This is a quick reference on how and why you might want to reorganize your data and export from within Pardot. This will give you a rull range of field values for any prospect, something not available from the LifeCycle report.
2. Agenda
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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”
Notas do Editor
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
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.
Note: Prospect displays prospects as sorted by “Last Assigned”, but this field/column will not be in the full export.
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