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This presentation outlines the required steps to interconnect Salesforce.com and Pardot so as to capture Pardot marketing project behaviors in the Salesforce.com ROI report.
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Best Practices for
Closed-loop Reporting
Everything you need... Out-of-the-Box
@automatemkt
• Me (Jeremy Mason)
• The Basics
• 3 Steps to Closed Loop
• Campaign ROI Reports
• Precor
Agenda
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@automatemkt
Jeremy Mason
• 13 Years (7 Cloud) CRM/Marketing Automation
• 2x Pardot Customer
• 5x Salesforce.com Customer
• Program Efficiency Zealot
• Typical Marketing Manager
• MBA
• Quotas
• Headcount
• Budget and Forecast Responsibility
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@automatemkt
Precor + Pardot
• High Feature/Connection Utilization
• Email, Forms, Scoring, Social…
• Messages from Equipment
• Automated Subscriptions
• Professional Services
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• Assumptions
• Common Terms and Relationships
• Sample Cloud Ecosystem
• Campaign Disambiguation
The Basics
• Salesforce.com Professional Edition
• Pardot Marketing Automation
• Salesforce.com Connector Enabled
• Beginner to Intermediate User
Assumptions
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• Intelligent Budgeting/Forecasting
• Show Earnings from Your Work
• Retain the Systems (Pardot + Salesforce.com) You Love
• “Big Data” and “Marketing Automation” are Cool Buzz Words
Why Close the Loop
Terms and Relationships
Prospects
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Sample Cloud Ecosystem
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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Campaign Disambiguation
Prospect
Dynamic List
Response
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1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation
3 Steps to Closed Loop
1
2
3
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1. Salesforce.com Campaigns a. Campaign Influence
b. Responses
c. Primary Campaign Source (PCS)
3 Steps: Foundation
1
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CRM Campaign Context
Account: Gold’s Gym Redmond
Parent Account: Gold’s Gym Northwest
Campaign: AMT Q213 Type: Email
Closed Won
Primary Campaign
Source
Campaign Influence
Opportunity (SQL) : AMT
Response Campaign History
Contact (MQL): Jane Doe
1
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1. Setup Campaign Basics
2. Apply Costs
Setup in Salesforce.com
1
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3. Capture Campaigns with members (optional)
4. Initial member status = “sent”
Setup in Salesforce.com
1
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2. Pardot Automation a. Dynamic Lists
b. Automation Rules
c. Drip Programs
d. Completion Actions
3 Step: Automation
2
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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Pardot Automation Context
Segmentation List
Response
PC
S
Rules Emails Drips Forms
Prospect
Members
MQL SAL SQL Inquiry Customer
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1. Recipient List (CRM Members)
2. Email Drafts, Forms, Custom Redirects
3. Scoring, Profiles, and Required Fields
4. Automation Rules and Drip Programs
Setup in Pardot
2
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3. Salesforce.com Dashboards a. Matrix Reports
b. Diagrams from Reports
c. Primary Campaign Source = Revenue Credit
3 Steps: Evaluation
3
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1. Organize KPI Reports
2. Populate Dashboards from Reports
Setup in Salesforce.com
3
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Dashboard Example Detail
3
Plurality of Leads from Direct Web Inquiries
Majority of responses from email
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3 Steps Summary
1
2
3
1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation
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Campaign ROI Reports
1
2
3
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Campaign ROI Reports
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ROI Reports
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ROI Reports
1
2
3
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• Precor Corporate
• Precor Culture
Precor Information
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Precor Corporate
Est. 1980
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Precor Culture
- Precor Creed
“I believe in mutual respect and the overwhelming returns of sharing.”
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