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Preparing for a Pardot Implementation &
Managing Your First 90 Days
Scott Armstrong
Partner
A Better B2B Marketing Webinar
50% more sales-ready leads
33% lowercost per lead
Companies that excel at nurturingSource: Forrester Research
10% morerevenue
Companies that automate lead managementSource: Gartner Research
50% increase
by 2015Best in-class firms are 2X more likely to use Marketing AutomationSource: Aberdeen Group
What You Will Learn Today
• Why implement Pardot as your marketing automation
solution
• Planning a successful implementation
• First 30 days: Pardot Implementation
• Next 60 days: Marketing Program Setup
• Implementation pitfalls and risks to avoid
• Q&A Resources
3
Why Implement Pardot
4
Choosing A Marketing Automation Platform
Large community
• More users means more talent, best practices, integrations, and resources are available
Feature set
• Most automation platforms have a similar set of tools, but be sure that you aren’t paying for a
features and complexity you don’t need.
Ease of use
• Every solution requires learning and training. Make sure you choose an intuitive, user friendly
platform with online training.
Integrations
• Consider what integrations are critical to your marketing and sales teams and select
a solution that has the tightest integration with those systems.
Support
• Choose a platform offers a great customer service and support.
5
Why Implement Pardot
• Fastest growing platform with deep
pockets
• Right balance of features and
functionality for efficient execution
• Ease of use designed for B2B
technology, software, and services
companies
• Salesforce integration – part of the
app
• Best support in the category
6
Planning A Successful Implementation
7
What You Need To Do
• Identify measureable objectives
• Establish current benchmarks
• Getting ready
• First 30 days: Pardot Implementation
• Next 60 days: Programs
• Reporting
• Avoid common pitfalls
8
Identify Your Marketing Objectives
9
Turn Priorities Into Measureable Objectives & Benchmarks
10
Priority Measurement: How many …
Generating
AwarenessVISITORS
Acquiring
ProspectsPROSPECTS
Nurturing
Prospects
ACTIVE
PROSPECTS
Qualifying
Sales
Readiness
MQL/SAL
Find you & your expertise
Metric: visitors
Give you contact information
Metric: visitor to prospect conversion
Are actively engaging with your content
Metric: active prospects
Meet a MQL definition
Metric: sales ready prospects
Objectives
Getting Ready For Implementation Preparation questions Answers
How are you measuring and evaluating your marketing success?
What are the marketing tactics that you currently use (email marketing, paid search, webinars, live events, etc.)?
What role does email play in your marketing?
Are you using lead nurturing?
How do you handle marketing-to-sales lead handoff?
How does your sales team prioritize leads?
How large is your database?
How do you manage your forms and landing pages?
11
Who Should You Include
Responsible Party Description of Involvement
Marketing TeamResponsible for marketing priorities and objectives, brand guidelines, providing existing campaign asset, reporting
WebmasterResponsible for placing JavaScript tracking code within the element of the webpage, implementing iframe code for Pardot forms
IT AdminResponsible for creation of vanity domain record (e.g. www2.yourdomain.com), implementing email authentication (DKIM, Domain Keys, SPF and SenderID)
Sales LeadershipResponsible for coordinating sales training, adoption of email plug-in, working with marketing to set lead assignment processes
12
First 30 Days
13
First 30 Days: Pardot Implementation Checklist
Project Management
Project kickoff and team alignment
Step by step 30 day plan
Marketing Setup
Database Import
Site Search Integration Setup
Add-Ons & Connectors Setup
Dedicated Email IP Setup
Email Template Setup
Form / Form Handler Setup
Landing Page Setup
14
Salesforce CRM Integration
Install the Pardot Connector
Package/Bundle
Mapping Lead Fields to Contact Fields2
Mapping CRM Custom Fields to Pardot
Custom Fields
Technical Setup
Implement Website Tracking Code to
Log Visitor Activity
Create Vanity Tracker Domain (CNAME)
for Branded Pardot Hosted Links
Implement Email Authentication for
Email Deliverability Optimization
Grant Permission to Use Your Custom
Fonts on Pardot Assets
Using Pardot for Better Marketing
16
Next 60 Days: Marketing Optimization
17
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
Website optimization Customer focused navigation
Content marketing
Blogging
Search Engine Optimization
Gated content
Calls to action
Landing pages/forms
Social media Social publishing
Social listening
Paid advertising PPC
E-Blasts
Content sponsorship
Events
Other
Website optimization Content marketing
Progressive forms
Activity tracking
Landing pages/forms
Segmentation Explicit prospect profiling
Implicit prospect profiling
Dynamic lists
Subscription management
pages
Nurturing Campaigns Subscription campaign
Drip programs
Nurturing emails
Newsletters
Events
Other
Website optimization Sales readiness offers and calls
to action
Activity tracking with Salesforce
notifications
Scoring and grading Customized scoring
Prospect grading
MQL definition
Salesforce notifications
Events
Other
What To Avoid
21
Implementation Pitfalls and Risks To Avoid
1. Too much focus on technology selection
2. Not enough focus on how to use marketing automation
for better results
3. Relying on “Batch and Blast” marketing instead of buyer-
centric marketing
4. Not investing in enough support
5. Falling into the complexity trap:
forgetting to start simple, execute, and learn
6. Not setting measureable objectives that you can report
against22
Q&A and More Resources
Contact me directly at
or for more B2B Marketing content:
@Brainrider
linkedin.com/company/brainrider
plus.google.com/+Brainrider
calendly.com/scott-armstrong/to book a free 30 minute Q&A
Brainrider Services
Website design and development
Pardot optimization and implementation
Developing marketing content
Lead generation campaigns
Nurturing campaigns
Sales readiness campaigns
Reporting, scoring and grading