Marketo Reporting Setup

This guide will help you set up a Marketo dashboard that allows you to track and measure the impact of Tourial on your business

NOTE: Since every MAP/CRM setup is different, these instructions may not be 100% accurate based on the setup of your Marketo instance.

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Step 1: Create a Marketo Smart List

Before you start building your reports, you’ll need to create a Smart List in Marketo to segment your contacts based on Tourial engagement. Here’s how to set up the list:

1. Navigate to the Lead Database In Marketo, go to the Lead Database.

2. Create a New Smart List

   1. Go to the Smart Lists tab and click on New Smart List.

   2. Choose Lead-Based Smart List.

3. Name Your List Name the list something meaningful, like Tourial Engagement by Contact.

4. Add Filters Set up filters to track contacts who have interacted with your Tourials:

   1. Tourial: Last Tourial Viewed is known – This ensures only contacts who have viewed a Tourial are included.

   2. Company Name is not any of [YOUR COMPANY NAME] – This excludes internal employees or non-relevant data.

   3. Tourial: Last Session Date is within [timeframe] – For example, within the last 365 days (or 180, 90, 60 days, depending on your needs).

   4. Lead Lifecycle Stage – Filter by lifecycle stages that are important to you (e.g., Lead, MQL, SQL).

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Step 2: Create Reports in Marketo

Once you've created your Smart List, the next step is to build reports that will provide insight into Tourial's impact on your leads and sales pipeline. Below are several essential reports you can create in Marketo to track Tourial's effectiveness.

Report 1: Tourial Views by Lifecycle Stage

Goal: This report displays how many contacts have viewed Tourials, segmented by lifecycle stage, for a given time period (e.g., month-over-month or custom frequency).

1. Data Sources:

   1. Leads

   2. Opportunities (if using opportunity data)

2. Configuration:

   1. Chart Type: Vertical Bar

   2. X-axis: Tourial: Last Session Date (broken down by the desired timeframe, like monthly)

   3. Y-axis: Count of Leads

   4. Break Down By: Lifecycle Stage

3. Filters:

   1. Leads: Tourial: Last Session Date is within the last 365 days (or your chosen timeframe)

   2. Leads: Is member of [active list created above]

   3. Filter rules: Include data if it matches "ALL of the filters below."

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Report 2: Tourial Influenced Pipeline Report

Goal: This report measures the dollar value of deals influenced by Tourial, broken down by the original source of the lead (e.g., Organic, Paid Search, Referral).

1. Data Sources:

   1. Leads

   2. Opportunities

2. Configuration:

   1. Chart Type: Horizontal Bar

   2. X-axis: Sum of Opportunity Amount

   3. Y-axis: Opportunity Stage

   4. Break Down By: Original Source (e.g., Organic, Referral, Paid Search)

3. Filters:

   1. Leads: Number of Associated Opportunities is greater than 0

   2. Leads: Is member of [active list]

   3. Opportunities: Opportunity Stage has been updated within the last 365 days (or your chosen timeframe)

   4. Opportunities: Opportunity Stage is any of [selected stages]

   5. Filter rules: Include data if it matches "ALL of the filters below."

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Report 3: Most Recent Tour Engagement

Goal: This report shows which specific Tourials have been viewed most recently and how many contacts engaged with each one.

1. Data Sources:

   1. Leads

   2. Opportunities

2. Configuration:

   1. Chart Type: Vertical Bar

   2. X-axis: Tourial: Last Tourial Viewed

   3. Y-axis: Count of Leads

3. Filters:

   1. Leads: Tourial: Last Session Date is within the last 365 days (or your preferred timeframe)

   2. Leads: Tourial: Last Tourial Viewed is known (or filter by specific Tourials you want to focus on)

   3. Filter rules: Include data if it matches "ALL of the filters below."

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Report 4: Tourial Sessions by UTM Source/Medium

Goal: This report tracks the total number of Tourial sessions based on UTM parameters (UTM Source and UTM Medium), helping you measure the effectiveness of your campaigns.

1. Data Sources:

   1. Leads

   2. Opportunities

   3. Web Activity

2. Configuration:

   1. Chart Type: Horizontal Bar

   2. X-axis: Sum of Tourial Sessions

   3. Y-axis: UTM Medium

   4. Break Down By: UTM Source

3. Filters:

   1. All Events: Event timestamp is within the last 365 days (or desired timeframe)

   2. Leads: Tourial: Last Tourial Viewed is known

   3. Page Views: UTM Source doesn’t contain any of [No value]

   4. Leads: UTM Source is known

   5. Page Views: UTM Medium doesn’t contain any of [No value]

   6. Filter rules: (1 AND 2 AND 4) OR (1 AND 3 AND 4).

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Report 5: Active Deals with Tourial Influence

Goal: This report shows the total number of deals and the number of unique Tourials viewed at each deal stage, helping you understand Tourial's impact on your pipeline.

1. Data Sources:

   1. Leads

   2. Opportunities

2. Configuration:

   1. Chart Type: Combination (Bar for Deals and Line for Unique Tourials Viewed)

   2. X-axis: Opportunity Stage

   3. Y-axis 1: Count of Opportunities

   4. Y-axis 2: Sum of Tourial: Total Unique Tourials Viewed

3. Filters:

   1. All Events: Event timestamp is within the last 365 days (or preferred timeframe)

   2. Opportunities: Opportunity Stage is any of [selected deal stages]

   3. Leads: Number of Associated Opportunities is greater than 0

   4. Filter rules: Include data if it matches "ALL of the filters below."

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Report 6: Lead Count by Tourial Viewed

Goal: This report shows how many contacts have viewed each specific Tourial, providing insight into which assets are driving the most engagement.

1. Data Sources:

   1. Leads

   2. Opportunities

2. Configuration:

   1. Chart Type: Pie

   2. Break Down By: Tourial: Last Tourial Viewed

   3. Values: Count of Leads

3. Filters:

   1. All Events: Event timestamp is within the last 365 days (or preferred timeframe)

   2. Leads: Tourial: Last Tourial Viewed is equal to any of [specific Tourial names you want to focus on]

   3. Filter rules: Include data if it matches "ALL of the filters below."

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Step 3: Add Reports to Your Marketo Dashboard

Once you’ve created your reports, it’s time to add them to a Marketo dashboard for easy monitoring and analysis.

1. Go to the Analytics Section In Marketo, navigate to the Analytics area.

2. Create a New Dashboard Click on New Dashboard and give it a name, such as Tourial Impact Dashboard.

3. Add Reports to Your Dashboard After creating the dashboard, click Add Report and choose the reports you’ve just created. Arrange them in a layout that best suits your needs.

4. Customize and Share Once your dashboard is set up, you can further customize its appearance. Share it with your team or set up automated email reports so everyone stays aligned on Tourial's impact.

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Conclusion

By following these steps, you’ll be able to set up a powerful dashboard in Marketo that helps you measure the effectiveness of Tourial in your marketing and sales processes. Monitoring key metrics like Tourial views, pipeline influence, and UTM performance will provide valuable insights into how Tourial is contributing to your business and help you make data-driven decisions.

If you have any questions or need further support, feel free to reach out to our team!