Preparing for a Pardot Implementation &

Managing Your First 90 Days

Scott Armstrong

Partner

A Better B2B Marketing Webinar

50% more sales-ready leads

33% lowercost per lead

Companies that excel at nurturingSource: Forrester Research

10% morerevenue

Companies that automate lead managementSource: Gartner Research

50% increase

by 2015Best in-class firms are 2X more likely to use Marketing AutomationSource: Aberdeen Group

What You Will Learn Today

• Why implement Pardot as 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

Why Implement Pardot

4

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

Why Implement Pardot

• 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

Planning A Successful Implementation

7

What You Need To Do

• Identify measureable objectives

• Establish current benchmarks

• Getting ready

• First 30 days: Pardot Implementation

• Next 60 days: Programs

• Reporting

• Avoid common pitfalls

8

Identify Your Marketing Objectives

9

Turn Priorities Into Measureable Objectives & Benchmarks

10

Priority Measurement: How many …

Generating

AwarenessVISITORS

Acquiring

ProspectsPROSPECTS

Nurturing

Prospects

ACTIVE

PROSPECTS

Qualifying

Sales

Readiness

MQL/SAL

Find you & your expertise

Metric: visitors

Give you contact information

Metric: visitor to prospect conversion

Are actively engaging with your content

Metric: active prospects

Meet a MQL definition

Metric: sales ready prospects

Objectives

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

Who Should You Include

Responsible Party Description of Involvement

Marketing TeamResponsible for marketing priorities and objectives, brand guidelines, providing existing campaign asset, reporting

WebmasterResponsible for placing JavaScript tracking code within the element of the webpage, implementing iframe code for Pardot forms

IT AdminResponsible for creation of vanity domain record (e.g. www2.yourdomain.com), implementing email authentication (DKIM, Domain Keys, SPF and SenderID)

Sales LeadershipResponsible for coordinating sales training, adoption of email plug-in, working with marketing to set lead assignment processes

12

First 30 Days

13

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

Using Pardot for Better Marketing

16

Next 60 Days: Marketing Optimization

17

NURTURE

PROSPECTS

QUALIFY

SALES READINESS

ATTRACT & ACQUIRE

PROSPECTS

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

What To Avoid

21

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

against22

Q&A and More Resources

Contact me directly at

Scott@Brainrider.com

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