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10 Ways to Get More from Your Pardot Solution


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Ready to take your Pardot solution to the next level? Learn to use standard functionality at an expert level, employ advanced features that’ll deliver greater ROI, and discover new tools and …

Ready to take your Pardot solution to the next level? Learn to use standard functionality at an expert level, employ advanced features that’ll deliver greater ROI, and discover new tools and connectors that’ll give your campaigns a boost. Use workshop time to start implementing real-life solutions immediately.

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  • 1. 10 Ways To Get More From Your Pardot Solution #ET13B2B TJ Gephart Chris Heiden
  • 2. Who Are These Guys? TJ Gephart (@tjgephart) Chris Heiden (@chris_heiden) Manager, Client Services Channel Manager & Sales Engineer Pardashian since July 2008 Pardashian since February 2009 #ET13B2B
  • 3. Introductions 1.  Name 2.  Company 3.  Role 4.  Wildcard! Share something random. #ET13B2B
  • 4. POLL – How Long Have You Been Using Pardot? #ET13B2B
  • 5. Results – How Long Have You Been Using Pardot? #ET13B2B
  • 6. POLL – How comfortable do you feel with Pardot? #ET13B2B
  • 7. POLL – How comfortable do you feel with Pardot? #ET13B2B
  • 8. 10 Ways To Get More From Your Pardot Solution #1: Forms
  • 9. What Will Be Discussed - Forms •  Label Placement/Style Statistics •  Progressive Profiling •  Dependent Fields #ET13B2B
  • 10. Label Placement/Style Stats Left-Aligned Stacked Right-Aligned #ET13B2B
  • 11. Label Position/Alignment Conclusion •  Ideally, label position above the input field •  If label position is needed left of input field, make right aligned •  Right aligned is over 50% quicker than left aligned Source: #ET13B2B
  • 12. What Not To Do 1.  Way too many fields! 2.  Break down forms into three to four passes at the form to gather information 3.  Bonus: What’s your favorite field on this form? #ET13B2B
  • 13. Thoughts on Forms There is a 5% decrease in completion for every field over 4 fields you have on a form Track behavior, not their ability to fill out a long form #ET13B2B
  • 14. Dependent Fields #ET13B2B
  • 15. Dependent Fields To setup, edit the initial field that needs to be completed •  Ex: If country is US or Canada, ask for State/Province •  Edit Country field to set up dependency No Nesting •  Can’t make a field dependent upon another dependent field #ET13B2B
  • 16. 10 Ways To Get More From Your Pardot Solution #2: Emails
  • 17. What Will Be Discussed - Emails •  Enhanced Email Editor •  Test Lists •  Transactional Emails •  Moving over to ExactTarget’s mail servers •  Advanced Email Testing and Reports #ET13B2B
  • 18. Enhanced Email Editor •  Now for new customers, real soon™ for existing •  New Templates are responsive! Emails will look great on computer, tablet, and phone •  Edit Graphical, HTML, Text, and Preview in one area •  History! Retrieve old edits when mistake is made •  Live edits in preview #ET13B2B
  • 19. Enhanced Email Editor
  • 20. Enhanced Email Editor
  • 21. Send to Test List •  Ability to send to internal list •  Add existing users to test list as prospects by going to “Admin > Users & Groups” •  All variable tags and links will work as a live email. •  No need to waste email quota on old “test emails” •  Make sure you have a default mail merge set! #ET13B2B
  • 22. Send to Test List #ET13B2B
  • 23. Transactional Emails •  Coming real soon™ •  Send emails to all customers •  No matter if opted out •  No unsubscribe will be required •  Not used for marketing emails. •  Customer announcement for service outages, downtime, etc. #ET13B2B
  • 24. Transactional Emails #ET13B2B
  • 25. Moving to ET Email Servers •  Now for new clients, others soon •  Pardot’s internal MTA is great, ExactTarget’s is AWESOME! •  ET sends millions of emails a day for Gap, Microsoft, Nike, etc… •  More information on this soon #ET13B2B
  • 26. Advanced Email Testing & Reporting •  Not included in all packages •  Contact advocate for upgrade information •  See how emails look in all major email clients, tablets, and phones. Spam and subject line previews. •  Want to know how many times your email was: •  Forwarded/ Printed •  Skimmed, Glanced, Read •  Opened in which clients #ET13B2B
  • 27. Advanced Email Testing & Reporting #ET13B2B
  • 28. Advanced Email Testing & Reporting #ET13B2B
  • 29. Advanced Email Testing & Reporting #ET13B2B
  • 30. 10 Ways To Get More From Your Pardot Solution #3: Lead Qualification
  • 31. What Will Be Discussed – Lead Qualification •  Scoring •  Grading •  Special Activities #ET13B2B
  • 32. Score or Grade – Which is Better? #ET13B2B
  • 33. Which Prospect Would You Prefer? Prospect A Score: 173 Score: 57 Grade: F #ET13B2B Prospect B Grade: A-
  • 34. Difference Between Scoring and Grading Scoring Grading Implicit Information Explicit Information •  pages viewed, forms completed, etc. •  industry, company size, job title, location, etc. "Out of the Box” Setup is required Setup Via Scoring Rules Setup Via Profiles #ET13B2B
  • 35. Scoring •  Quick numeric value of activity and engagement with you •  Benefits and main usage •  seeing and measuring activity and engagement •  general quality of lead – tool to organize follow up •  specific trigger for assignment #ET13B2B
  • 36. Getting Started with Scoring •  Start with default Baseline Scoring Admin > Automation Settings > Scoring Rules •  Automatically set up out of the box •  Focus on tracking activities first and then evaluate scoring model results to see if it works! #ET13B2B
  • 37. Customizing Scoring 1)  Baseline Scoring Rules 2)  Automation Rules #ET13B2B
  • 38. Customizing Scoring 3) Completion Actions #ET13B2B
  • 39. Customizing Scoring 4) Imports 5) Manually #ET13B2B
  • 40. Scoring Audits #ET13B2B
  • 41. Advanced Scoring Topics 1) Lead Decay 2) Reset to Zero #ET13B2B
  • 42. Why Should I use Grading? •  Quickly identify truly qualified leads •  Validates the marketing team's efforts #ET13B2B
  • 43. Possible Grades A+ A AB+ B BC+ C CD+ D DF (Best) (Better) (Good) (Below Average / Not Graded) (Bad) #ET13B2B
  • 44. Preparing Grading Setup Meet with all stakeholders to outline the ideal prospect. 1) What criteria does your organization look at? •  Company Size, Location, Industry, Job Title, etc... 2) What is the weight of each criteria? •  Criteria weighed equally or different? •  1/3 grade increments (1/3, 2/3, 1 grade) 3) What values do you look for in those criteria? •  Location: United States, Canada, etc... •  Job Title: C-Level, VPs #ET13B2B
  • 45. Advanced Grading Topics Have one value increase grade by more than 1 letter: A)  Double Profile Criteria B)  Automation Rule #ET13B2B
  • 46. Lead Assignment – Sliding Scale •  Higher the grade the lower the score needed •  The lower the grade the higher the score needed •  Disregard “F”s 300 250 200 150 100 50 0 #ET13B2B A B C D
  • 47. 10 Ways To Get More From Your Pardot Solution #4: Nurture Strategy
  • 48. What Will Be Discussed – Nurture Strategy •  Types of Leads •  Types of drips for these leads •  Lead Nurturing Lab #ET13B2B
  • 49. Types of Leads •  There are three main lead types that you should classify your leads as: •  New Leads •  Existing Leads •  Warm to Sales Ready Leads #ET13B2B
  • 50. Types of Leads – New Leads •  Leads that have never heard of your company or organization before: •  Obtained from a tradeshow •  Other authorized (non-purchased way) •  Don’t just try to sell the product from the start •  Use a 1 – 2 – 3 Drip Campaigns #ET13B2B
  • 51. Types of Leads – New Leads – 1-2-3 Drips •  Stage 1: Unidentified need •  They don’t even know that they need the solution/benefit •  Don’t mention your company name, keep information to more industry information •  Stage 2: Identified need, but not ready to buy •  Not ready to solve their pain point yet •  They are now starting to be interested, introduce your company and product at this time •  Stage 3: Starting to evaluate •  Know the pain point and ready to solve it •  Hit hard about your company and why you are the best option for the prospect. Pass onto sales. #ET13B2B
  • 52. Types of Leads – New Leads – 1-2-3 Drip Carrots •  Example for Stage One: •  Subject: Here is an article that I thought you might like… •  CTA: Link to the article •  Carrot: Here is a link to a whitepaper as well •  Example for Stage Two: •  Subject: Here is a datasheet on Marketing Automation •  CTA: Link to datasheet •  Carrot: Watch a demo on Pardot •  Stage Three does not need a carrot. If they click on CTA – Get in sales hands! #ET13B2B
  • 53. Types of Leads – Existing Leads •  It is expensive to obtain new leads, use your existing database •  A minimal percentage of your database are customers •  No need to introduce the industry as these are existing leads, they have been introduced •  Mix stage two and three emails #ET13B2B
  • 54. Types of Leads – Existing Leads – Lost Opps •  Stay top of mind of any lost deals •  Send “loving” emails to prospects, checking in on them and their current solution •  Don’t mention switching to your offering •  Ask if they have any questions on industry practices and thoughts •  Mention that you are there to help if needed •  Towards end of contract term, turn emails into more sales focused #ET13B2B
  • 55. Types of Leads – Warm to Sales Ready •  Shown interest but not sales ready leads •  Downloaded a Whitepaper or Datasheet •  Attended a Webinar •  Watched a Video •  Not actions saying they want product today or demo •  Send all stage three emails to drive them to a demo •  Use scoring to push them to sales ready (100) and assign out! #ET13B2B
  • 56. Interactive Nurturing Lab •  Pardot has a great resource to help set up your first drip programs and examples • nurturing-lab #ET13B2B
  • 57. 10 Ways To Get More From Your Pardot Solution #5: CRM Integration
  • 58. POLL – What CRM do you use? #ET13B2B
  • 59. POLL – What CRM do you use? #ET13B2B
  • 60. What Will Be Discussed – CRM Integration •  PD Fields •  Activities •  Add To List •  Lead Deck •  Completion Actions •  Send Pardot Email #ET13B2B
  • 61. CRM Layouts TIP: Ensure you have latest version installed A) Prospect Fields (Score, Grade, URL, etc) B) Prospect Activities #ET13B2B
  • 62. CRM Layouts C) CRM lists D) Social Data #ET13B2B
  • 63. LeadDeck in CRM (SFDC/SugarCRM) #ET13B2B
  • 64. Completion Actions •  Add to Campaign •  Assign via assignment rule •  Create task (next page) #ET13B2B
  • 65. Completion Actions #ET13B2B
  • 66. Send Email •  Send One-To-One emails from •  Tracks opens and clicks •  Ability to use marketing emails directly in CRM •  Select on template emails available to be used in CRM #ET13B2B
  • 67. Send Email #ET13B2B
  • 68. Latest SFDC AppExchange Package Updates Just Released: •  Pardot Conversion Name •  Pardot Conversion Date •  Pardot Conversion Type Coming Soon: •  Pardot Hard Bounce Date •  Pardot Hard Bounce Reason •  Pardot Hard Bounce Email Type •  Pardot Hard Bounce Email Subject #ET13B2B
  • 69. 10 Ways To Get More From Your Pardot Solution #6: Be Dynamic!
  • 70. What Will Be Discussed – Be Dynamic! •  Dynamic List •  Dynamic Content •  Emails •  Website #ET13B2B
  • 71. Dynamic List Overview •  You can create a list of prospects that is tailored to specific criteria •  Create the new list, select the criteria and if a prospect matches that criteria then they are added to the dynamic list •  If for some reason they no longer match the criteria, they will be removed from the list #ET13B2B
  • 72. Dynamic List Overview #ET13B2B
  • 73. Dynamic List vs. Static Lists •  You cannot manually add or remove prospects to dynamic lists •  Because of this, you will not see dynamic lists as an option in dropdowns in the import screen, data tables or anywhere else throughout Pardot where you manually control list membership •  You also will not see dynamic lists in the CRM list management view dropdown •  Note: Existing static lists cannot be converted into dynamic lists #ET13B2B
  • 74. Dynamic List Usage Notes •  Dynamic lists can be made into a public list and displayed on your Email Preference Center where prospects can optout of the list if they choose •  Only prospects who meet the dynamic list criteria will be able to see public dynamic lists on Email Preference Pages •  If you split a dynamic list, the resulting lists will be static. •  This means that a prospect will not automatically be added to the split lists (via the dynamic rule criteria) once the split has occurred •  These new static lists will now exist in addition to the original dynamic list that was split #ET13B2B
  • 75. Dynamic Content for form and emails •  You can display certain HTML content on your website or Pardot forms, landing pages, layout templates and emails based on a prospect’s score, grade, or field value for default fields or custom fields •  Have specialized call outs that tailor to a product interest or attribute •  Available for Enterprise and Ultimate editions #ET13B2B
  • 76. Dynamic Content for form and emails •  Set up in Content >> Dynamic Content #ET13B2B
  • 77. Dynamic Content for Website Callouts •  Click on Embed Code to be given javascript to place on own website or Landing page •  Test by clicking on testing tools once placed to see how a prospect would see the content #ET13B2B
  • 78. Dynamic Content for Email •  Click on lightning bolt in WYSIWYG to access dynamic content module to select block #ET13B2B
  • 79. 10 Ways To Get More From Your Pardot Solution #7: Import Validation
  • 80. What Will Be Discussed – Import Validation! •  Import Validation •  Import Errors #ET13B2B
  • 81. Why Should You Validate? •  Validating your values on import ensures that your data is as clean and uniform as possible •  Uniform values help keep your data consistent when syncing with your CRM •  Removing variations in your field values make it easy to implement rules around your values #ET13B2B
  • 82. Setting Up Validation •  Set up in the Admin >> Prospect Fields section of Pardot •  Check box “Validate this field on import” #ET13B2B
  • 83. Import Error Types #ET13B2B
  • 84. What to do with errors? •  Pardot will give you an error reports for all imports •  Export the CSV with the errors •  Fix the errors and reimport to adhere to validation #ET13B2B
  • 85. 10 Ways To Get More From Your Pardot Solution #8: Reporting
  • 86. What Will Be Discussed – Reporting •  Lifecycle Reporting •  GoodData #ET13B2B
  • 87. Lifecycle Reporting •  The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high-level view of your sales cycle’s health •  By reviewing the report you will have an idea of how well your marketing and sales organizations are working together, as well as see areas for improvement •  Can be filtered by date to show time period you need to report on #ET13B2B
  • 88. Lifecycle Reporting #ET13B2B
  • 89. GoodData Reporting •  Can be set up in Admin >> Connectors. •  Not turned on automatically for accounts (privacy reasons) •  SSO available in application •  GoodData is a Business Intelligence tool that allows syncing of data from the account to the corresponding GoodData account •  This connector allows for the creation of reports to be placed on the dashboard or emailed automatically #ET13B2B
  • 90. GoodData Reporting Demo! #ET13B2B
  • 91. 10 Ways To Get More From Your Pardot Solution #9: Connectors
  • 92. What Will Be Discussed – Connectors Items included as a part of the connector module: •  •  •  •  •  •  •  #ET13B2B Connector EventBrite FullContact GoodData Google AdWords Google Analytics •  •  •  •  •  •  Olark Chat Social Posting Twilio UserVoice Webinars Wistia
  • 93. Connector • offers URL redirection service with real-time link tracking •  The connector is available for Professional, Enterprise, and Ultimate Edition accounts •  A short link will automatically be created for landing pages, multivariate tests, and files •  If the client has their own custom domain (via account), the connector will automatically use their custom domain when shortening your URLs #ET13B2B
  • 94. Connector #ET13B2B
  • 95. Eventbrite Connector •  Eventbrite provides all the online tools needed to sell tickets and bring people together for an event •  Eventbrite connector is available for Professional, Enterprise, and Ultimate Edition accounts •  View registrations and attendance as prospect activities and automatically scores event registrations and attendance in the prospects record #ET13B2B
  • 96. Eventbrite Connector #ET13B2B
  • 97. GoodData Connector •  The GoodData connector is available for Professional, Enterprise, and Ultimate Edition accounts •  GoodData is a Business Intelligence tool that allows syncing of data from the account to the corresponding GoodData account •  This connector allows for the creation of reports to be placed on the dashboard or emailed automatically #ET13B2B
  • 98. GoodData Connector #ET13B2B
  • 99. Google AdWords Connector •  Google AdWords connector is included with Enterprise and Ultimate level accounts. Can be added to Professional Edition accounts for $300 per month •  Google AdWords connector calculates cost per vetted prospect, cost per opportunity, cost per sale, and marketing ROI by tying your Google AdWords into your CRM opportunity data •  If a client has more than one Google Adwords account, they can connect as many as they would like #ET13B2B
  • 100. Google AdWords Connector Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 6 Keyword 7 #ET13B2B $3,451.2 3 $23,151. 78 $23,151. 78 $23,151. 78 $3,451.2 3 $23,151. 78 $3,451.2 3 $2,211.0 3 $19,823. 74 $19,823. 74 $19,823. 74 $2,211.0 3 $19,823. 74 $2,211.0 3
  • 101. Google Analytics Connector •  The Google Analytics connector is available for Professional, Enterprise, and Ultimate Edition accounts •  The connector will allow those clients using Google Analytics keyword tags in URLs to pass those tags into the prospect record •  Implementing the Google Analytics collector allows clients to pass Google Analytics parameters into their CRM system and gain greater insight into lead sources, mediums, and campaigns if it is their first touch point #ET13B2B
  • 102. Google Analytics Connector •  Data will be collected from all five of the Google Analytics Tags: campaign name, medium, source, content, and term if a prospect’s first touch point is clicking the appended URL #ET13B2B
  • 103. Connector •  The connector is available for Professional, Enterprise, and Ultimate Edition accounts •  The connector does not integrate with paid account types •  Since the data is crowd-sourced, it may be inaccurate or incomplete. For this reason, there is not a way to mass sync all prospects with #ET13B2B
  • 104. Connector •  Once the icon is clicked at either the name or company level, a box will pop up with the corresponding information located by •  The data in the table displays the information which already exists for the prospect and information found by •  Click the boxes next to the corresponding data you would like to have synced over by into the prospect record. Click Send to Pardot to complete the data sync #ET13B2B
  • 105. Olark Connector •  The Olark chat connector is available for Professional, Enterprise, and Ultimate Edition accounts •  Clients can use for sales and support of their products and services. Service levels and pricing are available at •  The integration allows your clients to create prospects from Olark chats, view chat activities in prospect records, and score prospects’ chats to aid in lead qualification #ET13B2B
  • 106. Olark Connector •  Once a prospect engages with your client in chat using Olark, the transcript will be available in their prospect activity history table •  Clicking Chat Transcript will take your client to the actual transcript in Olark #ET13B2B
  • 107. FullContact Connector •  The Social Posting connectors is available for Enterprise and Ultimate Edition accounts. Professional Edition can add this service for $300 per month •  The connector checks prospects for their profile names/links on LinkedIn, Twitter, Facebook, and Klout. If publicly available, the system may also pull location data and a snippet or summary about the prospect •  The connector compiles publicly available social data through FullContact #ET13B2B
  • 108. FullContact Connector •  If FullContact was able to locate a public image which corresponds with the prospect’s email address, it will be populated into the prospect record. To search for this prospect on social media, click the corresponding social media icons next to their name or company. Or click on Social Data to see a list of all corresponding social media accounts with the same email address. #ET13B2B
  • 109. Social Posting Connectors •  Social Posting connectors are available for Professional, Enterprise, and Ultimate Edition accounts •  These connectors allow clients to schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts •  If a link begins with http:// or https:// in a Pardot social post, Pardot re-writes the link as a trackable link with the client’s company custom pro URL #ET13B2B
  • 110. Social Posting Connector •  Click +Add Social Post to create and track a social media post •  Select the Accounts which you’d like to post •  Select the date and time to Post Later or Post Now to post immediately #ET13B2B
  • 111. Social Posting Connector Message Details Prospects who engaged with post Link Statistics #ET13B2B
  • 112. Twilio Connector •  The Twillio connector is available for Professional, Enterprise, and Ultimate Edition accounts. For current pricing, check out •  The Twilio is a service that allows your client’s to instantly follow up with prospects via phone •  When a prospect submits a form, your selected user will get a phone call that will inform them of the form submission and give them the option to connect with the prospect by phone if number is known #ET13B2B
  • 113. Twilio Connector •  Add Twilio as a completion action on a form or form handler and select the user who should be notified of the submission #ET13B2B
  • 114. UserVoice Connector •  Integration with Uservoice allows users to integrate customer service information directly into a prospect or customer’s profile. Visit for current pricing •  Seamlessly capture UserVoice activity like giving product feedback or contacting support •  The client can leverage those activities by using them as signals for scoring leads #ET13B2B
  • 115. UserVoice Connector •  Activity and engagement via UserVoice will sync with the corresponding prospect record #ET13B2B
  • 116. Webinar Connectors •  Connectors for GoToWebinar, ReadyTalk and Webex are available for Professional, Enterprise, and Ultimate Edition accounts •  Pardot integrates with these webinar platforms to seamlessly register attendees for events, report on attendance, and display and score activity all from within the Pardot marketing automation system #ET13B2B
  • 117. Webinar Connectors •  Webinar activity and engagement will sync to the corresponding prospect record #ET13B2B
  • 118. Wistia Connector •  Wistia offers the ability to track and monitor the success of the clients video marketing efforts •  The video hosting platform is geared towards businesses •  The connector allows clients to see the prospects who are interacting with their videos #ET13B2B
  • 119. Wistia Connector #ET13B2B
  • 120. Wistia Connector •  Clicking on a specific video name will provide additional prospect engagement information #ET13B2B
  • 121. Wistia Connector •  Wistia video activity and engagement will sync to the corresponding prospect record #ET13B2B
  • 122. 10 Ways To Get More From Your Pardot Solution #10: Additional Features
  • 123. Unified Marketing Calendar Just Released: September 13th Contents Include: •  Emails (Scheduled or Past) •  Social posts •  Events (via Eventbrite) •  Webinars (via GoToWebinar, WebEx, or ReadyTalk) #ET13B2B
  • 124. Unified Marketing Calendar #ET13B2B
  • 125. Unified Marketing Calendar #ET13B2B
  • 126. LeadDeck •  LeadDeck provides real-time notifications of prospect actions •  See campaign performance as it happens •  Provides pop-up notifications when a prospect is on your client’s site or has submitted information #ET13B2B
  • 127. LeadDeck •  Clicking on a prospect or visitor will display more information including previous activities, location, email address and more •  If the client is using a CRM connector, they can also click the CRM logo to jump to the associated lead or contact record in the CRM #ET13B2B
  • 128. LeadDeck •  Ability to customize the sliders which appear within LeadDeck •  First select what sort of visitors or prospects to monitor •  Then choose the type of activities to watch (or leave blank to monitor all activities) •  Finally choose what geographies your clients would like to restrict monitoring #ET13B2B
  • 129. Email Plugins Track individual emails that are sent directly from your email client to prospects Best Practices •  Mask the link with anchor text •  Only 1 recipient per email Email Plug-ins available •  •  Outlook 2003/2007/2010/2013 •  Apple Mail •  Gmail plug-in (Firefox & Chrome) •  #ET13B2B Mozilla Thunderbird
  • 130. Wordpress Plugin •  The Pardot WordPress Plugin lets you to easily drop forms and dynamic content into your WordPress pages and posts •  With a single login, your self-hosted WordPress installation will be securely connected with Pardot. You’ll be able to track visitors and embed forms without touching a single line of code #ET13B2B
  • 131. Thank You! You have now successfully completed this course. Please take a minute to fill out an evaluation of your course experience. You can find it on the Connections app! Don’t have the app? Ask your instructor for a paper evaluation. #ET13B2B
  • 132. 10 Ways To Get More From Your Pardot Solution Office Hours: Register at
  • 133. 10 Ways To Get More From Your Pardot Solution Q&A?