using pardot and communities: marketing with partner and dealer networks
TRANSCRIPT
Using Pardot and Communities:Marketing with Partner and Dealer Networks
Matt DillonCo-Founder, Nuvem [email protected]
Matt DillonCo-Founder, Nuvem Consulting
@mdillon_cloud
Find slides on Pardot B2B Marketing Automation Success Community at
www2.pardot.com/success
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Using Pardot and Communities• The New Customer Journey• How Pardot + Communities + Sales Cloud
Work• Reporting Benefits of Using Communities• Communities Implementation Basics
What we will cover:
Customer experience as a competitive edge
89%Number of Marketers Who Expect to
Compete on Experience This Year * Gartner
How do you support the changing expectations customers have when your business has an indirect channel? How do you support partners trying to align to that experience?
The New Customer Journey
Business institution drives business
processes.
Old Paradigm New Paradigm
End customer drives business processes.
ERP serves as system of record. Disconnected systems Data silos Process inefficiencies Limits growth and profitability
CRM serves as system of record. CRM is a system of
engagement Central hub of all customer
activity Drives business insights Facilitates growth and
profitability
The New Customer Journey
What do your end customers wants?
Real-time information is critical!
What do end customers want (examples)? Access to resources
Product manuals Access to support
Self service Phone, email and chat support
Access to order history Upcoming renewals Add-on options Warranty management Recall alerts
What do partners and dealers want?
But delivering on expectations proves challenging
Data silos hurt customer experience, business reporting
How do we support changing expectations?
What are Communities?
Business Integration Personalized
Template Driven Resource Accessibility Group Collaboration
Customer Communities
Partner Communities
Employee Communities
What are the benefits of using Salesforce Communities?
Fit a variety of businesses Mobile enabled Integration friendly Customizable to your branding and goals Saves considerable time and money over traditional custom portal options
Example – Salesforce Partner Community
Example – Salesforce Partner Community
Example – NTT Group Security
“The industry we are in is high growth, and there is a lot going on, so I needed to have a competitive advantage. And that advantage was the ability for my partners to reach right into my organization and get what they needed. Whether it was pricing or technology recommendations, or contract work. Waiting for someone to call back doesn’t work in this economy and doesn’t work certainly in our industry.”
Manny Quevedo, Executive Vice PresidentSolutionary, an NTT Group Security Company
Example – NTT Group Security (desktop and mobile)
Example – Desktop and mobile
Example – deal collaboration with Chatter
Example –partner community UI
Questions?
Using Pardot + Sales Cloud + Communities
Automated lead assignment from your website Lead nurturing and customer retention Closed-loop reporting through Salesforce Campaigns Partner/dealer/agent communication and analytics
Example – manufacturer w/ SaaS product
Reporting benefits of Pardot + Sales Cloud + Communities
Deal management What do we have in our pipeline so we can plan operations? Who is in our pipeline and how can we push them through their journey through nurturing?
Case management Are partners and dealers effectively managing service issues?
Partner management and communications What partners are bringing us the most leads / deals?
Closed-loop and multi-attribution reporting What Marketing Campaigns are generating the most Opportunities and
Revenue?
Your partner enablement strategy
Must have Pardot, Sales Cloud CRM and Communities to achieve this!
Example – partner community dashboard and reports
Example – partner community dashboard and reports
Example - Salesforce Campaigns reporting
Communities implementation basics
Optimize your existing Salesforce solution The data has to go somewhere! Reverse engineer your reports
Clearly outline vision and requirements (in writing) Use a Web development approach Define your style Enlist partner help Build a roadmap for post-implementation maintenance and
support
A final word on database and technology governance
Data governance of your central hub (Sales Cloud ) is critical
Proper system architecture Necessary integrations Data standardization Center of excellence Application management plans
If you are a marketer using Pardot, your end customer’s journey may start with Pardot forms on the corporate website. Think about how the data must be standardized across your internal CRM, partner CRM and Partner Community.
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