Introduction to the Pardot B2B marketing automation platform

Pardot Marketing AutomationSFDC User Group – 30 March 2016

Julie Minner

• Marketing (social media, emailings, events etc.) for ABSI

• Certified Pardot Consultant

• Contact:

• [email protected]

• @julie_minner

SFDC User Group – 30 March 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

Management

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


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


• 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)



• Pardot Application:



• Salesforce.com CRM Application:






• 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 CLOUD

B2B

Multi-channel

Less social media / no mobile

Sales empowerment / lead qualification

Low implementation complexity

B2C

Cross-channel

More social media / mobile

Customer journey

Higher implementation complexity


Pricing

Q&A

?


Thank you!