The most vital part of your digital marketing strategy is carried out on your marketing automation software. Therefore, it’s important to choose a platform that befits your business type, size and growth aspirations.
We focus on mid-size-to-larger B2B companies, and for them, we typically prefer Pardot. This inbound marketing platform comparison gave you 7 reasons ‘why Pardot’. Here, we set out ‘how’ we go about helping you getting started with and leveraging Pardot to reach your business goals.
Pardot: Quick Start or Comprehensive Solution?
Unsure where to begin? Let us help you. We can set up your Marketing Automation Software using a quick start package, or comprehensive solution.
Our Pardot Quick Start package will get you begin in no time. Then, progressively, you can build your own automations, integrations with Salesforce, and optimise your sales and marketing process, continuously increasing sales and efficiency. We focus on getting you up fast and stick to the basics in every step of our Pardot implementation, from planning, installing, designing, building, testing, and handover – training. Ideally, we’re done within 2 (to 4) weeks, and you’re ready to get started using Pardot.
We won’t install and run, though! After delivering Pardot, we provide you and your team up to half-a-day’s worth of ongoing email and phone support in the following 30 days to ensure you are getting the most out of Pardot. It’s a good deal. Suits companies with smaller budgets and tech-savvy teams. And if you want a bit more than the basics, use the add-on modules to create a more bespoke solution.
Our comprehensive Pardot Marketing Automation ‘Total’ Solution is anchored into your actual business. It’s a more fundamental and client-centric approach, one that drives a shift towards digital marketing excellence in your organisation. A shift that will help you leap over competition, build effective digital sales and marketing campaigns, engagements and prospecting solutions. A shift that will encourage you to continuously pursue marketing optimisation and efficiency throughout the sales process, and so boost sales, time and time again.
We add rigour into the process where needed, with additional steps and modules. We configure Pardot, tailoring it to your business, sales and marketing needs. It’s a bespoke solution, that suits you.
Our Agile Pardot Consulting Process
We like to adopt the agile project management method, if that befits your business style. This means quick daily planning meetings, a constant focus on creating value, and bi-weekly delivery of work and payment. Here are the high-level steps – details below.
1. Plan & Design
In the planning stage, we’ll chart your business strategy, sales and marketing requirements, and design a befitting solution. Our philosophy is to set you up for fast results and long-term success.
In this stage we configure Pardot for you, set connectors, create users, build email, form and landing page templates. If Salesforce Sales Cloud is available, we’ll guide you on combining marketing automation and your CRM into a dynamic duo.
First, we test to ensure everything is setup as planned. Our testing is followed by your testing, the ‘User Acceptance Testing’. This ensures that your team understands the setup we’ve created, and that it works for them. Users should have received training of what Pardot is and how to use it, before UAT.
After successfully delivering your Pardot instance, our consultants remain available for some time for ongoing support. We factor some time into the budget even in our QuickStart package.
We’ll also familiarise your team with resources for self-serve training, so your team can progress towards more sophistication, at their own pace. For bespoke solutions, we encourage clients to include training workshops, coaching and/or real-work feedback* sessions to stimulate Pardot usage and adoption of best practices. (* If desired, we’ll review your first campaign as a health check of your setup, and offer tips on best practices in marketing automation.)
Our Pardot Implementation Consulting Assignments
We pack a lot into our consulting package. What’s typical:
|Project Management & Planning|
|a||We assign a Dedicated Implementation Specialist|
|b||We deploy a Project Management Tool for your project|
|c||We organise the Project Kickoff and Planning Workshop|
|d||You will receive a Customised Implementation Plan|
|a||Install the Pardot AppExchange package|
|b||Set up the Pardot Connector|
|c||Update Lead and Contact Page Layouts2|
|d||Mapping Lead Fields to Contact Fields2|
|e||Mapping CRM Fields to Pardot Fields|
|f||Mapping Users and Single Sign-On2|
|a||Implement Website Tracking Code to Log Visitor Activity|
|b||Create Vanity Tracker Domain (CNAME) for Branded Pardot Hosted Links|
|c||Implement Email Authentication for Email Deliverability Optimisation|
|Set up Connectors2|
|e||Whitelist Pardot IPs|
Client is responsible for providing HTML/CSS and creative designs such as graphics, icons and other design elements; page layout mocks; plus initial content — unless chosen as Add-ons to the Quick Start package.
|a||Standard Email Template Setup|
|b||Form / Form Handler Setup // (max new fields setup 20)|
|c||List setup, including dynamic lists|
|d||Landing Page Setup|
|e||Automation Rule Setup|
|f||Engagement Programs Setup (lead nurturing)|
|g||Default Grading and Scoring|
|a||Explanation of In-App Resources|
|b||Guide to the Online Documentation|
1 Data must be cleansed by client
2 If applicable
Possible Extentions to Pardot Quick Start to create a Bespoke Solution
|Training & Coaching –|
|a||Progressive, customised training – covering topics such as lead generation, lead nurturing, lead qualification, lead assignment, email creation and sending, database segmentation, and reporting.|
|Salesforce Engage – add on|
|a||Salesforce Engage setup|
|b||Train-the-trainer session for Sales end-users on how to use Salesforce Engage|
|Wave for B2B Marketing – add on|
|a||Setup Wave for B2B Marketing|
|b||Training session : best practices on using Wave for B2B Marketing with Pardot data|
|a||Set up of lead functionality in Salesforce|
|b||Integration with custom objects in Salesforce|
|c||Set up of custom roles|
|d||Set up of Salesforce Campaign|
|a||Collaborate with (y)our creative agency to produce your marketing assets, e.g. you standard layout templates for emails, newsletters, forms and other landing pages.|
|b||Development of responsive email template, by transforming agency’s Photoshop file into adaptive HTML/CSS design; importing designs into Pardot; and creating Pardot template regions.|
|c||Development of responsive landing page with single-column form.|
|Digital marketing add-ons|
|a||Development of Marketing Folder Hierarchy – setup. Your Sales and Marketing can organised either by geographic region (NA, EMEA, ASIA PAC …), product group, target company-size (SMB, middle market, and large accounts) or target industry (retail, professional services, finance & banking, manufacturing. etc.) or time period (marketing initiatives are either ongoing; frequent; or one-off.)
We help you in developing the most correct folder hierarchy that helps for smooth usage of the ever increasing number of marketing assets you’ll be developing in the years to come. This is more important than you(r IT department) may think. Ensure you add this one.
|b||Development of Pardot File Naming Convention. We embed this into the initial Pardot setup and provide an easy reference document for Marketing and Sales staff.
3 aspects we will work on when interviewing Sales & Marketing to determine what’s the right Name Convention for your Pardot setup:
|c||Actual Digital Marketing (support): Campaign development, social media, blog and marketing asset content ideation along the customer journey based on buyer maps, customer personas, and the TOFU-to-BOFU sales funnel.|
|d||Design and description of Campaign Process in Pardot, including automation rules, drip campaigns for retention and acquisition, increased scoring / score decay, and related. Pardot training workshops, e.g. to develop a bespoke Lead Scoring and Grading setup, with individual type of activity scores, as well as score categories.|
|e||Learn more how we can help you develop your Digital Marketing and leverage the Pardot Platform.|
Discuss your needs with our consultants, so we can create a bespoke solution to suit your business case.
Interested to learn what the value of Pardot could be for your business?
Would you like us to answer some of your questions? See a Pardot demo? Or, would be pleased to receive a free consultation on how Pardot could work for your business?
Drop us a few lines; We’ll get in touch to help you swiftly.