Using Pardot and Communities:Marketing with Partner and Dealer Networks

Matt DillonCo-Founder, Nuvem ConsultingMatt.Dillon@nuvemconsulting.com

Matt DillonCo-Founder, Nuvem Consulting

@mdillon_cloud

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Using Pardot and Communities• The New Customer Journey• How Pardot + Communities + Sales Cloud

Work• Reporting Benefits of Using Communities• Communities Implementation Basics

What we will cover:

Customer experience as a competitive edge

89%Number of Marketers Who Expect to

Compete on Experience This Year * Gartner

How do you support the changing expectations customers have when your business has an indirect channel? How do you support partners trying to align to that experience?

The New Customer Journey

Business institution drives business

processes.

Old Paradigm New Paradigm

End customer drives business processes.

ERP serves as system of record. Disconnected systems Data silos Process inefficiencies Limits growth and profitability

CRM serves as system of record. CRM is a system of

engagement Central hub of all customer

activity Drives business insights Facilitates growth and

profitability

The New Customer Journey

What do your end customers wants?

Real-time information is critical!

What do end customers want (examples)? Access to resources

Product manuals Access to support

Self service Phone, email and chat support

Access to order history Upcoming renewals Add-on options Warranty management Recall alerts

What do partners and dealers want?

But delivering on expectations proves challenging

Data silos hurt customer experience, business reporting

How do we support changing expectations?

What are Communities?

Business Integration Personalized

Template Driven Resource Accessibility Group Collaboration

Customer Communities

Partner Communities

Employee Communities

What are the benefits of using Salesforce Communities?

Fit a variety of businesses Mobile enabled Integration friendly Customizable to your branding and goals Saves considerable time and money over traditional custom portal options

Example – Salesforce Partner Community

Example – Salesforce Partner Community

Example – NTT Group Security

“The industry we are in is high growth, and there is a lot going on, so I needed to have a competitive advantage. And that advantage was the ability for my partners to reach right into my organization and get what they needed. Whether it was pricing or technology recommendations, or contract work. Waiting for someone to call back doesn’t work in this economy and doesn’t work certainly in our industry.”

Manny Quevedo, Executive Vice PresidentSolutionary, an NTT Group Security Company

Example – NTT Group Security (desktop and mobile)

Example – Desktop and mobile

Example – deal collaboration with Chatter

Example –partner community UI

Questions?

Using Pardot + Sales Cloud + Communities

Automated lead assignment from your website Lead nurturing and customer retention Closed-loop reporting through Salesforce Campaigns Partner/dealer/agent communication and analytics

Example – manufacturer w/ SaaS product

Reporting benefits of Pardot + Sales Cloud + Communities

Deal management What do we have in our pipeline so we can plan operations? Who is in our pipeline and how can we push them through their journey through nurturing?

Case management Are partners and dealers effectively managing service issues?

Partner management and communications What partners are bringing us the most leads / deals?

Closed-loop and multi-attribution reporting What Marketing Campaigns are generating the most Opportunities and

Revenue?

Your partner enablement strategy

Must have Pardot, Sales Cloud CRM and Communities to achieve this!

Example – partner community dashboard and reports

Example – partner community dashboard and reports

Example - Salesforce Campaigns reporting

Communities implementation basics

Optimize your existing Salesforce solution The data has to go somewhere! Reverse engineer your reports

Clearly outline vision and requirements (in writing) Use a Web development approach Define your style Enlist partner help Build a roadmap for post-implementation maintenance and

support

A final word on database and technology governance

Data governance of your central hub (Sales Cloud ) is critical

Proper system architecture Necessary integrations Data standardization Center of excellence Application management plans

If you are a marketer using Pardot, your end customer’s journey may start with Pardot forms on the corporate website. Think about how the data must be standardized across your internal CRM, partner CRM and Partner Community.

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