www.desynit.com

What you need to know before you set up Pardot for the first time

Who am I?

● Head of Marketing at Desynit, a Salesforce Partner in Bristol

● Freelance Digital Marketing Consultant to SaaS businesses

● Guest Lecturer at University of the West of England

● Certified Pardot Specialist

How much do you know about Pardot?

Part of the suite of Salesforce products

Marketing Automation tool

Aimed at B2B businesses

Not included in your CRM licence cost

How do you set up a system, before you know a system?

Overview

● Set your SMART Objectives

● Content journey planning

● Thinking about Campaign Structure

● Naming Conventions across all your Assets

● Lead Scoring

● GDPR by design

Set SMART objectives

SpecificMeasurableAchievableRealistic Timebound

Set SMART objectives

In the first year, increase the number of qualified new business sales-ready leads (e.g. leads that result in a Salesforce Opportunity creation) by 20%

Set SMART objectives

Marketing automation is a new tool, it’s not a new methodology

Content journey planning

New tool, same methodology

Salesforce Campaigns Vs Pardot Campaigns

● Pardot: One person = one campaign

● Salesforce: One person = multiple

campaigns

But also, in Pardot, it’s not just people who belong to campaigns, it’s also assets e.g. forms, files etc. And everything needs a campaign.

Campaign Structure

Campaign Structure

Naming Conventions across all assets

It’s a weighting game

Lead Scoring

● Page views

● Downloads

● Email clicks

Lead Scoring

GDPR by design

Overview

● Set your SMART Objectives

● Content journey planning

● Thinking about Campaign Structure

● Naming Conventions across all your Assets

● Lead Scoring

● GDPR by design

Any questions?

Desynit Limited

CityPoint, Temple Gate,

Bristol BS1 6PL

T 0117 373 6880

E info@desynit.com

W www.desynit.com

Get off to the best start with Pardot

About DesynitDesynit are systems developers and consultants. We work with businesses that want to free up talented teams by making the most of technology.

Contact Amy at amy.grenham@desynit.com