1. Marketing with Pardot in real life
Olena Tokar
Sales and Marketing Organisation Consultant
olena.tokar@cap-ella.com
@Olena_Tokar

2. What’s the plan?
Introduction to Pardot: understand what it is and what it is for
Give it a good start
Deliver good leads to make Sales happy
Provide tailor-made help to different product and customer teams

3. What is Pardot (for)?
It registers touch points of prospects with your organisation (web page visits, downloads, clicks,
webinars, events…)
It acts (sends emails, creates tasks for people…) upon these signals
Actions may be very complex, dependent, and are programmed by the Marketing
Implementation of “inbound marketing” and “customer journey” strategy: capture and nurture leads

4. What is Pardot (for)? – have a look

5. Give it a good start
• Install and sync by the book
Do not forget DNS and CNAME
Add Pardot component in Lightning and VF pages in Classic to Contact AND Lead page layouts
Decide which Salesforce records should remain outside Pardot, if any
• Understand specific jargon
Pardot Campaign vs. Salesforce Campaign
Visitor vs. Prospect vs. Lead vs. Contact
• Naming convention for everything to facilitate search

6. Provide value to Sales
The BIG question: what is a good lead in your organisation?
 Profile him! What does a good prospect look like? (Title, location, industry…)
 Score him! How is he/she engaged with my organisation? (web page visits, downloads, clicks, webinars,
events…)
How to transfer leads to Sales:
 Salesforce lead queue
 Salesforce assignment rule
 Assign directly to a user in Pardot
 Assign by Pardot to a person (built-in Round Robin rule)
 Notify by email

7. Provide value to Sales – have a look

8. Satisfy all business units
•How to help teams in charge of a given communication topic, customer segment, or product line?
 Product-specific scoring
 Customer type-specific profiles for grading
 Custom fields for specific interest scores
 Tags
 Content (forms, whitepapers, pages, events): may or may not be specific to products, profiles, interests

9. In the long run…
•Prepare your marketing team for the continuous improvement process
•Monitor Salesforce / Pardot sync parameters

10. Q & A
Please do ask your questions
Olena Tokar
Sales and Marketing Organisation Consultant
olena.tokar@cap-ella.com
@Olena_Tokar

11. Thank You
Olena Tokar
Sales and Marketing Organisation Consultant
olena.tokar@cap-ella.com
@Olena_Tokar
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