#CNX16
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
1 2 3
#CNX16
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
#CNX16
Salesforce foundationsCampaign Setup
1
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
1
Salesforce Foundations Campaign Setup
Member Status• Keep it simple • Campaign Influence• Primary Campaign Source (PCS)
1
#CNX16
Pardot integrationsThe “Hooks”
2
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
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
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
2
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
2
#CNX16
Revenue AttributionClosing the Loop
3
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
3
Revenue attribution Campaign object
3
Revenue attribution Opportunity object
3
Revenue attribution
Campaign ROI Analysis Report• Uses Primary Campaign Source (PCS)• Last campaign associated in
Campaign Influence
Native reporting
3
Revenue attribution Native reporting
3
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
1 2 3
#CNX16
Questions?
Join Us For Dreamforce 2016October 4-7, 2016 | San Francisco, CA