This presentation outlines the required steps to interconnect Salesforce.com and Pardot so as to capture Pardot marketing project behaviors in the Salesforce.com ROI report.

2. Best Practices for
Closed-loop Reporting
Everything you need... Out-of-the-Box

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• Me (Jeremy Mason)
• The Basics
• 3 Steps to Closed Loop
• Campaign ROI Reports
• Precor
Agenda
@automatemkt

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Jeremy Mason
• 13 Years (7 Cloud) CRM/Marketing Automation
• 2x Pardot Customer
• 5x Salesforce.com Customer
• Program Efficiency Zealot
• Typical Marketing Manager
• MBA
• Quotas
• Headcount
• Budget and Forecast Responsibility
@automatemkt

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Precor + Pardot
• High Feature/Connection Utilization
• Email, Forms, Scoring, Social…
• Messages from Equipment
• Automated Subscriptions
• Professional Services

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• Assumptions
• Common Terms and Relationships
• Sample Cloud Ecosystem
• Campaign Disambiguation
The Basics

7. • Salesforce.com Professional Edition
• Pardot Marketing Automation
• Salesforce.com Connector Enabled
• Beginner to Intermediate User
Assumptions

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• Intelligent Budgeting/Forecasting
• Show Earnings from Your Work
• Retain the Systems (Pardot + Salesforce.com) You Love
• “Big Data” and “Marketing Automation” are Cool Buzz Words
Why Close the Loop

9. Terms and Relationships
Prospects

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Sample Cloud Ecosystem

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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Campaign Disambiguation
Prospect
Dynamic List
Response

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1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation
3 Steps to Closed Loop
1
2
3

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1. Salesforce.com Campaigns
a. Campaign Influence
b. Responses
c. Primary Campaign Source (PCS)
3 Steps: Foundation
1

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CRM Campaign Context
Account: Gold’s Gym Redmond
Parent Account: Gold’s Gym Northwest
Campaign:
AMT Q213
Type: Email
Closed Won
Primary
Campaign
Source
Campaign Influence
Opportunity (SQL) : AMT
Response Campaign History
Contact (MQL): Jane Doe
1

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1. Setup Campaign Basics
2. Apply Costs
Setup in Salesforce.com
1

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3. Capture Campaigns with members (optional)
4. Initial member status = “sent”
Setup in Salesforce.com
1

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2. Pardot Automation
a. Dynamic Lists
b. Automation Rules
c. Drip Programs
d. Completion Actions
3 Step: Automation
2

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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Pardot Automation Context
Segmentation List
Response
PCS
Rules
Emails
Drips
Forms
Prospect
Members
MQL SAL SQLInquiry Customer

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1. Recipient List (CRM Members)
2. Email Drafts, Forms, Custom Redirects
3. Scoring, Profiles, and Required Fields
4. Automation Rules and Drip Programs
Setup in Pardot
2

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3. Salesforce.com Dashboards
a. Matrix Reports
b. Diagrams from Reports
c. Primary Campaign Source = Revenue Credit
3 Steps: Evaluation
3

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1. Organize KPI Reports
2. Populate Dashboards from Reports
Setup in Salesforce.com
3

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Dashboard Example Detail
3
Plurality of
Leads from
Direct Web
Inquiries
Majority of
responses
from email

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3 Steps Summary
1
2
3
1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation

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Campaign ROI Reports
1
2
3

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Campaign ROI Reports

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ROI Reports

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ROI Reports
1
2
3

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• Precor Corporate
• Precor Culture
Precor Information
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Precor Corporate
Est. 1980

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Precor Culture

31. - Precor Creed
“I believe in mutual respect
and the overwhelming
returns of sharing.”
@precor