Best Practices for Closed-Loop Reporting: Pardot + Salesforce.com

3,247 views

Published on

This presentation outlines the required steps to interconnect Salesforce.com and Pardot so as to capture Pardot marketing project behaviors in the Salesforce.com ROI report.

Published in: Business, Technology

Best Practices for Closed-Loop Reporting: Pardot + Salesforce.com

  1. 1. Best Practices for Closed-loop Reporting Everything you need... Out-of-the-Box
  2. 2. @automatemkt • Me (Jeremy Mason) • The Basics • 3 Steps to Closed Loop • Campaign ROI Reports • Precor Agenda @automatemkt
  3. 3. @automatemkt Jeremy Mason • 13 Years (7 Cloud) CRM/Marketing Automation • 2x Pardot Customer • 5x Salesforce.com Customer • Program Efficiency Zealot • Typical Marketing Manager • MBA • Quotas • Headcount • Budget and Forecast Responsibility @automatemkt
  4. 4. @automatemkt Precor + Pardot • High Feature/Connection Utilization • Email, Forms, Scoring, Social… • Messages from Equipment • Automated Subscriptions • Professional Services
  5. 5. @automatemkt • Assumptions • Common Terms and Relationships • Sample Cloud Ecosystem • Campaign Disambiguation The Basics
  6. 6. • Salesforce.com Professional Edition • Pardot Marketing Automation • Salesforce.com Connector Enabled • Beginner to Intermediate User Assumptions
  7. 7. @automatemkt • Intelligent Budgeting/Forecasting • Show Earnings from Your Work • Retain the Systems (Pardot + Salesforce.com) You Love • “Big Data” and “Marketing Automation” are Cool Buzz Words Why Close the Loop
  8. 8. Terms and Relationships Prospects
  9. 9. @automatemkt Sample Cloud Ecosystem
  10. 10. @automatemkt Contact Closed Salesforce.com Campaign Pardot Campaign Lead Campaign Influence Opportunity Marketing Automation CRM Campaign Disambiguation Prospect Dynamic List Response
  11. 11. @automatemkt 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation 3 Steps to Closed Loop 1 2 3
  12. 12. @automatemkt 1. Salesforce.com Campaigns a. Campaign Influence b. Responses c. Primary Campaign Source (PCS) 3 Steps: Foundation 1
  13. 13. @automatemkt CRM Campaign Context Account: Gold’s Gym Redmond Parent Account: Gold’s Gym Northwest Campaign: AMT Q213 Type: Email Closed Won Primary Campaign Source Campaign Influence Opportunity (SQL) : AMT Response Campaign History Contact (MQL): Jane Doe 1
  14. 14. @automatemkt 1. Setup Campaign Basics 2. Apply Costs Setup in Salesforce.com 1
  15. 15. @automatemkt 3. Capture Campaigns with members (optional) 4. Initial member status = “sent” Setup in Salesforce.com 1
  16. 16. @automatemkt 2. Pardot Automation a. Dynamic Lists b. Automation Rules c. Drip Programs d. Completion Actions 3 Step: Automation 2
  17. 17. @automatemkt Contact Closed Salesforce.com Campaign Pardot Campaign Lead Campaign Influence Opportunity Marketing Automation CRM Pardot Automation Context Segmentation List Response PCS Rules Emails Drips Forms Prospect Members MQL SAL SQLInquiry Customer
  18. 18. @automatemkt 1. Recipient List (CRM Members) 2. Email Drafts, Forms, Custom Redirects 3. Scoring, Profiles, and Required Fields 4. Automation Rules and Drip Programs Setup in Pardot 2
  19. 19. @automatemkt 3. Salesforce.com Dashboards a. Matrix Reports b. Diagrams from Reports c. Primary Campaign Source = Revenue Credit 3 Steps: Evaluation 3
  20. 20. @automatemkt 1. Organize KPI Reports 2. Populate Dashboards from Reports Setup in Salesforce.com 3
  21. 21. @automatemkt Dashboard Example Detail 3 Plurality of Leads from Direct Web Inquiries Majority of responses from email
  22. 22. @automatemkt 3 Steps Summary 1 2 3 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation
  23. 23. @automatemkt Campaign ROI Reports 1 2 3
  24. 24. @automatemkt Campaign ROI Reports
  25. 25. @automatemkt ROI Reports
  26. 26. @automatemkt ROI Reports 1 2 3
  27. 27. @automatemkt • Precor Corporate • Precor Culture Precor Information @automatemkt
  28. 28. @automatemkt Precor Corporate Est. 1980
  29. 29. @automatemkt Precor Culture
  30. 30. - Precor Creed “I believe in mutual respect and the overwhelming returns of sharing.” @precor

×