Pardot ROI • Implementation
Pardot requires a decent chunk of marketing or IT budget. Getting the C-suite to invest in automation software is a challenge in itself, so when we’re successful, it’s vital we show it was the right decision by demonstrating clear marketing and Pardot ROI.
The good news is, making it easy to show return on investment is exactly what Pardot can do.
However, this is only possible if users are taking all the right steps.
For Pardot reports to give complete, accurate visibility over campaign performance, we need to set things up in a certain way.
They are fuelled by what we tell them; the structure of our campaigns, lists, folders, and assets.
Of course, they are also reliant on how Pardot and Salesforce are syncing and used by the team.
So, to help understand what needs to be done in order to have Pardot analytics and reports that can be quickly reviewed and shared with the wider team, here are my recommendations.
Tips for showing ROI from Pardot
In a hurry? Skip to the part that most interests you…
From the get-go, we need to be confident that our Pardot implementation is correct, especially in terms of how we sync with Salesforce.
As a consultant, I see so many sync errors and missteps when it comes to integrating the two systems. Aligning sales and marketing relies on how these talk to each other.
Because this is such a crucial part of both using Pardot and reporting on performance in terms of sales-qualified leads and won customers, the team at MarCloud have written plenty of blogs on the topic:
Understanding Pardot and Salesforce Sync Behaviours
The Ins and Outs of Pardot and Salesforce Integration
Common Pardot Sync Errors & How To Approach Them
While implementing Pardot, be sure to:
- Ensure the correct technical set up, including tracking code, SPF/DKIM, CNAME, email templates, form templates and so on.
- Import prospects correctly – upload to Pardot first!
- Set up CRM integration via connectors or custom API.
- Upload content assets so these are hosted in Pardot, not on your website.
- Make a lead assignment and distribution plan.
- Connect third-party platforms.
- Set up Custome SSL Tracker Domain. When setting up Tracker Domains, always make sure you default them and enable HTTPS.
- Associate your CRM users with Pardot users connector is turned on, to create and manage users from one system.
- Add website tracking code across all pages of each website.
- Ensure all users have the correct level of access in both Salesforce and Pardot.
All of this will help ensure Pardot becomes a single-view of our marketing activity and performance.
The way that we organise Pardot matters. I’m forever recommending clients plan and set up a clear Pardot folder structure.
Firstly, it prevents the account from becoming an unruly mess of assets, which in turn makes it quicker and easier to browse through campaigns.
Secondly, using Pardot folders gives us the ability to store marketing content in a way that contributes towards the scoring of prospects via scoring categories.
In turn, this allows us to better analyse our prospects and leads and allows the sales team to build a more relevant conversation around their interests.
Better sales conversations mean more won customers; more won customers means better marketing-attributed ROI.
Generally, keeping Pardot organised is a must-do for accurate reporting. Here are some more tips for organising Pardot.