A brief overview of how Ebsta use Pardot to extend the power of marketing automation to our Client Success team. Presentation by Ricky Wheeler, Ebsta CMO at European Salesforce Event, London's Calling.

1. Pardot: Beyond Lead Generation
Ricky Wheeler
CMO at Ebsta
rickywheeler@ebsta.com
@rickwheels

2. Overview What is Pardot Nurturing?
What is Customer Success?
Mapping Customer Journeys
Common Pardot Ground between Sales and CS
Triggers for CS automated programs

3. Ricky
Wheeler
Salesforce
user since
2005
Pardot user
since late
2009
SaaS
Marketer
for 12+ years

4. Pardot for Sales
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pages
Action completion
Visitor Tracking
Campaign performance
Drip Programs
Sales Notifications
Salesforce Views
Reporting

5. 2 month nurture
Website Visit
Example: Sales Automation/Lead Nurture
White Paper
Registration
Cookie Dropped
Source Identified
Lead Created
Score Adjusted
Historic Activity
Add to Nurture
Webinar Signup
Nurture Campaign
Score Accumulates
Score Reached
Action Taken
Opportunity Closed
Full CampaignROI
Sales Call
Opportunity Created
Added to Salesforce
Campaigns Tracked

6. What is
Customer
Success?
Stage 1: Reactive Support
(Helpdesk, 1st line support, Call Centre)
Stage 2: Retention Strategies
(Health Monitoring/Proactive Account Management)
Stage 3: Upsell and Cross Sell
(Value Creation)

7. Typical SAAS Customer User Journey
Monitor usage &
potential reference
6-month referral
review with
customer
Monitor
usage
3-month review
with customer
High touch nurture by Success
3 months
6 months
9 months
12 months
Monitor usage &
verify billing
9-month pre-
renewal review with
customer
Monitor usage &
explore upsell
Commence renewal
process
Monitor usage
Expand use cases
Renewal
complete
Monitor usage
3-month review
with customer

8. Common Pardot Ground Between
Sales and Client Success
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pages
Action completion
Visitor Tracking
Campaign performance
Drip Programs
Sales Notifications
Salesforce Views
Reporting
CS Activity
Surveys/Polls
Dynamic Forms
Visitor Tracking
Action completion
Engagement Programs
CS Notifications
Salesforce Views
Reporting

9. Example
Triggers for CS
Automation
Expired billing details
Decreasing customer health score
Change of decision maker
Failed adoption during incubation
Automated Retention Strategies

10. Pardot picks up
Salesforce values
(Renewal/Expiry)
Expired Billing Details
Drip/Automation:
Locate Users and send
Email Template
Salesforce
Task Creation
Note: Renew Automation Quarterly

11. Change of Decision Maker
Pardot
Opted Out (added to
prospect default fields)
Pardot Hard Bounced (only updated
on bounce history)
Do not Email
Bounce Reason
Bounce Updated At
Salesforce
Email Opt Out
Pardot Hard Bounced
Not default mapping (can be
mapped to custom field)
Bounce Reason
Bounce Date

12. Appear in
Salesforce View
with reason
unhappy
< 5 Add to
SF campaign
Unhappy
Quarterly Email
to fill in survey
(1,2,3)
Customer Health Score
GetFeedback
Survey
NPS Score
Gained
Note: Track historic changes
> 8 Add to
SF campaign
Advocate
Pardot automation
or Salesforce
rule/task creation

13. Pardot picks up
Salesforce value
(Users not logged in
/taken action, marker
created in Salesforce
against contact/lead
Failed Adoption During incubation
Automation:
Salesforce Admin
add to list
Automation:
Decision maker
add to list
Automation: User
add to list
4 part email nurture
4 part email nurture
4 part email nurture
Add to SF
Campaign:
Completed DRIP
Admin
Add to SF
Campaign:
Completed DRIP
Decision Maker
Add to SF
Campaign:
Completed DRIP
User
Appear in Salesforce
Report
(Campaigns with
Opportunities)
Workflow
Rule/Task Creation

14. Common Pardot Ground Between
Sales and Client Success
Gathering Information
Monitoring Activity
Nurturing
Visibility / Notifications
Pardot for Sales
Dynamic Forms / Landing pages
Action completion
Visitor Tracking
Campaign performance
Drip Programs
Sales Notifications
Salesforce Views
Reporting
CS Activity
Surveys/Polls
Dynamic Forms
Visitor Tracking
Action completion
Engagement Programs
CS Notifications
Salesforce Views
Reporting

15. Final Word – Be Smart
PersonalAnnoying

16. Q & A
Ricky Wheeler
CMO at Ebsta
rickywheeler@ebsta.com
@rickwheels

17. Thank You
Ricky Wheeler
CMO at Ebsta
rickywheeler@ebsta.com
@rickwheels
Remember to tell us what you think in the event survey
www.LondonsCalling.net/survey/