2. Julie Minner
• Marketing (social media, emailings, events etc.) for ABSI
• Certified Pardot Consultant
• Contact:
• julie.minner@absi.be
• @julie_minner
SFDC User Group – 16 June 2016
3. 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 – 16 June 2016
4. 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 – 16 June 2016
7. 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 – 16 June 2016
8. Marketing Automation with Pardot
• B2B
• Advantages:
• Quick implementation
• Salesforce.com integration
• User-friendly
• API abilities
SFDC User Group – 16 June 2016
9. 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 – 16 June 2016
12. Website tracking
• Pardot tracking code:
• Visitor
→ Before conversion
• Prospect
→ After conversion
→ Email = required unique identifier
OR new feature (Summer ‘16): configure
Salesforce.com connector to make Salesforce
ID unique identifier
SFDC User Group – 16 June 2016
14. 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 – 16 June 2016
15. 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 – 16 June 2016
16. 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 – 16 June 2016
18. Scoring
• Scoring:
“How interesting is your business to a
prospect?”
• Pardot:
• Scoring rules, automation rules,
completion actions
SFDC User Group – 16 June 2016
19. 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 – 16 June 2016
24. 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 – 16 June 2016
38. 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 – 16 June 2016