shared with other members of your team so you will get a recording of this event in an email from us tomorrow afternoon. I do also want to point out that at the top of your screen there’s a black bar and an icon with a hand on it. You can drop that down and find different actions that you can utilize throughout the presentation. So if you like what you see feel free to give us a thumbs up, an applause, a like, a laugh, so on. But we would love to see your engagement throughout the event so definitely encourage you to utilize that new feature. I do also want to mention on the next screen there’s going to be a handout available for download. Our presenters put together a bunch of resources for you so be sure to download that before you leave today. And as we are closing out the webinar we have a couple of survey questions that are going to pop up on the bottom of your screen if you could take an extra minute to fill those out we would really appreciate it. So with that I would like to introduce myself. My name is Alana Cohen and I am the Senior Digital Events Manager for our Customer Success Strategy team here at ÃÛ¶¹ÊÓƵ. I’ve been with ÃÛ¶¹ÊÓƵ for almost six years now and spent a majority of those years organizing and hosting these events for you guys, our customers. So prior to my time on this team I spent about two years with ÃÛ¶¹ÊÓƵ’s Advertising Club customers and then before coming to ÃÛ¶¹ÊÓƵ I spent many different years at different advertising and media agencies throughout New York City. So I’m excited to be here now hosting events like this for you guys, our customers. If you have any questions about today’s event, any of our customer exclusive events or even ÃÛ¶¹ÊÓƵ Connect please don’t hesitate to reach out. So with that I’d like to hand it over to James to introduce himself. James? Sure, yeah. How’s it going everyone? I’m James Liedum. I have my old school previous Marketo measure formerly known as Visible Information. So I’m James, I’m located in Denver. I’ve been at ÃÛ¶¹ÊÓƵ for this stint about a year and a half and previously I was there for a while. I worked for Marketo, helped manage Marketo and Marketo’s Marketo at Marketo and then we got acquired and then it was ÃÛ¶¹ÊÓƵ’s Marketo. So other than that, yeah, I’m a one-trick pony but the one trick is Marketo. So happy to chat about that with whoever and really excited to show off these new dashboards today. Awesome. Kate? Yes, so my name is Kate Colbert. I am here at ÃÛ¶¹ÊÓƵ for just over seven years. January was my anniversary if you will. I’m on the business advisor team currently but previous to this role I was on the consulting team for I think it was maybe around six years or so. So I’ve seen some names and the attendees over here that I recognize that I’ve worked with in the past. It’s great to see you here. And yeah, that is me. We’re going to be walking you through like Alana said, Marketo measure, not Marketo engage, Marketo measure dashboards today and we’re excited to be here doing so. Awesome. Thanks guys. All right, well let’s jump into the presentation. So, the slide tab today. So here is today’s agenda. We are going to start with what is new. Kate’s going to take us through that and then James is going to take us through pro tips for strategically segmenting and enhancing data and then they will both dive into the nine new prebuilt dashboards and common use cases for them. So that’s going to be in product demo. So definitely don’t miss that. All right. And with that, I’m going to hand it to Kate to kick us off. Okay, finding that unmute button again. So talking about what’s new, we can go ahead and advance to the next slide. But basically, okay. So basically what is new is last summer, we announced a new suite of dashboards with the release notes and notifications, all that fun stuff. So we’re super excited that the new dashboards are finally here. In case you weren’t aware though, the old dashboards were deprecated at the end of March, so last month, and now all Marketo measure customers. So if you’re a Marketo measure customer, all of you should see the new suite of brand new dashboards in Discover. These have been redesigned where really the goal with this redesign effort was to enhance the usability and add value to the reporting that you’re able to get out of it. There are nine new boards that are available today. And we’re going to be going through those in a demonstration soon. Throughout that we’re going to be calling out what is different. It’s largely just going to be getting used to the new interface, the UI, of course. And then talking about the filters and the tiles and charts. Those all have been redesigned a little bit to make them more simple and more intuitive. So as we walk you through the boards, we’ll be calling that out and what is important to know there. We aren’t going to be able to cover it today, unfortunately, because it’s not here yet. But I did want to make sure you know that a 10th dashboard is on the way. So something to look forward to. It will be geared at Journey Cohort Analytics. So keep your ears open for that. And then last is just a request to you. These boards are brand new, of course. So we want them to be valuable to you. That’s kind of a given, right? So if you have any feedback or any ideas of what maybe you would love to see or see differently, just any feedback like that, please let us know. We want to try to incorporate what we can. So if you do have any feedback, be sure to let your success account manager, your success manager know. And we would really, really appreciate that. All right, so that is what is new today, what we’re going to be talking about. I will hand it over to James now. He’s going to start the conversation with just some kind of pro tips to keep in mind for getting the most out of your reporting. Absolutely. Thanks, Kate. Okay, cool. So, you know, Kate and I work with a lot of customers. We are, you know, she’s on the business advisory team on the technical advisory team. And when we work with customers, a lot of the issues we see is that sometimes those Marketo measure instances are just looking for way too much data. So that’s something that we’re going to be talking about just for a couple minutes here. Always good to kind of, you know, nip it in the bud to say, this is this is absolutely what you should be doing with your Marketo measure instance. So first is segmentation. One thing that’s that’s obviously very helpful with these dashboards and dashboards in the past as well, is that you’re able to dice up that information into something that’s that’s actionable that you can basically filter with in a custom filter way. So, you know, one thing we see here, let’s say, you know, I’ll just take my own like very meta experience of helping our marketers sell Marketo and Marketo measure out of Marketo and out of Marketo measure and reporting on that. So one thing, you know, based totally depends on how your business is set up and how your CRM is set up as well. But let’s say you could have a custom field on the opportunity that says opportunity product. If I want to basically go in here and say, give me all of my information in the specific board, but only for opportunities that contain the name Marketo gauge, or only for opportunities that contain the name Marketo measure. And then there will be like another one, let’s say it’s, you know, we’re selling ÃÛ¶¹ÊÓƵ Commerce or something like that out of the same instance of our CRM. So this will basically allow you to do that and only pull in opportunities with touch points related to them, where an opportunity name contains these values. Now, if you have something a little bit more, you know, like high fidelity for data where it says like opportunity product or something like that as a field, then you can reference that as well. Now, as you see at the top here, we have segment name for lead as well. It’s not set up because for this specific example, we’re only looking at opportunities that have those actual products. You can do the same thing for segments for leads, you’ll see country as a segment that we’ve set up as we go through these examples today. And that is looking for, you know, the country of the touch point that occurred and you know, that could be the IP address that’s being that could be pulled in from the lead, there’s a lot of different ways to accomplish that. But we can basically look at, okay, let me look at all the engagement I’ve had within North America, and then all the engagement I’ve had just within Canada, things like that. So great ways to segment, I believe you get 10 segments. And you can copy them from lead and contact if it makes sense, or sorry, from from lead to opportunity as well, if it makes sense, like country, for example. However, like a lead won’t really have a product that they’re buying until you have that opportunity. You could have product of interest possibly as well. So a few things that you can have there. One other note is that if you have an account field, it will not pick up an inherited account field from a contact. So you will have to do a little bit of CRM magic on that side to write it into its own field. So that’s segmentation. And then another thing that I always like to really drive home is the touch point suppression. So your your Marketo measure instance is looking at so many different touch points and so much activity and engagement. And that script that’s on the website is super powerful. As we see here, we’ve just added a few touch point suppression pieces. So, you know, lots of times we get some, you know, sometimes reasonable, sometimes unruly, and unreasonable asks from our executive teams. And one of the one of them being, let’s say, you know, how did how did webinars do for pipeline created in Q1 of 2017? Maybe I’m a little bit a little bit of a contrarian here, but I would say, hey, like, what information is that going to give you? What’s that going to do for you? You know, so here as we see touch point day, I don’t want to pull in anything that happened before the first of the year in 2022. Because we can look at year over year metrics. But I like so many things changed from two years ago, from three years ago, from four years ago. So it really is something that I think is super helpful because then you’re also limiting this span of what your Marketo measure instance can see. So that’s one thing. Another thing would be not pulling in opportunities where the renewal opportunities, you know, in a crawl, walk, run scenario with a marketing team, you’re focusing on new business, and then maybe you’re focusing on cross sell and upsell, then you’re focusing on renewals. So something that you should really think about is like, where are you putting your money? Because Marketo measure wants to show you where that money is coming back. If you’re not putting your money towards cross sell and upsell, you’re not putting your money towards renewal. What’s the point in pulling in opportunities where there’s a renewal specifically, so it’ll only muddy your data. The last piece, I kind of went bottom to top here. So create a date minus the touch point in date and days. So I always like to take the opportunity create date to close date on average, let’s say it’s six months or 180 days. I only want to look back that amount of time so that, you know, a first touch of a trade show event that happened years ago, doesn’t get attributed to that opportunity specifically because of the amount of time that eclipsed. So kind of setting these up, you can always change them and reprocess and you know, your marketo measure will look back at it. However, I think it’s just super helpful, the more changes you make, you’ll see those changes quicker, your instance will be a lot quicker as well. And then, yeah, I think it’s just something great to document and communicate to the rest of the team as well. And I’m going to pass it back to Kate, because we’re going to talk about our first board, which will be a revenue overview board. I’m actually going to jump in here before we do that, James. We had a couple poll questions that we want to ask everybody. So first poll question here is are you currently marketo measure customer? As we mentioned, these boards are for marketo measure and not marketo engage. Curious who is actually marketo measure customer versus who’s here to learn more about what this product can do for you. So awesome. I’m gonna let that one sit for a second. Seems like a majority are marketo measure customers. So great. Very excited to have you here so you can learn about these new dashboards. Awesome. All right, I’m going to switch over to our next poll question. Which is, have you previously been using the discover dashboards before they were depreciated? I think that was the word we used. If you’re using them right now, that means you’re already using the new boards. But curious if you had been using them prior to the last week or so. Okay, actually, a majority of people had never heard of them, or they’re not sure. So I’m glad that you were all able to join us here. We are excited to show you more. So without ado, I will let Kate jump into the demo. And we’ll get to it. All right, Kate. Thank you. All right, I am going to share my screen. And we are going to get into the fun stuff, we’re going to be demoing the boards and the actual product now. On internal note here, Alana, if I have any issues where the screen share is not working, please let me know. I think it should be showing. Okay, back to scheduled programming here. So what we’re going to do is just go through the boards, you can see the menu of them in this left hand pane over here. So we’ll kind of just start at the top and work our way down. Just to reiterate, all of you who are Marketo measure customers today, you should see these nine boards in the menu. These are the new ones, all of the old ones were sunset at the end of last month, as we discussed. So we’re gonna start here with revenue overview. But before I do that, before I walk through kind of the use case and what we’re looking at here, just want to call out some of the features that are available on all of the boards. So we’ll start over here in the upper right corner. So you can explore the board, there are a variety of different options, if you want, you know, PDF, if you want PowerPoint, this is a great option if you want to just export the visuals and kind of retain the the prettiest settings to maybe share with leadership or pop into a presentation of some sort. Also, we’re going to have the filters over here, we’re going to talk about these throughout these filters are really your tool to kind of customize the data that you’re looking at and the given piles and charts available in the board. So those can be collapsed if you don’t want to see them in your view, but you can always easily access them. If you do design a you know, a set of filters, I know there’s only one on this board, but others have, you know, numerous filters available. If you do design a kind of a set of filters that you want to come back to frequently, you can use this top toolbar, you can save it, give it a name, and then it would be here in your kind of list of filters, you can easily get back to it kind of save yourself some time. And let’s see, also, we just want to call out that each board has a link directly to the experience like documentation, the documentation is really thorough. So it’s great to have there if you want to check out. And then the little icons here, the circled I, these are very helpful, they give you kind of a definition of the metric or kind of what the pie chart is here in this example. So those are really helpful, especially as you’re kind of, you know, getting your, your footing here with getting used to these new boards. Okay, so those are kind of just the general things to go over. But now kind of talking about this board. So this board really, the way that I like to think of it is kind of as a diagnostic tool, because what it’s doing is letting you make sure that your attribution coverage is staying within your normal bounds or range that you are happy with, or that is acceptable to your organization. It’s good to keep tabs on this because it can kind of help you see if there’s any potential issues with your marketing coverage. And so what we mean by this is, you can see in this pie chart here, we’re showing you that in the past 12 months, because that’s what our date range is set to about 97% of opportunities have attribution touchpoints. And so that leaves us with about 3% that do not have any attribution touchpoints or coverage in other terms. So this is really exciting. We heard a lot of feedback in the past from customers wanting to be able to see this in one spot, a lot of customers would manually pull this information. So now you have a quick place to come to you to get a glance of what your coverage is looking like. So kind of digging into like use cases for this. You know, like I mentioned, it can help you be alerted to any potential problems with your tracking. For example, you know, maybe if the JavaScript was dropped from your website, that probably wouldn’t happen. But if it did, this would be a nice tool for you because you would probably see significant drops in your coverage, and would be able to kind of investigate and figure out what is going on there. Or another use case that we’ve kind of heard out there is, you know, maybe you have a larger amount of opportunities that don’t have any coverage than you are comfortable with. This allows you to kind of quickly see that and start looking for patterns to formulate a plan to fix that to get more coverage. And I’m just going to show you that if you hover over the chart here, you will see a pop up that says drill through and then opportunity detail. Sometimes it can take a few seconds for it to load. So give it a few. But if you were to click, I’m not going to do it right now. But if you were to click into opportunity detail, it would show you all the opportunities that are making up discount, along with you know, information like the the amount, the open date, things like that. So that you can kind of maybe take that over to Salesforce or wherever you want to do your investigation. So this pie chart summarizes the overall number and the time period. And then below here, as you can see, we’ve got the month over month view, so that you can just kind of break it down in a more granular sense and see, okay, you know, we understand that in the last 12 months, it was 97% coverage, but what was that looking like in each of those 12 months, right? This just gives you a little bit more specificity with this board. Okay, so that is our revenue overview board. I am going to go over to our next board here, which is attributed revenue. And we’ll advance the slide, you should see, you should be able to see me demoing in the tool and also a little view of the slideshow showing you a definition of the board, we figured that would be helpful to kind of have have there for you as we’re talking because I know it’s a lot to kind of take in. Um, Kate, Kate, I’m not sure if we’re still on the revenue overview screen. I’m not seeing the other tabs open. So beautiful area. Okay, thank you for that headset. I did something funky with sharing my screen. Okay, so the attributed revenue board here. So this one is exclusively focusing on marketo measure specific data. So meaning only opportunities that have attribution touchpoints different from the previous board, right? So everything here, we’re just focusing on your marketo measure data set. I should also call out that, you know, as the name says, attributed revenue, this is looking at revenue, which means closed one opportunities, right, they have to be closed one. So you can see the aggregate number, I’m gonna pop open the filters here. I’ve set this again to the last 12 calendar months, I haven’t done anything. And I did, I did set the attribution model, you can change it to any of attribution models that you have access to in your subscription. But other than that, I didn’t do any filtering of the channels or sub channels, any of our segmentations, I decided to just keep it kind of the overview of the whole data set for our demoing purposes. But you can see the overall attributed revenue in the past 12 months, which is cool to be able to see that overall number right in aggregate. But then kind of the focal point, I would say are the snapshots of your revenue broken down by channels. So first, we have kind of stack ranking, showing you for your channels, the contribution and the time period. And again, you can drill through. So if you wanted to see the opportunities that were making up this count towards the social channel, for example, you could drill through. This chart again, though, is going to be aggregate, it is just the data for the social channel, the organic search channel, all of your channels in the past 12 months, which is important for, you know, certain reporting needs. Other times you want to get more specific though. And so that’s why we have this time series chart below. Where you can look and see the information month over month. So in the past 12 months, we’re going back to that would be putting this back to April 2023. Right. And then it is color coded, you can see the legend with the different channels that are configured in this instance. And then of course, if you were to, I know, it’s probably a little bit small, since we’re looking at a big date range here. If you were to hover over any of the color chunks, it will tell you, you know, clearly what channel it is, and what the amount of revenue contribution is. All right. So when I think about this board, you know, really high level questions, to kind of give you ideas.

Really, it’s going to be your question such as, you know, where are we getting the most attributed revenue? What are those channels? What are the sub channels? What are the campaigns? Right? You would use the filters over here to to get at that, you know, maybe you wanted to isolate a particular channel or only your paid channels, maybe you have an overall campaign that you’re promoting in a variety of different places, like a back to school campaign or, you know, a April newsletter, you know, whatever it is, you can use this campaign attributes to filter the board specifically to see the revenue associated to it. Also, if you’re wanting to just see, you know, the total amount, of course, this tile that we talked about is here, and then the number of attributed deals that are, you know, making up that Robinale is here in this tile. So 249 is what we’re seeing here. In our demo instance, I don’t believe I said that at the beginning, but I do want to clarify that this is a demo environment, it’s demo data. So just kind of keep that in mind as we’re going, we’re not using, you know, a real life instance, we’re not using, you know, anybody’s instance or, or ÃÛ¶¹ÊÓƵ’s demo. Before we head over to the ROI board, if you’re kind of wondering how to contextualize this new board in terms of its relation to the previous set of boards, I would say that this one is most similar to the overview board that we had in the past. Just now you don’t have to worry about messing with the filters and getting them exactly right. Because the overview board used to just have like a lot of different filters going on. And it could be a little confusing, if we’re being honest. But now we’ve simplified it, the sport is already dialed in just to focus on the revenue, those close one opportunities. So yeah, you don’t have to worry about that and kind of just get straight into your reporting.

And Kate, I just wanted to ask here, I know that we’re not going to be going over like different attribution models or custom models or anything like that. But what model would you suggest for attribution to look at the ROI board, or sorry, the attributed revenue board? It depends on how you want to split up the revenue product. That’s, that’s really all an attribution model is doing, right? It’s dictating the waiting for the amount of opportunity and how it’s going to allocate it. The board is preset to U-shape, but that’s the default. So I just didn’t mess with it. But if it depends on the reporting use case, but usually, you would be more using the full path or the custom model. If you have access to that you can see in this filter that you can change this out accordingly. But that’s commonly what I see and would recommend. James, I know you’ve actually managed a Marketo. Marketo measure getting my words mixed up market a measure instance in a previous role. So if you want to add anything you’re welcome to.

Yeah, more more than I care to admit. Yeah, I think, like you said, I think that’s great. Like the full path really is first touch the hop close. And that custom model, I mean, I’ve seen custom models that are really focused around renewal or cross sell upsell where they don’t take first touch and we create into consideration but the opportunity stages specifically. So yeah, and then if you’re looking at like pipeline creation, W-shape is a really good way to visualize that as well. So no, I totally echo what you said. Awesome. I did also I took a glance at the chat that we have here and I saw a question clarifying the date range. I’ll just speak to that. This is looking at opportunity closed date option. So opportunities that are closed in the last 12 calendar months, it is is what is pulling in here. And I wanted to bring this up because I don’t expect you to memorize that especially not at the beginning. But that’s why it’s great that we have the documentation on experience league, this hyperlink here will take you to it. And all of that is documented. So if you ever can’t remember, or just don’t know, check out the documentation and it will likely have the answer for you. All right, let’s advance, let me change the tab here to the ROI board. Okay, so this board for turn on investment, the name is pretty self explanatory, right? And if you’re familiar with the previous ROI board and the older set of dashboards, this is just the new and improved version. So take away just come here for anything ROI related. And then for anyone who maybe you know, wasn’t using that board in the past or just wasn’t familiar, the ROI dashboard just kind of the high level use case, what it does is it provides you with a view of your return on investment across your channels, sub channels, and then at the most granular level up the campaign. So it’s going to break down your costs and your revenue patterns, while also incorporating some other metrics you can see in these tiles that we’ll talk about, such as like cost per lead cost per deal, just to give you kind of contextual understanding of your marketing attribution in tandem while you’re analyzing your ROI. Also, I wanted to just give a quick note on mixed currency. It’s catching my eye, I’m sure it’s catching yours too. This verbiage, we’re seeing this because it’s a demo environment, like I mentioned, so it’s a little bit quirky. But it is possible that you could see this in real life in your Mercado measure instance. But the way to get around that we don’t want to see this, the way to get around that would be sure you have the multi currency feature properly enabled so that all of your currencies are converted to whatever your corporate currency is. And so you can Google multi currency Mercado measure and that the resource should show up for that. Or if you’re having issues or just need help, just file a support ticket. And that is something that we can make sure isn’t rendering in your instance, because we we want everything to be in the same currency. So we’re not comparing apples to oranges. Okay. So looking first here, we’ve got an array of different tiles for you that would of course be controlled by the filters. So you can see here, the distribution model is controlled by the filters. And attribution model we’re looking at is custom, the date range is the last 12 calendar months, you can see that you can do filtering for specific channels, sub channels and campaigns. I’ve left that blank, though I haven’t done any of that for us today. And so your costs, this is going to show you all of the costs from your connected data. So if you have, you know, Google Ads connected being Facebook, LinkedIn, but also any other costs that you’re manually importing with the marketing spend CSV, or maybe you’re syncing it over from CRM campaigns or marketo. So just a quick reminder here that it’s really important to get all of your costs into the system so that this is a accurate, realistic ROI number that we’re giving you. We don’t want it to be biased towards just the four platforms that we have API integrations with. Just a reminder on that. Your attributed revenue, we saw this and kind of talked about it on the previous board. The tooltip here, remember that you can use those. But basically, this is your overall your total revenue from any closed one opportunities that have attribution touchpoints. From these numbers, we’re able to and also from the total leads, we are able to give you some stuff such as cost per new lead cost per new opportunity. So those are there again, like I said, to help kind of contextualize the information that you’re looking at. But let’s talk about ROI. These are kind of the most interesting things on the board here. So realize ROI, this is kind of the star of the show here is it’s our new metric that we’re really excited about. I’m going to walk you through it in a second here. Don’t worry, we will get to it. But first, let’s kind of level set on the simple ROI. Simple ROI is what you should be familiar with if you’re using the ROI boards in the past. This was the metric that was available to you there. But basically, simple ROI, think of it kind of like a financial or like an accounting version of ROI. It’s really dollars in, dollars out. So for an example, let’s say that we closed 2 million in revenue this quarter, and we also spent half a million in your marketing investment in your marketing spend 2 million divided by 500k half a million, right, is going to be 4. So that would mean that our revenue is 4x. Sorry, our ROI is 4x. So cash in cash out, right, that is what simple ROI is. That metric, it can be appropriate in certain situations. But oftentimes, when we’re thinking about ROI, we want to acknowledge that in a B2B setting, the sales cycle is often really long, right? So if you’re spending half a million this quarter, there’s probably very little that you’ll see coming out of that revenue in that same quarter, just because of how long that sales cycle is. It’s going to encourage engagement, it’s going to bring customers in to have conversations with you. But for you to kind of realize anything, it’s likely going to be later on, you know, maybe the next quarter, two quarters, maybe even a year later, right? It just depends on what your sales cycle is. So that is where our star of the show comes in here. Realized ROI is the brand new metric. And what it’s doing is taking into account the typical delay between marketing investments and purchases in B2B go to markets.

So the basic and this is all documented by now, this is a lot of information coming at you. But the basic idea is that you can get all of your kind of touch points related to that investment that marketing spend, happening around the same time. And then those touch points will eventually be linked to future opportunities, which will be, you know, close in the future, of course. So realize ROI is looking for the contribution, the revenue contribution from those associated touch points, and allocating it to those future opportunities. So over time, it’s going to grow, right? Because I’m actually going to show a quick example, over time, it’s going to, it’s going to grow as additional opportunities close, right? Opportunity number one, number two, number three, as those opportunities come in, that revenue will grow. So it’s a little bit more of a metric that you would want to use for longer sales cycles. Okay, that was a lot of talking.

I am going to let James take a turn chatting with you.

Yeah, I’ve been issued my seat ready to go. Well, the lead pass for opportunity some of these ones will kind of breeze through here. But yeah, just wanted to go over lead passport briefly. So as we see here, you have your filters on the right. And this is basically just saying how many leads hit those specific stages in a certain amount of time. So you can add custom stages as well. You can you can add a custom stage of MQL. Now you might see some discrepancies between your CRM and and Marketo measure with those custom stages based on how the logic is formed around that. But if we’re looking here, I mean, this is we had a question earlier, we’re looking at VATs as well, versus just BTs. The difference being buyer touchpoints and buyer attribution touchpoints, attribution ones have an opportunity associated. We’re just looking at regular buyer touchpoints here where we don’t have an opportunity associated. So something like country, if we want to change that, like how many leads did we get in through in this specific period of time that hit first touch and lead create and, you know, for just for the United States, or maybe just for Germany or something like that. And then you can also look at your channel influences here as well. How many leads did we get in through webinar? How many leads did we get in through sponsored email where we like upload lists that sponsored email came from? So that’s lead passport in a nutshell, pretty simple board, but very valuable stuff. We’re going to skip over opportunity passport today just because it’s basically the exact same thing, but for different opportunity stages. And we’ll go straight over to velocity now. So opportunity velocity, this one I think is super valuable. When I was in marketing operations, and you know, actually doing the work instead of just talking about it, I was very focused on making sure that whatever requests were coming into the marketing team from sales, we had, you know, an equal or greater request to go back. And so one of those being, you know, let’s say we have opportunities that are going from demo to follow up. And so now, how long does it take for an opportunity to move from demo to follow up? Super valuable information, because I think it’s really important to be able to go back to the sales team and be like, hey, we sent you all these leads, they became MQLs, they became opportunities, now they’re in this stage, we haven’t seen them move from here. So help us out here, like what can we do to help you move these and create greater velocity within those opportunity stages? And you can answer those questions yourself, realistically, as we see in the bottom here, it’s very small, but the amount of days that an opportunity stage in a specific stage, when it’s touched by a specific channel. So we see here, display, like when display touches opportunity creation stage in the demo stages, it’s kind of disproportionately higher, takes much longer for those opportunities to then move on to the next stage. Whereas if we’re looking at, you know, the dark bar that we have there, I don’t know which one specifically that is, looks like social media. As it moves down the funnel, it gets quicker and quicker. So higher opportunity velocity as we get further down the funnel. Again, here, we’re able to look at our opportunity product, the segment that we set up earlier. And, you know, if we have an equal segment for the opportunity fields as well, we can look at the country segment as well. And then if we just want to see like how do specific channels or sub channels or maybe even campaigns affect opportunity velocity down the funnel, we can do that with our filters on the right as well. So moving right along, I’m playing catch up because I spent a lot of time on the segments and the suppression earlier. So moving right along to web traffic. So web traffic, I really like this board, I would have to create this board essentially in different ways in the CRM and kind of jealous that it’s here now and I don’t get to use it with real live data. But one thing that I think is really valuable here, obviously, we see all these tiles, we have our unique visits, we have our different page views, we have different forms that people are filling out, things like that leads that are created from forms. Now, one of my favorite things here is on the right side, you’ll see a filter called the URL. So if you set up your website, whether that’s in Marchetta landing pages, or WordPress, or Drupal or some other way, but if you’ve set up all of your content, and important web page URLs, to basically be under a certain naming convention, then you’re able to search for that naming convention here. So as we see like URL, if we change that, and we say contains blog, and I think Kate, you can actually throw a blog in there and hit apply, it might take a second. But we should be able to see different web page views that are coming from other channels, and what our most popular blogs are within our system. So some pretty cool stuff. When a report is loading, you can see where it says web traffic over time on the left there, there’s a little circle that’s going around. As soon as that stops, we just saw it change a little bit there. So our blog views, obviously, you know, we hired a new blog specialist. And now in March 2024, it started skyrocketing. That’s awesome. Good job blog specialists. But I think that as you can see here, your web traffic summary of these different page views, different visits, leads that you’re creating over time, this is all really good to say, hey, last quarter, we were doing really well at these specific resources, definitive guides, white papers, ebooks, webinars, things like that. This quarter, we’re doing, you know, poorly here, we’re doing better here. So great, great to be able to visualize this here.

And if we move right along to engagement, that’s actually going to be our, our last board. So I’ll spend a little bit more time on it. So engagement, this is kind of your holistic view, Kate, correct me if I’m wrong, this is pretty similar to like the ABM view that we had previously.

Yeah, exactly.

Yeah, I think that one was awesome. Because we’re so one thing that we were able to do, and I’m sure some of your for the people that are here, some of your accounts were actually named accounts back in, you know, 2020 2021, when I was managing it. So we’re able to basically throw that in there as a custom segment and say, hey, you know, we’re looking at specific just for for accounts that have these specific attributes. Now we’re looking at like all the engagement we have across the funnel. So one thing that we also did here, this is also super meta when we when Marketo acquired visible back in the day, and then ÃÛ¶¹ÊÓƵ acquired market up, we’re running proven impact campaigns as upsells for like we wanted current marketo users to purchase visible so that we could, you know, show prove the impact of their business. And so one thing we did there was, we tagged every campaign name with p i dash at to start. And so as you see here, you can filter on campaign names and say, yes, give me all all campaigns that were like our proven impact campaigns. And our goal at the start of it was to say, we want to touch this many accounts, this many people, we want to have this many touch points across these specific channels. So if we’re doing proven impact campaigns, we’re running webinars, we’re doing paid ads, we’re doing, you know, like organic social, we’re doing a lot of events and sponsored emails to be able to content syndication. And so we’re able to just piece that together in the bottom here and say, this is how many touch points we’ve had, and different unique, unique individuals touched per, per channel. So the engagement board is awesome. It’s definitely going to rely on campaign naming convention. And whether that’s your UTM campaign or your your CRM or marketo campaign, those are going to be the same, you know, bundled within the same field here, and then channels and sub channels as well.

Cool, and I think we want to leave, we want to leave about 10 minutes for Q&A. And I think we just have a bit of wrap up and few things to kind of package up here, and then super happy to take some questions.

Cool. Okay, cool.

Yes, I mean, just recapping, we talked about features to enhance your data. So James talked about the segmentation to create the data categories, depression to kind of get rid of any data you don’t want to see. And then we walk through the nine boards that are available today. I know, I feel like we need to have a follow up. There’s so much to talk about. But yeah, exciting that they are here for you now. And I don’t actually a lot I think you had maybe a poll question.

Yes, we do. Also, there’s a form up on your screen if you guys want more information on marketo measure. And you are not currently a marketo measure customer, you can fill that out, we can get you in touch with the correct person. Also, I guys there’s a you would know better about like the data warehouse, and how that’s kind of like your next steps beyond these boards.

But if you want to continue, you know, your analytics even further, you can fill this form out and we can get you again connected with the current people. Um, we do have one last poll before we jump into q&a. Um, what board gives you the most data for your business? So let us know kind of like which one are you most excited about this multi select so you can pick more than one if that is something that you’re excited about. I’m curious. What’s a real mixed bag? I know that that attributed revenue would be would be high for me just because like, if you’re reporting up to executives, you want to bring dollars to the table. You don’t want to just bring, you know, email statistics, let’s say so. I feel like attributed revenue, or why those are those would be really, really high, high for me.

Yeah. Awesome.

All right, I’m going to bring us over to q&a. All right, thank you. Pop open our video here. Hold on there with us. Come back on video. See it.

I know there’s one question here. Yeah. Just sorry, go ahead.

No, no, no, if you want to get to that one, go for it.

Yeah, from from Stacy here. If we’re just starting capturing data have a long lead to close cycle, would you recommend to focus on for pipeline top funnel metrics? So great question. I think that like, you obviously can’t expect overnight that you’re going to have all this plethora of data that’s going to give you all the answers to the universe immediately. So it definitely takes time to build that data. I like to kind of suppress any touch points that that happen before you implement the script on your website. So that will basically as you have your online touch points and your offline touch points that’s going to that’s going to like the visible or Marketo measure, it’s gonna take a long time to get used to that. But the marketo measure system is going to pull those together and and treat them as the same online or offline.

Obviously, if you implement that script, and you’ve had your CRM or Marketo engage instance around for a while, then you’re going to have more offline touch points than your online one. So I would just suppress any touch points that occur before a specific date. And that date is usually when you’ve added the website scripts. In terms of pipeline and top of funnel metrics, the U shapes, the U shape model is really good to be able to see that, you know, just first touch and lead create touch points, the W shape takes those into consideration. And then throws another, you know, the W and into the op create as well. So if you’re just starting to create opportunities, W shaped is a really good way to look at that pipeline creation. Anything to add there, Kate? No, I think you cover that really well. We we have a lot of documentation about attribution models to we did a webinar about a year ago as well. So lots of resources on that. But yeah, James, you summarize those great.

Awesome.

Um, all right, I’m gonna jump into a couple of other questions here. And feel free whoever wants to grab it and take it. So first one, are these out of the box? Or do we need to configure them? These are out of the box. So there’s nothing that you need to do, they should be there in that left hand menu. When you log into your account and go to discover in the top tab. If you don’t see them, though, please file a support ticket because that should not be happening.

Yeah, and the main configuration piece that you will have to go through is this touchpoint suppression, just to make sure that things like move smoothly. And then obviously, there’s a lot of other there’s a lot of other pieces if you haven’t set up your Marketo measure instance quite yet. You know, is there a custom dollar amount field on your opportunity, things like that. But if you have everything set up, yes, they’re out of the box.

Awesome. Yeah, definitely want to make sure your your data is good, your data inputs on the settings side of things are done. So that when you’re looking at your reports, they’re they’re accurate. But yeah.

Great. All right, I’m gonna keep it moving. Um, why use the discover dashboards versus Salesforce reports? I’ll give a quick answer. And then I’ll let James confuse the use the reporting on the business side in the past, but really discover is better for kind of the high level trend analysis. If you are to simplify it, obviously, that’s a very simplified take on it. But also for anything that is fund related, so ROI, we do not push costs to the CRM as of today for several reasons. So that all is in discover. So definitely discover for ROI. And I tend to think of like the trend analysis, like I said, and then I tend to think of the CRM as more of the granular, you know, specific people specific record, typically, Salesforce or or dynamics. James, is that kind of what you do? Do you have a different take on it? Yeah, totally. I mean, I think that I completely agree with you. And obviously, like, it’s a fact. So it’s like a grants or not, you know, you’re right that there’s no cost in, in your CRM, or Salesforce, if that’s what your CRM is. So when you’re looking at ROI, you’re able to see that within these discover boards. But again, we don’t push costs over as a specific metric in, in Salesforce or, or dynamics or any other CRM. Probably a really good time to mention data warehouse as well. So if what you see in these boards is not sufficient for your business use case, but you do need to pull in that specific cost, and it’s not something that you can do it in your CRM, we do have kind of like an upgraded piece of this. That’s an add on that’s data warehouse. So if you have a data science team, maybe you’re pulling information through all tricks or, or visualizing in Tableau or Snowflake or, or demo or Power BI, then data warehouse would probably be for you. One cool thing that we’ve been able to do with data warehouse is say custom stages, we’re pulling in all these people from leads and contacts based on their MQL date. And then we’re pulling in costs for webinars and costs for sponsor emails and costs for PPC. And we’re able to basically create unique identifiers with these tables and say, this is how much we spent on PPC to generate one MQL. And then throughout the funnel say, on PPC, we spent this much when we influence an opportunity. This is how much it costs for us to generate an opportunity. So a lot of really cool things you can do with data warehouse is definitely on the more mature side of attribution, because you’re you’re looking at data export, you’re looking at merging tables, unique identifiers, all that other stuff. So yeah, it’s a yeah, I’m sorry, that’s very long winded way to say yes, I agree with you, Kate. Thank you, James.

Awesome. All right. I think we have time for one more question. Looking for a report that shows all touch points with email addresses and dates that I can test channel configuration.

Or like do an audit. Yeah. Yeah, I would love to sing Kate’s praises here. She created a blog post a while ago, that that was really helpful to me. This is actually for Kate and I work together. But as a you know, going into a new Marketo measure instance, I’ve done that a few times now, as like the primary owner of the instance. And a lot of times, I mean, I found that like, things were just not mapped the way that they should be, which totally happens. And you can, it’s not that that data is lost or that channel configurations lost at all. You just have to update those online channel rules. So a really good way to do that. And we have the blog post that we can we can share as well. But a really good way to do that is to create a visible touch point or buyer touch point report in Salesforce categorized by the channel other. And then you pull in the landing page raw form URL raw or refer page raw fields, so that you can see the full query string with UTMs. I was finding that we had referrals coming in from like Reddit, and like paid referrals from Reddit, and nothing was mapped for that. So just anything that gets categorized as other, that’s kind of that bucket that you’re going to want to sift through and look for those those pieces. And as you update your online rules within the Marketo measure platform, it will go back in time and recategorize all of those. So you’ll see that that bucket doindles down and you have more accurate categorization throughout your online channels.

Things to add Kate, I basically just boiled down what you had said on that blog. Yeah. Yes. And I was trying to put the link in the chat and that stuff and put it on an unrelated question. But the link to the blog post should be in the handout. So as long as you guys download the white paper, I believe the link is in there. I’m not sure if we included that one actually, but regardless, it’s wrong. And it’s on the internet as well. But also just, you know, reach out to your success manager. If you if you need help locating that. Awesome. All right, with that, I am going to wrap us up. Um, this is the form on your screen, you can fill out again.

If you want more information on the data warehouse that James just mentioned during Q&A, or if you want more information on Marketo measure, because maybe you don’t have it yet. Um, additionally, you’ll see some web links in the top left corner. There’s links to our past experience lead recordings from Marketo and MOCA, some of our upcoming and past recordings. And then also there is another follow up event for more on discover dashboards next week on experience league live with James. So there is a link to that registration page if you’d like that. Don’t forget to download your white paper and fill out the survey questions if you have an extra moment to spare. If you do have a question specific to your account that we weren’t able to address today, please reach out to us and we’ll put you in touch with the correct person to speak with. So again, reminder, you will get a recording of today’s event in an email in 24 hours from us. So that is all for us today. I want to thank everyone for joining and spending the last hour with us and we hope you have a great day. Thank you so much, everyone. Yeah, thanks for hanging out.