PARDOT + SALESFORCE

DYNAMIC DUO
Everything you need to know about
turning Pardot & Salesforce into the
ultimate sales and marketing tool.
Table of Contents
Introduction.....................................................................3
Chapter 1: What is Pardot?...........................................4
Chapter 2: What is Salesforce CRM?............................5
Chapter 3: Whats the Diference?...............................6
Chapter 4: The Benefts of Integration.......................8
Chapter 5: Two Systems, One Tool............................12
Conclusion......................................................................17
INTRODUCTION
Pardot 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 eforts, and
positively impact ROI. If youre thinking
about integrating these two systems,
its important that you understand the
benefts this will provide and the steps
that will be required for implementation.
So, lets get started!
Introduction
3
Pardot + Salesforce
* What is Pardot?
Pardot is an on-demand marketing
automation solution that increases sales
and maximizes efciency 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 signifcantly improve
efciency by automating many marketing
and sales tasks that are traditionally
performed manually.
Marketing automation systems like Pardot
typically ofer:
Automated lead nurturing emails sent
to prospects based on predefned 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 notifcations 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
Chapter 1
What is Pardot?
3 4
Pardot + Salesforce
The Art of Marketing Automation
Download 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 Brief
The Idea
Increase sales, maximize efciency,
and improve marketing and sales
alignment with Pardot marketing
automation.
Key Takeaways
Use 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
youre using Salesforce CRM for sales,
marketing, or customer support, youre
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).
Chapter 2
What is Salesforce?
3 5
Increase ROI with Your CRM
81% 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 Brief
The Idea
Meet marketing automations
perfect complement, the Customer
Relationship Management System
(CRM).
Key Takeaways
A CRM is the sales counterpart to
marketing automation, helping
to track sales opportunities from
prospect to customer while
managing existing customer data.
02
* So Whats 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 eforts.
But this kind of added insight wouldnt
be possible without the sales tracking
abilities of Salesforce, or without the
reporting capabilities of Pardot marketing
automation demonstrating that its the
diferences between these two systems
that make them such a force to be
reckoned with.
Lets take a look at a few key diferences on
the following page, including the business
goals of each platform, the departmental
focus, and the primary features.
Chapter 3
The Difference
Pardot + Salesforce
6
Chapter In Brief
The Idea
Pardot and Salesforce have several
similarities, but its the diferences
between the two that make them
so compatible.
Key Takeaways
While 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 CRM
If youre looking for more information on the
diferences between these two systems, take a
look at our blog post, Why Marketing Automation
is the Perfect Complement to Your CRM.
SALESFORCE PARDOT
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 diferences 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 3
The Difference
7
Pardot + Salesforce
* The Benefits of
Integration
Integrating 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 efciency of the marketing-to-sales
handof, 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 Marketing
Benefts for the marketing team extend
far beyond easing tensions with sales.
Integrating Pardot and Salesforce also
cuts down on manual lead qualifcation
and assignment, helps marketers track
their ROI, and makes it easier to target and
segment marketing communications.
Automate Lead Qualifcation & 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 qualifed get passed on to sales
(note: a lead score measures interest in
your product or service, while a lead grade
refects prospect ft). When leads reach
a threshold score and grade, they can
be assigned to sales reps automatically,
Chapter 4
Benefits of Both
7
8
Pardot + Salesforce
Chapter In Brief
The Idea
Pardot and Salesforce are similar,
complementary tools that really
reach their full potential when
paired together.
Key Takeaways
Integrating 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,
efcient, and efective.threshold score
and grade, they can be assigned to sales
reps automatically, cutting down on
manual processes and ensuring
that lead assignment is fair,
efcient, and efective.
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 Pardots 2013 State of Demand
Generation study, 77% of buyers want
diferent, 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 qualifed
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 theyre interested in, and
Chapter 4
Benefits of Both
9
Pardot + Salesforce
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
Pardots ability to revive leads we had in Salesforce.
Weve 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 qualifed.
(MarketingSherpa)
with prospect tracking and analytics, you
can see a log of all touch points with your
prospects, from fle 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
Pardots LeadDeck
application, your
sales reps will receive
real-time activity
alerts whenever a
prospect is active on
your site, or when they take
a specifc 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
Pardots lead nurturing
capabilities, marketers
can automatically
drip content to
leads over time,
nurturing them to
a sales-ready state.
This means that
sales reps wont waste
time pursuing leads
who arent 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
Chapter 4
Benefits of Both
9 10
Pardot + Salesforce
The Lead Nurturing Lab
For 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
Chapter 4
Benefits of Both
9 11
Pardot + Salesforce
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 eforts.
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
trafc
824% increase in
qualifed leads
394% increase in sales
opportunities
Pipeline revenue value
grew 207%
If youre 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 profle information to
the emails your prospects have received,
which forms theyve flled 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 benefts
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 youre deciding whether or not to
integrate Pardot marketing automation
with Salesforce, you may be wondering
what the implementation process looks
like. Lets take a look at each stage of
implementation, from preparation to
implementation and beyond.
Preparing to Integrate
Preparation is often broken into two stages:
defning your goals for implementation
and mapping out a plan for the actual
integration. Checking these two items of
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 benefts
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 doesnt.
Chapter 5
Integration
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Pardot + Salesforce
Chapter In Brief
The Idea
Combine Pardot and Salesforce
into one powerful tool by following
the steps outlined in this chapter.
Key Takeaways
With some help from your
implementation team, youll 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 qualifed 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
confguration 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 felds and modules will be
synced?
How do you confgure 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 Process
When its 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, youll 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 5
Integration
11 13
Pardot + Salesforce
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 felds
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 felds. 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 felds will map between
systems, and enabling single sign-on.
When connected, Pardot and Salesforce
sync the following data back and
forth: default & custom prospect felds,
prospect assignments, opportunities,
campaigns, email activity, and
accounts.
4. Train your sales
team. In order for your
new system to reach
its full potential, its
essential that your
sales team knows
and understands the
systems capabilities
and how they will
beneft 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).
Chapter 5
Integration
9 14
Pardot + Salesforce
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 Clean
As 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
felds
Consider data cleanup tools
(for a list of recommended
tools, visit our blog post on
the topic).
Once youve completed the four steps on
the previous pages, youre ready to dive
right in!
Post-Implementation
Once you fnish with implementation,
dont wait to start exploring the new
features at your fngertips. Optimizing
and evaluating your new system are
two important steps when it comes to
ensuring that youre 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 theyve
been involved from the beginning), so
youll need to be able to demonstrate value
right of 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 fnding the processes that work
best for you and your team, so dont be
afraid to experiment until you see results.
Start Reporting. Once youve had your
new system in place for a few months, start
Chapter 5
Integration
13
using Pardots 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 efciency of your marketing
eforts 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 theyre 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
profles 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
youve been creating, and campaign
engagement.
Evaluation. Its 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.
15
Pardot + Salesforce
The ROI Calculator
Try 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 youre always getting
the most out of your system. The only way
to consistently improve your eforts is to
constantly evaluate your past campaigns,
adjust based on results, and move forward
with an optimized strategy.
Chapter 5
Integration
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16
Pardot + Salesforce
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,
ofered 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 Marketing
CoreMatrix Systems, LLC
Conclusion
17
* 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, ofers 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 ofine
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