Salesforce and Pardot. Introduction to Pardot

Transcription

1 Salesforce and Pardot Introduction to Pardot 1

2 Salesforce VS. Pardot CUSTOMER RELATIONSHIP MANAGEMENT TOOL MARKETING AUTOMATION TOOL Lead tracking 2

3 Salesforce: contact details importance ing campaigns Why? Inform and engage our audience Increase brand awareness Increase customer retention Generate leads Qualified leads [ ] However to send ing campaigns, the marketing department need CORRECT DETAILS CONTACT INFORMATION 3

4 Do not forget On Salesforce, please be sure to complete: First name Last name address Phone number Account Owner (Sales assigned) Territory 4

5 Why are we using Pardot? Pardot by Salesforce is a software platform that helps you automate your marketing and sales engagement to generate more leads, close more deals, and better measure marketing success. Several objectives : Better qualify leads Increase targeted sales Save time Close deal faster 5

6 How to log in into Pardot? DIRECTLY FROM SALESFORCE! Lightning Experience Salesforce Classic 6

7 From Salesforce, you can see Lightning Experience At the bottom of the details page 7

8 From Salesforce, you can see Salesforce Classic 8

9 From Salesforce, you can see

10 From Salesforce, you can see (1) 10

11 From Salesforce, you can see (1) 11

12 From Salesforce, you can see (1) Lead scoring : A score is generated based on the prospect s activity level. The score tells you the prospect s interest in your company through their level of engagement. 12

13 Lead scoring Activity Points Notes Custom Redirect Click +3 Points will be assessed on each custom redirect click Open 0 Points will be assessed for each open. You can optionally enable opens to only affect the prospect's score once including completion actions set to adjust the score on open. Note: For accounts provisioned on or after April 11, 2014, cumulative scoring is automatically disabled points will only be assessed for the first open. To change the score of an Open so that cumulative scoring affects a prospect's score, see Custom Scoring Rules. Event Checked In 0 Points will be assessed for each Eventbrite event the prospect checks in to Event Registered 0 Points will be assessed for each event the prospect registers for via Eventbrite File Access +3 Points will be assessed on each time a file is accessed Form Error -5 Points will be assessed once per form submission attempt (if a form is on a Pardot landing page, form error will be recorded on the landing page level) Form Handler Error -5 Points will be assessed once per form handler submission attempt Form Handler Submission +50 Points will be assessed once per form handler submission Form Submission +50 Points will be assessed once per successful form submission (if a form is on a Pardot landing page, successful submission will be recorded on the landing page level) Landing Page Error -5 Points will be assessed once per form submission attempt Landing Page Success +50 Points will be assessed once per successful landing page submission Olark Chat +10 Olark connector must be enabled Opportunity Created +50 Points will be assessed when the prospect is assigned to the opportunity; for more information on opportunities in Pardot, please read here Opportunity Lost -100 Points will be assessed when an opportunity associated with the prospect is lost; for more information on opportunities in Pardot, please read here Activity Points Notes Opportunity Won 0 Points will be assessed when an opportunity associated with the prospect is won; for more information on opportunities in Pardot, please read here Page View +1 Each page viewed in a visitor session; for more information on assessing customized point values for specific pages, please read here note that, if you use page actions to customize point values, only the page action score adjustment will take place. Only pages with Pardot tracking code on them will be able to be tracked and scored. Site Search Query +3 Points will be assessed for each site search a prospect performs when your site search is integrated with Pardot Social Message Link Click 0 Points will be assessed for each social message link click a prospect performs when you use Pardot Social Posting. Third Party Click +3 Points will be assessed for each click in a third-party client, when using the link tracking instructions found here Tracker Link Click +3 Points will be assessed for each Pardot-tracked link in an sent via Pardot, or a click in the thank you content of a form Video Conversion +50 Points will be assessed when a visitor converts on a video turnstile using the Wistia connector. Video Play 0 Points will be assessed for each video a prospect plays. Video Watched 75%+ +25 Points will be assessed for each video a prospect watches at least 75% of. Visitor +3 Points will be assessed each time Pardot adds a new cookie to this prospect. The number of visitors will be the number of times Pardot has cookied the prospect's browser(s). Webinar Attended 0 Points will be assessed for each webinar attended Webinar Invited 0 Points will be assessed for each webinar the prospect is invited to ('Invited' is a webinar status synced to Pardot through WebEx connector only) Webinar Registered 0 Points will be assessed for each webinar the prospect registers for 13

14 From Salesforce, you can see (2) What you can find as well on Salesforce, related to Pardot : 14

15 From Salesforce, you can see (2) Their actions : What are they doing on the internet regarding our company ( , form, landing page, browsing activity and others). 15

16 From Salesforce, you can see (2) Type: specific activity Campaign: Pardot campaign associated with the activity Score: Point associated with the activity 16

17 From Salesforce, you can see (2) Their actions : What are they doing on the internet regarding our company ( , form, landing page, browsing activity and others). When the activity occurred. 17

18 From Salesforce, you can see (3) Lead nurturing is the process of sending a series of automated s that will trigger based on a person s behaviors or a preset time interval. This means you can provide the right information, to the right prospects, and at the right time. Via Salesforce: 1. You will be able to select a list regards to your prospect interest. 2. They will, then, receive series of s regarding products. Ex. : This prospect wants to have more information regarding the GDPR, and wants to be recontact in September. Thus, we will send him series of s in order to nurture him about GDPR as well as increase the brand awareness of the company. 18

19 notification There are four notifications that you are going or you can to receive: 1. Daily prospect activity s (regarding your assigned prospects) 2. Daily prospect activity s (regarding all the prospects) 3. Daily prospect activity s (regarding all the visitors) 4. When a prospect is assigned If you want to receive or not a specific report, please contact me via lcini@ssl247.co.uk 19

20 Daily activity report: assigned prospect 1. Daily prospect activity s (for my prospects) You will receive a daily report highlighting the recent activity of your prospects through SSL247 s website. 20

21 Daily activity report: assigned prospect 21

22 Example 22

23 Example 23

24 Example The page that the prospect visited and its interest The time spent on each page: the longer, the better If the prospect returns to the website, or not 24

25 Daily activity report: assigned prospect 25

26 Example 26

27 Daily activity report: all prospects 2. Daily prospect activity s (regarding all the prospects) You will receive a daily report highlighting the recent activity of the prospects through SSL247 s website. Prospect not assigned 27

28 Daily activity report: all visitors 3. Daily prospect activity s (regarding all the visitors) You will receive a daily report highlighting the recent activity of the visitors through SSL247 s website. It will be filtered by country. 28

29 Prospect assignment 4. When a prospect is assigned Same assignation rule than before. Gives you an overview of your new assigned prospect. 29

30 Keep me informed and ask if needed 30

31 Thank you for your attention QUESTIONS? 31