Building a Custom MQL Pivot TableJeremy Mason, @automatemktQ4 2013

Agenda• What is an MQL Report?• Why Vary from the Default MQL Report?• Let’s Build One: Preparing Data• Let’s Build One: Pivot Table

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.)

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.

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

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 rangea) Segmentation Rule: Assignment

Status “Assigned” and created in a date range

b) Prospect List: All prospects assigned in a date range

Let’s Build One: In Pardot

1. Go to Your Prospect List or Segmentation Rule2. Go to Tools>CSV Export3. Click “Switch to Full Export” and name your file4. Click “Export”

Let’s Build One: In Excel (Diagram corresponding with color text on next slide)

1. Open your CSV in MS Excel2. Insert a pivot table into a new worksheet/tab3. 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 display5. 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’ section7. 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

Pivot from CSV export

6. Select Prospect ID as field to count

7. R. mouse “Value Field Setting” and change to “count”

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.