Introduction to the Pardot B2B marketing automation platform
- 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
- 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
- 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:
- 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!