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Pardot: Beyond Lead Generation

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A brief overview of how Ebsta use Pardot to extend the power of marketing automation to our Client Success team. Presentation by Ricky Wheeler, Ebsta CMO at European Salesforce Event, London's Calling.

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Pardot: Beyond Lead Generation

  1. 1. Pardot: Beyond Lead Generation Ricky Wheeler CMO at Ebsta rickywheeler@ebsta.com @rickwheels
  2. 2. Overview What is Pardot Nurturing? What is Customer Success? Mapping Customer Journeys Common Pardot Ground between Sales and CS Triggers for CS automated programs
  3. 3. Ricky Wheeler Salesforce user since 2005 Pardot user since late 2009 SaaS Marketer for 12+ years
  4. 4. Pardot for Sales Gathering Information Monitoring Activity Nurturing Visibility / Notifications Pardot for Sales Dynamic Forms / Landing pages Action completion Visitor Tracking Campaign performance Drip Programs Sales Notifications Salesforce Views Reporting
  5. 5. 2 month nurture Website Visit Example: Sales Automation/Lead Nurture White Paper Registration Cookie Dropped Source Identified Lead Created Score Adjusted Historic Activity Add to Nurture Webinar Signup Nurture Campaign Score Accumulates Score Reached Action Taken Opportunity Closed Full CampaignROI Sales Call Opportunity Created Added to Salesforce Campaigns Tracked
  6. 6. What is Customer Success? Stage 1: Reactive Support (Helpdesk, 1st line support, Call Centre) Stage 2: Retention Strategies (Health Monitoring/Proactive Account Management) Stage 3: Upsell and Cross Sell (Value Creation)
  7. 7. Typical SAAS Customer User Journey Monitor usage & potential reference 6-month referral review with customer Monitor usage 3-month review with customer High touch nurture by Success 3 months 6 months 9 months 12 months Monitor usage & verify billing 9-month pre- renewal review with customer Monitor usage & explore upsell Commence renewal process Monitor usage Expand use cases Renewal complete Monitor usage 3-month review with customer
  8. 8. Common Pardot Ground Between Sales and Client Success Gathering Information Monitoring Activity Nurturing Visibility / Notifications Pardot for Sales Dynamic Forms / Landing pages Action completion Visitor Tracking Campaign performance Drip Programs Sales Notifications Salesforce Views Reporting CS Activity Surveys/Polls Dynamic Forms Visitor Tracking Action completion Engagement Programs CS Notifications Salesforce Views Reporting
  9. 9. Example Triggers for CS Automation Expired billing details Decreasing customer health score Change of decision maker Failed adoption during incubation Automated Retention Strategies
  10. 10. Pardot picks up Salesforce values (Renewal/Expiry) Expired Billing Details Drip/Automation: Locate Users and send Email Template Salesforce Task Creation Note: Renew Automation Quarterly
  11. 11. Change of Decision Maker Pardot Opted Out (added to prospect default fields) Pardot Hard Bounced (only updated on bounce history) Do not Email Bounce Reason Bounce Updated At Salesforce Email Opt Out Pardot Hard Bounced Not default mapping (can be mapped to custom field) Bounce Reason Bounce Date
  12. 12. Appear in Salesforce View with reason unhappy < 5 Add to SF campaign Unhappy Quarterly Email to fill in survey (1,2,3) Customer Health Score GetFeedback Survey NPS Score Gained Note: Track historic changes > 8 Add to SF campaign Advocate Pardot automation or Salesforce rule/task creation
  13. 13. Pardot picks up Salesforce value (Users not logged in /taken action, marker created in Salesforce against contact/lead Failed Adoption During incubation Automation: Salesforce Admin add to list Automation: Decision maker add to list Automation: User add to list 4 part email nurture 4 part email nurture 4 part email nurture Add to SF Campaign: Completed DRIP Admin Add to SF Campaign: Completed DRIP Decision Maker Add to SF Campaign: Completed DRIP User Appear in Salesforce Report (Campaigns with Opportunities) Workflow Rule/Task Creation
  14. 14. Common Pardot Ground Between Sales and Client Success Gathering Information Monitoring Activity Nurturing Visibility / Notifications Pardot for Sales Dynamic Forms / Landing pages Action completion Visitor Tracking Campaign performance Drip Programs Sales Notifications Salesforce Views Reporting CS Activity Surveys/Polls Dynamic Forms Visitor Tracking Action completion Engagement Programs CS Notifications Salesforce Views Reporting
  15. 15. Final Word – Be Smart PersonalAnnoying
  16. 16. Q & A Ricky Wheeler CMO at Ebsta rickywheeler@ebsta.com @rickwheels
  17. 17. Thank You Ricky Wheeler CMO at Ebsta rickywheeler@ebsta.com @rickwheels Remember to tell us what you think in the event survey www.LondonsCalling.net/survey/

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