Tales From the Marketing Automation Trenches - Pardot Users Conference
Introduction to the Pardot B2B marketing automation platform
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Transcript of 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:
• @julie_minner
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
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.
SFDC User Group – 30 March 2016
Marketing Automation with Pardot
• B2B
• Advantages:
• Quick implementation
• Salesforce.com integration
• User-friendly
• API abilities
SFDC User Group – 30 March 2016
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.
SFDC User Group – 30 March 2016
Website tracking
Website tracking
• Pardot tracking code:
SFDC User Group – 30 March 2016
Website tracking
• Pardot tracking code:
• Visitor→ Before conversion
• Prospect→ After conversion→ Email = required unique identifier
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
Grading
• Grading process:
“How interesting is an incoming prospect to your business?”
• Pardot:
• Profiles, automation rules
• Gated content, Pardot forms, progressive profiling
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
Pardot forms
• DEMO
SFDC User Group – 30 March 2016
Scoring
• Scoring:
“How interesting is your business to a prospect?”
• Pardot:
• Scoring rules, automation rules, completion actions
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
Drip programs
• DEMO
SFDC User Group – 30 March 2016
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)
SFDC User Group – 30 March 2016
Salesforce.com Integration
• Pardot Application:
SFDC User Group – 30 March 2016
Salesforce.com Integration
• Salesforce.com CRM Application:
Salesforce.com Integration
Salesforce.com Integration
Salesforce.com Integration
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
Conclusion
Pardot vs. Marketing Cloud
SFDC User Group – 30 March 2016
Pardot vs. Marketing Cloud
SFDC User Group – 30 March 2016
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
SFDC User Group – 30 March 2016
Pricing
Q&A
?
SFDC User Group – 30 March 2016
Thank you!