The document provides an overview of Pardot marketing automation presented by Julie Minner at an SFDC user group meeting. It discusses what marketing automation is, how Pardot can be used for lead qualification, nurturing and salesforce integration. Specific functions covered include website tracking, forms, grading, scoring, drip campaigns and connectors. The presentation concludes with a comparison of Pardot to marketing cloud and a Q&A section.

1. Pardot Marketing Automation
SFDC User Group – 30 March 2016

2. Julie Minner
• Marketing (social media, emailings, events etc.) for ABSI
• Certified Pardot Consultant
• Contact:
• julie.minner@absi.be
• @julie_minner
SFDC User Group – 30 March 2016

3. ABSI
• Salesforce.com Partner since 2002
• Salesforce.com Gold Cloud Alliance Partner
• Sales Cloud
• Service Cloud
• Community Cloud
• Force.com Platform & technical expertise
• ServiceMax
• Pardot
• System Integration
SFDC User Group – 30 March 2016

4. Agenda
• Introduction to Marketing Automation & Pardot
• Website tracking
• Lead Qualification
• DEMO: Pardot forms
• Lead Nurturing
• DEMO: Drip programs
• Salesforce.com Integration
• Social media & other connectors
• Reporting
• Conclusion
SFDC User Group – 30 March 2016

5. What is Marketing Automation?

6. Filter Leads
from Noise
Campaign
Management
Analytics &
Insights
Centralized
Tools
Multi-channel
Automation

7. Marketing Automation
• “Beyond” mass emailing tools
• Advantages:
• Automation
• Integration of digital marketing tools
• Customer journeys (B2C)
• Sales empowerment (B2B)
• ROI reporting
• etc.
SFDC User Group – 30 March 2016

8. Marketing Automation with Pardot
• B2B
• Advantages:
• Quick implementation
• Salesforce.com integration
• User-friendly
• API abilities
SFDC User Group – 30 March 2016

9. Marketing Automation with Pardot
• Functionalities:
• Website tracking
• Mass emailing
• Segmentation & profiling
• Lead Qualification: Scoring & Grading
• Lead Nurturing: Drip Programs
• Salesforce.com integration
• Social media connectors
• Google AdWords, Google Analytics & other connectors
• Reporting
• etc.
SFDC User Group – 30 March 2016

10. Website tracking

11. Website tracking
• Pardot tracking code:
SFDC User Group – 30 March 2016

12. Website tracking
• Pardot tracking code:
• Visitor
→ Before conversion
• Prospect
→ After conversion
→ Email = required unique identifier
SFDC User Group – 30 March 2016

13. Lead Qualification

14. Marketing funnel
• Large amount of ‘unqualified leads’
• How many leads are ‘in target’/ ‘sales approved’?
→ Pardot Grading functionality
• How many of those sales approved leads are
‘ready to do business’/ ‘sales qualified’?
→ Pardot Scoring functionality
• Pass your ‘sales qualified’ leads on to sales
→ Lead Assignment in Pardot
SFDC User Group – 30 March 2016

15. Grading
• Grading process:
“How interesting is an incoming prospect
to your business?”
• Pardot:
• Profiles, automation rules
• Gated content, Pardot forms, progressive profiling
SFDC User Group – 30 March 2016

16. Grading
• Profiles:
• Is a prospect ‘in target’?
• Segmentation
• Grades: A+ to F
• Changes in Grades:
• 1 (3/3) letter
• 2/3 letter
• 1/3 letter
SFDC User Group – 30 March 2016

17. Pardot forms
• DEMO
SFDC User Group – 30 March 2016

18. Scoring
• Scoring:
“How interesting is your business to a prospect?”
• Pardot:
• Scoring rules, automation rules, completion actions
SFDC User Group – 30 March 2016

19. Lead Assignment
• When do you pass through a lead to your sales
team?
• Ideally: high Grade, high Score
• Lead assignment:
• A prospect is assigned to a (sales) user
• A record is created in your Salesforce CRM when
there is a Salesforce.com connector set up
SFDC User Group – 30 March 2016

20. Lead Nurturing

21. Lead Nurturing
• Content:
• Top of Funnel (ToFu): general, accessible
content (blogs, SEO)
→ Attract
• Middle of Funnel (MoFu): gated content
(Pardot forms, progressive profiling)
→ Convert
• Bottom of Funnel (BoFu): specialized content
→ Assign
SFDC User Group – 30 March 2016

22. Drip programs
• DEMO
SFDC User Group – 30 March 2016

23. Salesforce.com Integration

24. Salesforce.com Integration
• Pardot - Salesforce.com CRM Data integration
• Pardot: Salesforce.com connector (2 minutes sync)
• Send Pardot SQL prospects to your Salesforce.com CRM (assignment to sales)
• Send leads/contacts from your CRM to Pardot for marketing purposes (emailings)
SFDC User Group – 30 March 2016

25. Salesforce.com Integration
• Pardot Application:
SFDC User Group – 30 March 2016

26. Salesforce.com Integration
• Salesforce.com CRM Application:

27. Salesforce.com Integration

28. Salesforce.com Integration

29. Salesforce.com Integration
SFDC User Group – 30 March 2016

30. Salesforce.com Integration
• More:
• Custom objects
• Accounts
• Opportunities
• Salesforce.com users can be linked to Pardot users
• Queues
• Salesforce.com campaigns
• Automations, actions: create salesforce.com task, add to salesforce.com campaign, assign via
salesforce.com assignment rule
SFDC User Group – 30 March 2016

31. Connectors

32. Connectors
• Social posting: Twitter, LinkedIn, Facebook
• Social profile lookup: FullContact
• Other connectors:
• Google AdWords
• Google Analytics
• Data.com
• Webinars (GoToWebinar, WebEx, ReadyTalk)
• Events (Eventbrite)
• ...

33. ROI Reporting

34. ROI Reporting
SFDC User Group – 30 March 2016

35. Conclusion

36. Pardot vs. Marketing Cloud
SFDC User Group – 30 March 2016

37. Pardot vs. Marketing Cloud
SFDC User Group – 30 March 2016

38. Pardot vs. Marketing Cloud
PARDOT MARKETING CLOUD
B2B
Multi-channel
Less social media / no mobile
Sales empowerment / lead qualification
Low implementation complexity
B2C
Cross-channel
More social media / mobile
Customer journey
Higher implementation complexity
SFDC User Group – 30 March 2016

39. Pricing

40. Q&A
?
SFDC User Group – 30 March 2016

41. Thank you!