Pardot implementation: Preparing for a Pardot implementation and managing your first 60 days
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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.
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Pardot implementation: Preparing for a Pardot implementation and managing your first 60 days
- 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 3
- 4. Why Implement Pardot 4
- 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. 5
- 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 6
- 7. Planning A Successful Implementation 7
- 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 8
- 9. Identify Your Marketing Objectives 9
- 10. Turn Priorities Into Measureable Objectives & Benchmarks 10 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? 11
- 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 12
- 13. First 30 Days 13
- 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 14 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 16
- 16. Next 60 Days: Start With Your Priorities 17 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 21
- 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 22
- 19. Q&A and More Resources Contact me directly at [email protected] 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