Marketo Analytics – Top 5 Reports for B2B Marketers

 “Over half of CMOs say that their top challenge is quantifying and measuring the value of marketing programs and investments”.
With a seismic technological change, marketers need to get a better insight into customer’s buying journey, which was limited to sales before. Marketo – the leading Marketing Automation Software helps in making creative dashboards and reports without requiring the need to hire intelligence professionals or IT support. Different organizations have different reporting needs, here, we will look at the important ones:

• Landing Page Performance Reports: Helps marketers analyze how many people filled forms and how many of them were new leads. It also allows marketers to narrow down specific lead attributes with the help of smart lists
• Channel Performance Reports: Assists marketers in comparing with inbuilt ROI calculation tools – to show if any channel such as webinar, roadshow, online ads or virtual tradeshows based on cost tags calculations associated from amongst different columns in report. It considers attributes like channel name, cost per lead, % of opportunities, and more
• Quarterly Email Performance Report: Helps marketers keep track of emails in the database of present quarter – depicts the open rate, bounce rate and ensures unnecessary automated emails are not being sent. Email performance report can also be adjusted to manage AB Email Testing
• Leads by Original Search Phrase Report: Helps marketers understand the search phrases used by leads to find you. Since this particular report is not a default report, we need to create a new report and configure it to view the leads from online sources that got converted to contacts
• Campaign Email Performance Report: Helps marketers check on multiple campaigns at once. We can also clone the existing campaign reports if running a similar campaign under Smart Lists

Benefits

• Increased marketing efficiency
• Ability to generate more qualified leads
• Automate the timely delivery of reports
• Improved lead conversion, ROI
• Ability to design emails with drag and drop feature
• Ready to use templates for landing pages

Conclusion

Marketo has been named as Magic Quadrant for CRM Lead Management by Gartner for 3 years in a row. It has been helping companies streamline tasks such as designing landing pages, email marketing campaign execution, lead scoring, lead capturing & nurturing, form development, custom reporting, and a lot more. Companies like Chrysler, Panasonic, Intel, Charles Schwab and more have chosen Marketo as their Marketing Automation Platform to build concrete relationships and improve marketing ROI.