When it comes to optimizing your marketing budget, deep reporting is key. Hear how Precor has used the power of Pardot and salesforce.com to provide a detailed view of lead drivers, channel performance, campaign influence, and more, and learn to do the same in your own business.

2. Best Practices for
Closed-loop Reporting
Everything you need... Out-of-the-Box

3. • Me
• Precor
• The Basics
• 3 Steps to Closed Loop
• Campaign ROI Reports
Agenda

4. Jeremy Mason
• 13 Years (7 Cloud) CRM/Marketing Automation
• 2x Pardot Customer
• 5x Salesforce.com Customer
• Program Efficiency Zealot
@automatemkt

5. Precor Corporate
Est. 1980

6. Precor Culture

7. Precor + Pardot
• High Feature/Connection Utilization
• Email, Forms, Scoring, Social…
• Messages from Equipment
• Automated Subscriptions
• Professional Services

8. • Assumptions
• Common Terms and Relationships
• Sample Cloud Ecosystem
• Campaign Disambiguation
The Basics

9. • Salesforce.com Professional Edition
• Pardot Marketing Automation
• Salesforce.com Connector Enabled
• Beginner to Intermediate User
Assumptions

10. • Intelligent Budgeting/Forecasting
• Show Earnings from Your Work
• Retain the Systems (Pardot + Salesforce.com) You Love
• “Big Data” and “Marketing Automation” are Cool Buzz Words
Why Close the Loop

11. Terms and Relationships
Prospects

12. Sample Cloud Ecosystem

13. Contact
Closed
Salesforce.com
Campaign
Pardot
Campaign
Lead
Campaign
Influence
Opportunity
Marketing Automation CRM
Campaign Disambiguation
Prospect
Dynamic
List
Response

14. 1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation
3 Steps to Closed Loop
1
2
3

15. 1. Salesforce.com Campaigns
a. Campaign Influence
b. Responses
c. Primary Campaign Source (PCS)
3 Steps: Foundation
1

16. CRM Campaign Context
Account:
Gold’s
Gym
Redmond
Parent
Account:
Gold’s
Gym
Northwest
Campaign:
AMT
Q213
Type:
Email
Closed
Won
Primary
Campaign
Source
Campaign
Influence
Opportunity
(SQL)
:
AMT
Response
Campaign
History
Contact
(MQL):
Jane
Doe
1

17. 1. Setup Campaign Basics
2. Apply Costs
Setup in Salesforce.com
1

18. 3. Capture Campaigns with members (optional)
4. Initial member status = “sent”
Setup in Salesforce.com
1

19. 2. Pardot Automation
a. Dynamic Lists
b. Automation Rules
c. Drip Programs
d. Completion Actions
3 Step: Automation
2

20. Contact
Closed
Salesforce.com
Campaign
Pardot
Campaign
Lead
Campaign
Influence
Opportunity
Marketing Automation CRM
Pardot Automation Context
SegmentaEon
List
Response
PCS
Rules
Emails
Drips
Forms
Prospect
Members
MQL
SAL
SQL
Inquiry
Customer

21. 1. Recipient List (CRM Members)
2. Email Drafts, Forms, Custom Redirects
3. Scoring, Profiles, and Required Fields
4. Automation Rules and Drip Programs
Setup in Pardot
2

22. 3. Salesforce.com Dashboards
a. Matrix Reports
b. Diagrams from Reports
c. Primary Campaign Source = Revenue Credit
3 Steps: Evaluation
3

23. 1. Organize KPI Reports
2. Populate Dashboards from Reports
Setup in Salesforce.com
3

24. Dashboard Example Detail
3
Plurality
of
Leads
from
Direct
Web
Inquiries
Majority
of
responses
from
email
Reminders:
ü Click
any
dashboard
to
see
reports
ü Report
edits
impact
dashboards

25. 3 Steps Summary
1
2
3
1. Salesforce.com Foundation
2. Pardot Automation
3. Salesforce.com Evaluation

26. Campaign ROI Reports
1
2
3
Tying
it
All
Together:
ü CRM
Capture
Campaign
ü MarkePng
Lists
ü MarkePng
AutomaPons
ü Capture
Campaigns
in
Influence
and
Primary
Campaign
Source
(PCS)

27. Campaign ROI Reports

28. ROI Reports

29. ROI Reports
1
2
3

30. - Precor Creed
“I believe in mutual respect
and the overwhelming
returns of sharing.”
@precor