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Pardot: Beyond Lead Generation Ricky Wheeler CMO at Ebsta [email protected] @rickwheels

Pardot: Beyond Lead Generation

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Page 1: Pardot: Beyond Lead Generation

Pardot: Beyond Lead Generation

Ricky WheelerCMO at [email protected]@rickwheels

Page 2: Pardot: Beyond Lead Generation

Overview What is Pardot Nurturing?What is Customer Success?Mapping Customer JourneysCommon Pardot Ground between Sales and CSTriggers for CS automated programs

Page 3: Pardot: Beyond Lead Generation

Ricky Wheeler

Salesforce user since 2005

Pardot user since late 2009

SaaS Marketerfor 12+ years

Page 4: Pardot: Beyond Lead Generation

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

Page 5: Pardot: Beyond Lead Generation

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

Page 6: Pardot: Beyond Lead Generation

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)

Page 7: Pardot: Beyond Lead Generation

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

Page 8: Pardot: Beyond Lead Generation

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

Page 9: Pardot: Beyond Lead Generation

Example Triggers for CS

Automation

Expired billing detailsDecreasing customer health scoreChange of decision makerFailed adoption during incubation

Automated Retention Strategies

Page 10: Pardot: Beyond Lead Generation

Pardot picks up Salesforce values(Renewal/Expiry)

Expired Billing Details

Drip/Automation: Locate Users and send

Email TemplateSalesforce

Task Creation

Note: Renew Automation Quarterly

Page 11: Pardot: Beyond Lead Generation

 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

Page 12: Pardot: Beyond Lead Generation

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

Page 13: Pardot: Beyond Lead Generation

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

Page 14: Pardot: Beyond Lead Generation

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

Page 15: Pardot: Beyond Lead Generation

Final Word – Be Smart

PersonalAnnoying

Page 16: Pardot: Beyond Lead Generation

Q & A

Ricky WheelerCMO at [email protected]@rickwheels

Page 17: Pardot: Beyond Lead Generation

Thank You

Ricky WheelerCMO at [email protected]@rickwheels

Remember to tell us what you think in the event survey www.LondonsCalling.net/survey/