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Transcript of Pardot Hands-On Training: Getting More Out of Your Salesforce Pardot Integration with Closed Loop...
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Getting More Out of Your Salesforce Pardot IntegrationHands-On Training
Jeremy MasonDirector of Demand Generation, SCI Solutions
@sci4healthcare@automatemkt
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Agenda
Why we use Salesforce + Pardot
Why integrate
Ecosystem context
Salesforce foundations
Pardot integrations
Revenue attribution: native reporting
Q&A
Closing the ROI Loop
Sales Service
Marketing
CommunityAppsAnalytics
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Why we use Salesforce + Pardot Shared DNA
Common Traits• Technological elegance• Ease of Use• Quality Service and Support• What we do matters
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Why integrate ROI, ROI, ROI
Organizational intelligence out-of-the-box• Capture campaign influence in real time• Share performance data in standard reports• Monetize marketing engagements • Predictive metrics
ROIPCS =Total Value Won Opps – Actual Cost
Actual Costx 100
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Goal: Learn and Apply 3 Easy Steps to ROI
Salesforce Foundations Pardot Automations Native Reporting
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Ecosystem contextObjects
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Sample cloud ecosystem
Lead (MQL) Contact (SAL) SQLProspect customer
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Ecosystem Context
Prospect Lifecycle KPIs• Prospects carry Pre-conversion
history• Contacts carry Campaign History
after conversion• SQL campaign histories aggregated
in Opp Campaign Influence
Object Lexicon
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Salesforce foundationsCampaign Setup
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Salesforce Foundations
The Fields that Matter• Name (have a convention)
• Type (mimic ‘Lead Source’ when possible)
• Status: In Progress• ‘Active’ checkbox is checked• Actual Cost (required for ROI formula)
Campaign Setup
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Salesforce Foundations Campaign Setup
Member Status• Keep it simple • Campaign Influence• Primary Campaign Source (PCS)
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Pardot integrationsThe “Hooks”
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Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status (Lead or Contact)• Prospect CRM campaign status• Opportunity field values (all)• Account field values (all)
Essential segmentation
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Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status • Prospect CRM campaign status• Opportunity field values (all)• Account field values (all)
Essential segmentation
2
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Pardot integrations
Dynamic lists (primary query integration)
• Prospect CRM status • Prospect CRM campaign status• Opportunity field values (all)• Account field values (all)
Essential segmentation
2
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Pardot integrations
Segmentation Rules• Add to salesforce.com campaign
Forms, Drips, Email and Automation Rules
• Add to salesforce.com campaign• Assign via active assignment rule• Create a salesforce.com task
Critical Actions
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Revenue AttributionClosing the Loop
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Closing the Loop
Closed
Salesforce.com Campaign
Lead
Campaign Influence
Opportunity
Pardot Salesforce.com
Segmentation List
Response
Primary Campaign Source
RulesEmailsDripsForms
Prospect
MQL SAL SQLinquiry customer
Campaign History
assign
A
C
Contact
B
3
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Revenue attribution Campaign object
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Revenue attribution Opportunity object
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Revenue attribution
Campaign ROI Analysis Report• Uses Primary Campaign Source (PCS)• Last campaign associated in
Campaign Influence
Native reporting
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Revenue attribution Native reporting
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Revenue attribution
Campaign ROI Analysis Report Needs
• Primary Campaign Source (PCS)• Actual Cost• Total Value Won Opportunities
Native reporting
ROIPCS =Total Value Won Opps – Actual Cost
Actual Costx 100
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Recap: 3 Easy Steps
Salesforce Foundations Pardot Automations Native Reporting
1 2 3
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Questions?
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