Performance Center

Rebuilding for cross-platform compatibility Insights & Reporting Dashboard. Check out Integrate’s website for more information.

How Integrate Transforms Marketing Operations

Integrate offers a platform for B2B marketers to manage leads and improve marketing efficiency. It connects marketing tools, automates lead validation, and provides actionable insights to optimize campaigns and increase ROI. Some of our clients like Adobe, Salesforce, VMware, and Workday used Integrate's platform to streamline their complex marketing operations, manage leads, and improve data accuracy​.

Problem

The previous Insights dashboard lacked an intuitive structure, requiring users to navigate through multiple layers to find valuable information. Instead of providing clear, actionable insights, the dashboard left users to analyze data independently, which was time-consuming and often frustrating. Related features, such as accounts and channel dashboards, were scattered, making it hard for users to view performance metrics in one place. Advanced features like persona customization and closed-loop reporting with Salesforce were underutilized due to limited visibility. This limited experience, with minimal guidance and difficult data access, impacted user engagement and satisfaction.

Solution

The Performance Center introduces a reimagined Insights and Reporting Dashboard, centralizing critical features for an intuitive, data-driven experience.
Key additions include:

  • Buying Groups: Track account engagement across key stakeholders to identify targeting gaps and refine outreach strategies.

  • Prospect Profiles: Understand potential customer engagement, track interest signals, and align marketing efforts.

  • Media Partner Profiles: Access detailed partner metrics like reliability and performance scores, enabling optimized campaign management.

  • Funnel Progression & Pacing Reports: View real-time campaign progression and pacing insights to make quick, resourceful adjustments.

  • Media Partner Pipeline Conversion: Assess pipeline conversion rates from media partners to gauge content syndication impact.

  • Target Account Pipeline: Monitor high-priority account engagement and pipeline development to identify where to focus efforts.

The new dashboard connects these features for streamlined data access, empowering users to interpret insights and make data-backed decisions swiftly.

Role

Lead Product Designer, Research, Ideation, Project Manager, Design Strategy

Performance Center without Salesforce Contact Bi-directional Sync

Performance Center with Salesforce Contact Bi-directional Sync

Research

Addressing Issues & Obstacles

Internal stakeholders experienced significant challenges while using the Platform 2.0 Insights dashboard. We interviewed key personas, including the VP of Product Marketing, VP of Marketing Operations, and a Senior Business Analyst, who shared their difficulties. They relied on data exported from Integrate, which was then uploaded into various platforms such as Salesforce, Tableau, and 6sense to generate meaningful data insights. Customer success individuals often resorted to creating personal dashboards in Excel just to provide information for their clients. The original tooling from Integrate was inefficient and caused additional problems, further complicating the data management process across multiple systems.

For six months, we iterated through various solutions, striving to meet diverse stakeholder and user needs. In stakeholder and client meetings, I observed users' frustration with stagnant dashboards that presented unchanging information and lacked navigation options. Some dashboards remained static, presenting unchanging information and offering users no options to navigate to other areas. The strongest feedback we received was the desire for customizable, persona-driven dashboards that could better address individual needs. Users wanted clear, accessible data on the overall health of an account, as well as interactive charts that provided high-level insights at a glance.

Product Upgrades and Enhanced Product Features

Conclusion

The Performance Center is an interactive dashboard designed to meet the needs of users while providing essential insights for decision-making

  1. We focused on a user-friendly layout that centralizes key data points—such as buying groups, media partner profiles, and prospect insights—aligning with users' expectations for a streamlined experience, ultimately enhancing product adoption.

  2. By incorporating features like funnel progression and pacing reports, we addressed business owners' concerns regarding data usability, ensuring they could easily navigate and interpret information without feeling overwhelmed.

  3. We enhanced the dashboard by presenting engagement metrics prominently, allowing users to focus on constructive insights while minimizing the visibility of negative data, thus fostering a proactive approach to performance evaluation.

This redesign improves access to insights and empowers users to leverage the full potential of the Performance Center for strategic marketing decisions.