Pardot B2B Marketing Automation

Pardot Marketing AutomationSFDC User Group – 16 June 2016

Julie Minner• Marketing (social media, emailings, events etc.) for ABSI• Certified Pardot Consultant

• Contact:• [email protected]• @julie_minner

SFDC User Group – 16 June 2016

mailto:[email protected]

ABSI• Salesforce.com Partner since 2002• Salesforce.com Gold Cloud Alliance Partner

• Sales Cloud• Service Cloud• Community Cloud• Force.com Platform & technical expertise• ServiceMax• Pardot• System Integration


Agenda• Introduction to Marketing Automation & Pardot• Website tracking• Lead Qualification

• DEMO: Pardot forms

• Lead Nurturing• DEMO: Drip programs

• Salesforce.com Integration• Social media & other connectors• Reporting• Conclusion


What is Marketing Automation?

Filter Leads from Noise

Campaign Manageme

nt

Analytics & Insights

Centralized Tools

Multi-channel

Automation

Marketing Automation• “Beyond” mass emailing tools• Advantages:• Automation• Integration of digital marketing tools• Customer journeys (B2C)• Sales empowerment (B2B)• ROI reporting• etc.


Marketing Automation with Pardot• B2B• Advantages:• Quick implementation• Salesforce.com integration• User-friendly• API abilities


Marketing Automation with Pardot• Functionalities:• Website tracking• Mass emailing• Segmentation & profiling• Lead Qualification: Scoring & Grading• Lead Nurturing: Drip Programs• Salesforce.com integration• Social media connectors• Google AdWords, Google Analytics & other connectors• Reporting• etc.


Website tracking

Website tracking• Pardot tracking code:


Website tracking• Pardot tracking code:• Visitor

→ Before conversion

• Prospect→ After conversion→ Email = required unique identifier

OR new feature (Summer ‘16): configure Salesforce.com connector to make Salesforce ID unique identifier


Lead Qualification

Marketing funnel• Large amount of ‘unqualified leads’• How many leads are ‘in target’/ ‘sales

approved’?→ Pardot Grading functionality

• How many of those sales approved leads are ‘ready to do business’/ ‘sales qualified’?→ Pardot Scoring functionality

• Pass your ‘sales qualified’ leads on to sales→ Lead Assignment in Pardot


Grading• Grading process:

“How interesting is an incoming prospect

to your business?”

• Pardot:• Profiles, automation rules• Gated content, Pardot forms,

progressive profiling


Grading• Profiles:• Is a prospect ‘in target’?• Segmentation

• Grades: A+ to F

• Changes in Grades:• 1 (3/3) letter• 2/3 letter• 1/3 letter


Pardot forms• DEMO


Scoring• Scoring:

“How interesting is your business to a prospect?”

• Pardot:• Scoring rules, automation rules,

completion actions


Lead Assignment• When do you pass through a lead to

your sales team?• Ideally: high Grade, high Score

• Lead assignment:• A prospect is assigned to a (sales) user• A record is created in your Salesforce

CRM when there is a Salesforce.com connector set up


Lead Nurturing

Lead Nurturing• Content:• Top of Funnel (ToFu): general, accessible

content (blogs, SEO)→ Attract

• Middle of Funnel (MoFu): gated content (Pardot forms, progressive profiling) → Convert

• Bottom of Funnel (BoFu): specialized content

→ Assign


Drip programs• DEMO


Salesforce.com Integration

Salesforce.com Integration• Pardot - Salesforce.com CRM Data integration

• Pardot: Salesforce.com connector (2 minutes sync)• Send Pardot SQL prospects to your Salesforce.com CRM (assignment to sales)• Send leads/contacts from your CRM to Pardot for marketing purposes

(emailings)


Salesforce.com Integration• Pardot Application:


Salesforce.com Integration• Salesforce.com CRM Application:







Salesforce.com Integration• More:• Custom objects• Accounts• Opportunities• Salesforce.com users can be linked to Pardot users• Queues• Salesforce.com campaigns• Automations, actions: create salesforce.com task, add to salesforce.com

campaign, assign via salesforce.com assignment rule


Connectors

Connectors• Social posting: Twitter, LinkedIn, Facebook• Social profile lookup: FullContact

• Other connectors:• Google AdWords• Google Analytics• Data.com• Webinars (GoToWebinar, WebEx, ReadyTalk)• Events (Eventbrite)• ...


ROI Reporting

ROI Reporting


Conclusion

Pardot vs. Marketing Cloud





PARDOT MARKETING CLOUDB2BMulti-channelLess social media / no mobileSales empowerment / lead qualificationLow implementation complexity

B2CCross-channelMore social media / mobileCustomer journeyHigher implementation complexity


Pricing

Q&A

?


Thank you!