Gone are the days when sales team players would solely own the credit of consistent exchange and interactions between the buyers and the brand. With the right metrics and reporting tools in place, marketers’ contributions are measured and acknowledged in revenue generation. Marketers will be now able to measure the impact of campaign activities and report the performance of those programs by monitoring and reporting tools in marketing automation systems. Marketo, being one of the frontrunners in marketing automation platforms, equips marketers and organizations with a comprehensive range of reporting tools to measure all types of marketing activities. With Marketo, marketers have their pick of reporting tools.
Types of Marketo reporting tools
Marketo reporting tools are broadly divided into two: the basic and advanced program reporting tools. Each is designed to help marketers track and measure impacts of their marketing efforts from demand to revenue generation. The following are the most commonly used basic reporting tools –
Tools to measure email campaign performance:
Email Performance: This metric keeps track of and evaluates immediate program performance of email campaigns. It uses metrics like ‘hard bounced’, ‘soft bounced’, ‘opened’, ‘delivered’, ‘unsubscribed’, ‘clicked’, among others.
Email Link Performance Stats: This metric provides insights on all links that are clicked in emails.
Sales Insight Email Performance: Tracks activities with emails that are sent using ‘Marketo Sales Insight’ tool in platforms synced with Marketo including Salesforce, Outlook, Microsoft Dynamics, Microsoft Dynamics, Gmail plug-in, etc.
Tools to measure email programs and campaigns:
Campaign Activity: This reporting tool will provide users with insights on all smart campaigns.
Engagement Stream Performance Report: This reporting tool will demonstrate how well engagement programs are scoring and performing.
Campaign Email Performance: This reporting tool is created to specifically measure the ‘email performance’ of programs that are clubbed by smart campaigns.
Program Performance: This reporting tool features basic metrics including ‘members’ and ‘success’. But, businesses and users can select running a ‘Revenue Cycle Analytics’ report to attain a more exhaustive evaluation of programs.
Tools to measure people or contacts:
People by Status Report: This is an automatic reporting tool and it can track and present statistics of the ‘person status’ field.
People Performance Report: This reporting tool helps users segment contacts or subscribers based on various attributes. This tool also provides insights on opportunities.
People by Revenue Stage Report: This is a basic reporting tool that presents statistics on the ‘revenue model. on Marketo’ Although users can also source ‘revenue cycle analytics’ which provides then thorough reports on their unique revenue models.
Tools to measure web activities:
Landing Page Performance: This reporting tool is specifically helpful in improving landing page activities. Users can use this report in addition to Google Analytics to get in-depth insights on landing pages.
Web Page Activity Report: This reporting tool allows users monitoring all their web activities that occur on landing pages as well as websites.
Social Influence Review: This reporting tool helps keep track of all social media actions that targeted people take and share using their social media profiles.
The advance program reporting of Marketo is accessed from ‘revenue explorer’ tool. The ‘Revenue Cycle Explorer’ provides various aspects of analysis by using various new metrics. Using these measurement tools, Marketo users gets empowered with the capacity to measure performance and success rate of campaigns and programs accurately. All these analysis areas featured in ‘Revenue Explorer’ consist of different set of metrics and data to measure unique subject that marketers want to asses. Various analysis areas include –
Program Revenue Stage Analysis – This analysis area keeps track of new additions of people or names those who have reached any specific buying stage within the revenue cycle model.
Program Cost Analysis – This analysis area helps access the ROI of marketing programs.
Program Membership Analysis – This analysis area lets users view their program results by channel, participation, various other different success criteria etc.
Program Opportunity Analysis – This analysis area lets users keep track of opportunities which are created in distribution, revenue, ROI and others.
Apart from these analysis areas, marketers can also make use of ‘Program Analyzers’ tools that include –
Program Analyzer – This program analyzer tool will allow users to assess if their marketing programs are effective or not. This analyzer tool provides a great tool to check which of their marketing programs are running successful and which programs need investing their resources.
Opportunity Influence Analyzer – This program analyzer tool is widely popular among marketers because it allows them to measure the contribution of marketing campaigns in revenue generation. This analyzer tool is also helpful in measuring the efficacy of programs and engagements garnered from those marketing programs that resulted in creating opportunities.
Marketo enables marketers to customize how advance reporting tool displays them insights by grand total for rows, columns, blank cells, total filtered values etc. Users can also customize how the drill-through links will display on Measure cells by choosing columns, column headers, freezing panes, row labels etc.
Records under Revenue Cycle Explorer are updated periodically and automatically from Marketo instances. Hence, any changes made to contacts or people in Marketo can be easily visible from the Revenue Cycle Explorer on the next business day.