salesforce and pardot - amazon s3 · 18 from salesforce, you can see … (3) lead nurturing is the...
TRANSCRIPT
Salesforce and Pardot
Introduction to Pardot
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Salesforce VS. Pardot
CUSTOMER RELATIONSHIP MANAGEMENT
TOOL
MARKETING AUTOMATION TOOL
Lead tracking
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Salesforce: contact details importance
Emailing campaigns
Why ?
✓ Inform and engage our audience✓ Increase brand awareness✓ Increase customer retention✓ Generate leads✓ Qualified leads✓ […]
However to send emailing campaigns, the marketing department need
CORRECT DETAILS CONTACT INFORMATION
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Do not forget …
On Salesforce, please be sure to complete:
• First name
• Last name
• Email address
• Phone number
• Account Owner (Sales assigned)
• Territory
Several objectives :
✓ Better qualify leads
✓ Increase targeted sales
✓ Save time
✓ Close deal faster5
Why are we using Pardot ?
Pardot by Salesforce is a software platform thathelps you automate your marketing and salesengagement to generate more leads, close moredeals, and better measure marketing success.
Lightning Experience
DIRECTLY FROM SALESFORCE !
Salesforce Classic
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How to log in into Pardot ?
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From Salesforce, you can see …
• Lightning Experience
At the bottom of the details page
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From Salesforce, you can see …
• Salesforce Classic
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From Salesforce, you can see …
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From Salesforce, you can see … (1)
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From Salesforce, you can see … (1)
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From Salesforce, you can see … (1)
Lead scoring : A score is generated based on the prospect’s activity level. The score tells you the
prospect ’s interest in your company through their level of engagement.
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Activity Points Notes
Custom Redirect Click +3 Points will be assessed on each custom redirect click
Email Open 0 Points will be assessed for each open. You can optionally enable email opens to only affect the prospect's score once — including completion actions set to adjust the score on open. Note: For accounts provisioned on or after April 11, 2014, cumulative scoring is automatically disabled — points will only be assessed for the first open. To change the score of an Email Open so that cumulative scoring affects a prospect's score, see Custom Scoring Rules.
Event Checked In 0 Points will be assessed for each Eventbrite event the prospect checks in to
Event Registered 0 Points will be assessed for each event the prospect registers for via Eventbrite
File Access +3 Points will be assessed on each time a file is accessed
Form Error -5 Points will be assessed once per form submission attempt (if a form is on a Pardot landing page, form error will be recorded on the landing page level)
Form Handler Error -5 Points will be assessed once per form handler submission attempt
Form Handler Submission +50 Points will be assessed once per form handler submission
Form Submission +50 Points will be assessed once per successful form submission (if a form is on a Pardot landing page, successful submission will be recorded on the landing page level)
Landing Page Error -5 Points will be assessed once per form submission attempt
Landing Page Success +50 Points will be assessed once per successful landing page submission
Olark Chat +10 Olark connector must be enabled
Opportunity Created +50 Points will be assessed when the prospect is assigned to the opportunity; for more information on opportunities in Pardot, please read here
Opportunity Lost -100 Points will be assessed when an opportunity associated with the prospect is lost; for more information on opportunities in Pardot, please read here
Activity Points Notes
Opportunity Won 0 Points will be assessed when an opportunity associated with the prospect is won; for more information on opportunities in Pardot, please read here
Page View +1 Each page viewed in a visitor session; for more information on assessing customized point values for specific pages, please read here — note that, if you use page actions to customize point values, only the page action score adjustment will take place. Only pages with Pardot tracking code on them will be able to be tracked and scored.
Site Search Query +3 Points will be assessed for each site search a prospect performs when your site search is integrated with Pardot
Social Message Link Click 0 Points will be assessed for each social message link click a prospect performs when you use Pardot Social Posting.
Third Party Click +3 Points will be assessed for each click in a third-party email client, when using the link tracking instructions found here
Tracker Link Click +3 Points will be assessed for each Pardot-tracked link in an email sent via Pardot, or a click in the thank you content of a form
Video Conversion +50 Points will be assessed when a visitor converts on a video turnstile using the Wistia connector.
Video Play 0 Points will be assessed for each video a prospect plays.
Video Watched 75%+ +25 Points will be assessed for each video a prospect watches at least 75% of.
Visitor +3 Points will be assessed each time Pardot adds a new cookie to this prospect. The number of visitors will be the number of times Pardot has cookied the prospect's browser(s).
Webinar Attended 0 Points will be assessed for each webinar attended
Webinar Invited 0 Points will be assessed for each webinar the prospect is invited to ('Invited' is a webinar status synced to Pardot through WebEx connectoronly)
Webinar Registered 0 Points will be assessed for each webinar the prospect registers for
Lead scoring
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From Salesforce, you can see … (2)
What you can find as well on Salesforce, related to Pardot :
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From Salesforce, you can see … (2)
Their actions : What are they doing on the internet
regarding our company (email, form, landing
page, browsing activity and others).
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From Salesforce, you can see … (2)
Type: specific activityCampaign: Pardot campaign associated with the activity
Score: Point associated with the activity
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From Salesforce, you can see … (2)
Their actions : What are they doing on the internet
regarding our company (email, form, landing
page, browsing activity and others).
When the activity occurred.
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From Salesforce, you can see … (3)
Lead nurturing is the process of sending a series of automated emails that will trigger based on a person’s behaviors or a preset time interval. This means you can provide the right information, to the right prospects, and at the right time.
Via Salesforce:
1. You will be able to select a list regards to your prospect interest.2. They will, then, receive series of emails regarding products.
Ex. : This prospect wants to have more information regarding the GDPR, and wants to be recontact in September. Thus, we will send him series of emails in order to nurture him about GDPR as well as increase the brand awareness of the company.
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Email notification
There are four email notifications that you are going or you can to receive:
1. Daily prospect activity emails (regarding your assigned prospects)
2. Daily prospect activity emails (regarding all the prospects)
3. Daily prospect activity emails (regarding all the visitors)
4. When a prospect is assigned
If you want to receive or not a specific report, please contact me via email: [email protected]
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Daily activity report: assigned prospect
You will receive a daily report highlighting the recent activity of your prospects through SSL247®’s website.
1. Daily prospect activity emails (for my prospects)
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Daily activity report: assigned prospect
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Example
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Example
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Example
The time spent on each page: the longer, the
better
The page that the prospect visited and its
interest
If the prospect returns to the website, or not
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Daily activity report: assigned prospect
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Example
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Daily activity report: all prospects
2. Daily prospect activity emails (regarding all the prospects)
You will receive a daily report highlighting the recent activity of the prospects through SSL247®’s website.
Prospect not assigned
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Daily activity report: all visitors
3. Daily prospect activity emails (regarding all the visitors)
You will receive a daily report highlighting the recent activity of the visitors through SSL247®’s website.
It will be filtered by country.
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Prospect assignment
4. When a prospect is assigned
Same assignation rule than before.
Gives you an overview of your new assigned prospect.
Keep me informed and ask if needed
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Thank you for your attention
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QUESTIONS ?