Preparing for a Pardot implementation and managing your first 60 days is an important part of getting the most out of your investment in marketing automation.  Based on our experience over the past 5 years as a Pardot implementation partner, this presentation shares best practice, tips, and pitfalls designed to help you plan for a successful Pardot implementation.

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Preparing for a Pardot implementation Presentation Transcript

1. Preparing for a Pardot Implementation and Your First 90 Days

2. Implementing Pardot.

50% more sales-ready leads a 33% lower cost per lead
Companies that excel at nurturing deliver 10% more revenue

3. What You Will Learn Today

  • Why Pardot as your marketing automation solution
  • Building a successful implementation plan
  • Pardot Implementation
  • Marketing Program Setup
  • Implementation pitfalls
  • Pardot Implementation Resources

4. Marketing Automation Benchmarks

5. Choosing A Marketing Automation System

6. Why Pardot?

7. Successful Implementation Plan

8. What you need to do

  • Selection the marketing automation system
  • Set measureable objectives
  • Establish benchmarks
  • Pardot Implementation
  • Markting campaigns
  • Reporting

9. Marketing Objectives

10. Measureable Objectives & Benchmarks

11. Getting ready for implementation Preparation

  • Measuring and evaluating your marketing success?
  • Current marketing tactics?
  • Email role in your marketing?
  • Lead nurturing?
  • Marketing-to-sales lead handoff?
  • B2B lead prioritization?
  • Database size? Managing landing pages and forms?

12. Who should you included

  1. Marketing Team: Including marketing priorities and objectives, brand guidelines, providing existing campaign asset, reporting
  2. Webmaster: Including website tracking code, Pardot forms iframecode
  3. IT Admin: Vanity domain record, email authentication including SPF, Domain Keys, DKIM, and SenderID
  4. Sales Leadership: Including training, email plug-in, lead assignment processes

14. First 30 Days: Pardot Implementation Checklist Project Management

  • Project kickoff and team alignment
  • Step by step 30 day plan Marketing Setup
  • Database Import
  • Site Search Integration Setup
  • Add-Ons & Connectors Setup
  • Dedicated Email IP Setup
  • Email Template Setup
  • Form / Form Handler Setup
  • Landing Page Setup 14 Salesforce CRM Integration
  • Install the Pardot Connector Package/Bundle
  • Mapping Lead Fields to Contact Fields2
  • Mapping CRM Custom Fields to Pardot Custom Fields Technical Setup
  • Implement Website Tracking Code to Log Visitor Activity
  • Create Vanity Tracker Domain (CNAME) for Branded Pardot Hosted Links
  • Implement Email Authentication for Email Deliverability Optimization
  • Grant Permission to Use Your Custom Fonts on Pardot Assets

15. Using Pardot for Better Marketing

16. Next 60 Days: Start With Your Priorities

17 Choosing LeadGen Tactics: Example Pick List

  • Customer focused navigation
  • Blogging
  • Website optimization
  • Search Engine Optimization
  • Paid advertising
  • PPC
  • E-Blasts
  • Gated content
  • Calls to action
  • Content marketing
  • Landing pages/forms
  • Social media
  • Social publishing
  • Social listening

17. What To Avoid

18. Implementation pitfalls and risks to avoid

  • Relying on “Batch and Blast” marketing instead of buyer- centric marketing
  • Too much focus on technology selection
  • Not investing in enough support
  • Not enough focus on how to use marketing automation for better results
  • Falling into the complexity trap: forgetting to start simple, execute, and learn
  • Not setting measureable objectives that you can report against