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“Nearly 50% of marketers admit that they have not been successful in implementing automated email marketing campaigns. - “Marketing Automation Trends for Success”
So as an organization if you are ready to adopt the Pardot marketing tool for your success and your company, then Congrats are in order. We have prepared a few tips which must be kept in mind while starting this journey to help you. It’s a productive journey with great dividends, where you can avoid many pitfalls by using some of the steps we have listed below for your kind perusal.
Below are listed some important steps for a successful implementation:
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Collaboration – Implementation of pardot is a collaborative journey. It has to have inputs from various teams/departments within the company such as Sales, Marketing, Operations, and so on, each having its own thought processes, ideas, and solutions. If you’re existing CRM has to be integrated with the Pardot marketing system, and then involve the CRM admin and so on. For the technical aspect, loop in the IT team (if your company has one).
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Prepare a Road Map – Before implementing Pardot or for that matter any complex software, a business, and its management must in consultation with the vendor or the in-house IT team prepare a road map factoring in all the aspects, pros, and cons and all the steps to be taken. Maps and planning are always essential for the success of any project.
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Technical Challenges – As with any project of any nature, there are bound to be technical challenges of various degrees during the process, the same needs to be factored in during the preparation of the road map with the in-house or vendor ready to deep dive to ensure the same is addressed.
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Define the Goals – Before getting into the implementation process, the organization must be clear on the processes which need to be automated as well as an internal survey of the marketing and sales departments (their style of operating and processing). Defining the goals or the objectives of Pardot implementation is useful as always. Unclear processes can lead the organization and its effort into a mess.
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Trained Team – The team(s) responsible for using Pardot must be on-board, trained, and ready to start working right after its implementation. Most times the companies fail to implement any digital changes because of the availability or the reluctance of the concerned human resources. So kindly factor in this aspect at the very beginning or for that matter for any project in consideration.
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Collate Relevant Databases - Get the concerned teams to collate all relevant information and data (such as images, guides, content files, etc) cleaned, sorted, and arranged in files. Hosting files within Pardot is crucial without which, you won’t be able to make use of the tracking and campaign reporting options that are available.
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Setup Integrations and Test – Pardot has a number of connectors that can be integrated by feeding in login information and making minor changes within the system. Plus, testing by the various teams that its features, etc are error-free and usable has to be done regularly along the journey to remove any glitches.
We hope the above steps will be useful for you to keep in mind when starting the Pardot implementation process.
About the Author
RS Maan
Maan joined Salesforce Ecosystem in 2008 with entry of Salesforce in APAC region. He worked on many of the underlying Salesforce Products & it’s functionality, including Heroku, Chatbots, and Einstein before leading Codleo Consulting - Leading Partner of Salesforce.com & Salesforce.org. In his spare time, he immerses himself in travel, books and spirituality.
