51ºÚÁϲ»´òìÈ

Transcript

All right, welcome to Experience League Live. Today we’ll be jumping into the Marketo measure discover dashboards. Pumped to be here today. This is brought to you by Experience League on the web, where it’s kind of your go-to for all things 51ºÚÁϲ»´òìÈ products, as you want to go deeper into your product knowledge and learn more about the awesome things in which you can do. Let’s jump in to some intros. We got James today. And then we got Andy as well. Love it. All right, James, tell me about what is this, Winnebagos? What are you doing? Like, how are you revamping these cars? Yeah, I mean, you work in Marketo long enough, or Marketo measure long enough, fixing things, and then you just want to do something with your hands. It’s basically the same thing. My favorite thing is to buy a camper on Facebook Marketplace, but in another city. I bought one in Cincinnati, and I just bought a one-way ticket and drove it back to Denver. All right. It’s quite the risk. You hope it gets back. Yeah, absolutely. That’s amazing. All right, so what do you do at 51ºÚÁϲ»´òìÈ? What’s your role here? I’m a technical advisor for MarketoEngage and Marketo measure customers. I sit between support and ACS, the consulting services, and help our CSMs problem solve with customers. Whether it’s best practices, the scoring field isn’t working the way we want it to, things like that. Basically, just walking through, what’s a partition? How do we solve for this? Nothing but actually getting in and doing the work. My background was marketing ops at Marketo and 51ºÚÁϲ»´òìÈ. One trick pony, but the one trick is marketo products. For sure. I love it. I love it. Awesome. All right. Then we got Andy. What’s going on, Andy? What’s happening? The second one trick pony. The second one trick. Yeah, that’s right. We don’t do much here other than one thing. If you’re looking for Marketo measure, this is a good place. All right, Andy, tell me about Coachella. What were you… Break that down for me. Yeah. I don’t know if you guys saw my controversy recently when I did not beat mesh. I’m kidding. That wasn’t me. I play hand percussion, so bongos and conga drums with different DJs. One of the DJs, shout out Justin Jay, just happened to get invited to play Coachella in 2019. Brought me along. First time experiencing Coachella. Pretty amazing. Aphex Twin was there that year. Lizzo. Yeah, pretty awesome way to see Coachella for the first time with the artist wristband. And my life has been slowly declining ever since. Yeah, all of us have. Do they loop your bongo? No, it’s all organic. It’s completely 100%. Yes. Handcrafted. Awesome. So you just go like freestyle and they have no control over it. Everyone who knows me already knows I pretty much can’t do anything other than freestyle. I’m not good at preparing. I’ll probably see that over the next hour today. That’s right. So, yeah, I own that. We didn’t tell Andy about this until about a minute ago. So we just knew he was best in that way. We’re gonna play bongos, right? That’s right. That’s right. Yeah. And Andy, what’s your role within 51ºÚÁϲ»´òìÈ? So my role is now within 51ºÚÁϲ»´òìÈ, but it used to be within Visible, the startup here in Seattle, lovely sunny Seattle where I currently am and wore pretty much all the hats aside from being a dev. So customer success, sales management, and kind of the sappy as it sounds, genuinely love the product, the category, love talking to people about it. And fortunately there is a job where I get paid to do that. So mostly at this point though, I’m a solutions consultant though. So customer facing guy. Yeah. I feel like selfishly for those who are listening, all of us just really enjoyed talking about Market on Measure. So even if no one showed up today, this would just be a great time for us. Just the reality. I thought we were just chatting. Yeah. We just, yeah, this was just a cool way to hang out. Cool. Well, yeah, let’s dive on in. So Andy break down what’s happened over the last year with Market on Measure and around the dashboard piece. Yeah, lots of stuff. So and I’m imagining most people are familiar with some of the dashboards at least. So I will try not to be too redundant there, but basically the premise of measures that we always want to be able to have people see data in whatever format works best for them. So if that’s inside the CRM, that’s inside a BI tool, but we also realized that not everybody has a BI tool and there are a lot of really powerful advantages to that. So we’ve always had this component, this complement or dedicated environment, depending on what your reporting culture is called discover, which is basically prebuilt dashboards within a ABI environment. And what’s cool about that is that we take a lot of feedback from our customers seriously about what they use, what they don’t use. And we’re always trying to iterate on that, adding boards, optimizing the boards that we have. And this is, I think, our clearest indication of what we’ve been up to in terms of listening to that feedback and taking advantage of the kind of latest and greatest that we’ve seen from visualizations and dashboards. I don’t know if I’m allowed to say what the dashboards are based upon. They’re corporate homies of us. So whatever, shout out Power BI. So I think it’s more relevant data that our customers want, but also visualized in a really cool, unique way that I think brings the dashboards to the next level into 2024 and beyond. Not to say that the previous dashboards we had felt stale and old, but yeah, I think people are going to be really happy with what they’re seeing. And they’re seeing it now because they’re live on site. Yeah, yeah. I was just going to add in the data visualization piece. There are dashboards that I’ve heard from, you know, like whenever there’s a new dashboard or something comes out with Marketo Measure, I feel like I get like 10 text messages from friends that admin a Marketo Measure instance, or like, I love this or I didn’t love this, which is great, very honest feedback. And some of that feedback was that like, I now no longer have to build this in Snowflake or in Tableau or in Domo or Looker or Power BI because it’s in Discover. And it’s exactly what I was going to build anyway. So lots of good feedback from that. And I think it’s, you know, there’s obviously benefits to having like a data visualization team and data science team, but this is a great way to view it. Yeah, it helps separate the gap between a data individual and marketing, right? Rather than having, like you said, like having to relay this over to the team that builds everything inside of whatever visualization tool the marketing team has that readily available to them, which is awesome. And remind me again, like the original dashboards were like the OG dashboards, right? I don’t think those were ever updated until now. Almost. Almost? Okay. There was an early, early, early version, but yeah, we’ve been rocking the previous iteration for quite a while, updating them. So it’s not just like we, you know, developed five years ago and sat on it. But yeah, I think it was due time for an overhaul. Yeah. It’s so tough to, I mean, and just being in the, like in the seat of having to report to executives or like stakeholders in general, like you have to balance that dichotomy of like this is new and it gives you a fresh perspective and consistency because everybody wants consistency. Obviously you can’t change the, you know, what qualifies as an MQL every other week. You also can’t be showing the exact same numbers every single week. You have to like throw something in there to get people’s attention as well. Yeah, that’s well said. Speaking of the dashboard piece and how to kind of like the optimization of it, I want us to kind of dive into more of the setting piece first, James, right? So there’s, those are the dashboards are super powerful. There’s a piece to that, that all of us really emphasize when we work with clients or when we’re talking with clients, which is more of the data management side, which you can do within measure. So I’ll have you share your screen and we’ll kind of touch on the setting piece before jumping into those brand new dashboards, which I think will help kind of the longevity of the uses of these dashboards. Yeah, for sure. So within, we want to switch to the screen share. I have up here segments right now. I think like segments are obviously very powerful. We’ll only spend a couple of minutes on this and the touch point settings. Segments are just how you can dice up your data even further on a lot of these dashboards. So if you see, you can create a segment for leads, you can create a segment for opportunities as well. If you are mostly contact based, let’s say using Salesforce, your CRM, you can have this as contacts as well. But for this, let’s say, and this is demo data, so maybe there’s a country of origin or a headquarters country or something like that on the lead or opportunity object or associated account. You probably want to pull that in as we have for an example right here, the country we’re just looking at, are they in the United States? Are they in Canada or do they fall into the default record? Now same thing on the opportunity that we have here, but another segment we have here is what product are we selling? Are we selling Marketo Engage? Are we selling Marketo Measure? This is really easy for me to talk to because this is all I reported on, very meta, very internal dog food eater of our own product. But if you have an opportunity product field that pulls us in, even better. You don’t really want to go based on name, but with demo data, that’s how you cut it up. So this is somewhere you’ll be able to see what’s my ROI when I’m selling just this product. And then the second piece of this is touch point settings. So the Marketo Measure instance is such a powerful tool and it wants to look at every single cobweb filled corner of your data schema essentially. This is how you can pair that back a little bit. So let’s start bottom up. Let’s look at only attribution touch points that occurred on a specific date or more recently. So anything before the first of the year in 2022, we’re not really going to be reporting on. If you’re asking me how we did Q1 in 2017, I’m going to tell you, hey, we don’t report on that right now because what answers is that going to give us to help our forward thinking? So I think pairing that down, it really helps the instance move a lot quicker. Second thing, opportunity name again doesn’t contain renewal. This is just an example of maybe if you’re not putting money towards renewal opportunities, upsell cross-sell opportunities, then there’s really not a use to be reporting on that based on where your marketing engagements are going. So in a crawl, walk, run scenario with marketing attribution maturity, I would look at renewal as that last piece there. Obviously, it’s important, but in terms of how your marketing is affecting it. And then the last one is the created date for the opportunity minus the touch point date for 180 days. So that’s just an example. Taking the average opportunity create date to opportunity close one on average, how long does that take? Okay, we’re going to take that same amount of time and look backwards and say only touch points that occurred within that time period can get associated with that opportunity. Great example of this is someone January 15th, 2022 comes through a trade show and then an opportunity is open today. So that touch point from the trade show would be the sourcing engagement for that opportunity that got open today, even though it was more than two years ago. So things to think about, just making sure that data is kept fresh and that you actually have meaningful engagements that are going towards it. So that’s segments and touch point settings that will really help your instance run fast and just have Marketo measure looking at the data that you want it to. Yeah, I think a quick call out there is with attribution and we can go to the next tab, but with attribution, it’s about ROI, right? It’s about what are you investing and how are you getting that back? And that’s a big piece within attribution, right? And so when you have those date constraints, it’s really helpful to know, okay, the money that in which I’m spending now, right? As opposed to what James mentioned, the money that I’m spending in 2017. So it enables you to be a little more relevant from a marketing perspective to know where if you’re seeing milk comes to you and says, where I have X dollars to spend, where do I need to spend that? You can see that and understand the marketing initiatives that are relevant to today or within this year or however long. I feel confident in investing dollars here, right? So this is our first dashboard here with the revenue overview. James, I’ll let you jump into that. Sure. Yeah. I mean, this is one of the boards that I was talking about that some people that recreated this and other visualization tools and offline data now don’t have to because it’s here. But as we’re looking at it here, we’re looking at the total amount of opportunities that you’re seeing in your system and how many have touch points associated with them. So essentially your total coverage of, I guess, in another way to say this would be like how effective and how broad is your engagement plan and like how actionable is it? So how many opportunities are you touching in a perfect world? You’re touching all of them, right? If they’re further down the funnel, you’re sending them content for definitive guides. You’re sending them content for what to do when you onboard with this company. So ideally you would cover all of them, but this is also a really good key check almost to say like, is there something broken in the system? I mean, things break. You inherit tech debt, especially if you didn’t set it up to begin with. This is a really good way to see like, okay, things are getting attributed. Things are getting spread out through the system. This is exactly what we want to see. Yep. That’s awesome. We’re good. We had Dave Winkler, he asked a question here. Andy, I’ll tee you up for this one. But the question is when you make modifications to these rules, talking about the settings, is the data reprocessed? Yeah. I love this question to the point of it could also seem like it’s something that we planted. So I think it’s important to realize that never is a CRM or really most of your mark tech or sales tech static. You’re always going to be making improvements, modifications and changes as the business changes as you pick up new practices, whatever. So I think it’s important for any tool to be able to adapt to those changes. And the short answer to this is yes, it absolutely does. But I think that’s a key thing to evaluate when you’re looking at a tool because you want to be able to make those adjustments. And fortunately, it’s a very painless process. And just really quickly getting back to, James, what you were showing with those different rules that you can set up. We want those to be settings. We don’t want those to be defined. We want this to match your present state of business, how you are doing things, what you perceive as the correct rules today. But because of the fact that those will change, the tool will be able to change and grow with you without a huge headache that requires you to rip and replace, re-implement, none of that stuff. Like this is not made in a vacuum. It’s made for real world usage. So my characteristic long response to what could have been a short answer. Yes. Andy’s one trick is not brevity. No, that’s his job is to not have brevity. I get paid for words. So yeah. Yeah, that’s right. I know that’s a great question. It really does seem like we planted that question, but I promise we didn’t. But yeah, you can always reprocess these so you can always look back further to 2017. But I’m a bit of a marketing ops contrarian if I had to put a label on it. Because if someone’s coming to me saying, hey, what did we do in 2020 Q2? I don’t know. Why does it matter? The money we spent then isn’t affecting anything that we’re doing now. But yes, that can always be reprocessed and you can always open up those settings. I don’t know why does it matter is always very warmly receive response when being asked questions. Once you try that other executives. Yeah, let me know how it goes. I’ll back you up. Give me an on call. Hey, James, we got a question from my Rick. Forgive me if I didn’t pronounce that well. But in the dashboard, since we’re going to cover a bunch of these different ones here, I didn’t know is there a dashboard or ask the question since removal of the old dashboards, I cannot see a way to analyze keyword attribution. How can I do this with the new dashboards? Yeah. So that is a known gap currently. We do have one more, possibly two more dashboards coming out very shortly. That will three more. Three more. Andy, do you have more info on that? Yeah, do tell Andy. So yeah, I basically I’m glad James you give out your personal mobile number to your customers so they can let you know what they do and don’t like about dashboards. I’m kind of the same way. So yeah, I mean, there are a couple things actually, I’ll just put it out there that have not yet been migrated from the previous dashboards. And that’s just like a work in progress thing. You still have access to the data. You know, depending on what tool, Merrick you’re using, like I don’t know if you’re using Salesforce dashboard, you have your own BI tool, whatever, depending on your setup, that data is still being collected and calculated. It’s just not yet been put into this new format. So that’s coming. I believe there’s more stuff that we’re going to do around content reporting as well. I have a whole list of, you know, kind of V2 stuff. This is the first version basically, like this is the stuff we just got out. So this is what we’re hitting the ground running with. But yeah, everything else and then some is going to be released, you know, as we often do it just as people want more and we learn more. Yeah, it’s awesome. Perfect. I think there’s a new way to save and filter in these dashboards. One of you want to talk about that? I don’t know. Apparently not. Yeah, I guess not. I remember when I used to save the query string for a dashboard and Marketo measure. Now no longer necessary. We have a save filter. So if I pull this back to the lateral, actually, that’s probably a good way to just pop into our next dashboard here, the attributed revenue dashboard. If I just want to look at, you know, how is paid search doing? I can kind of scroll down to paid search, apply that. Let’s hope the demo data is like happy with me. Cool. And then if I just want to look at paid search in the last 12 calendar months, I can hit save and I can save it as essentially a dashboard that other people can view as well. So yeah, there’s some cool that like no longer saving the query strings and bookmarking them in Google Chrome, which I’m pretty hyped about. Okay, so because previously we had the floppy disk that everyone loves and knows. But you’re right, it wouldn’t share across the individuals and you had to share the URL for those dashboards. Now when you save, it saves across every user. Yes. I would also like to call out, if I may, how responsive that was. I don’t know if anyone was paying attention to this. That’s great. It spends a lot of time in the tool, how much faster that data was processed. Yeah, let’s raise the roof for that. I don’t pay for a quicker Marketo measure. I pay for you to have slower Marketo measure. So that’s like a 401k contribution. It’s just taking a picture. Yeah, attributed revenue over time. I think that it’s more of like a necessity dashboard. There’s some that are really cool that show you a lot of cool stuff. There’s some that are very straight to the point. This is one of those straight to the point ones. But yeah, being able to see that contribution by channel over time, how much should we contribute in December 2023? This would be a good thing to come to the deal table with and say, hey, this is why we did so well in December versus this is what we didn’t do well in August. So obviously showing what you’re doing well, just as important as showing what you’re not doing well and that you know that and that you can learn from that as well. Nice.

And then with the drill down features, maybe we can do on the next dashboard. But that’s also an enhancement there from our past ones, being able to drill into the amount of data in which you can see as opposed to previously. I can open that up a little more. So if you go into like, let’s go to the top dashboards and we were to look at like opportunity data. Where at? Maybe we can look in. You can just do that one. There it is. Shows table. There’s some options here. Yeah. But then the row count is about 5000, I think it is, as opposed to in the previous dashboards is about 500 rows. So the export of the data is much larger, which is also helpful if you wanted to look at the raw data and do a little more troubleshooting or inquire more about it. You’re able to do that and go a lot deeper into those data points where previously is only about 500 rows of data. So that also is a big improvement for me as I use the tool, as I was trying to compare data to my CRM, being able to export that amount, that much data was enabled me to actually compare more apples to apples with what the CRM had. Yeah, that’s a really good way to then dig into those opportunities that are making up that data as well. You want to search them in your CRM. This is interesting. So this is our next board. I don’t know if we’re ready to go on an export, but… Quick comment there actually with the drill down. So I mean, I think in order for these dashboards to be useful for people, they need to be able to validate the data. The fact that you can actually, and I get asked this question all the time on customer calls of like, cool, this looks amazing, but what if someone actually holds it to the flame and says, well, what opportunities are we talking about here? Like, how can I trust and believe this? Bam, a couple of clicks, you can actually see the actual opportunities that are being incorporated in these metrics. And you can make sure that they flip to what you see inside your CRM or your data lake or what have you. So at each step of this process, we want to make sure that when, not if, people ask questions about what is the source of data that we’re looking at, you can very easily pull into that. So not just a little minor detail there, that could be the make or break of whether or not people actually buy into trusting this data. People like to dig, especially when you’re showing them something that looks good. They like to dig in and be like, hey, what’s, what actually is this? I totally get it. I love that, like, we’ll get into the lies, simple ROI. That’s kind of like a newer thing for Market O’Measure. I really like this cost per total new opportunity. This is something I’ve had to do offline at so many different organizations. It’s just like, you give us X amount of dollars. I can give you this many opportunities, qualified opportunities, like just dollars throughout the pipeline. So just being able to say, this is how much incremental we spend we had on these channels. And this is how much we’re generating per opportunity. Now, then your next step is how quality are those opportunities? How do we increase the quality of those opportunities? But I think that’s great. And my cost per new lead, things like that are just, they’re things that people who spend money want to see. Yeah, absolutely. Yeah, the ROI is just huge. And that is often a request that we were constantly trying to build that outside of the system. So I think that’s a huge win, just being able to see that. Now, Andy, you touched on some of the newer dashboards that may be coming out. One that we often use was the engagement path, which we are able to kind of see a list of data, whether it was account or just the ads, and then you can see like the medium and the source. Is that something that’s going to come back as well? Or is that a different or is there a different way to extract that kind of data? Or do you not know? That I’m not sure, Andy, do you know? Did we lose you? Sorry, is there anyone having audio issues? I may have some bandwidth issues. I swear I’m not trying to answer the question by saying that.

I’m having a tunnel. I’m losing you. Yeah, exactly.

Sorry, could you say the question again? Yeah, it was to me. Yeah, I can reply to it. So there was the engagement path that was used very often for troubleshooting, but it also had, it was just a simple list view. So Dave, your question is, where was that report or was you referring to? That was built within the old dashboards. It was a list view of persons. And then from there, you could look at the medium and the source, as well as the placement of the touch point. That is something that is coming. It’s just not within these first dashboards, but it will be within the next release or two here because we know that was a very useful dashboard. Yeah, and in the meantime, I would say they prioritized a lot of these dashboards on like what are the things that people want to see immediately? What are some of the things that we can still help customers out with? So I’d say speak with your customer success manager if you’re working through data validation stuff. It may not be pre-built here, but there are definitely still ways we can get to that. Yeah. Yep. Sweet. I think to quickly go over realizing simple ROI, this is another way, and please keep me honest here because it is newer. We’ve talked to it a few times, but it’s another way to look at snapshot versus cohort reporting as well. How many MQLs did we get this month versus how many leads did we generate this month that became MQLs? Are you looking at this cohort of individuals and opportunities and you spent money on them and they close in the same month? How much money did you spend in January and how much money did you earn in January even though they aren’t related? That would be your more simple ROI versus your realized ROI is over time. So you spend money in January, those opportunities don’t close till February, March, April. Just showing that I know how the months go. Down the line, you’ll see that come back. I think obviously we can see simple versus realized ROI over time here. One other thing that is so valuable that I’ve had to pull in the past as well is how much pipeline do we have sitting and waiting to be closed? Obviously there’s a lot of factors that go into whether is it going to close? What’s our percentage? What’s our ACV probability? Things like that. But here we can see where social media is touching pipeline. We have 1.47 million tied to it that is waiting to close. So it’s in the pipeline stage. It’s not quite revenue yet. That’s always really good information to say this 0.07 that we spent, that’s a terrible ROI number, but we’re waiting on all this pipeline to come down the funnel.

I know some of the terminology for me took some time to figure out, so that’s helpful. I also just quickly mentioned Laqueva. Again, apologies for butchering the name, not the pronunciation. So this is an interesting question. There are absolutely ways to filter data when it comes to… Andy, can you ask the question? Oh, yes. So the question is for a larger company which uses the same Marketo measure tool, how can we easily see our data and hide other division data? So this sounds like a sensitivity issue. That is something that I actually, if you are able to, I think we’re going to have our contact information at the end of this. I’d love to hear more about the intention behind that because sometimes there absolutely could be data that should be restricted. I know obviously sales, they don’t want people cross pollinating and playing in other people’s sandboxes and stuff like that. There are filters you can set. And hearing this question in previous conversations, I think there may be benefits to other divisions having this data and I haven’t seen a real big conflict of having that happen. So I do want to hear more about this. I’ll just throw my email out. It’s ammo.adobe.com. Shoot me a line and let’s talk because maybe there is something we should be paying attention to. Hey, here’s a perfect case if we want to take us to the feedback for our things that we’re missing out. I don’t currently know of a way to do that. I don’t know if anybody else on this call does, but I’ll talk more about that in these case. Yeah. One thing that sits down again, there’s some discovery there, so definitely pick up Andy on that offer. But one way, if there’s different divisions from an attribution perspective, so not so much from a touch point perspective, understanding how your different touch points are going, but from an attribution perspective, your opportunities are identified differently within each different business unit. And so where James talked about within the settings, setting up different filters in there to where you’re able to say, okay, this business unit has these types of opportunities. This business unit has this type of opportunity or the naming convention of the opportunity is unique. So that is one way. And then from a touch point perspective, what some companies have done is within their UTM structure, there is specific branding within the medium source or campaign that identifies the different units. And so then you could say, okay, here’s these different ads that we ran. And so you can filter based upon your UTM to be able to say, this is how our branding performed over this branding. What you also see there is a cross-pollination that happens as well, because as you are marketing to one specific type of business unit, you see that another business unit might be engaging with those types of ads. And so you begin to see a little bit of that as well. So it doesn’t necessarily remove and completely segregate those touch points for each other. But what it does is it helps you understand, hey, we’re spending X number of dollars. 80% of that investment is going towards the people that we’re targeting. Another 20% is going towards a different business unit, but maybe that’s good or maybe that’s bad. We don’t know. So those are different ways in which I’ve seen customers approach that as well. I think you read the question correctly. It’s probably less about privacy, but more like filtration and segmentation, like you said. I showed you my best efforts as a diplomatic response. Actually you probably should see the rest of your divisions day data. So yeah, thank you Ian. I was just going to add one note there that you’ll never get it perfectly correct. When 51ºÚÁϲ»´òìÈ acquired Marketo and then acquired Magento, that’s now 51ºÚÁϲ»´òìÈ Commerce at a very similar time. I merged those Marketo instances and we’re selling both products that we had a maybe one or 2% customer overlap. I mean such different use cases between those two products that we’re spending money here. We’re seeing these touch points get associated to accounts that are buying this other product, even though we’re spending money on this product. But campaign naming conventions really help. But yeah, it’ll never be perfect. Like you’re always going to see product A and product B. But yeah, I think the segments are a really good way to look at that. I think we can, can we breeze through the passport boards real quick? And we just like, those are pretty simple boards. There’s not a ton to look at there. So like the lead passport is how many leads that I have hit a specific stage in this amount of time. And you can add custom stages as well within the settings. But if I now give me all the leads that are in this, they’re in ABC country or DF country or United States or Canada. So there’s different segmentation you can use here. If I’m just looking in the past 12 months maybe or the last like seven days, you can kind of do all that reporting. Same thing with opportunity here. So this is actually in the last seven days. This is how many opportunities were created. This is how many went and hit the demo stage. So it could be that they’re created and then hit demo stage next kind of immediately or within those seven days or they were created previously seven days and they hit demo stage within the last seven days. And then also here, like how many opportunities we have created that the name contains Marketo and Gage or the name contains product one or product two. So those are, those are the passport boards. Really straightforward. I don’t know if you all have anything else to add on those.

Yeah, I appreciate it. Pretty easy. Cool.

This, the web traffic, this is one of my favorite boards. I specifically made some adjustments to the demo data to show this. Hopefully it’s still in here, but this is one of my, this is very similar to the content board that we saw way in the past. I don’t know which iteration of it, but when I used to, when I used to manage it, our internal instance was like, okay, give me everybody who has downloaded ebook or has downloaded a definitive guide. This is a really good way for a content team to see these are the channels that are pushing to the content that I created. So if we do URL contains blog and then we use our fast instance, we’re not going to use Andes.

So we can see the visuals are loading here.

But yeah, we should be able to see this is how many people came through, visited blog pages, things like that. Cool. So we had unique visitors, three hundred and four thousand and on average, you know, for blogs, these are all the different unique emails we have that were created from different form fills, things like that. But yeah, we’re able to see these are the channels that push to it.

And then here’s like the refers that are coming from. So we sent it through outreach or we sent it through get pocket, whatever that is.

But yeah, I do love this dashboard.

That’s cool. With the filtering, James, do you need to be case sensitive or does it pick up if you do a capital B blog versus lowercase blog? How does that work? That’s a great question. I don’t think it’s case sensitive. Yeah, I don’t think it is either.

But I want to check on that.

One other thing, OK, so you can you can basically expand this and see like this is how many, you know, are five examples of B2B case studies was kind of our highest performing blog. If we change this to, you know, in the last one month, we can see more data instead of 12 months. So, yeah, being able to expand that is great. Now, that also relies on if you’re setting up your website via Drupal or WordPress or Marketo engaged landing pages, you need to have those URLs consistent so that it contains blog or contains ebook or contains a webinar or something like that.

Anything else to add on on this one before we go to engagement? No, that’s good.

Cool. Engagement, I think the only thing I wanted to kind of hone in on here was we were doing this is in 2018, doing a lot of upsell and cross sell, trying to sell Marketo measure, formerly known as Visible and all of those campaigns in like an agile marketing sense where you have your thing, your campaign and your tactic. Campaign being like another word for program, essentially.

Everything was prove impact. That was our that was what we were kind of selling on. That was our theme. So whether it was a webinar or an event or PPC or whatever it was, we were we started all of our campaigns with PI dash. So we were able to look and say, OK, campaign name starts with. PI dash, and I believe I made the necessary adjustments.

So when we launched this campaign, no.

Looks like it’s.

Was there.

Sorry, a bit of a. Bit of a mess up there. I tried that you could see you could see how it would work.

So, on here, you’re able to see like this is how many people that we engage with with this campaign. This is how many touch points we had on average per person. This is how we’re doing month over month. So this is something that we had to create manually.

I wish it was around back then, but yeah, specific like reporting is really good with this engagement dashboard. Yeah, I can’t say how many times I’ve seen it. I think it’s like a lot of people are like, oh, I’m going to be able to do this. Yeah, I can’t say how many times I’ve worked with clients where that’s the ask, right, and we have to do that inside the CRM and build that out, or we have to work with the data team to build that out and a data visualization tool. And from a attribution perspective, this is what really helps marketers do better marketing, right? It’s not necessarily what you’re reporting up to or using from an executive standpoint.

But it is something as marketers, as I worked with different teams just to better understand how is this overall initiative or campaign going. And as James mentioned, that’s a kind of a good little hint there as far as naming convention, right? Just having something where it’s okay, we’re running this campaign across multiple different initiatives or, you know, sources, and then being able to have that kind of branding in place to be able to see what’s the overall impact, how well is the engagement. So I think that’s a great call out. For sure.

Last two dashboards we have.

Any comments before we move on? Some of my favorites, velocity ones. Oh, let us have it. I mean, I think this is a cool example, and I’ll let you do the full walkthrough. But the context for this is that we realized that given the depth of data that Visible once upon a time is able to collect because of the fact that we have comprehensive tracking across all ad channels and have really accurate up to date instantaneous information around the progression of deals and leads opportunities and all that. There is also the capability of producing velocity reports. And while I wouldn’t necessarily call this like standard attribution metrics, it’s nonetheless super helpful for marketers and people get really excited about it because who doesn’t want to shorten their sales cycle length? James, I’ll let you go kind of through how to actually use it. But I mean, yeah, velocity reports. Come on, people.

No, I mean, I was at the air horn. Let’s let’s hit that air horn.

I think these are some of my favorites because it’s like you the concept of nurturing people in like a higher up in the funnel is a great concept. Is it actually used effectively? Or is it like, does it actually help where if we if we engage with someone through, like display ads or retargeting or something? Do we actually have a higher velocity or have them become an MQL quicker? A lot of those questions that like they’re in theory, they make sense to ask. But this is how you can actually answer those questions.

I think, more importantly, with with velocity, like the oops, I already had it load here.

Part of my contrarian, my marketing ops contrarian personality. We is that every time sales ops or sales leaders ask me for something, I ask them for something back.

That being in this scenario, hey, why does it take 133 days on average for an opportunity to go from demo to follow up? Like, are you scheduling the demos out too far? Or like, is it cleanliness and data fidelity? What is it that’s that’s like causing it to last in that stage for that long? So I think it’s always like being able to come to the table with data and say, hey, we can totally increase or like we could work on increasing the quality of these leads specifically. Tell me why these leads only get converted to an opportunity like at an 8% rate, you know, like being able to have that like, co you’re like co parenting instances, essentially. And it’s not just that you’re like a service desk or order taker.

The opportunity of loss is huge on that. So I think I think laying those out to rev ops is incredibly important. And I think that’s a really good example. Oh, sorry, really quickly. I mean, we’re talking about sales and marketing now, like we’re talking about the intersection of these two different potentially contentious teams that have their set of data and that marketing has theirs and never shall the two actually kind of check with one another. Now we’re talking about actually collaborating. And I mean, frankly, these are reports that sales does use. I mean, sales could have their own version of, you know, their instance of this that they’re able to log in and start to answer questions as well. And this was, you know, the glory days of marketing are when those two different teams are able to collaborate. And, you know, eating our own dog food, we definitely get the benefit from that internally during those kinds of those meetings.

Yeah, well said.

Awesome. And there was only one question here I wanted to make sure we get back to, which is what do the numbers next to the filters refer to? I don’t know if there if that’s just a number count within how many filters you’ve set.

I’m not sure what it’s referring to. Yeah, on the right hand side, if you were to actually like set if you open one of those up. And she’s maybe it was like a specific board there. So it says four. So BDR four or display six.

Great question.

Yeah, I think that’s a great question. Take care, maybe. I’m guessing, but that’s some channels within. Yeah, that the number of sub channels within that channel. That makes sense. Like literally, I think that was just added.

Like, that’s the fun thing about this is like, things will show up in engineering is always always. Yeah, we were doing that for what, like eight years to something that’s constantly evolving, which is good for the better. But yeah, that’s a great call out. And then Dave, you nailed what engagement on a different way to approach how to define the engagement report. So good on that piece.

Yeah, Merrick just asked, how do we save reports? I think you showed that earlier, James, if you want to quickly show that again on the saving piece on how to save. That’d be great. And to clarify that. Oh, sorry. Are we talking about building a report from scratch as you would an ABI tool that is your own personal instance? Are we talking about saving filters, which actually says, or can you only save filters? So I’m not sure if we want to get some clarification there first. The answer to that, if it is the former is basically, you don’t have the ability to build out a custom tile custom visualization from scratch yet. I think that’s maybe all I can say about that. It is just filters as far as I know, my right, the rest of the team on that one. Yeah. So you have the custom report here. That’s right. To be continued.

So if I want to save over an existing custom report, you can save over that. Saving is new. So I mean, it’s the same thing as any other system, but you can set it as a default as well. But I set that custom filter, come back to the ROI dashboard. It’s, if I, I right now forget if I change that to my default, but we have it here in James’s custom filter. Nice. Awesome. Shut up Dave for the answer to that question too. I guess we were right.

All right, team. So now we’re going to, uh, what we wrap up experience league life with, which is the unrelated cool tip.

All right. And I think James has got this one here, which really shocked all of us. I got, uh, I got my, uh, my co-presenter here. There you go.

Very good co-presenter. You gotta be right in the middle. So I, uh, I rescued Archie off of Craigslist a few years ago. He’s a border collie. And I learned this, that some, uh, specific like sub breeds of border collie are allergic to chicken, uh, because their job was to, uh, protect chickens, uh, on, on farms. And so, uh, I don’t know how, I don’t know the specifics. I got a degree in communications, so don’t ask me the genealogy of it, but, um, they bred them to be allergic to chicken, uh, so that they wouldn’t eat the chickens.

I was pretty blown away by that. Cause that’s pretty smart, but I don’t know how you do that either. I’m also communications major. I have no idea how you would even do that. Do you want to know how you find that out? Cause it’s by feeding the chicken. And, uh, it does not work out. It’s not like they’re going to say no. I mean, they’re, they’re house pets pets now. So you put it in front of them, they’re going to eat it. Yeah. They’ll, they’ll eat it. Yeah. That’s awesome. That’s my unrelated cool tip.

Thanks, James.

Cool. Well, uh, thanks to everyone who joined today. You can find us all on LinkedIn and he put out his email there as well. But reach out to us again. We love talking about Marketa measure. If no one showed up, we would still sit here and talk about Marketa measure. That’s how much we enjoy it. So, um, feel free to reach out and, um, let us know how we can support you on your journey. Um, but thanks for being a part of experience league live.

Appreciate it. Thanks for joining. Good combo fellas. Yeah. Thanks.