Pardot is a B2B marketing automation platform that seamlessly lets marketing and sales departments in an organization work from a central location. It has many powerful features for creating, managing and deploying online marketing campaigns, and it’s important to know how to implement it successfully.
While it’s possible to start launching marketing campaigns immediately, a good implementation strategy is necessary for success.
8 Strategies for Pardot Success:
1. Have Clear Goals
Your goals must be specific, realistic, actionable and measurable. You should have a specific time-frame within which you want to achieve the goals.
2. Discovery
Analyze your various business software systems to determine whether you need to update or replace some systems. You may use Pardot in conjunction with other enterprise solutions.
3. Choose Who Owns Your Pardot Instance
Despite the assistance you will receive from your implementation partner when you start using Pardot, you will eventually need someone to own its instance within your organization. The Pardot administrator should be passionate about technology and ready to learn new functionalities. This person should preferably be part of the marketing team to enhance productivity during consultation hours to ensure that you get the most out of your investment.
In addition to the staff member and your implementation partner, set up a steering committee.
4. Analytics, ROI and Reporting
Every business has stakeholders who should know how things are progressing. Prepare a proper plan on reporting your return on investment. When preparing your report, consider the most important thing to the stakeholders and then use the relevant reporting metrics integrated in Pardot. The most important thing will help you come up with campaigns that reflect it well.
5. Strategy
Once you know what’s most important to the stakeholders, you’ll be able to develop an effective plan of action (POA). When you implement a new Pardot instance, it is advisable that you begin with at least two scenarios: Current Customers and Net New Leads.
Unless you go about it the wrong way, you will undoubtedly generate new leads when you create new Pardot forms and develop your landing pages.
What do you plan to do with your new leads? On the other hand, do you have a plan to engage and retain your existing customers? Pardot will help you develop different scenarios for both current customers and new leads once you have determined what you would like to do with them.
6. Content
When you’ve prepared your strategy, including the best POA, you’re ready to start building it. You should have a clear picture of who will build your content in advance. Include these people in your overall strategy in addition to the marketing objectives on which you would like to report. You will thus be able to guide them in developing targeted and branded content for both current and potential customers.
7. Organization
Your Pardot instance will start filling with landing pages, email templates, lists and other forms as the content building process progresses. Pardot will intelligently organize your various marketing assets using tags and folders. Nevertheless, we recommend you have your own unique naming structure to help group content in an easily accessible way.
8. Innovation
Think about any new business needs you may have in the future and how to support updates to the Pardot platform.
Please note that Pardot offers many capabilities and trying to implement everything at the same time may prove challenging. You may need to master some features before you implement others.