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Pardot: Beyond Lead Generation
Ricky Wheeler
CMO at Ebsta
rickywheeler@ebsta.com
@rickwheels
Overview What is Pardot Nurturing?
What is Customer Success?
Mapping Customer Journeys
Common Pardot Ground between Sales and CS
Triggers for CS automated programs
Ricky
Wheeler
Salesforce
user since
2005
Pardot user
since late
2009
SaaS
Marketer
for 12+ years
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
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
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)
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
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
Example
Triggers for CS
Automation
Expired billing details
Decreasing customer health score
Change of decision maker
Failed adoption during incubation
Automated Retention Strategies
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
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
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
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
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
Final Word – Be Smart
PersonalAnnoying
Q & A
Ricky Wheeler
CMO at Ebsta
rickywheeler@ebsta.com
@rickwheels
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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Pardot: Beyond Lead Generation

  • 1. Pardot: Beyond Lead Generation Ricky Wheeler CMO at Ebsta rickywheeler@ebsta.com @rickwheels
  • 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. Ricky Wheeler Salesforce user since 2005 Pardot user since late 2009 SaaS Marketer for 12+ years
  • 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. 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. 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. 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. 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. Example Triggers for CS Automation Expired billing details Decreasing customer health score Change of decision maker Failed adoption during incubation Automated Retention Strategies
  • 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. 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. 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. 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. 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. Final Word – Be Smart PersonalAnnoying
  • 16. Q & A Ricky Wheeler CMO at Ebsta rickywheeler@ebsta.com @rickwheels
  • 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/