2. What is Pardot?
Pardot Marketing Automation is an on-demand solution that
can show your sales team exactly where to spend its time in
order to maximize ROI. Advanced micro-level web analytics
allows Pardot to capture all relevant prospect activities, both
on and off your site, and help you determine who is showing
the most buying signals.
•Integration with your CRM
•Sales tools like LeadDeck, Outlook Plugin, and Social Media
Connectors
•Daily notifications of prospect’s activities
•Full view of your prospects activities between phone calls
3. Prospects
What Pardot calls Leads/Contacts
• Sync with leads and contacts that are in CRM
Anonymous Visitors
• People who come to your website, but have not
converted to a prospect
• Once a visitor looks at a page on your website, we will
attempt to identify their company via their IP address
Prospects
• A visitor will convert to a prospect once they fill out a form
or click on a tracked email link. Not all grading data is
automated
• Prospects are assigned to sales reps when “sales ready”
4. Lead Activity Tracking
Pardot Doesn’t Make
You a Mind Reader
• Focus sales cycles
on the most obvious
activities
• “Buying Signals”
Search:
• What did they call it?
• Captures Intent (e.g.,
“Pricing”)
5. Lead Scoring
• How active the prospect is on your website.
• Different activities on your site determine score amount
• Spend more time with more active leads.
6. Lead Alerts
• Check out Comments and Notes
• Comments are Prospect provided
• Notes are Lead Management Provided
7. Nurturing
Triggered inside the CRM
• Non-Responsive
prospects
• Examples of
Campaigns
• Use “List” section of
CRM
Use Light HTML
• Reps don’t create
HTML messages.
• “From” address
8. Nurturing
Triggered inside the CRM
• Non-Responsive
prospects
• Examples of
Campaigns
• Use “List” section of
CRM
Use Light HTML
• Reps don’t create
HTML messages.
• “From” address
9. Email Plugin
Track Ad-Hoc Emails
Our Rule:
• All Voicemails must be
accompanied by an email
• Links Include:
•Demo
•Analyst Report
•3rd Party Sites (Blog,
ecosystem)
Best Practices:
• Mask the Link with
Anchor Text
• Only 1 Recipient per email
10. Sales Do’s and Don’ts
Do Don’t
• Focus the • Be Creepy
conversation on the
prospect’s interests • Let the prospect know
that you are responding
• Respond in a timely because of their activity
manner
• Jump on anonymous
• Nurture leads who are visitors
not ready to buy today
/ don’t engage
• Leverage the CRM as
the primary way to get
data
11. End of Course Twelve
• You have reached the end of the General
Sales Training course
• You will now take a test of what you have
learned. You must score greater than 85% to
pass this portion of the test
• Good luck!
