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Getting More Out of Your Salesforce Pardot IntegrationHands-On Training

Jeremy MasonDirector of Demand Generation, SCI Solutions

@sci4healthcare@automatemkt

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

Why we use Salesforce + Pardot Shared DNA

Common Traits• Technological elegance• Ease of Use• Quality Service and Support• What we do matters

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

Goal: Learn and Apply 3 Easy Steps to ROI

Salesforce Foundations Pardot Automations Native Reporting

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Ecosystem contextObjects

Sample cloud ecosystem

Lead (MQL) Contact (SAL) SQLProspect customer

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

Pardot integrations

Dynamic lists (primary query integration)

• Prospect CRM status • Prospect CRM campaign status• Opportunity field values (all)• Account field values (all)

Essential segmentation

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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

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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

Recap: 3 Easy Steps

Salesforce Foundations Pardot Automations Native Reporting

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Questions?

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