PARDOT + SALESFORCEDYNAMIC DUO

Everything you need to know aboutturning Pardot & Salesforce into theultimate sales and marketing tool.

Table of ContentsIntroduction.....................................................................3

Chapter 1: What is Pardot?...........................................4

Chapter 2: What is Salesforce CRM?............................5

Chapter 3: What’s the Difference?...............................6

Chapter 4: The Benefits of Integration.......................8

Chapter 5: Two Systems, One Tool............................12

Conclusion......................................................................17

INTRODUCTIONPardot and Salesforce are complementary tools that really reach their full potential when paired together. Not only can these tools improve marketing and sales alignment, they can also provide greater insight into campaign performance, jumpstart lead generation efforts, and

positively impact ROI. If you’re thinking about integrating these two systems, it’s important that you understand the benefits this will provide and the steps that will be required for implementation. So, let’s get started!

Introduction

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* What is Pardot?Pardot is an on-demand marketing automation solution that increases sales and maximizes efficiency for companies with complex sales cycles. The application allows marketing and sales departments to manage all prospect interactions and create, deploy, and manage online marketing campaigns — all from one central platform.

When Pardot marketing automation is paired with a CRM, data can be seamlessly passed between the two systems, allowing marketers to track and analyze all touch points with prospects from the moment of lead generation to the close of the sale. The platform can also significantly improve efficiency by automating many marketing and sales tasks that are traditionally performed manually.

Marketing automation systems like Pardot typically offer:

• Automated lead nurturing emails sent to prospects based on predefined rules or time intervals

• Prospect scoring and grading to help prioritize sales reps’ time

• Micro-level analytics that track all touch points with a prospect — forms, page views, social interactions, emails, and more

• Automatic, real-time notifications for sales reps of online prospect activity

• Closed-loop reporting for easy calculation of cost per opportunity and marketing ROI

• Easy creation and editing of online marketing campaigns by non-technical users

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The Art of Marketing AutomationDownload our free Mastering the Art of Marketing Automation eBook to get a more complete look at the capabilities of a marketing automation system.

Chapter In BriefThe IdeaIncrease sales, maximize efficiency, and improve marketing and sales alignment with Pardot marketing automation.

Key TakeawaysUse marketing automation to generate and qualify leads, shorten sales cycles, and demonstrate marketing accountability.01

* What is Salesforce?Salesforce is a Customer Relationship Management tool, or an application that helps track sales activities from lead to opportunity to customer. The focus of a CRM is to collect and store data about existing customers while managing new customers and sales opportunities, covering every touch point and every stage of the buyer lifecycle. Whether you’re using Salesforce CRM for sales, marketing, or customer support, you’re always focusing on the same thing: the customer.

Using Salesforce, sales reps and marketers can:

• Track sales as they move through the pipeline

• Get an overview of in-progress deals• Track individual sales rep performance• Manage tasks & log calls with prospects

• Project revenue and show ROI of individual campaigns

• Track which campaigns generate the best leads and result in the most sales.

Using the data gathered in Salesforce, marketers can actively build relationships with prospects and customers instead of taking a transactional approach to their marketing. This growing emphasis on data — and not just numerical data, but behavioral data — explains why 40% of businesses plan to increase investments in customer-facing systems like CRMs (Scribe Software).

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Increase ROI with Your CRM81% of respondents to an IBM survey plan to increase their CRM usage. The same survey indicates that an integrated approach to your CRM, including analytics, application integrations, and social collaboration, can yield an ROI of nearly 6 to 1 per dollar.

Pardot + Salesforce

Chapter In BriefThe IdeaMeet marketing automation’s perfect complement, the Customer Relationship Management System (CRM).

Key TakeawaysA CRM is the sales counterpart to marketing automation, helping to track sales opportunities from prospect to customer while managing existing customer data.02

* So What’s the Difference?If Salesforce is primarily a sales tool, Pardot is its marketing counterpart. Integrating the two systems allows you to sync information bi-directionally, meaning that an update to a record in your CRM will automatically be made in your marketing automation system (and vice versa).

Having this steady “communication” between the two platforms is what makes this connection so powerful, helping to always keep marketing and sales teams on the same page. It also helps to improve marketing accountability by giving both marketing and sales teams more insight into the impact of their marketing efforts. But this kind of added insight wouldn’t

be possible without the sales tracking abilities of Salesforce, or without the reporting capabilities of Pardot marketing automation — demonstrating that it’s the differences between these two systems that make them such a force to be reckoned with.

Let’s take a look at a few key differences on the following page, including the business goals of each platform, the departmental focus, and the primary features.

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Chapter In BriefThe IdeaPardot and Salesforce have several similarities, but it’s the differences between the two that make them so compatible.

Key TakeawaysWhile a CRM is primarily a sales tool, marketing automation is its marketing counterpart. Each system has separate business goals and unique key features . 03

The Perfect Complement to Your CRMIf you’re looking for more information on the differences between these two systems, take a look at our blog post, Why Marketing Automation is the Perfect Complement to Your CRM.

SALESFORCEPARDOT

Department Focus

Business Goal

Primary Features

Marketing-oriented Sales- and services-oriented

• Manage and automate prospect interactions

• Measure marketing ROI • Improve lead generation

and report on campaign success

• Automate marketing programs and communications

• Track sales opportunities as they move through the pipeline

• Manage new and existing customer relationships

• Provide fast and responsive support to existing customers

• Email marketing• Lead nurturing• ROI and campaign

reporting• Scoring and grading• Forms and landing pages• Social posting

• Opportunity management

• Sales forecasting• Account management• Task creation• Sales process reporting

The following chart outlines some of the key differences between Pardot marketing auto-mation and Salesforce CRM. Take a look to see how your marketing and sales teams might use each system to accomplish their respective goals, like increasing lead generation, track-ing sales opportunities, automating marketing programs, measuring ROI, and more.

Chapter 3The Difference

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* The Benefits of IntegrationIntegrating Pardot and Salesforce creates a powerful, multi-purpose tool capable of supporting both marketing and sales initiatives. The connection between the two platforms can help remedy tensions that often exist between marketing and sales by improving lead quality, increasing the efficiency of the marketing-to-sales handoff, automating lead assignment, and more. Take a look at the following pages to see how pairing Pardot and Salesforce can impact your marketing and sales teams, respectively.

Benefits for MarketingBenefits for the marketing team extend far beyond easing tensions with sales. Integrating Pardot and Salesforce also

cuts down on manual lead qualification and assignment, helps marketers track their ROI, and makes it easier to target and segment marketing communications.

Automate Lead Qualification & Lead Assignment. A common point of contention between marketing and sales teams is poor lead quality. With the data gathered via a marketing automation system like Pardot, marketers can score and grade incoming leads so that only the most qualified get passed on to sales (note: a lead score measures interest in your product or service, while a lead grade reflects prospect fit). When leads reach a threshold score and grade, they can be assigned to sales reps automatically,

Chapter 4Benefits of Both

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Chapter In BriefThe IdeaPardot and Salesforce are similar, complementary tools that really reach their full potential when paired together.

Key TakeawaysIntegrating Pardot and Salesforce creates a powerful tool capable of supporting marketing and sales initiatives, helping to ease tensions between the two teams.04

cutting down on manual processes and ensuring that lead assignment is fair, efficient, and effective.threshold score and grade, they can be assigned to sales reps automatically, cutting down on manual processes and ensuring that lead assignment is fair, efficient, and effective.

Tie Revenue to Campaigns. When Pardot is tied to Salesforce, campaign reporting becomes that much easier. Bi-directional syncing between the two systems ensures that campaigns created in your marketing automation platform map back to your CRM, making it possible to tie closed deals back to the campaigns that created them. This closed-loop reporting capability allows you to attribute revenue to campaigns, track marketing spend, accurately measure ROI, project revenue, and make data-driven marketing decisions.

Send Targeted Messages. According to Pardot’s 2013 State of Demand Generation study, 77% of buyers want different, targeted content at each stage

of their research. Using the behavioral information collected by Pardot, you can send targeted messages and drip emails that are personalized to your prospects’

interests and stage in the buying cycle. Creating one-to-one

email communications or segmenting based on

criteria like industry can increase relevancy and engagement levels.

Sales Benefits Improved tracking

and activity alerts ensure that your sales

team is always privy to the most relevant, actionable

information. And with marketing passing along only the most qualified leads, your sales reps can focus their time on what really matters — closing deals and bringing in new revenue.

Behavioral Tracking. Using Pardot with Salesforce gives you the opportunity to go beyond basic demographic information and delve into detailed behavioral tracking, so that you can view which pages your prospects are visiting, what types of content they’re interested in, and

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Personalized emails improve

click-through rates by 14%, and conversion

rates by 10%.

- Aberdeen Group

Increase Your Conversion Rates“One of the things we were most surprised about was Pardot’s ability to revive leads we had in Salesforce. We’ve been able to convert customers that had initially seen our site a year prior.”

- Jesse Hopps, CEO, Demand Metric

The Power of Lead Qualification 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. (MarketingSherpa)

with prospect tracking and analytics, you can see a log of all touch points with your prospects, from file downloads to email correspondences. This prospect activity history provides unparalleled insight into your leads’ interests, allowing your sales reps to tailor their phone calls accordingly.

Real-Time Activity Alerts. Using Pardot’s LeadDeck application, your sales reps will receive real-time activity alerts whenever a prospect is active on your site, or when they take a specific action, like visiting the pricing page or downloading a white paper. By having this detailed information delivered in real time via email, CRM, or a desktop application, sales can stay up-to-date on their prospects’ activities and interests, giving them the ability to “strike while the iron is hot” instead of wasting time chasing down dead ends.

Nurture Leads to Sales-Readiness. Recent research indicates that buyers are more than two-thirds of the way through

their research process before they even reach out to sales. This growing trend has brought lead nurturing to the forefront of marketing and sales strategies because of its ability to ensure that buyers are getting

the information they need, when they need it. With

Pardot’s lead nurturing capabilities, marketers

can automatically “drip” content to leads over time, nurturing them to a sales-ready state.

This means that sales reps won’t waste

time pursuing leads who aren’t yet ready to

buy, and that marketers can increase the value of their database

by preventing cold leads from slipping through the cracks.

Lead nurturing also gives marketers and sales reps the ability to automate communications with prospects who are actively engaging in the buying process — by making it appear as though emails are personalized, one-to-one messages from a sales rep. This can reduce a lot of the heavylifting for sales, especially when it comes to follow-ups.

Get Lead Information in One Central Interface. With both lead and prospect information syncing bi-directionally between Salesforce and Pardot, your

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The Lead Nurturing LabFor more information about lead nurturing, be sure to check out the Lead Nurturing Lab. Practice building drip campaigns, view sample programs, and more.

Companies that excel at lead

nurturing generate 50% more sales-ready leads

at 33% lower cost.

- Forrester Research

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AchieveIt Increases Opportunities in the Pipeline by 394%

Prior to using marketing automation, AchieveIt was relying on their CRM to manually manage all of their marketing efforts. In order to standardize and automate their marketing and sales processes, AchieveIt decided to invest in marketing automation.

Within six months of integrating Salesforce & Pardot, AchieveIt saw the following results:

• 94% increase in email open rates

• 44% growth in website traffic

• 824% increase in qualified leads

• 394% increase in sales opportunities

• Pipeline revenue value grew 207%

If you’re interested in seeing how other B2B companies are using Salesforce and Pardot, Check out a few of the case studies below:

• RedTail Solutions • Journyx• IRT Surveys• 2Checkout• Demand Metric

sales reps can see everything they need to know without leaving their CRM. This includes all data collected through Pardot, from social profile information to the emails your prospects have received, which forms they’ve filled out on your website, and more. Sales reps can use this information to tailor their conversations to the needs of each individual prospect.

Dynamic Duo or Terrible Twosome?Looking for more information on the benefits of integrating marketing automation with your CRM? Check out our webinar on the topic, CRMs and Marketing Automation: Terrible Twosome or Dynamic Duo?

* Two Systems, One Tool.If you’re deciding whether or not to integrate Pardot marketing automation with Salesforce, you may be wondering what the implementation process looks like. Let’s take a look at each stage of implementation, from preparation to implementation and beyond.

Preparing to IntegratePreparation is often broken into two stages: defining your goals for implementation and mapping out a plan for the actual integration. Checking these two items off your list depends heavily on your sales team and your implementation specialist.

Communicate with Your Sales Team.Integrating Pardot and Salesforce is all

about sales and marketing alignment, so your sales team should have input from the very start. Your sales reps may be very comfortable with your CRM and may not see a need to introduce a new system, so make sure they understand the benefits of marketing automation and the goals you hope to achieve by implementing it. It often helps to pull one sales rep in during the implementation process, thoroughly train them and allow them to see results, then let that sales rep sell the rest of the team on marketing automation.

Your sales reps are the ones who are on the front lines when it comes to selling your product, so they should have a pretty good idea of what works and what doesn’t.

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Chapter In BriefThe IdeaCombine Pardot and Salesforce into one powerful tool by following the steps outlined in this chapter.

Key TakeawaysWith some help from your implementation team, you’ll be up and running with a new integrated system in no time.05

Get their input on the following up front so that you can establish realistic goals and processes after implementation:

• What constitutes a qualified lead?• How often would sales reps like to get

alerts of prospect activity? What would be their preferred method of delivery?

• What uses do they see for lead nurturing? How could lead nurturing supplement their current processes?

• What content and lead generation campaigns work? Which do not?

• How will follow up be handled? When a lead is assigned, will a task be created in the CRM?

Working through each of these questions will help ensure that your processes run as smoothly as possible after implementation.

Talk to An Implementation Specialist. Your implementation team deals with implementations on a daily basis, and should be able to help you decide the best configuration to meet your needs. Discuss your goals for the integration, and make sure you can answer all of the questions on the following checklist before you get started.• What is the time frame for integration?• What am I responsible for during the

integration? What is the vendor and/or implementation specialist responsible for?

• Which system will be the master

(the CRM or marketing automation platform)?

• How does de-duplication work?• How does lead assignment and

ownership work?• What fields and modules will be

synced?• How do you configure or map the

syncing?• What happens during the initial sync?• How will it work after that? How

often will it sync? Will it be manual or automatic?

Understanding the answers to each of these questions will give you a solid foundation as you move into the implementation phase.

The Implementation ProcessWhen it’s time for implementation, your implementation specialist will help guide you through the technical setup, which should look similar to the steps outlined in this section.

1. Set up and verify the Salesforce connector. First, you’ll need to set up the Salesforce connector from within Pardot. During this stage, you can choose which information will sync between the two systems (prospect information, emails, etc.), and what will happen when an

Chapter 5Integration

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The Integration Checklist Use our CRM Integration Checklist to keep track of all of the moving pieces during the implementation process.

update is made to one system but not the other. Then, you can verify the connector.

2. Install necessary apps. To start sharing information between Pardot & Salesforce CRM, all necessary applications will need to be installed. This usually includes custom tabs and custom fields under your leads and contacts — as well as the Pardot LeadDeck application, which will help your sales reps stay up to date on prospect activity. This will ensure that your sales reps see all the information they need from within Salesforce.

3. Map over lead information and custom fields. Your implementation specialist will help make sure that all of your data is mapping correctly between systems. This normally involves checking that leads in Pardot match contact records in Salesforce, verifying that your default

and custom fields will map between systems, and enabling single sign-on.

When connected, Pardot and Salesforce sync the following data back and forth: default & custom prospect fields,

prospect assignments, opportunities, campaigns, email activity, and

accounts.

4. Train your sales team. In order for your new system to reach its full potential, it’s essential that your sales team knows

and understands the system’s capabilities

and how they will benefit from using it.

Spend some time teaching your sales reps how to use Pardot,

and make sure they understand how their processes might change moving forward (note: you may need to revisit this step as you get more comfortable with your new system).

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77% of CMOs at top-

performing companies indicate that their most compelling reason for

implementing marketing automation is to increase

revenue.

- Gleanster

How to Keep Your Data CleanAs you begin to explore the more advanced capabilities of your system, be sure to stay vigilant when it comes to data quality. Take a look at the list below for a few quick data cleanup tips:

• Make sure forms adhere to best practices

• Use import validation• Have internal data guidelines• Use dropdowns and required

fields

• Consider data cleanup tools (for a list of recommended tools, visit our blog post on the topic).

Once you’ve completed the four steps on the previous pages, you’re ready to dive right in!

Post-ImplementationOnce you finish with implementation, don’t wait to start exploring the new features at your fingertips. Optimizing and evaluating your new system are two important steps when it comes to ensuring that you’re getting the greatest return on your marketing investment.

Optimize Your System. One of the most important steps after implementation is to secure buy-in from sales (even if they’ve been involved from the beginning), so you’ll need to be able to demonstrate value right off the bat. Start by using Pardot to build simple lead nurturing programs, qualify leads using the default scoring and grading models, and automate lead assignment. Once sales starts to see the value, move on to a few of the following:

• More advanced lead scoring• Deeper segmentation• More targeted drip programs• More granular ROI reporting

Combining Pardot and Salesforce is all about finding the processes that work best for you and your team, so don’t be afraid to experiment until you see results.

Start Reporting. Once you’ve had your new system in place for a few months, start

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using Pardot’s reporting features to see the impact on your ROI. Lifecycle reports can give you a glimpse into the health of your sales funnel, opportunities created, and the average amount of time that prospects spend in each stage, helping you gauge the efficiency of your marketing efforts while simultaneously pointing out areas that need improvement.

Salesforce opportunity data can be just as revealing. See how your campaigns are performing based on opportunities in the pipeline (and when they’re expected to close), the value of each opportunity, the number that become won or lost deals, your cost per opportunity, and more. You can also take a look at your prospect profiles to see how prospects have been engaging with your campaigns. This can give you greater insight into your scoring model, the response to the content you’ve been creating, and campaign engagement.

Evaluation. It’s important to get feedback from marketing, sales, and management every few months. Consider placing marketing and sales on a nurturing track to regularly poll them for feedback, and be sure to regularly revisit the following areas.

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The ROI CalculatorTry out our free ROI Calculator to see what your return on investment could look like with marketing automation, and get a custom report tailored to your business.

• Has lead quality improved?• What deals are closing and why?• Which lead generation campaigns are

performing the best? Why?• What content are prospects looking

at? Are there any gaps in content?• How successful have the lead nurturing

campaigns been? • What features/content/campaigns are

being used? Which are not being used? Why not?

Soliciting feedback is one of the best ways to make sure that you’re always getting the most out of your system. The only way to consistently improve your efforts is to constantly evaluate your past campaigns, adjust based on results, and move forward with an optimized strategy.

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Pardot + Salesforce: A Case Study“We were looking for a marketing automation system to accelerate our lead generation and lead nurturing processes. As a mid-market company, it was important that the system we chose was easy-to-install, packaged appropriately,

offered expert support services, and was compatible with Salesforce. After weighing the alternatives in the marketplace today, we selected Pardot and have been delighted ever since. Thanks to their excellent client success team, we were up and

running ahead of schedule.”

- Joan Rothman, VP of MarketingCoreMatrix Systems, LLC

Conclusion

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* Conclusion

About Pardot

Learn Something New? Share It!

The future looks bright for marketing automation and CRM technologies, and Pardot and Salesforce are no exception.

Businesses that have combined Salesforce and Pardot marketing automation have seen proven results when it comes to ROI, sales performance, marketing and

Pardot, a salesforce.com company, offers a best-in-

class marketing automation platform that manages

prospect interactions such as site visits, email,

forms, and more. The on-demand suite solves the

integration challenges faced by B2B marketers by

allowing control of once disparate online and offline

marketing tools in one central interface.

sales alignment, and more. And with the marketing automation industry growing so quickly, investment in further automation capabilities will continue at a rapid pace, helping your marketing and sales teams close more deals, track their impact on ROI, and adjust their strategies based on past performance.

Tel: 877.3.B2B.ROI

Tel: 404.492.6845

Online: www.pardot.com

Pardot LLC

950 East Paces Ferry Rd

Suite 3300

Atlanta, GA 30326

Pardot + Salesforce