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The Little Engine That Could: How the Salesforce Foundation Markets with Pardot


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Whether you’re a marketing team of one or many, top priority is customer engagement at the right time, driving interest, and marketing relevant content. The Foundation customer base has been growing at record speed for the past year, and with only a handful of marketers, we needed a way to keep up. Enter Pardot marketing automation - our tool for success. Join us to hear our journey and learn how Pardot has transformed our marketing, communications, and outreach from manual processes to sophisticated profiling and segmentation. We'll examine what it took to get it up and running and how we can now be more responsive to our customers' interests with content marketing. Leave knowing that the small and mighty marketer can get the job done too!

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The Little Engine That Could: How the Salesforce Foundation Markets with Pardot

  1. 1. The Little Engine That Could: How Salesforce Foundation Markets with Pardot Ginny McSwine Campaigns Manager @gmcswine
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Agenda • Welcome! • Who is the Salesforce Foundation? • Before Pardot – – Where we started – Pain points – Why we choose Pardot • How Pardot has transformed marketing at the Foundation • Results
  4. 4. 1% Product Equity Time 680,000+ Hours Service $68M+ Grants 23,000+ Nonprofit + Higher Education Organizations 1-1-1 Model Adopted by
  5. 5. Problem • Small team w/ limited resources • No integration with Salesforce • No customer interaction data • Unable to scale • No nurturing program • No tracking and insights into email analytics
  6. 6. Solution Requirements: • Quick implementation • Easy to adopt, we needed to get up & running with a small team • Salesforce integration was a must! • Go To Webinar & Eventbrite connectors • Needed a solution to: – Nurture leads – Track prospect & customer interests – Run automated drip marketing campaigns – Lead scoring & grading
  7. 7. How We Use Pardot Today • Email Marketing • Drip Marketing Solution Campaigns • Customer and Prospect Data Tracking – Solution preferences – Opt in vs. opt out – Profile and interests • Integration with webinars and events • Content Marketing • Lead Scoring Nonprofits Higher Ed 1-1-1 Model
  8. 8. Everybody Wins! - Marketing
  9. 9. More Marketing Perks
  10. 10. More Marketing Perks
  11. 11. And just a few more!
  12. 12. Everybody Wins – Sales too!
  13. 13. Results ü Personalized communications and targeted content has reduced opt-out rates and increased engagement rates ü Days to hours! - Email creation, list segmentation and launch ü From 1 week down to just 1 day - Webinar and event follow-up time ü Automated drip marketing campaigns, set-up, turn on and let it run ü No more siloed customer/sales data, instant access and easily shareable
  14. 14. Q & A Ginny McSwine Campaigns Manager Salesforce Foundation
  15. 15. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION Attend the Pardot Keynote for your chance to win a Precor Treadmill. Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis Yerba Buena Salon 9