The document discusses the integration of Pardot and Salesforce campaigns, emphasizing their unique structures and reporting capabilities. Pardot campaigns utilize a direct source model to track top-of-funnel prospects, while Salesforce campaigns operate on a one-to-many relationship for linking marketing to sales pipelines. The presentation highlights automation strategies to efficiently connect both campaigns, enhancing reporting and lead management.

1. Go Beyond the Sync: Elevate Your
Salesforce + Pardot Campaigns
Drew Daniels
Pardot Implementation Specialist

2. Drew Daniels
Implementation Specialist, Pardot

3. Safe Harbor
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5. FOCUS: Pardot + Salesforce = Efficient Campaigns
1. Pardot Campaigns: Direct Source Model
2. Salesforce Campaigns: Create Custom
Reports showing influence
3. Automation: Brings the two together!

6. PARDOT CAMPAIGNS: Questions we sometimes hear
What is a Pardot Campaign?
Are Pardot and Salesforce Campaigns related?
If so, are Pardot Campaigns like that crazy uncle at last
summers family reunion?

7. PARDOT CAMPAIGNS
What is a Pardot Campaign?
• Pardot Campaigns are associated
to Pardot assets
– Landing pages, forms, emails,
Custom Redirects
• Tracks a source touch point
• Can create a Campaign on fly

8. PARDOT CAMPAIGNS – Best used to track top of funnel
“I have a net-new name, how did they come in?”
• Pardot Campaigns have a One-to-One relationship between the campaign
and the prospect, creating a Direct Source Model.

9. PARDOT CAMPAIGNS – Best used to track top of funnel
• Direct Source Model allows for closed
loop reporting on Opportunities
• Ask: “What marketing program actually
brought that prospect into our database?”

10. PARDOT CAMPAIGNS – Tips and Tricks
• Develop a repeatable naming convention
• When deploying a marketing project, create a Pardot campaign first
• Don’t be too specific

11. SALESFORCE CAMPAIGNS
Great! You now have leads pouring through
the top of your funnel.
“Now what’s happening to them?”

12. SALESFORCE CAMPAIGNS
What is a Salesforce Campaign?
• Standard object in Salesforce
• Associate with Leads/Contacts, linking
marketing initiatives to your pipeline
• One-to-Many Relationship

13. SALESFORCE CAMPAIGNS: Creating Custom Reports
Building a Report
• Create new Report >> Campaigns
• Think through criteria:
– Opportunity Open/Closed?
– Time table: Week/Month?
• Enter the applicable Salesforce
Campaign names

14. SALESFORCE CAMPAIGNS: Creating Custom Reports
Create a Dashboard
• Create new Dashboard
• Select a Source Report
• Choose the Component View
that best visually describes the
data.
– ie. Metric, Pie Chart, Gauge
– Search Salesforce Success Community for
Dashboard examples.

15. SALESFORCE CAMPAIGNS: Influence Reports
• Add campaign influence related list to
you Opportunity Page Layout(s)
• Can be manually/automatically added to
an Opportunity
• Automatic campaign association will
add that contact’s campaigns to the
campaign influence related list on the
opportunity.

16. AUTOMATE
You know how to make dynamic reports, but
doing things manually is so 1990’s
Lets’ make this a well-oiled machine!

17. AUTOMATE: Let’s bring the two together
“How to add a prospect to a Salesforce Campaign from Pardot”
Completion Actions Drip Nurture Program
Building a Ordered List
report

18. AUTOMATE: Let’s bring the two together
“How to add to Pardot from a Salesforce Campaign”
Add to Pardot List Button Dynamic Lists
Automation Rules
Graph Building a View Ordered List
report

19. RECAP
1. Pardot Campaigns are a Direct Source Model
ü One-to-One relationship with Pardot Prospects
2. Salesforce Campaigns create influence
reporting
ü One-to-Many relationship with Leads/Contacts
ü Build reports off of touch points to show influence
3. Automating touch points can bring the two
campaigns together
ü Use Pardot completion actions to add to Salesforce
Campaigns
ü Pardot can use Salesforce Campaign membership

20. Questions?
Drew Daniels & Rochelle Lee