best practices for closed-loop reporting: pardot + salesforce.com

Best Practices for

Closed-loop Reporting

Everything you need... Out-of-the-Box

@automatemkt

• Me (Jeremy Mason)

• The Basics

• 3 Steps to Closed Loop

• Campaign ROI Reports

• Precor

Agenda

@automatemkt

@automatemkt

Jeremy Mason

• 13 Years (7 Cloud) CRM/Marketing Automation

• 2x Pardot Customer

• 5x Salesforce.com Customer

• Program Efficiency Zealot

• Typical Marketing Manager

• MBA

• Quotas

• Headcount

• Budget and Forecast Responsibility

@automatemkt

@automatemkt

Precor + Pardot

• High Feature/Connection Utilization

• Email, Forms, Scoring, Social…

• Messages from Equipment

• Automated Subscriptions

• Professional Services

@automatemkt

• Assumptions

• Common Terms and Relationships

• Sample Cloud Ecosystem

• Campaign Disambiguation

The Basics

• Salesforce.com Professional Edition

• Pardot Marketing Automation

• Salesforce.com Connector Enabled

• Beginner to Intermediate User

Assumptions

@automatemkt

• Intelligent Budgeting/Forecasting

• Show Earnings from Your Work

• Retain the Systems (Pardot + Salesforce.com) You Love

• “Big Data” and “Marketing Automation” are Cool Buzz Words

Why Close the Loop

Terms and Relationships

Prospects

@automatemkt

Sample Cloud Ecosystem

@automatemkt

Contact

Closed

Salesforce.com Campaign

Pardot Campaign

Lead

Campaign Influence

Opportunity

Marketing Automation CRM

Campaign Disambiguation

Prospect

Dynamic List

Response

@automatemkt

1. Salesforce.com Foundation

2. Pardot Automation

3. Salesforce.com Evaluation

3 Steps to Closed Loop

1

2

3

@automatemkt

1. Salesforce.com Campaigns a. Campaign Influence

b. Responses

c. Primary Campaign Source (PCS)

3 Steps: Foundation

1

@automatemkt

CRM Campaign Context

Account: Gold’s Gym Redmond

Parent Account: Gold’s Gym Northwest

Campaign: AMT Q213 Type: Email

Closed Won

Primary Campaign

Source

Campaign Influence

Opportunity (SQL) : AMT

Response Campaign History

Contact (MQL): Jane Doe

1

@automatemkt

1. Setup Campaign Basics

2. Apply Costs

Setup in Salesforce.com

1

@automatemkt

3. Capture Campaigns with members (optional)

4. Initial member status = “sent”

Setup in Salesforce.com

1

@automatemkt

2. Pardot Automation a. Dynamic Lists

b. Automation Rules

c. Drip Programs

d. Completion Actions

3 Step: Automation

2

@automatemkt

Contact

Closed

Salesforce.com Campaign

Pardot Campaign

Lead

Campaign Influence

Opportunity

Marketing Automation CRM

Pardot Automation Context

Segmentation List

Response

PC

S

Rules Emails Drips Forms

Prospect

Members

MQL SAL SQL Inquiry Customer

@automatemkt

1. Recipient List (CRM Members)

2. Email Drafts, Forms, Custom Redirects

3. Scoring, Profiles, and Required Fields

4. Automation Rules and Drip Programs

Setup in Pardot

2

@automatemkt

3. Salesforce.com Dashboards a. Matrix Reports

b. Diagrams from Reports

c. Primary Campaign Source = Revenue Credit

3 Steps: Evaluation

3

@automatemkt

1. Organize KPI Reports

2. Populate Dashboards from Reports

Setup in Salesforce.com

3

@automatemkt

Dashboard Example Detail

3

Plurality of Leads from Direct Web Inquiries

Majority of responses from email

@automatemkt

3 Steps Summary

1

2

3

1. Salesforce.com Foundation

2. Pardot Automation

3. Salesforce.com Evaluation

@automatemkt

Campaign ROI Reports

1

2

3

@automatemkt

Campaign ROI Reports

@automatemkt

ROI Reports

@automatemkt

ROI Reports

1

2

3

@automatemkt

• Precor Corporate

• Precor Culture

Precor Information

@automatemkt

@automatemkt

Precor Corporate

Est. 1980

@automatemkt

Precor Culture

- Precor Creed

“I believe in mutual respect and the overwhelming returns of sharing.”

@precor