1. Using Pardot and Communities:
Marketing with Partner and Dealer Networks
Matt Dillon
Co-Founder, Nuvem Consulting
Matt.Dillon@nuvemconsulting.com

2. Matt Dillon
Co-Founder, Nuvem Consulting
@mdillon_cloud

3. Find slides on Pardot B2B Marketing Automation
Success Community at www2.pardot.com/success

4. Forward-Looking Statement
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any
of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

5. 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:

6. 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?

7. 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

8. The New Customer Journey

9. What do your end customers wants?
Real-time information is critical!

10. 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

11. What do partners and dealers want?

12. But delivering on expectations proves challenging

13. Data silos hurt customer experience, business reporting

14. How do we support changing expectations?

15. What are Communities?
Business Integration
Personalized
Template Driven
Resource Accessibility
Group Collaboration
Customer Communities Partner Communities Employee Communities

16. 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

17. Example – Salesforce Partner Community

18. Example – Salesforce Partner Community

19. 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 President
Solutionary, an NTT Group Security Company

20. Example – NTT Group Security (desktop and mobile)

21. Example – Desktop and mobile

22. Example – deal collaboration with Chatter

23. Example –partner community UI

24. Questions?

25. 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

26. Example – manufacturer w/ SaaS product

27. 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?

28. Your partner enablement strategy
Must have
Pardot, Sales
Cloud CRM and
Communities to
achieve this!

29. Example – partner community dashboard and reports

30. Example – partner community dashboard and reports

31. Example - Salesforce Campaigns reporting

32. 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

33. 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.

34. Join the Pardot B2B Marketing Automation
Success Community at www2.pardot.com/success

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Register today at www2.pardot.com/advocates

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39. thank y u