https://forcery.com/ Forcery is a full-service digital transformation advisory, implementation and managed services agency, specializing in marketing technology. Forcery is a top Salesforce and Pardot Consultant in New York City. With over 25 Salesforce Certifications on our team, Forcery is a Google Partner and Registered Salesforce Consulting Partner, founded by veteran Salesforce MVP Tigh Loughhead.

1. 1
Making MarTech Magic
forcery.com
Technology Training for Marketing Automation

2. 2
Marketing
Automation
Rocketship
Mass marketing is obsolete. We live in the age of
the connected consumer, requiring a personalized
customer experience and contextual content
relevant to business needs, delivered on-demand, in
place of the inert, supply-side advertising approach
of the past, and “the days of using CRM merely as a
sales tracking tool are over*”.
Marketing Automation is the propulsion engine
boosting businesses to new heights, offering
unprecedented visibility into engagement data,
robust business intelligence and access to
incredibly powerful instruments to implement
automated processes at scale.
The future of advertising is not rocket science, it’s
marketing automation.
*Harvard Business Review “Customer Relationship Automation is the New
CRM”

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Enterprise Marketing Software
Untaught + Underutilized
49%
OF COMPANIES LEVERAGE
ADVANCED MARKETING
AUTOMATION TOOLS THEY
PURCHASE*
EMAIL HAS
FALLEN
BEHIND...
Many customers invest enterprise capital in the Pardot product,
but often don’t devote the time and effort to learn how to
leverage email and automation as a primary revenue driver,
utilizing the advanced feature functionality of the world’s best
CRM platform’s marketing automation software.
*according to SalesFusion and Ascend2ʼs “The State of B2B Marketing Lead Generation” research

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Challenges
Domain Expertise
Incomplete
Implementations
Technical Debt
Release
Management
Salesforce releases core platform
updates 3 times a year, an Pardot
has doubled that in the past 18
months.
Poor organization and
maintenance can create confusion
and conflicting results.
Marketing automation platforms
are often poorly configured
resulting in a lack of system or
feature functionality.
Platform knowledge is often
siloed in organizations, which is
compounded when resources
turn over.

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Platform Value Proposition
Automation
Rules
Drip
Campaigns
Dynamic
Lists
Segmentation
Personalization
+
Dynamic
Content
Scoring
Tracking
Business Intelligence
Capture customer engagement
across websites, creative
collateral and email.
Automation
Scale marketing operations to
deliver contextual, personalized
messaging to qualified leads.

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Lead
Generation
Qualification
Alignment
Nurture
Reporting
Email Automation
Website Ecosystem
Learn how to install and view behavior
tracking, and use Pardot forms to capture
leads
Management
Learn how to leverage
segmentation tools to surface
and assign the highest quality
leads
Align Marketing and Sales
Deliver sales and marketing
transparency with maximum
impact
Process Automation
Eliminate administrative and
redundant marketing
busywork
Analysis
Surface the metrics and KPIs most
valuable to business leadership.
Marketing Process
Create customer journeys with
advanced tools like
Engagement Studio
Email Marketing 101
Learn the best practices for
email design within the Pardot
platform
Automation
Education

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7
Implementation
Launch the platform with
an end-to-end setup,
including a clear path of
milestones and
deliverables from technical
configuration to training to
launch.
Health Assessment
Discover the best practices
with an operational and
technical audit of both
system configuration
product utilization with
the business.
Advanced Feature
Functionality
Harness the power of the
latest toolset, from HML to
Pardot Snippets to
Business Units to Pardot
Einstein
Customer Journey
Mapping
Close the loop on the
customer lifecycle by
mapping the entire
journey of a consumer,
including objections and
pain points where
marketing has the biggest
impact
Process Automation
Reduce administrative
redundancy with
segmentation tools, and
build using rules, triggers
and actions.
Content Strategy
Discover the value of blog
content, whitepapers and
other digital assets and
their impact upon sales.
Design
Modernize email template,
landing page and creative
assets to be responsive
and look the same in any
browser, conforming to
Pardot design standards.
BOOST YOUR
MARKETING
AUTOMATION
STRATEGY


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Aligning Pardot to Salesforce
Campaigns is the future of the
product
B2B Marketing Analytics
Data Visualization and
Business Intelligence using
Einstein Analytics
Engagement Studio
Build logic based journeys
using the “if this then that”
for marketing
Customer Journey
Mapping
Understand the customer
lifecycle, their pain points
and opportunities

Scoring and Grading
Segment and qualify leads
using “fit” and “intent”
data

Connected Campaigns

Engage
Empower individual
salespeople with the
power of Pardot emails.

Marketing
Automation

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Training Curriculum
LEAD GEN LEAD
MANAGEMENT
1 2 3 4 5
ALIGNMENT AUTOMATION NURTURE
EMAIL
6 7
REPORTING
How to qualify
the best leads
using Scoring +
Grading
Building a
custom scoring
model using your
own
engagement
data
Methodologies
for assignment
and lead
delegation
Launch
marketing
capabilities for
salespeople
Deliver sales
transparency and
accountability to
marketing
Build business
insight and
engagement to
inform strategy
Email Builder
Tutorial
Design 101 for
effective email
templates
Building a
modern email
for
cross-browser
compatibility
Advanced
Personalization
and Dynamic
Content setup
Discovering
Customer
Journeys from
awareness to
consideration to
decision
Engagement
Studio tutorial
Understanding
rules, triggers
and actions
Deciding on the
right marketing
metrics and
KPIs
Close the loop
with Salesforce
and Pardot
Analytics
reporting
Dashboards and
Reporting
deep-dive
Advanced
segmentation
techniques with
Dynamic Lists
Create powerful
criteria based
decisions and
actions with
Automation
Rules
Design your lead
generation
strategy around
Pardot and your
website
Create a Lead
Capture
ecosystem using
Pardot tracking,
content and
custom redirects
on your website
Close loop with
Forms, Form
Handlers,
Landing Pages
and Layouts

10. 10
TIGH LOUGHHEAD
founder, Forcery
WHO WE ARE

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Forcery was founded in 2020 by 6X Salesforce Certified
and 4X Salesforce MVP Tigh Loughhead to address the
resource gap between decision-making marketing
strategy and Salesforce Pardot / Marketing Cloud
domain expertise.
With over eight years of Pardot experience and over a
decade in the Salesforce ecosystem, Tigh also brings a
decade of executive marketing experience, with a
consultative approach to not only implementing and
configuring marketing technology, but demonstrating
why and how to use MarTech tools to accomplish
business goals.
Forcery trains companies on how to propel their
marketing operations to success by better
understanding and leveraging enterprise marketing
automation software.
About Our
Company

12. 12
THANK YOU