for the first time before you set up Pardot What you need...
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www.desynit.com What you need to know before you set up Pardot for the first time
Transcript of for the first time before you set up Pardot What you need...
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
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 [email protected]
