This document provides guidance on implementing and managing Pardot, a marketing automation platform, in the first 90 days. It outlines why to choose Pardot, how to plan a successful implementation through identifying objectives and benchmarks. The first 30 days involves setting up key Pardot and Salesforce integrations. The next 60 days focuses on setting up marketing programs to attract, nurture and qualify prospects based on priorities. Common pitfalls to avoid are also discussed.

1. Preparing for a Pardot Implementation & Managing YourFirst 90 Days

2. Implementing Pardot Can Have Massive Upside
50% more sales-ready leads
33% lower
cost per lead
Companies that excel at nurturing
Source: Forrester Research
10% morerevenue
Companies that automate lead management
Source: Gartner Research
50% increaseby 2015
Marketing automation adoption is rapidly growing
Source: Sirius Decisions

3. What You Will Learn Today
•Why implementPardotas your marketing automation solution
•Planning a successful implementation
•First 30 days: Pardot Implementation
•Next 60 days: Marketing Program Setup
•Implementation pitfalls and risks to avoid
•Q&A Resources
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4. Why Implement Pardot
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5. Choosing A Marketing Automation Platform
Large community
•More users means more talent, best practices, integrations, and resources are available
Feature set
•Most automation platforms have a similar set of tools, but be sure that you aren’t paying for a features and complexity you don’t need.
Ease of use
•Every solution requires learning and training. Make sure you choose an intuitive, user friendly platform with online training.
Integrations
•Consider what integrations are critical to your marketing and sales teams and select a solution that has the tightest integration with those systems.
Support
•Choose a platform offers a great customer service and support.
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6. Why implementPardot
•Fastest growing platform with deep pockets
•Right balance of features and functionality for efficient execution
•Ease of use designed for B2B technology, software, and services companies
•Salesforce integration –part of the app
•Best support in the category
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7. Planning A Successful Implementation
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8. What you need to do
•Technology selection
•Identify measureable objectives
•Establish current benchmarks
•Getting ready
•First 30 days: Pardot Implementation
•Next 60 days: Programs
•Reporting
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9. Identify Your Marketing Objectives
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10. Turn Priorities Into Measureable Objectives & Benchmarks
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Priority
Measurement: How many …
GeneratingAwareness
VISITORS
AcquiringProspects
PROSPECTS
NurturingProspects
ACTIVEPROSPECTS
QualifyingSalesReadiness
MQL/SAL
Find you & your expertiseMetric: visitors
Give you contact informationMetric: visitor to prospect conversion
Are actively engaging with your contentMetric: active prospects
Meet a MQL definitionMetric: sales ready prospects
Objectives

11. Getting ready for implementation
Preparation questions
Answers
How are you measuring and evaluating your
marketing success?
What are the marketing tactics that you currently use (email marketing, paid search, webinars, live events, etc.)?
What role does email play in your marketing?
Are you using lead nurturing?
How do you handle marketing-to-sales lead handoff?
How does your sales team prioritize leads?
How large is your database?
How do you manage your forms and landing pages?
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12. Who should you included
Responsible Party
Description of Involvement
Marketing Team
Responsible for marketingpriorities and objectives, brand guidelines, providing existing campaign asset, reporting
Webmaster
Responsible for placing JavaScript tracking code within the element of the webpage, implementing iframecode for Pardot forms
IT Admin
Responsible for creation of vanity domain record (e.g. www2.yourdomain.com), implementing email authentication (DKIM, Domain Keys, SPF and SenderID)
Sales Leadership
Responsible for coordinating sales training, adoption of email plug-in, working with marketing to set lead assignment processes
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13. First 30 Days
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14. First 30 Days: Pardot Implementation Checklist
Project Management
Project kickoff and team alignment
Step by step 30 day plan
Marketing Setup
Database Import
Site Search Integration Setup
Add-Ons & Connectors Setup
Dedicated Email IP Setup
Email Template Setup
Form / Form Handler Setup
Landing Page Setup
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Salesforce CRM Integration
Install the Pardot Connector Package/Bundle
Mapping Lead Fields to Contact Fields2
Mapping CRM Custom Fields to Pardot Custom Fields
Technical Setup
Implement Website Tracking Code to Log Visitor Activity
Create Vanity Tracker Domain (CNAME) for Branded Pardot Hosted Links
Implement Email Authentication for Email Deliverability Optimization
Grant Permission to Use Your Custom Fonts on Pardot Assets

15. Using Pardot for Better Marketing
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16. Next 60 Days: Start With Your Priorities
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NURTUREPROSPECTS
QUALIFYSALES READINESS
ATTRACT & ACQUIREPROSPECTS
Website optimization
Customer focused navigation
Content marketing
Blogging
Search Engine Optimization
Gated content
Calls to action
Landing pages/forms
Social media
Social publishing
Social listening
Paid advertising
PPC
E-Blasts
Content sponsorship
Events
Other
Website optimization
Content marketing
Progressive forms
Activity tracking
Landing pages/forms
Segmentation
Explicit prospect profiling
Implicit prospect profiling
Dynamic lists
Subscription management pages
Nurturing Campaigns
Subscription campaign
Drip programs
Nurturing emails
Newsletters
Events
Other
Website optimization
Sales readiness offers and calls to action
Activity tracking with Salesforce notifications
Scoring and grading
Customized scoring
Prospect grading
MQL definition
Salesforce notifications
Events
Other

17. What To Avoid
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18. Implementation pitfalls and risks to avoid
1.Too much focus on technology selection
2.Not enough focus on how to use marketing automation for better results
3.Relying on “Batch and Blast” marketing instead of buyer- centric marketing
4.Not investing in enough support
5.Falling into the complexity trap: forgetting to start simple, execute, and learn
6.Not setting measureable objectives that you can report against
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19. Q&A and More Resources
Contact me directly at
Scott@Brainrider.com
or for more B2B Marketing content:
@Brainrider
linkedin.com/company/brainrider
plus.google.com/+Brainrider
calendly.com/scott-armstrong/ to book a free 30 minute Q&A
Brainrider Services
Website design and development
Pardot optimization and implementation
Developing marketing content
Lead generation campaigns
Nurturing campaigns
Sales readiness campaigns
Reporting, scoring and grading