SwordCTSpace  Database Clean Up and Pardot  OptimizationAngela RestaniDirector of MarketingSword CTSpace
January 2011       • I start to work at Sword CTSpace       • No Marketing Automation software       • Database is a disas...
How did we get here???!!!!!• Too many people had administrator rights• Overloaded Tech Support team who didn’t have time t...
My dream project, NOT!!!  Sword <Business Unit>SwordCTSpace               © Sword Group, 2011 - 4 -
1st Attempt Approach   Primary Goal -         I do nothing   Project Cost around $5,000        Craig Cohen        Fresh Br...
.  Sword <Business Unit>SwordCTSpace              © Sword Group, 2011 - 6 -
Create your query in a similar logical method as you do for            your Pardot automation rules, but there are not rul...
Guess what happened next?  Sword <Business Unit>SwordCTSpace                © Sword Group, 2011 - 8 -
What now?   • Take a Saleforce Administrator class   • Get buy in from management for resources   • Find “suckers” interna...
How to identify duplicates:   Exported all data from Salesforce and then imported it into an Oracle   database, ran the qu...
ACCOUNT LEVEL•    Merge exact matches (name for name)•    Merge any duplicates with exact match of addresses (name variati...
Use Email Report Hard Bounces to clean up the database by removing thosecontacts. Make sure no data associated with that c...
I worked with at least 1 user in each role/function within ourcompany either in person or via Webex to get anunderstanding...
Adding new custom fields, to capture more data, target marketing• Pardot is the driving force here• Expiration date of sup...
IDENTIFY INDIVIDUAL CONTACT RECORDS that need updating (most timeconsuming step, may want to break out into groups to comp...
Complete blank fields using MASS UPDATESCreate queries using Excel Connector app specific to field type, export out andcom...
Questions?arestani@ctspace.com                          To find out more visit www.sword-group.comrarestani@att.net       ...
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Pardot Elevate 2011: Using Pardot to Drive Database Clean Up and Optimization

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Sword CTSpace will showcase their Pardot and Salesforce.com integration. This session will discuss how the company has cleaned up issues in the database like duplicates and incomplete information and then created custom fields and features within Salesforce to optimize the integration with Pardot.

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Pardot Elevate 2011: Using Pardot to Drive Database Clean Up and Optimization

  1. 1. SwordCTSpace Database Clean Up and Pardot OptimizationAngela RestaniDirector of MarketingSword CTSpace
  2. 2. January 2011 • I start to work at Sword CTSpace • No Marketing Automation software • Database is a disaster • I want to run out the door screaming March 2011 • We purchase Pardot • I realize that no one uses Saleforce for marketing August 2011 • I finally convince our CEO that we need to do something to fix our customer and prospect data Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 2 -
  3. 3. How did we get here???!!!!!• Too many people had administrator rights• Overloaded Tech Support team who didn’t have time to create complete records• Let’s face it, salespeople are LAZY!Someone had to fix this. Any volunteers? Of course not… Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 3 -
  4. 4. My dream project, NOT!!! Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 4 -
  5. 5. 1st Attempt Approach Primary Goal - I do nothing Project Cost around $5,000 Craig Cohen Fresh Brain Marketing craig@freshbrainmarketing.com Brent McCormick CRMfusion, Inc. brent.mccormick@crmfusion.com Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 5 -
  6. 6. . Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 6 -
  7. 7. Create your query in a similar logical method as you do for your Pardot automation rules, but there are not rule groups. Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 7 -
  8. 8. Guess what happened next? Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 8 -
  9. 9. What now? • Take a Saleforce Administrator class • Get buy in from management for resources • Find “suckers” internally who will help with this project • Find interns or students who will work for cheap or free Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 9 -
  10. 10. How to identify duplicates: Exported all data from Salesforce and then imported it into an Oracle database, ran the queries using PL/SQL (programming language/structured query language) and then exported into Excel.• Accounts• Contacts• Leads Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 10 -
  11. 11. ACCOUNT LEVEL• Merge exact matches (name for name)• Merge any duplicates with exact match of addresses (name variation)• Query all name variation matches (example Sword, Sword CTSpace, Sword Australia) MergeCONTACT LEVEL• Merge exact matches (look for information associated with that contact)• Merge any duplicates with exact match of email addresses but variation in their nameLEAD LEVEL• Same as contact level Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 11 -
  12. 12. Use Email Report Hard Bounces to clean up the database by removing thosecontacts. Make sure no data associated with that contact that may be needed forreporting purposes. Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 12 -
  13. 13. I worked with at least 1 user in each role/function within ourcompany either in person or via Webex to get anunderstanding of how they currently use Salesforce and theirwish list for enhanced/desired functionality.This is a very important step to get buy in from your users Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 13 -
  14. 14. Adding new custom fields, to capture more data, target marketing• Pardot is the driving force here• Expiration date of support contract• Secondary Specific Industry (gas and oil, upstream or downstream)• Create new fields based on reporting needs of your teams/roles Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 14 -
  15. 15. IDENTIFY INDIVIDUAL CONTACT RECORDS that need updating (most timeconsuming step, may want to break out into groups to complete this step, i.e. territorymanagers)• Industry/Sub Industry• Type (Customer, Prospect, Lead)• Contact Types (website, address, telephone)• Marketing Source (uploaded list that didn’t include source)• Language (for global companies) Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 15 -
  16. 16. Complete blank fields using MASS UPDATESCreate queries using Excel Connector app specific to field type, export out andcomplete fields in spreadsheet and then re-import to SalesforceDownload app http://code.google.com/p/excel-connector/wiki/InstallCreate a query for each field you would like to do a mass update on, for example:• Country• Account Owner (mass update of old salesperson to new)• Undesired naming convention (example USA, US. U.S. to United States) Sword <Business Unit> SwordCTSpace © Sword Group, 2011 - 16 -
  17. 17. Questions?arestani@ctspace.com To find out more visit www.sword-group.comrarestani@att.net © Sword Group 2008@miss3dcad UPGRADE YOUR BUSINESS Sword <Business Unit>SwordCTSpace © Sword Group, 2011 - 17 -

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