Unified Analytics: Find Reports and Dashboards Faster in Analytics Home

If you’re like me, you hate spending half your life looking for things that have been filed already. I have reports in CRM Analytics and Salesforce, and it feels like a waste of time to have to look in two places. 

I also hate having to “guess” what previous reports/ dashboard might already exist before I add to the fray by creating a new one. On top of that, in Salesforce I have to use up to 2 navigation tabs if I frequent both Reports and Dashboards often, using up valuable visual real estate…

Well, your “search” for a solution is over! In the Salesforce Winter ‘23 Release, you now have access to a really cool way to see ALL your reports and dashboards through a single pane of glass.

Introducing… The Unified Experience For Analytics Home.

unified analytics view

How will Unified Analytics change my life?

While it might not be life altering, the Unified Analytics experience is magical on many levels and will give you back precious moments throughout your day! 

How, you ask? A few examples:

  1. Filter by Dashboard or reports (or lenses or Apps or Components) and see BOTH Salesforce AND CRM Analytics assets
unified analytics dashboard
  1. Explore all reporting assets by date, type, modified date, created date creator
unified analytics folders
  1. Search across all analytics assets to find what you need with a single search
unified analytics keyword results

Turning on Unified Analytics

You can turn on Unified Analytics in a few simple steps:

  1. Go To Setup > Analytics > Setting
  2. Check the box for “Enable the Unified Experience for Analytics Home”

That’s it!

home object manager

Some Important notes

  • You need an Analytics CRM license to use this new feature
  • Once enabled, the experience will be available on Salesforce apps and through the browser
  • Collections can be created or accessed from apps or through the browser

There are tons of tidbits in the Winter ‘23 release. This one might be small, but if your organization is one of those with lots of reporting assets (and lots of people writing reports), then this little nugget might just be the gold you’ve been looking for. 

Onto the next adventure.

Learn more about Unified Analytics and Salesforce reporting

Original article: Unified Analytics: Find Reports and Dashboards Faster in Analytics Home

©2022 The Spot. All Rights Reserved.

The post Unified Analytics: Find Reports and Dashboards Faster in Analytics Home appeared first on The Spot.

By |2022-11-28T21:01:00+00:00November 28th, 2022|Categories: Analytics & Reporting, New Features, Release Notes|

Unified Analytics: Find Reports and Dashboards Faster in Analytics Home

If you’re like me, you hate spending half your life looking for things that have been filed already. I have reports in CRM Analytics and Salesforce, and it feels like a waste of time to have to look in two places. 

I also hate having to “guess” what previous reports/ dashboard might already exist before I add to the fray by creating a new one. On top of that, in Salesforce I have to use up to 2 navigation tabs if I frequent both Reports and Dashboards often, using up valuable visual real estate…

Well, your “search” for a solution is over! In the Salesforce Winter ‘23 Release, you now have access to a really cool way to see ALL your reports and dashboards through a single pane of glass.

Introducing… The Unified Experience For Analytics Home.

unified analytics view

How will Unified Analytics change my life?

While it might not be life altering, the Unified Analytics experience is magical on many levels and will give you back precious moments throughout your day! 

How, you ask? A few examples:

  1. Filter by Dashboard or reports (or lenses or Apps or Components) and see BOTH Salesforce AND CRM Analytics assets
unified analytics dashboard
  1. Explore all reporting assets by date, type, modified date, created date creator
unified analytics folders
  1. Search across all analytics assets to find what you need with a single search
unified analytics keyword results

Turning on Unified Analytics

You can turn on Unified Analytics in a few simple steps:

  1. Go To Setup > Analytics > Setting
  2. Check the box for “Enable the Unified Experience for Analytics Home”

That’s it!

home object manager

Some Important notes

  • You need an Analytics CRM license to use this new feature
  • Once enabled, the experience will be available on Salesforce apps and through the browser
  • Collections can be created or accessed from apps or through the browser

There are tons of tidbits in the Winter ‘23 release. This one might be small, but if your organization is one of those with lots of reporting assets (and lots of people writing reports), then this little nugget might just be the gold you’ve been looking for. 

Onto the next adventure.

Learn more about Unified Analytics and Salesforce reporting

Original article: Unified Analytics: Find Reports and Dashboards Faster in Analytics Home

©2022 The Spot. All Rights Reserved.

The post Unified Analytics: Find Reports and Dashboards Faster in Analytics Home appeared first on The Spot.

By |2022-11-28T21:01:00+00:00November 28th, 2022|Categories: Analytics & Reporting, New Features, Release Notes|

Why Salesforce and Marketing Admins Work Better Together

How often do your Salesforce and marketing platform admins talk to each other? 

  • Very little
  • Not at all
  • Only when things go wrong  

If you selected any of the above, you’re not alone. 

I’m here to tell you, no matter how awkward or challenging starting that conversation may be, it’s one that needs to happen (and continue) sooner rather than later. Having a solid bridge between Salesforce marketing and Sales Cloud admins will (I promise!) make both your lives so much easier. Here’s why…

Benefits of marketing and Salesforce admins working together 

#1 Keep your data clean in both places

Whether you’re using Marketing Cloud Account Engagement (Pardot) or the OG Marketing Cloud, the way data flows between your marketing automation platform and Salesforce was probably one of the reasons you purchased the tool. So, let’s keep it flowing. 

By working together you can avoid the following pitfalls:

  • Duplicate fields
  • Data being overwritten 
  • Sync errors (Marketing Cloud Account Engagement (Pardot)): 
    • Fun fact – most common sync errors can be avoided by knowing the Salesforce set up. 
      • Field values = prevents invalid picklist errors
      • Expected data = Prevents validation  rule errors
      • Field types = Prevents invalid field format errors 

If both admins are communicating, you can ensure any updates that happen are accurately reflected in both systems.

#2 Prevent loss of access for users and systems 

When marketing and Salesforce admins stop working together, systems can stop working together. 

True story, I’ve worked with clients who have seen automations stop working and users unable to access the systems and data because of updates that the other admins were not aware of — permissions, profiles, field accessibility. When these changes are not communicated, frustrations can arise and time can be wasted looking into the cause. 

Additionally, If you’re using a sandbox environment, understanding the refresh schedule can help prevent loss of work when it’s unexpectedly refreshed. 

Include both admins in conversations around any updates in either system. The changes may not affect the opposing team but it’s good to know just in case.

#3 Experience Team and Business Benefits

The above are all technical reasons why marketing and Salesforce admins should be best friends. But, we haven’t even touched on the business and team building benefits, which are huge.

Here are a few reasons why:

  • Improve productivity. Stop looking for the cause of a problem but rather plan for the update as a team.
  • You can help advocate for each other with other decision-makers. We are both on the same team and we should both want the same thing. But when one team of admins is working on something and leaves the other out, they can be left to play catch up and try and figure out what’s going on… increasing the frustration and silo.
  • Ultimately, it comes down to $$$ –  Two sets of admins working independently = Mo $ Mo time
  • Teach each other. The great thing about being an admin is that every day is a school day, we are always learning about the latest tools, security updates and new ways of doing things. Let’s share that knowledge. Get to know what the other team does and find out how you can help each other and make each other’s lives easier.

How to build relationships between Salesforce admins

So what can you do to improve or build a relationship between marketing and Salesforce admins?

  • Documentation, documentation and yes, more documentation. Having a record of changes that have been made and how that change relates to the other system will be a huge help in marketing and Salesforce admins working together. 
Tip: Using Pardot? Create a shared spreadsheet with all the Salesforce fields and note if they are synced with a Pardot field. What’s that field for? What’s the sync behavior? What are the values? Admins can then refer to this document when field changes need to be made and ensure the other admin knows if it’s going to affect them 
  • Schedule a regular sync up and use this time as a feedback loop, planning session. This can be monthly or quarterly, depending on how often changes are made. Here are some questions you can ask during these meetings:
    • What plans do each admin have for the month ahead?
    • How will this impact the other team?
    • Consideration you hadn’t thought about
    • What does each team need to do to prepare? How long will it take to get things in order? 
    • What’s not working at the moment and what can be done? 
  • Create a joint Slack, Teams, Google Hangouts channel. Whatever your choice of instant messaging channel, use it to inform admins on both sides of any upcoming changes. Use it to post reminders, questions, updates. This will become your go to place to find answers and work with your admins. 
  • Consider an overview training session of your respective platform. Does your Salesforce admin understand the impact on Marketing cloud when field visibility is changed in Salesforce? Probably not. Work with them to help them understand the implications of such changes. They simply may not know what affects the connection between Salesforce and Marketing Cloud.

Wouldn’t it just be easier to just give Marketing admins Salesforce admin access? 

Yes and no… If you’ve read our blog on Why Should Marketing Admins Have Salesforce Access?, you would have noticed a lot of very good reasons as to why marketing admins should have salesforce access. This is great if you can hand out this access but what happens when you can’t? Should each admin go their separate ways, never to speak again? Absolutely not! 

Even if you can get Salesforce access you should still be opening up communication between yourself and other Salesforce admins.

Strengthen those relationships between marketing and Salesforce admins

Creating a harmonious relationship between both marketing and Salesforce admins starts with the basics… communication and understanding for each other’s roles. When this is followed the benefits can be huge, both personally and technically. 

What tips do you have for improving the relationship between both admins? Let us know in the comments.

Original article: Why Salesforce and Marketing Admins Work Better Together

©2022 The Spot. All Rights Reserved.

The post Why Salesforce and Marketing Admins Work Better Together appeared first on The Spot.

By |2022-11-19T00:54:00+00:00November 19th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

Creating a Custom Pardot Campaign Influence Model: Lessons Learned

Sometimes the standard Campaign Influence models that come with Marketing Cloud Account Engagement (Pardot) just don’t quite fit what you are looking to measure. We recently went through the exercise of creating a Custom Model, and it wasn’t quite as straightforward as we would have liked it to be. 

To save you some ramp-up time we’ve decided to share some of the things we learned. Here they are!

Lessons Learned the Hard Way while Creating a Custom Pardot Campaign Influence Model

We went ahead and created a custom Pardot Campaign Influence model and took excellent notes so you can reap all the benefits. 

Here’s what you should know before you start your own custom Pardot Campaign Influence Model project.

Simplify your Custom Model, then nail it down

There’s a lot of calculations needed in Campaign Influence, and the last thing you want to do is build this a few times as you discover exactly what you are looking for. 

Spend some time with the business and really think about which touches you really want to measure and if having them measured will drive meaningful business value. Can you explain it in 20 seconds or less? No? Your model might be too complex.

You have 2 options for integrating your Model

The simple example Salesforce provides as part of its documentation is to have a Trigger on the CampaignInfluence object, which allows you to create your records when Salesforce creates theirs.  This example is okay for demonstrative purposes, and it avoids a lot of the complexities. 

The example also works okay if the Model that you are “watching out for” creates and deletes CampaignInfluence records at the same time you need to. Though for us, often we discovered that we wanted our Model to recalculate, but it never did. This is because the default model didn’t need recalculating so no new records were created/edited. As a result, ours never had the chance to run. 

One way around this is to watch out for the b2bmaEvenDistributionModel as it has the most chance of adding/removing records, and firing off your trigger.

Another thing to consider (if you are relying on another model’s calculation to trigger your custom one) is that Salesforce doesn’t properly batch influence calculation. We learned this when turning off the Even Distribution Model and turning it back on hoping it would trigger calculation on all Opportunities. We ended up having our own Batch APEX class run to initially populate data for our new model.

If you need a little more control, you would need to introduce triggers on various objects (such as CampaignMember, OpportunityContactRole, Opportunity) looking for the events that would have an impact on your Model and cause it to recalculate. You might find luck here using Platform Events to separate the triggering event from all the processing that the Model might need, especially important as Opportunities often already have a lot of custom automations hanging around them.

Campaign Influence code runs as a special User

Salesforce’s CampaignInfluence records are created by a Special Salesforce User “Salesforce Administrator” which you can’t pick when setting up debug logs. You can find this User’s ID by looking at the CreatedById field of any of the CampaignInfluence records in your org.

Setting up a Debug log for this user is a bit more involved than normal, and needs you to manually create a TraceFlag entry referencing the special User as well as the Id of DebugLevel. We used https://workbench.developerforce.com ‘s REST explorer to create the record, and we used the SFDC_DevConsole DebugLevel allowing us to use the DeveloperConsole to check out the logs as we were testing.  A bit of setup for each debugging session, but worth it.

Break your code into debuggable chunks

We ran into a few different challenges as we were putting this together, and we found having our code broken up really sped up our debugging process. Each chunk of code had debug statements giving us an idea of the overall state / progress, which made it easy to quickly diagnose where things might be going awry.

While we aren’t yet ready to share a precise recipe, we can at least give you the ingredients we used!

  1. Build a list of Opportunity IDs of the Opportunities that need to be calculated
  2. Get all Opportunity details (including Opportunity Contact Roles)
  3. Get all needed CampaignMember records
  4. Calculate the “winning” CampaignMember records for each Opportunity
  5. Calculate the CampaignInfluence records needed from the “winning” CampaignMember records
  6. Insert final results

Plan for custom Campaign Influence Model success

Creating a Custom Campaign Influence Model is not for the faint of heart. It takes quite a bit of planning and work to put together even the simplest of Models (which might be why there’s so little out there when we tried googling for examples). 

If you are looking to take this on, hopefully these tips save you a bit of frustration and colorful language. If it still looks daunting and you need some help, we would love to have a chat!

Further Reading

Original article: Creating a Custom Pardot Campaign Influence Model: Lessons Learned

©2022 The Spot. All Rights Reserved.

The post Creating a Custom Pardot Campaign Influence Model: Lessons Learned appeared first on The Spot.

By |2022-10-19T18:44:00+00:00October 19th, 2022|Categories: Analytics & Reporting, Pro Tips, revive, Strategy|

How to Choose a Salesforce Marketing Reporting Tool

Not sure which Salesforce marketing reporting tool is the best for showing the results of your campaigns? 

With so many to choose from between Salesforce CRM, Marketing Cloud Account Engagement (Pardot), and CRM Analytics, it can be difficult to nail down what reporting tool is the best fit for you. 

While all the tools described here (to some extent) can be used to meet each criteria, some do it better than others. 

Questions to determine which Salesforce marketing reporting tool is best for your team’s goals 

We’ll help you narrow it down with some simple questions and a review of what each tool excels at! Hint: They all contain the letter “A”!

Question 1: What are you “asking” of the data?

While there are many uses for data, breaking down what you want into categories can help you create specific and purpose driven reporting content. 

What that content is meant to inspire is the million dollar question. So… “What do you want your data to do for you?”

I Need Operational Data!

This type of reporting is really ideal for managing day to day metrics. The key here is that these are used to keep a pulse on the health and activities that keep your business running day to day. 

  • How many deals were open, closed, won or lost?
  • How many tasks were completed?
  • What is overdue? Or due today?
  • Who are my best performing Salespeople?

Best Fit: Salesforce

Why? Salesforce reports excel at showing data in a way that tells you what’s going on right now. Built-in report types give you easy access to history data and other commonly used data. 

Need a quick list or visual to get the point across that is specific to a specific business metric? It’s easy to do (assuming you have the data in place). Another cool feature is that your reports and dashboards can be tailored to run as the person opening them, making them a custom fit and focussed.

I Need Trending Data and Patterns, preferably in visuals!

  • How fast are we closing sales?
  • How is the pipeline looking for Q2 Compared to Q1? What had the most impact?
  • Which activities lead to sales?
  • How are my KPI’s Performing to goal
  • What are my leading or lagging indicators?

Best Fit: CRM Analytics

Why? Of all the tools this is the one that allows you to do “gymnastics” with your data and connect lots of things together. It also has much more robust visualization options, allowing you to connect and visualize data more easily. 

Built-in apps provide “purpose” driven dashboards and insights based on best practices. You can have many filters and even specify which dashboard items interact with which filter! 

While you can do some trend analysis in Salesforce, CRMA brings it to the next level. To top it off, if you have the right license, predictive analytics are within your reach.

I Need Marketing Asset Intelligence!

  • What is the health of my campaigns?
  • I need to create list reports to segment and manage prospects!
  • What marketing activities are leading to increased engagement?
  • What activities are occurring? Or have occurred?
  • How is my nurture program performing?

Best Fit: Pardot Reporting

Why?: Pardot is purpose built to surface marketing metrics and streamline prospect management. Reports on common metrics (click through, open-rate, bounce rate opt out etc.) are available. While more limited in the sense of customization, these are critical metrics for every marketing department and company and help you keep a pulse on the health of your assets.

Other considerations for selecting a Salesforce marketing reporting tool

Who is your audience?

This one is really all about functional role and (ahem) attention span. Think about the following questions to determine how audience affects which Salesforce marketing reporting tool to use:

  • How much time does the audience for the report have time to absorb the information? Does it come from multiple sources? 
  • Are they open to navigating many reports? 
  • How many filters are needed on the front end? 

If your audience does not use your reports, then all the platforms are equally terrible. Always consider useability and make sure you consider hidden costs when comparing value.

Leadership Team (C-Suite) 
  • These stakeholders tend to want a 5,000-foot strategic view that can be visually absorbed quickly and without too much explanation or time. For this group, CRM Analytics is a good fit since its strength lies in optimizing connected datasets in a visual way.
Operational Managers
  • This group often wants to look at the high-level metrics, but also be able to dig into the records and data when a pattern or interesting number stands out. For these stakeholders, Salesforce reporting can be the best choice. 
Marketing staff, Designers, Marketing Managers (admins, marketing staff etc)
  • As the lifeblood of marketing, these stakeholders need quick and easy access to see who is a best fit for nurture programs, check scoring and grading status and see what assets are performing best. Pardot reporting provides this view and the data that’s needed day to day.
Analytics Staff
  • When you need ALL the data and want to know all the things, a deeper tool is needed. CRM Analytics allows the high-level and low-level data and allows the ability to create unlimited customized datasets to use for reporting. Additionally with licensing upgrades, the power of Einstein predictions can be unleashed. Fun fact, this data can be written back to Salesforce with the Salesforce Data connector, adding even more potential uses (teaser for a future blog 😉).

What resources do you have available for reporting and analytics?

Ok, so this one is kind of a trick question. No one ever has enough time or money… But it does matter. Having the right resources to develop your brilliant report or having the time to consume report content is critical. 

How can you get the most out of each platform if you are strapped for resources? Any of the choices requires expertise and time to master customization or modification. But many “no effort” solutions also exist out there. 

Also, while tools like CRM Analytics are pricier, consider the time to create 10 reports in Salesforce to get the same information and the limitations around connecting objects. Additionally, consider the pitfalls around manual reporting (Excel gathering) and the potential data and time issues that can occur. Consider all the costs of NOT having a single version of the truth. 

How can I stretch my time and budget around Salesforce analytics? 

Here are resources that might help.

Salesforce: Check out the app exchange for many free useful examples and fully functioning Dashboards. Everything from adoption metrics to quality check dashboards can be had at the click of a button … and many are free. 

CRM Analytics: This one is license specific, but you don’t need a data scientist to install apps such as B2BMA analytics (included for many Pardot  versions – more information here).

Pardot: Sometimes less is more! This documentation around all reports Pardot will get you pointed in the right direction!

Which Salesforce marketing reporting tool is best? It depends…

So in conclusion, while each reporting platform has its strengths and weaknesses, the strongest is the one that presents the right content, to the right audience at the right time. 

We hope the information in this post helps you to nail down which tool is right for your unique situation. 

Still not sure? Drop us a line and we’ll see how we can help you.

Original article: How to Choose a Salesforce Marketing Reporting Tool

©2022 The Spot. All Rights Reserved.

The post How to Choose a Salesforce Marketing Reporting Tool appeared first on The Spot.

By |2022-10-10T18:27:00+00:00October 10th, 2022|Categories: Analytics & Reporting, Pro Tips, revive, Strategy|

Connected Salesforce + Pardot Campaigns: How They Rock Our World

Salesforce and Pardot connected campaigns bridge two distinct campaign reporting functions into one powerful feature. 

Prior to 2019, Salesforce and Pardot campaigns were independent of each other. But with the introduction of connected campaigns the two entities joined forces. And with that, the humble marketer’s life is made easier. 

The Difference Between Salesforce and Pardot Campaigns

Before we jump in, let’s do a quick 101 refresh on the difference between Salesforce campaigns and Pardot campaigns.

The Skinny on Pardot Campaigns

Pardot campaigns refer to the first touch interaction that could be tracked. It answers the question: “What brought this person to us?”

For example, let’s say someone visits your How to Be Good At Stuff webinar page. They didn’t sign up, came back 30 days later, and converted to a lead by downloading your I’m Awesome at Stuff whitepaper. Their campaign would be set to the How to Be Good At Stuff webinar, since that was the first initiative that brought them to you.

Pardot campaigns are one-to-one. That means each person has ONE source campaign. And every asset created in Pardot has to be tied to one campaign as well.

This gives you useful reporting data on the number of leads sourced by your campaigns and how these convert into closed-won opportunities downstream in the pipeline.

How Salesforce Campaigns are Different

Salesforce campaigns are more… how normal people think about campaigns. Campaigns are marketing initiatives, and each contact or lead can belong to multiple campaigns.

Tracking this in Salesforce is hugely impactful. If you leverage Salesforce campaigns to record who you touch with your marketing efforts, then you’re laying the foundation to be able to show all of the marketing touchpoints that led to a sale on each of your opportunities:

Opportunity Dashboard

And at the campaign level, you can see the total volume of opportunities that were influenced by your marketing activities.

Salesforce Campaign dashboard

Marketers have been talking about revenue attribution for the last decade. But for most organizations, this stops with “talk.” We all like the idea of being able to link marketing campaigns to hard revenue numbers, but our disparate systems and measurements make that incredibly hard to deliver.

Campaign influence reporting finally makes revenue attribution doable for a typical marketing team — all with tools native to the platform. This comes together in first touch, last touch, or any other custom attribution models your team needs to analyze the impact of its marketing spend.

Campaign performance dashboard

How to Set Up Connected Campaigns in your Pardot Org 

The good news is that connected campaigns are automatically activated for Pardot orgs setup after 2019. But, there are a few settings we’ll want to take a look at to make sure everything is functioning.

 The magic is in the Pardot connector!

Connected campaign settings are managed by the connector that bridges Salesforce and Pardot. 

In Pardot Lightning…

  1. Click on Pardot Settings
  2. Connectors (on left menu)
  3. Click the settings cog under Actions on the right for the Salesforce connector
  4. Select Edit Settings

On this screen, you’ll notice the campaign that is being used to connect contacts that come from Salesforce into Pardot. They will be marked with this “first touch” campaign when they sync from Salesforce. If you do NOT have a campaign here, you should create a campaign in Salesforce, something generic like “Salesforce Contacts,” and select it here. 

Question: I created the campaign in Salesforce and it doesn’t appear in this picklist?

This is pretty common. There are three reasons why the campaign would not appear, here are some troubleshooting steps…

  1. When setting up the campaign in Salesforce you must check the box to make the campaign “Active.”
  2. Be patient! It can sometimes take 5-10 minutes for the campaign to appear in Pardot. You may need to refresh the connector settings page to see it appear.
  3. As a last resort, delete the campaign you created in Salesforce and create a new campaign. You might be shocked at how often this solves the problem.
Connector Settings

Let’s Look at Campaign Settings

Once you have the connector settings worked out, click on the Campaigns tab at the top.

Pardot Settings, campaign tab

Let’s take a closer look at the setting options.

  • First, ensure the check box for “Enable Connected Campaigns and Engagement History” is checked. This should already be checked by default, which turns on all the wonderful connected campaign magic. 
  • Enable Campaign Member Sync should also be checked to ensure that when you add people to your campaign in Salesforce or Pardot they stay in sync. Note: If you add people to a campaign in Pardot but they do not exist as Contact or Lead records in Salesforce, you will not see them in Salesforce under that particular campaign. 
  • Use Salesforce to manage all campaigns should be checked allowing you to create and manage campaigns in one place — Salesforce! No more duplicating efforts in Pardot.
  • Limit Campaign Creation by Date – this handy feature gives you the ability to limit what campaigns sync to Pardot. If your Salesforce org has been around for a while, it undoubtedly has campaigns that were created and you may not wish to clutter Pardot with old campaigns. You can select a cut-off date here!
  • Show unconnected campaigns in Pardot Campaigns tab is good to check if you wish to see what campaigns in Pardot are not connected to Salesforce. As the subtext under the box states: Unconnected campaigns are always shown unless Manage Campaigns in Salesforce is enabled.
  • Finally, Campaign record types enabled for connection. This will say “Master Record Type” by default if you only have one Salesforce campaign record type. But some orgs are fancy and have multiple record types for different parts of the business. If this is the case, you can select which record types should sync to Pardot.

Once Connected Campaigns are flowing here’s what you’ll notice

  • All new campaigns will be created in Salesforce — you can not create campaigns in Pardot.
  • Every time you add a new active campaign to Salesforce, it’s automatically available in Pardot.
  • You can add campaign members in Pardot through automation rules or completion actions. As long as they are assigned to a user, they will sync to Salesforce and show up as members of that campaign in Salesforce. 

PRO TIP: If you have a campaign set up for a weekly or monthly newsletter, add a completion action to your signup form. This ensures that when a prospect fills out the form, they are automatically added to that campaign.

These campaign fields will also be updated by Salesforce and pushed to Pardot:

  • Name
  • Cost
  • Created By
  • Updated By
  • Updated At

Now for the Really Exciting Stuff: Show Engagement History on the Campaign in Salesforce & Report On It

To add another layer of awesomeness to this, Connected Campaigns allows you to also enable Engagement History on Salesforce campaigns.

What this means is that on Salesforce campaigns that are connected to Pardot campaigns, you can pass engagement metrics from:

  • List emails
  • Forms
  • Form handlers
  • Links & custom redirects

When you turn on Engagement History, new custom objects called ListEmail, MarketingForm, and MarketingLink are created and populated with data from corresponding Pardot records. These records DO count against your org’s data storage limits. 

Important: these custom objects do need to be added to your Campaign page layout! Here are detailed instructions to do this.

Benefits of Enabling Engagement History

Enabling Engagement History lets you add KPIs for these assets to the Campaign Page Layout:

Engagement History

And even better, it lets you get at this data in Salesforce reports & dashboards:

campaign report

My heart literally flutters with anticipation of the power this is going to bring to marketers on the platform.

 A few general FYIs on what you need to make Engagement History work:

  • Connected campaigns set up (duh)
  • Prospects syncing with a Salesforce lead or contact, and added to the connected campaign
  • The prospect must be assigned to a user, group, or queue in Salesforce (a requirement for it to sync to Salesforce in the first place)
  • To access Engagement History data, users need the Sales User or CRM User standard permission set and field-level security access to the engagement history fields.

Ready to Roll with Salesforce and Pardot Connected Campaigns?

Once you experience connected campaigns, there’s no going back. (Literally and figuratively. Once it’s on, it can’t be turned off.)

To make this magic happen, you will need your Salesforce admin on board, since a lot of the configuration changes take place inside Sales Cloud. 

Do you utilize the power of connected campaigns? What’s your experience been? We’re dying to know — please share with fellow readers in the comments!

Original article: Connected Salesforce + Pardot Campaigns: How They Rock Our World

©2022 The Spot. All Rights Reserved.

The post Connected Salesforce + Pardot Campaigns: How They Rock Our World appeared first on The Spot.

By |2022-09-19T14:37:00+00:00September 19th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

Salesforce Native Reporting: Get More From Your Data

Salesforce has robust native reporting capabilities that come out of the box. But what happens when you need more? What CAN you do? 

This Salesforce native reporting overview will make you a custom operational reporting superstar. That’s because it highlights the ways you can leverage custom objects and use joins in your reporting. 

The good news is, once you know what’s possible, the world of Salesforce reporting is much easier to navigate.

Where to Start: Create a Lookup Relationship on a Custom Object

We’re going to start by going through the process of creating a lookup relationship on a Salesforce custom object.

Why start here? In short, all Salesforce reporting is based on relationships between objects. 

Let’s say you have a custom object where you store all of your team’s required compliance paperwork. You want to report on which opportunities need which paperwork within that custom object. 

While you can create a custom report type for your custom object, there is no link between Opportunities and your custom object. 

The good news is that you can create one! 

Example: Creating a relationship between custom object and Opportunity

Here’s an example that we can use as we move through our reporting exploration. Specifically, these are the steps to create a relationship between a custom object and an Opportunity in Salesforce:

  1. Open the custom object. In this case, I have created a custom object called “Compliance Documents.”
  2. Select Fields & Relationships.
  3. Select “New” to create a new field.
  4. Select “Lookup Relationship.”
  1. Select “Opportunity” as the Related to. This will create the relationship between Opportunity and the custom object, making them “linked” for reporting and other related purposes.
  2. If you want the relationship to be consistent and there should be a value selected, make sure to select “Always require a value in order to save the record.” Also make sure that “Add this field to existing custom report types that contain this entity” is checked.
  3. Click through the next few screens to verify permissions, Related list label and select what layouts to the new field to.

With these steps, you can now add the custom object in a report type AND the related list will appear for the Opportunity. So easy, right?

Exploring Salesforce Custom Report Types

So, now that we have linked our custom object with a lookup relationship, let’s get ready to report!

Use the following example to inspire your use of native Salesforce reporting capabilities.

Use Case Example: Set up a custom report type 

You want to be able to see what type of compliance reports have been completed (and what opportunities do NOT have documents) for your Opportunities. To accomplish this, we will set up a custom report type. 

  1. Go to Setup and select “Report Types.”
  2. Click “New Custom Report Type.”
  3. Select the Primary object (see tip below for more information).
  4. In our case, we will use Opportunities as our base object. We are interested in both Opportunities that have documents AND those that don’t. So, we’re calling it “Opportunities with or without Compliance Documents.”
  1. Now we can select the related objects. In this case, we want to see Compliance Documents. 

Because our custom objects were created to support Activity creation, and Activity creation links to the Assignment object, we can add all these to maximize our report.

NOTE: We are selecting “A” Records may or may not have “B” records so we can see how many of our total Opportunities have records. If we selected Each “A” record must have at least one “B” Record, we would ONLY see these records and not be able to compare (which will be handy in our report).

  1. Save your changes.

Tip: What is the Primary Object?

The primary object is the “base” Object for your report. You can select a custom or standard object. To decide which to select, consider what fields you want and whether they are connected as you select these. 

Remember that all reporting starts with relationships between objects. One tool that can help you “see” the relationships in Salesforce is the Schema Builder in setup, which is where you can select your objects and get a visualization of how they are connected. 

Good news for us, Salesforce report types makes this easy by only allowing you to select objects that are related and have lookup relationships. If you don’t see a child object, it’s because there isn’t a defined relationship. 

Add Lookup Fields in Salesforce Custom Report

So, great news! You have connected your custom object to a standard object and created a new report type. But what other data can we add from here? 

Let’s see what we can add using the “edit layout” section of the Report Type.

  1. Click on “Edit Layout”
  2. On the left, you can dropdown the list under “view” to see the objects in your report type.
  1. Use the “Add fields related via lookup” to see what you can add to your report from other related objects.
  1. You can see all the objects that have a relevant relationship to “opportunity” in this window. Clicking on the object name allows you to select fields to add to your report.

    In the example above, I am adding Account Name and Account Number. You can change the view to show any of the objects in the custom report type to select related fields. You can see which fields were added by lookup easily since they have a magnifying glass next to them in the layout window.

NOTE: Watch out for duplicate fields. For example, if I select the ID for Account using the related lookup, I will end up with two almost identically named fields when creating reports, which could be confusing. Not all lookup fields contain data. If a field is not required in a related object field, you may not get any additional data (just empty fields)

  1. You can add sections, add and remove fields and do many other fun things in this window, but we’ll move on to creating our report with our shiny new report type! (more information on working layouts here.) For our use case, we are ready to move on.

Creating a Report Using Your Custom Report Type

Finally all your work will come together in an amazing report! Let’s jump in!

  1. Go to Reports
  2. Click on “New Report”
  3. Be sure to select “all” to search for our New Custom Report type
  1. On the right, you can quickly see what reports have been created with this report type and what objects are included. Click on “Start Report”. You can add whatever fields you need.

Using Cross Filters to Filter Records Based on Related Objects

Now that I have a report in progress, what else can I do to use other objects with it? One example of this is a cross filter. 

A cross filter allows you to filter your report type based on a related object. For example, If I have a report type based on opportunities, I can use a cross join to limit the results to opportunities that have related campaign influence records (without actually having to include the Campaign Influence object in the custom report type).

  1. Click on “Filters”
  2. Select the drop down next to filters and select New Cross Filter
  3. Select Opportunities as the “show me” and Campaign Influence as the limiter

    NOTE: You can use “With” or Without” as the criteria to return records.

TIP: Check out the Sercante Campaign Influence Starter Pack for more information.

Using Joined Reports in Salesforce to Enrich Your Data

Joined Reports in Salesforce are a little tricky to understand but can be VERY practical. Here’s how the feature works.

Consider the following use case. You want to be able to show Products on Opportunities related to those with compliance documents. Your custom report type does not have Product information. 

No worries at all! If there are related fields between the two report types, you can join them together in blocks.

Here’s how to do that:

  1. Click on “Report” at the top left of your report window.
  2. Click on “Joined Report,” and click apply.
  1. Click on Add Block.
  2. Select the Opportunities with Products block.
  1. Use the lookup window under “Group Across Blocks” to pick the field you want to group on. This will create a connection on a common field. 

In this case OpportunityID is most appropriate since I want to see detail for each opportunity. You can now see the fields I selected from my Custom Report type and fields I selected from the Opportunities with Products report.

NOTE: Once you create a Joined Report, you also need to manage filters for each one separately under the filter area. 

Now you can see how the Joined Report enriches your data! We can see if any Opportunities with or without documents have products linked.

So what happens now?

In our little summary we have reviewed the ways in which you can show data in Salesforce reports through Lookup relationships on objects for the following:

  • Custom reports types
  • Lookups on Custom report Types
  • Joined Report
  • Cross filters

The wonderful world of Salesforce Reporting is constantly changing and improving with every release. Knowing what you can do to bring your data together is the key to creating meaningful, actionable reports. 

I hope this summary helps in your understanding of what’s available and related use cases.

Looking for information about Salesforce native reporting?

Salesforce has a wonderful help section with videos and how tos that can help you on your journey. And remember, you can always reach out to the team at Sercante if you have any questions. 

Tell us what you’re going to build using Salesforce native reporting capabilities in the comments section.

Original article: Salesforce Native Reporting: Get More From Your Data

©2022 The Spot. All Rights Reserved.

The post Salesforce Native Reporting: Get More From Your Data appeared first on The Spot.

By |2022-09-16T14:21:00+00:00September 16th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

Demystifying Pardot B2B Marketing Analytics Plus

With Pardot B2B Marketing Analytics Plus, you are able to bring external data, use an intuitive and customizable dashboard, activate Discovery Stories, and take advantage of Einstein Prediction Builder.

Difference between B2BMA and B2BMA+

B2BMA B2BMA+
B2B Marketing Analytics app External connectors
Pardot and CRM data Pardot, CRM and Import data
B2B Marketing Analytics app
Marketing Campaign Intelligence App
ABM App
Discovery Stories
Einstein Prediction Builder
More data

Extracting Data

A case scenario is that there is a lack of visibility into usage as the data sits in an external system, getting it through that B2BMA. Extracting and bringing data is easy with the proper steps taken in B2B analytics. 

Remember that:

  • Dashboards are only as good are your data
  • Data is clean
  • Quality data everywhere
  • Joining in an effective way
  • What questions are you answering?

Customizing Dashboards

A use case example would be that you are missing key usage data from an ABM Dashboard, so you’ll add an additional lens from it. The first thing to do to edit a dashboard is to clone it. Connect it to the right data sources. Drag and drop as easily as you can. 

Remember:

  • Always copy the dashboard before editing
  • Think first about user experience 
    • Who will be using this dashboard?
    • What data will they be looking for?
  • What questions are we answering?
  • Charts were not created equal

Discovery Stories

An example of this use case is how prospects engage with your content and how can you actually improve it? Common questions that Discovery Stories can help with are how are your downloads doing? Or Are there engagements in downloading e-books or whitepapers? Options and suggestions from Discovery Stories will be given in a decision and strategy point of view for the future.

You can identify changes that are predicted to improve. Always remember to:

  • Not neglect combinations
  • Select relevant fields

Einstein Prediction Builder

An example of a case scenario would be a high percentage of leads were being marked unqualified and we didn’t know why so running tests from this capability will prevent this and identify some root causes.

Always remember:

  • Output is boolean or a number
  • What data matters? (e.g. not phone numbers)
  • Don’t include past leads that have already been unqualified

Takeaways

Pardot B2B Marketing Analytics Plus can give you a lot of advantages when it comes to data and being strategic in making decisions from it. There are plenty of capabilities that B2BMA+ offers including bringing external data easily to the dashboard, customization, Discovery Stories, and Einstein Prediction Builder. 

To learn more, click to watch the original video from Jess Pyne here.

Check out more MarDreamin’ videos

Further Reading

Original article: Demystifying Pardot B2B Marketing Analytics Plus

©2022 The Spot. All Rights Reserved.

The post Demystifying Pardot B2B Marketing Analytics Plus appeared first on The Spot.

By |2022-07-12T19:57:00+00:00July 12th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

Using Pardot B2BMA as a Data Audit Tool

In this blog, we will talk about data completeness, data hygiene, and data completeness KPIs to get you to have a better understanding and practice with Pardot B2BMA as an audit tool.

Data completeness

We’ll keep this straight to the point. You aren’t able to make great decisions if you don’t have good data. What is complete data? Are the fields being completely filled out? It’s actually about data you don’t know, what you need to know, and the diversity of sources you’re getting your data from.

How do you know if your data is complete?

Can you make decisions based on the data you have? Are you able to answer business questions or goals based on the data? Complete data does not necessarily mean asking every single question but only asking what you need.

 It’s best to make it targeted data. Knowing where it started, where it’s going, and what’s in the data are great practices to help you.

Data Hygiene

How do we control our data? We’ll start by getting the data we only need. Asking questions that would not be helpful to the goals can be avoided. 

  • Avoid open text boxes for categories like fields on cities/states/country as it will be very difficult to put them together categorically.
  • Be aware of convenience sampling. It is important to guide questions in a certain direction. Are we looking to find the things that we don’t already know yet? 
  • Monitor sources. Where does your data come from and how complete are those sources? Knowing who your population is and getting a proper sample from them is key.

Data completeness KPIs

What is your most actionable data? If you can only know 5 things about each of the people you’re getting information from, what would be the 5 most important information you want to get from them? 

Make prioritizations

Determine what your priorities are. Is it Industry, Geolocation, or Title? 

  • Identify non-actionable data. Are you collecting things because of everybody else? 
  • Determine categories of data to enrich. If you’re looking towards 5 different things that are important to you and you value, categorize them. 
  • Prioritize data enrichment activities. You can’t fix everything all at once. Having a good plan for determining which is the most critical data and how to clean them up will help you do a better job on forms and getting the data cleaner into Pardot. 
  • Measure your progress. It’s better to start a baseline and monitor insights as to what movement you have shown.

Conclusion

There are three critical aspects that can help us use Pardot B2BMA as an Data Audit Tool including data completeness, data hygiene, and data completeness KPIs, all of which are important to making important business decisions and achieving their goals.

Check out the full original video by Dominique Beaudin here. Or, click here to learn about this year’s MarDreamin’ conference. 

Further reading:

Original article: Using Pardot B2BMA as a Data Audit Tool

©2022 The Spot. All Rights Reserved.

The post Using Pardot B2BMA as a Data Audit Tool appeared first on The Spot.

By |2022-06-24T01:21:00+00:00June 24th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

Salesforce Summer ‘22 Release: CRM Analytics Features We Love

The Salesforce Summer ‘22 Release is sending lots of love to CRM Analytics (formerly Tableau CRM) users in the form of updates and new features that make reporting work easier using the tool.

These are the features we’re going to start using ASAP.

What CRM Analytics features are there to love in the Salesforce Summer ‘22 Release?

They said it was coming. They said it would be here soon. Now it’s here. The CRM Analytics data manager has gotten a facelift and some groovy new features. 

Flows are headed out the door. Hello recipe driven data sets! Will you be ready? 

Read ahead to find out how some of these new features will change the way you use CRM Analytics

Reviewing Usage of CRM Analytics limits

Viewing usage is now a breeze! No more wondering what the limits are or how close you are to reaching them. This usage is unique to what’s used by CRM Analytics. I’ve been using this feature since the beta so I can’t even remember how we did it before.

All recipes, all the recipes, all the time (well pretty soon)

The retirement of flows is imminent. No, they won’t disappear, but this release shows that a strong “nudge” is being given to moving away from Data Flow (happy dance on my part).

Side note: the Flow to Recipe conversion (Beta) does not appear to be ready for primetime and flows are not going anywhere any time too soon! 

As part of this transformation, new Recipe features are being released to close the gap.

You now can give each step in a transform a name in a recipe

Before
After

Salesforce resource

The “update” Join is now out of beta! 

Use Case: The update can be used to replace fields with those from another table. For example, instead of joining and adding a bunch of fields, you can update the Campaign name directly in related objects — less complexity and mess! 

Improved Data Sampling in Recipes

Select how you want the preview to work! 

You can now select a “sampling mode.” This is REALLY useful when the results you want to see might not exist in the initial rows returned (like when you are selecting filters). No more guessing when bucketing and filtering your values!

Salesforce resource

Connections screen that connects with your needs 

The connections area now has a simpler layout. That means seeing what’s available for use has never been easier. You can also view filters, multi values and other specific information about your connected data sources in one screen. 

When selecting connectors (add connector) you can now pick the type easily and see what options are available (and the list is growing). Open any object to see the new streamlined layout!

Improved Data Manager Layout

 It’s now super easy to see what’s happening, happened or will happen!

And finally, a small but wonderful change…. The status “circle” in Data manager now actually means something. The “green” shows how much of the recipe/dataflow has run so you can have some idea of how far into the process your data generation has gone!

Salesforce resource

See all the possibilities in CRM Analytics 

Maybe one of the most compelling things about the changes has nothing to do with what you can do, but with what you can now easily SEE. With all the possibilities becoming more visible, I anticipate many CRM Analytics admins and users digging into more of what the product has to offer.

Let us know what you’re working on in the comments section or reach out to us here.

Happy reporting everyone! 

Further Reading

Original article: Salesforce Summer ‘22 Release: CRM Analytics Features We Love

©2022 The Spot. All Rights Reserved.

The post Salesforce Summer ‘22 Release: CRM Analytics Features We Love appeared first on The Spot.

By |2022-06-21T14:34:00+00:00June 21st, 2022|Categories: Analytics & Reporting, Data Management, New Features, Release Notes|