MQL Pivot Table from Pardot Marketing Automation System
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The document outlines how to build a custom Marketing Qualified Lead (MQL) report and pivot table in Pardot. It explains the limitations of the default MQL report and provides step-by-step instructions for generating comparative MQL totals, exporting data, and creating a pivot table in Excel. The aim is to enhance data visibility and reporting for sales and marketing purposes.
MQL Pivot Table from Pardot Marketing Automation System
- 1. Building a Custom MQL Pivot Table Jeremy Mason, @automatemkt Q4 2013
- 2. Agenda • • • • What is an MQL Report? Why Vary from the Default MQL Report? Let’s Build One: Preparing Data Let’s Build One: Pivot Table
- 3. What is an MQL Report? What is it, exactly? • Snapshot of assigned prospects or “assignable” behaviors created in a period • Detailed view of the Lifecycle Report MQLs • Denotes typical triggers for CRM campaign member status change to “responded” and/or new lead creation MQL (Marketing Qualified Lead) = The number of assigned prospects created in the specified time frame. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import. (Email address required.)
- 4. What is an MQL Report? Clicking through results in a report, but the export method does not result in a comprehensive set of data-points or field values.
- 5. Why vary from the default? 1. The Lifecycle MQL report doesn‟t provide the full export option available from Segmentation Rules or Prospect Lists 2. You may want to see all fields and values for all prospects meeting your report criteria 3. The default MQL report (Lifecycle) includes prospects added via CRM synchronization, i.e. those created in the CRM and then automatically created in Pardot, something which may not satisfy your sales and marketing leadership 4. First Name and Last Name fields are concatenated in the export from the Lifecycle MQL report
- 6. Let‟s Build One 1. In Pardot, generate a comparative MQL total from the Lifecycle Report for a date range 2. Build a Segmentation Rule or Prospect List for assigned prospects within your date range a) b) Segmentation Rule: Assignment Status “Assigned” and created in a date range Prospect List: All prospects assigned in a date range
- 7. Let‟s Build One: In Pardot 1. 2. 3. 4. Go to Your Prospect List or Segmentation Rule Go to Tools>CSV Export Click “Switch to Full Export” and name your file Click “Export”
- 8. Let‟s Build One: In Excel (Diagram corresponding with color text on next slide) 1. Open your CSV in MS Excel 2. Insert a pivot table into a new worksheet/tab 3. Choose the range of files for your pivot table from the raw data worksheet/tab containing your originally exported data set 4. Check the field values that you want to display 5. Organize your field hierarchy as vertically displayed in the Axis Fields section of the Pivot Table Field Options box 6. Drag the „Prospect ID‟ field into „Values‟ section 7. Pull down the arrow in the „Values‟ box and choose “Value Field Settings”. Select “Count” 8. You should now have a Pivot Table that you can manipulate for detailed reporting, using all available fields for each prospect
- 9. Pivot from CSV export 4. Choose fields to display in your Pivot Table 5. Arrange field value hierarchy according to your preference 8. Pivot table results for editing. 8. Raw data from initial export. 6. Select Prospect ID as field to count 7. R. mouse “Value Field Setting” and change to “count”
Editor's Notes
- #4: Key Terms:Visitors (Anonymous Leads) = Number of unique visitors in the selected date range as determined by the Pardot tracking code. If a visitor returns multiple times during the selected time frame, they will only be counted once in this metric.Prospects = People added to Pardot with a minimum of an email address and a name. Prospects can be created through imports, CRM sync, manually or organically through a Pardot form/form handler/landing page submission.MQL = Number of prospects created in the specified time frame (in the Date Range selector for the report) that became assigned. Assignmentscan occur in Pardot manually, via the API, via a CRM sync or during a Pardot import. (Email address required.) SQL = Number of opportunities that have been tied to prospects created during the selected time frame (in the Date Range selector for the report). Associating a contact to an opportunity means that the Sales team has qualified this lead as a potential customer. Opportunities can be created in Pardot manually, via the API, via a CRM sync (salesforce.com or SugarCRM), or imported into Pardot via a CSV file.Won Deals = Salesforce.com opportunities that moved to a status of “closed won” in the pipeline with a direct or indirect path to activity in Pardot. In Pardot, the visitor has to go through each stage before it can pass to the next.1. Visitor to Prospect2. Prospect to Marketing Qualified Lead3. Marketing Qualified Lead to Sales Qualified Lead4. Sales Qualified Lead to Won Opportunity
- #5: Pardot Reporting: http://www.pardot.com/faqs/reporting/prospect-lifecycle-report-2 The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high-level view of your sales cycle’s health. By reviewing the report you will have an idea of how well your marketing and sales organizations are working together as well as seeing areas for improvement.Note: The Date Range filter at the top refers to the time frame in which prospects entered each stage. The date filter binds the lifecycle report so you can adjust the dates to view the trends over a predefined range (last 7 days, last 30 days, etc.) or a custom date range.
- #7: Note: Prospect displays prospects as sorted by “Last Assigned”, but this field/column will not be in the full export.
- #10: Open your CSV in MS ExcelInsert a pivot table into a new worksheet/tabChoose the range of files for your pivot table from the raw data worksheet/tab containing your originally exported data setCheck the field values that you want to displayOrganize your field hierarchy as vertically displayed in the Axis Fields section of the Pivot Table Field Options boxDrag the ‘Prospect ID’ field into ‘Values’ sectionPull down the arrow in the ‘Values’ box and choose “Value Field Settings”. Select “Count”You should now have a Pivot Table that you can manipulate for detailed reporting, using all available fields for each prospect