This is the deck from our Salesforce Connections 2016 presentation on the steps to deeper integration between Salesforce and Pardot for native ROI reporting.

1. #CNX16
Getting More Out of Your Salesforce
Pardot Integration
Hands-On Training
Jeremy Mason
Director of Demand Generation, SCI Solutions
@sci4healthcare
@automatemkt

2. Agenda
Why we use Salesforce + Pardot
Why integrate
Ecosystem context
Salesforce foundations
Pardot integrations
Revenue attribution: native reporting
Q&A
Closing the ROI Loop Sales
Service
Marketing
CommunityApps
Analytics

3. Why we use Salesforce + Pardot
Shared DNA
Common Traits
• Technological elegance
• Ease of Use
• Quality Service and Support
• What we do matters

4. Why integrate
ROI, ROI, ROI
Organizational intelligence out-of-the-box
• Capture campaign influence in real time
• Share performance data in standard reports
• Monetize marketing engagements
• Predictive metrics
ROIPCS =
Total Value Won Opps – Actual Cost
Actual Cost
x 100

5. Goal: Learn and Apply 3 Easy Steps to ROI
Salesforce Foundations Pardot Automations Native Reporting
1 2 3

6. #CNX16
Ecosystem context
Objects

7. Sample cloud ecosystem
Lead (MQL) Contact (SAL) SQLProspect customer

8. Ecosystem Context
Prospect Lifecycle KPIs
• Prospects carry Pre-conversion
history
• Contacts carry Campaign History
after conversion
• SQL campaign histories aggregated
in Opp Campaign Influence
Object Lexicon

9. #CNX16
Salesforce foundations
Campaign Setup
1

10. Salesforce Foundations
The Fields that Matter
• Name (have a convention)
• Type (mimic ‘Lead Source’ when possible)
• Status: In Progress
• ‘Active’ checkbox is checked
• Actual Cost (required for ROI formula)
Campaign Setup
1

11. Salesforce Foundations
Campaign Setup
Member Status
• Keep it simple
• Campaign Influence
• Primary Campaign Source (PCS)
1

12. #CNX16
Pardot integrations
The “Hooks”
2

13. Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status (Lead or Contact)
• Prospect CRM campaign status
• Opportunity field values (all)
• Account field values (all)
Essential segmentation
2

14. Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status
• Prospect CRM campaign status
• Opportunity field values (all)
• Account field values (all)
Essential segmentation
2

15. Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status
• Prospect CRM campaign status
• Opportunity field values (all)
• Account field values (all)
Essential segmentation
2

16. Pardot integrations
Segmentation Rules
• Add to salesforce.com campaign
Forms, Drips, Email and Automation Rules
• Add to salesforce.com campaign
• Assign via active assignment rule
• Create a salesforce.com task
Critical Actions
2

17. #CNX16
Revenue Attribution
Closing the Loop
3

18. Closing the Loop
Closed
Salesforce.com Campaign
Lead
Campaign Influence
Opportunity
Pardot Salesforce.com
Segmentation List
Response
Primary
Campaign
Source
Rules
Emails
Drips
Forms
Prospect
MQL SAL SQLinquiry customer
Campaign History
assign
A
C
Contact
B
3

19. Revenue attribution
Campaign object
3

20. Revenue attribution
Opportunity object
3

21. Revenue attribution
Campaign ROI Analysis Report
• Uses Primary Campaign Source (PCS)
• Last campaign associated in
Campaign Influence
Native reporting
3

22. Revenue attribution
Native reporting
3

23. Revenue attribution
Campaign ROI Analysis Report Needs
• Primary Campaign Source (PCS)
• Actual Cost
• Total Value Won Opportunities
Native reporting
ROIPCS =
Total Value Won Opps – Actual Cost
Actual Cost
x 100

24. Recap: 3 Easy Steps
Salesforce Foundations Pardot Automations Native Reporting
1 2 3

25. #CNX16
Questions?

26. Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA