ParDreamin' for beginners

The Official ParDreamin’ Guide For “Accidental” Pardot Admins

BY MARCOS DURAN

This year has been interesting to say the least. You might have just started your first marketing job that requires Pardot experience this year or maybe you ended up being the “accidental” Pardot admin that everyone is talking about on Twitter. Your title may not reflect your new marketing automation responsibilities (yet) but you have a new shiny toy to play with. Its name is Pardot, and, frankly, by the looks of it, you don’t know where to start.

If you find yourself in the situation above, join us Dec 8 – 11, 2020 as we come together and share how different organizations have pivoted and leaned on the power of marketing automation to push their marketing forward.

Not only will you learn other organizations’ creative marketing solutions, you’ll also hear from the top consultants and influencers in the Salesforce – Pardot community. Never before has such an incredible group gathered to discuss Pardot, and guess what? You are invited! Register for ParDreamin’ here.

Below is the official MUST SEE agenda for new Pardot Admins (presented by ParDreamin’ 2020). This list was curated for Pardot Admins who have 1 year or less of experience. The sessions below will prepare you for your journey ahead by focusing on key platform features.

Note: Sessions are listed in chronological order. For more details on the session visit ParDreamin.com or click on the session leader’s name in the description.

AGENDA

DEC 9, 2020

DELIVERABILITY VS. MAILABILITY – NIGHTCLUB GUIDE FOR PARDOT MARKETERS

This session will cover different email metrics. Email deliverability is a universal challenge, or concern at the very least, for all marketers. Deliverability, however, can become mixed up with another measure: mailability. Learn the difference between the two and how each can impact your email marketing success.

This session will be hosted by Lucy Mazalon.

LEADS IN SALESFORCE: AND WHY YOU MAY BE DOING IT WRONG

In this session you will learn how to properly leverage the Leads object in Salesforce and how to align the Salesforce objects and Pardot to a Lead Nurturing Process. You’ll also discover best practices on how Pardot Prospects can be best set up to map over to Salesforce. Get your MQLs and SQLs in order and learn one simple trick for implementing MQLs..

This session will be hosted by Erick Mahle.

GETTING SOPHISTICATED WITH SCORING

Most companies—especially early in their journey with Pardot—never go beyond the default scoring model. In this session we will highlight the many ways to make scoring a more sophisticated process (and accurate metric) by discussing scoring categories, depreciation, and important pitfalls everybody needs to be aware of.

This session will be hosted by Jessica Hope.

PASSING DRIVERS ED: HOW TO AVOID A CRASH AS A FIRST-TIME PARDOT ADMIN

This session will cover the fundamentals of being an admin. We will cover topics around data flows, security, system configurations, dealing with errors, and other high-level items within Pardot that every Pardot admin must be proactive about to ensure their organization is functioning as effectively as possible and why each of these topics matter. After you run this mini-audit in your organization, you will be able to, at the very least, identify a problem and solve some common ones.

We will wrap up the session by outlining a few additional community resources that can be used going forward to make sure your organization is “up to code”. This session will be beneficial to both novice and master level Pardot users/admins.

This session will be hosted by Marcos Duran.


DEC 10, 2020

NO NINJAS, UNICORNS OR ROCKSTARS: REAL CAREER OPTIONS FOR PARDOT MARKETERS

This session will cover career development within the Salesforce ecosystem. The marketing technology industry has grown exponentially over the last 10-15 years and is constantly evolving. This makes it exciting and invigorating but it also means there aren’t well-defined career paths that you can follow. You won’t find marketers retiring today having spent their entire career working with marketing automation.

This session is for those marketers who are excited by marketing technology and want to keep learning and moving forward but aren’t sure how to plan for the next role, or even what their next role could be?

This session will be hosted by Holly Gage.

INSIDE OUT: 5 PERSONAS OF EMAIL MARKETING

In this session we will outline and describe the five emotions every marketer experiences while taking a campaign from conception to delivery through the eyes of characters from Disney’s® Inside Out. From ideation to hopping on the train of thought, we’ll ride through each stop along the way to delivering an impactful and relevant message to our intended audience. We’ll be sure to take a minute to review and prioritize what we keep and what we dump along our way to ParDomination!


This session will be hosted by Chris Zullo & Karmel James.

THE HAND-OFF BETWEEN MARKETING & SALES POWERED BY PROCESS, SALESFORCE & PARDOT

This session will cover lead management tactics, probably one of the most arguable points of contention for any company. When does marketing hand off a lead to sales? Do we have enough intel or what are our criteria as a company to know when that transition should occur? In addition, what are we doing with the other 50-65% of contacts or existing leads in our database that are not getting any attention? What happens when someone re-engages with us that is already a lead or a contact in our database?

Overall, we showcase reinforcing your business process by configuring your CRM to enable adoption and visibility across departments.

This session will be hosted by Jennifer Schneider.


DEC 11, 2020

PARDOT AUTOMATION RULES TO THE RESCUE

This session will cover automation rules. Pardot provides most of the operations out of the box, but there are instances where we need to build processes in our own way to suit our needs. And as a Pardot admin, there are cases where you need to clean your data and manage prospects in bulk to maintain the quality of your Marketing Automation System.

Pardot Automation rules come in handy if you want to build scenarios/tasks like:

  • Custom lead scoring processes
  • Segment prospects with a specific set of rules (page visits, form submissions, tags, score, etc.)
  • Segment prospects based on field values
  • Lead management for third-party tool integrations
  • Manage Salesforce campaign members in bulk
  • Update/Reset field values in Pardot and Salesforce
  • Spam lead filters
  • …and many more!


This session will be hosted by Thimuth Amarakoon.

CONTENT THAT CONVERTS

This session is specific to engagement studio program development and will cover:

  • Importance of persona development (keeping in mind they are still people)
  • Three phases of the nurture funnel (awareness, consideration, decision) and how the emails correlate with each other, but keeping it at a basic level for those who may not be as familiar with engagement programs
  • How to develop content for each phase and things to consider
  • Possibility of tying profiles and personas together in Pardot
  • A few key email takeaways and checks before you start your program/send your email


This session will be hosted by Ashley Anger.

BET YOU DIDN’T THINK YOU COULD PUT THAT IN AN EMAIL!

This session will stimulate Marketers’ creativity by showing unexpected things they could put into an email.

Participants will learn about some of these:

  • Animated countdowns
  • Instant “add to calendar” links
  • No images, no problem: ascii art graphics
  • VML graphics for Outlook emails
  • Using pixel mosaics instead of images
  • Dynamic images: show current temperature at a travel destination inside an email
  • … and more!


This session will be hosted by Jacob Filipp.


There is still time to register! head on over to ParDreamin.com to save your spot for these and the rest of the sessions!

Is one of your new year resolutions to get Pardot Specialist Certified? Check out the Pardot Admin Bootcamp (Mini) workshop at ParDreamin’ or the full course here.

Published by

Marcos Duran

Marcos Duran is a CRM and Marketing Automation Strategist at Sercante with a diverse background in design, marketing, and automation software. He loves to craft complex solutions and manage campaigns with Pardot (and other marketing automation/campaign management tools) for our B2B/B2C/NGO customers. He was recently named a Marketing Champion by Salesforce and is currently the co-Leader for the Austin Pardot User Group. He is also a Salesforce event aficionado, and a knowledge sharer of marketing operations and Pardot on LinkedIn.

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