IT Pardot Dreamin'

The Official ParDreamin’ Guide For IT, Developers and Salesforce Admins

BY MARCOS DURAN

We know you are busy with a mountain of JIRA support tickets to go over before the end of the year so let me keep this brief.

Supporting a marketing team of 1 or of 15+ people that often come to you when they are “stuck”? If so, this guide is for you! Learn how to tackle your team’s questions around lead routing, campaign influence, general configuration, and more.

Come hear and learn from the top consultants, marketing champions, solution engineers, and Salesforce customers in the community who are tackling the same questions that are being brought to you on the daily. Never before has such an incredible group gathered to discuss Pardot, and guess what? You are invited! Register here! (1..2..3 it’s that easy!)

This session list was curated for those who aren’t afraid to roll up their sleeves and hammer out problems between platforms so operations can run smoother or for those unsung heroes, who spend hours looking at data and help make it useful for other teams.

Note: Sessions are listed in chronological order. There are several sessions that are overlapped, don’t worry we will share recordings for a short time after the event. For more details on the session visit ParDreamin.com or click on the session leader’s name in the description.

AGENDA

DEC 9, 2020

BENCHMARK YOUR PARDOT DATABASE HEALTH

This will be a hands-on session where we look at key health metrics of your Pardot database, why they matter and follow along click-by-click to see the performance of your own org.

This session will be presented by Matt Lincoln.

ATTENTION SESSION OVERLAP: Choose between More Than Martech: Wall-to-wall Automation or Syncing Salesforce Custom Objects With Pardot

MORE THAN MARTECH: WALL-TO-WALL AUTOMATION

If you’re not working closely with IT, CS, HR, and Finance, then you’ve barely scratched the surface of what’s possible with your marketing automation platform. This session explores how integrating teams & tools can increase the impact your team is making and the visibility you are earning across your business.

This session will be presented by Sara Mcnamara, David Kreitter, Mike Creuzer.

SYNCING SALESFORCE CUSTOM OBJECTS WITH PARDOT

In this session, you will learn about:

  • Custom object constraints
  • How to create a custom object in Pardot
  • Common errors
  • Ways to use custom object data in automations

This session will be presented by Dan Umbro.

DEC 10, 2020

ATTENTION SESSION OVERLAP: Choose between How To Show Marketing’s Influence On Pipeline With Salesforce Campaigns or Pushing The Boundaries Of Marketing Measurability Towards True MROI

HOW TO SHOW MARKETING’S INFLUENCE ON PIPELINE WITH SALESFORCE CAMPAIGNS

Join us for this session that will give us an in-depth look at campaign naming conventions, member status values, influence reporting in Pardot and Salesforce campaigns, campaign influence models in Salesforce, a demonstration of the Campaigns with Influenced Opportunities report type in Salesforce, and a demonstration of how data can be used in a Salesforce dashboard effectively.

This session will be presented by Ben LaMothe.

PUSHING THE BOUNDARIES OF MARKETING MEASURABILITY TOWARDS TRUE MROI

Join us for this session that will provide an overview of Pardot Einstein Attribution with the following key insights:

  • How to utilize Pardot Einstein Attribution to make operational decisions and qualify leads efficiently
  • How much of the value of a deal was actually marketing’s responsibility? ‘Real’ attribution.
  • Integrating Pardot data into a full-funnel measurability model
  • Statistical background and system architecture of said model
  • Data I/O considerations from different platforms


This session will be presented by Jaime Lopez.

ATTENTION SESSION OVERLAP: Choose between The Recipe for Successful Lead Management or From Marketing To Support, Take Your Customers On A Journey Down The Appinium River

THE RECIPE FOR SUCCESSFUL LEAD MANAGEMENT

Join us for a session on lead management strategies using Lean Data. B2B marketers spend an extraordinary amount of time, energy, and resources creating demand for their products and services. But many fail at getting these precious leads to the right team member for timely follow up. In order to extract the full value of every lead, you need a best-in-class lead management strategy. Join our session to learn the recipe to successfully manage your leads by leveraging the right data, technology, and processes across the revenue engine.

This session will be presented by Jay Vira.

FROM MARKETING TO SUPPORT, TAKE YOUR CUSTOMERS ON A JOURNEY DOWN THE APPINIUM RIVER

We’ve all worked at organizations that live in silos. Marketing has its goals and initiatives and rarely do they engage with, say, what the Learning & Development team is doing. We’ll use the analogy of the River to illustrate how that can change when you connect the efforts of each department by creating and tracking engagement with media across the organization.

This session will be presented by Steven Jacobson.

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

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 will showcase how to reinforce your business process by configuring your CRM to enable adoption and visibility across departments.

This session will be presented by Jennifer Schneider.

DEC 11, 2020

ATTENTION SESSION OVERLAP: Choose between GDPR, CASL, CAN-SPAM, OH MY! and Bad Data Is The Plastic Of The Marketing Ecosystem – How Much Should We Pay To Clean It Up?

GDPR, CASL, CAN-SPAM, OH MY!

Getting Pardot set up for all the different legal jurisdictions you may operate in can be a daunting task. Recognizing the common goals between these different laws allows us to find common patterns and we can greatly simplify the implementation in Pardot by building to just a few patterns.

This is a broad survey of the various aspects you may or may not have thought about. And some practical ways to build Pardot towards a good user experience and keeping your legal team… not unhappy….

This session will be presented by Chloe Wilde.

BAD DATA IS THE PLASTIC OF THE MARKETING ECOSYSTEM – HOW MUCH SHOULD WE PAY TO CLEAN IT UP?

In this talk we will discuss the hidden cost of bad data and give the attendees some simple techniques for identifying bad data, cleaning their database, and keeping the bad data out in the first place. The key takeaways for the attendees will be:

  • How to identify their sources of bad data
  • How to calculate the cost of their bad data
  • How to build a business case to sort out their data
  • How to clean their existing data and prevent bad data from getting into their systems in the first place


This session will be presented by Skip Fidura

ATTENTION SESSION OVERLAP: Choose between Building Custom Integrations with Pardot or The Ugly Duckling – How 2020 Showed The Importance Of Agile Ops Team In Traditional B2B Enterprise

BUILDING CUSTOM INTEGRATIONS WITH PARDOT

Getting the various tools in the Marcom tech stack to work together can be a daunting task. The big question is – does it integrate with Pardot? We will explore a few different meanings of “integrate with Pardot” and how we can accomplish the ever-present goal of making our tools work with each other. This isn’t a how-to code session (though you may want one of your coders to attend) rather it’s an exploration of the different ways we can integrate, what the benefits of each way would be, and just enough geekiness that a business user or marketer can talk intelligently to the programmers who may need to get this done.

This session will be presented by Lauren Drugan & Mike Creuzer.

THE UGLY DUCKLING – HOW 2020 SHOWED THE IMPORTANCE OF AGILE OPS TEAM IN TRADITIONAL B2B ENTERPRISE

Join us for a session on adaptability based on solid groundwork:

  • How to build and benefit from team diversity and dynamics
  • A consistent way of working and structuring data & marketing operations to ensure efficiency and fast enablement.
  • Automation as a tool in creating transparency


This session will be presented by Adele Heikkilä & Jaime Lopez.

PARDOT SYNC ERRORS – DIAGNOSING, SOLVING, AND PREVENTING THEM

When Pardot syncs with Salesforce life is good. When it doesn’t sync with Salesforce, life is bad. You will learn how to diagnose, treat, cure, and even prevent your Pardot/Salesforce sync errors. Learn about common problems, solutions, and some fun Pardot tricks on how to make sure the records you are syncing with Salesforce are actually valuable, not just junk.

This session will be presented by Lara Black.


BONUS:
Make sure you do not miss the B2B Enterprise Panel as we tackle Pardot best practices to enhance operational functionality and efficiency.

ENTERPRISE PANEL

Join us for a panel discussion to learn how enterprise customers utilize and maximize Pardot. Our panel experts will provide a best practices overview on new and enhanced functionality. We will cover topics such as B2BMA, Pardot Business Units, Snippets, Connected Campaigns, and much more!

This session will be presented by Lindzee Barrera, Rebecca White, and Luke Daleo-Wotton.


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

Did you know that you can sign up for pre-conference workshops at ParDreamin? Check out the API & Advanced Troubleshooting or the Campaigns & ROI Reporting workshops to help you become a Salesforce-Pardot Black Belt in troubleshooting at your company.

Is your team looking for a health check for your instance to help outline priorities for the new year? Contact the Sercante team to start your account audit today!

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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