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Pipeline Marketing Reporting

Last Updated: Feb 12, 2016 02:40PM PST
We've created a list of out of the box and custom reports that you can use and analyze to improve your different stages of the funnel and do pipeline marketing. 
                      

The majority of the reports below are summarized (grouped by Marketing Channel). Nonetheless, you can leverage any of the bizible fields and summarize your reports by them to get more granular data. Further, the range for the reports varies and can be modified at will. 



TOFU (Top of the Funnel)

Leads by Bizible Marketing Channel (FT)Total number of leads generated by your Marketing Channels from a First Touch point of view. This analyzes how well your channels are performing in getting people to be exposed to your brand/website for the first time. 

Leads by Bizible Marketing Channel (LC)Total number of leads generated by your Marketing Channels from a Lead Creation point of view. This is an analysis of how well your channels are performing in getting people to come back to your site, fill out a form and become a lead for the first time. 

Number of Touchpoints by Marketing Channel (w/Linear Attribution) [Custom] This report tells you how many touchpoints your marketing channels generate for all your leads. It takes into account all touchpoints including FT, LC and any in between.  

Unqualified Leads by Marketing Channel [Custom] - Although it might depend on your Lead Stages, this report will unveil which Marketing Channels are generating unqualified touchpoints. 

FT to LC (Velocity) by Marketing Channel [Custom] - This report calculates the velocity from FT to LC for your leads summarized by Marketing Channel. It allows you to understand how fast your leads are getting exposed to your site and eventually filling out a form. 

Revenue First Touch by Marketing Channel [Custom] - Although this is an Opportunity Report, the information provided will effectively show from a revenue standpoint, how proficient your marketing channels are at getting qualified folks to become exposed to your brand. 

Revenue Lead Creation Touch by Marketing Channel [Custom] - Although this is an Opportunity Report, the information provided will effectively show from a revenue standpoint, how proficient your marketing channels are at getting qualified folks to come back and become a lead for the first time. 



MOFU (Middle of the Funnel)

FT to Opportunity Create Date (Velocity) [Custom] - This report calculates the velocity from FT to the Opportunity Create Date for your opportunities summarized by Marketing Channel. It allows you to understand how fast your opportunities are getting exposed to your brand and eventually becoming an opportunity. 

LC to Opportunity Create Date (Velocity) [Custom]  - This report calculates the velocity from FT to the Opportunity Create Date for your opportunities summarized by Marketing Channel. It allows you to understand how fast your opportunities are filling out a form for the first time and eventually becoming an opportunity. Coming Soon

Revenue U-Shape by Marketing Channel [Custom] - This is an Opportunity Report, the information provided will effectively show from a revenue standpoint, how proficient your marketing channels are at influencing folks' first touch and lead creation touch primarily. The U-Shape attribution model gives 40% of the attribution to FT and LC, and the remaining 20% to any touches in between.

Opportunities by Marketing Channel [Custom] - Number of opportunities generated by your Marketing Channels. This report includes all of your opportunities. However, you can filter this report to analyze specific types of opportunities. 

MQL or SQL Conversion Rate by Marketing Channel (LC) - This report calculates the conversion rate of your MQLs or SQLs by Marketing Channel (LC). The conversion rate is defined by Salesforce strictly and analyzes the % of MQLs/SQLs that were converted into a contact or a contact with an opportunity. The report unveils which marketing channels driving lead creation touches have a high MQL/SQL conversion rate. 

Marketing Channel by Lead Score - Depending on whether or not you have lead scoring with the help of Marketing Automation tools, this report summarizes your Marketing Channels with the higher lead scores. 



BOFU (Bottom of the Funnel)

Revenue Custom Model by Marketing Channel  [Custom] - This is an Opportunity Report, the information provided will effectively show from a revenue standpoint, how proficient your marketing channels are at influencing folks' first touch, lead creation touch , opportunity creation touch, and closed won touch primarily. The Custom Model attribution model gives 22.5% of the attribution to FT, LC, OC, and CW. The remaining 10% of the attributed revenue is given to any touches in between. This is the most complete report to analyze channel performance across your entire funnel. 

Revenue W-Shape by Marketing Channel [Custom] - This is an Opportunity Report, the information provided will effectively show from a revenue standpoint, how proficient your marketing channels are at influencing folks' first touch, lead creation touch , and the opportunity creation touch primarily. The W-Shape attribution model gives 30% of the attribution to FT, LC, and OC. The remaining 10% of the attributed revenue is given to any touches in between. 

Bizible Attribution by Open PipelineSimilar to the 'Revenue' reports above, this report takes it a step further and breaks down your opportunities summarized by your different opportunity stages to further understand marketings contributions to the sales pipeline. 

Opportunity Create Date to Closed Won Date by Marketing Channel (Velocity) [Custom]  - This report calculates the velocity from the OC to the Closed Won Date for your opportunities summarized by Marketing Channel. It allows you to understand how which marketing channels are best fastest at getting the opportunity to close once the opportunity is created.  

Closed Lost Opportunities by Marketing Channel [Custom] - Although this report might depend on your Opportunity Stages, this report will unveil which Marketing Channels are generating opportunities that are not closing. 

Custom Model MoM by Marketing Channel [Custom] - This report serves to become the best CMO high-level report you can create with bizible. It showcases the overall performance of all of your marketing channels month over month. The word overall is important to note since it takes the influence of all touchpoints across the marketing funnel. 

Win Rate by Marketing Channel - This report is also dependent on your SFDC processes. However, it illustrates which marketing channels have the highest win rate. TBD

 

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