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Pardot: Beyond Lead Generation
Ricky WheelerCMO at [email protected]@rickwheels
Overview What is Pardot Nurturing?What is Customer Success?Mapping Customer JourneysCommon Pardot Ground between Sales and CSTriggers for CS automated programs
Ricky Wheeler
Salesforce user since 2005
Pardot user since late 2009
SaaS Marketerfor 12+ years
Pardot for Sales
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pagesAction completion
Visitor TrackingCampaign performance
Drip Programs
Sales Notifications Salesforce ViewsReporting
2 month nurture
Website Visit
Example: Sales Automation/Lead Nurture
White PaperRegistration
Cookie DroppedSource Identified
Lead Created Score Adjusted
Historic Activity Add to Nurture
Webinar Signup
Nurture CampaignScore Accumulates Score Reached
Action Taken
Opportunity ClosedFull CampaignROI
Sales CallOpportunity Created
Added to Salesforce
Campaigns Tracked
What is Customer Success?
Stage 1: Reactive Support (Helpdesk, 1st line support, Call Centre)Stage 2: Retention Strategies (Health Monitoring/Proactive Account Management)Stage 3: Upsell and Cross Sell (Value Creation)
Typical SAAS Customer User Journey
Monitor usage & potential reference
6-month referral review with customer
Monitor usage
3-monthreviewwithcustomer
High touch nurture by Success
3 months
6 months
9 months
12 months
Monitor usage & verify billing
9-month pre-renewal review with customer
Monitor usage & explore upsell
Commence renewal process
Monitor usageExpand use cases
Renewal complete
Monitor usage
3-month review with customer
Common Pardot Ground Between Sales and Client Success
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pagesAction completion
Visitor TrackingCampaign performance
Drip Programs
Sales Notifications Salesforce ViewsReporting
CS Activity
Surveys/PollsDynamic Forms
Visitor TrackingAction completion
Engagement Programs
CS NotificationsSalesforce ViewsReporting
Example Triggers for CS
Automation
Expired billing detailsDecreasing customer health scoreChange of decision makerFailed adoption during incubation
Automated Retention Strategies
Pardot picks up Salesforce values(Renewal/Expiry)
Expired Billing Details
Drip/Automation: Locate Users and send
Email TemplateSalesforce
Task Creation
Note: Renew Automation Quarterly
Change of Decision Maker
Pardot
Opted Out (added to prospect default fields)
Pardot Hard Bounced (only updated on bounce history)
Do not Email
Bounce Reason
Bounce Updated At
Salesforce
Email Opt Out
Pardot Hard Bounced
Not default mapping (can be mapped to custom field)
Bounce Reason
Bounce Date
Appear in Salesforce View
with reason unhappy
< 5 Add to SF campaign
Unhappy
Quarterly Email to fill in survey
(1,2,3)
Customer Health Score
GetFeedback Survey NPS Score
Gained
Note: Track historic changes
> 8 Add to SF campaign
Advocate
Pardot automation or
Salesforce rule/task creation
Pardot picks up Salesforce value
(Users not logged in/taken action, marker created in Salesforce against contact/lead
Failed Adoption During incubation
Automation: Salesforce Admin
add to list
Automation: Decision maker
add to list
Automation: Useradd to list
4 part email nurture
4 part email nurture
4 part email nurture
AddtoSFCampaign:
CompletedDRIPAdmin
AddtoSFCampaign:
CompletedDRIPDecision Maker
AddtoSFCampaign:
CompletedDRIPUser
Appear in Salesforce Report
(Campaigns with Opportunities)
Workflow Rule/Task Creation
Common Pardot Ground Between Sales and Client Success
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pagesAction completion
Visitor TrackingCampaign performance
Drip Programs
Sales Notifications Salesforce ViewsReporting
CS Activity
Surveys/PollsDynamic Forms
Visitor TrackingAction completion
Engagement Programs
CS NotificationsSalesforce ViewsReporting
Final Word – Be Smart
PersonalAnnoying
Q & A
Ricky WheelerCMO at [email protected]@rickwheels
Thank You
Ricky WheelerCMO at [email protected]@rickwheels
Remember to tell us what you think in the event survey www.LondonsCalling.net/survey/