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Getting Started with Pardot B2B Marketing Analytics

B2B Marketing Analytics enables dashboards and data visualizations that aren’t supported with Pardot-only or Salesforce-only reports. Read on for details.
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If you’re looking for more alignment between your marketing efforts and sales outcomes, Salesforce Pardot analytics may be a helpful solution. Pardot analytics includes B2B Marketing Analytics and B2B Marketing Analytics Plus. These analytics tools were built for B2B marketers.

A little more about Pardot …

What Is Pardot & Its Benefits?

Salesforce Pardot Has a New Name

With B2B Marketing Analytics, your marketing team can create data sets, lenses, and dashboards to spotlight marketing and sales activity and connectivity. B2B Marketing Analytics is available in Pardot Plus, Advanced, and Premium Editions with Salesforce Enterprise Edition or higher.

How It Works

Pardot data (including campaign, email, visitor, and other data) is bundled into data sets and sent to Salesforce CRM analytics through dataflows. Salesforce data (like campaign influence, opportunity items, and more) can be pulled in as well to create custom dashboards. B2B Marketing Analytics enables dashboards and data visualizations that aren’t supported with Pardot-only or Salesforce-only reports.

Pardot to Salesforce to B2B Analytics

Data sets can be built and organized by campaigns, landing pages, and forms. The types of data sets available are:

  • Emails and email templates
  • Forms and form handlers
  • Landing pages
  • Opportunities
  • Visitors
  • Tags

Learn more about Pardot data sets in the B2B Marketing Analytics Implementation Guide.

Lenses then can be created from data sets for various ways to view your data. Once lenses are created, they can be placed on a canvas to build a dashboard. Preset dashboards to track engagement, pipeline, and other common key performance indicators are available. Let’s explore some below.


The Engagement dashboard consists of the lenses below. It shows how your primary marketing assets perform and how they contribute to the sales pipeline and opportunity life cycle.

The list engagement lens shows open rates, click-through rates, and overall list engagement:

List Engagement

The forms engagement lens provides submission rates and conversions:

Forms Engagement

You also can see landing page engagement—the entire pipeline from visitor to a won opportunity—with the corresponding lens in the Engagement dashboard.

Marketing Manager

The Marketing Manager dashboard is available to marketing and sales so both teams can see which campaigns are yielding top results. Here you can easily identify accounts with the largest opportunity value, campaign revenue generation, and more.

Marketing Pipeline Health

Multi-Touch Attribution

The Multi-Touch Attribution dashboard is another useful tool. It shows the top drivers at each life cycle stage, including first touch, last touch, and distribution attribution modeling. Attribution tracking becomes more important as customer touchpoints expand.

In addition to the out-of-the box dashboards shown above, you can create your own custom lenses and dashboards based on metrics that are important to your organization and goals.

Tip: It’s important to review your organization’s priorities before creating dashboards. Consider—how often does your team need to see updated data? What visual formats (bar charts, line charts, pie charts, etc.) work best to present the data?

There is a great deal of functionality and visibility with B2B Marketing Analytics for Salesforce Pardot users. It’s an opportunity to show your sales team how marketing is performing to assist them in reaching their goals.

If you’d like assistance setting up B2B Marketing Analytics dashboards, use the Contact Us form below to get in touch. The Business Technology Solutions team at FORVIS has certified experience with Salesforce CRM and marketing automation systems.

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