Sword CTSpace will showcase their Pardot and Salesforce.com integration. This session will discuss how the company has cleaned up issues in the database like duplicates and incomplete information and then created custom fields and features within Salesforce to optimize the integration with Pardot.

1. SwordCTSpace
Database Clean Up and Pardot
Optimization
Angela Restani
Director of Marketing
Sword CTSpace

2. January 2011
• I start to work at Sword CTSpace
• No Marketing Automation software
• Database is a disaster
• I want to run out the door screaming
March 2011
• We purchase Pardot
• I realize that no one uses Saleforce for marketing
August 2011
• I finally convince our CEO that we need to do something to fix
our customer and prospect data
Sword <Business Unit>
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3. How did we get here???!!!!!
• Too many people had administrator rights
• Overloaded Tech Support team who didn’t have time to create complete records
• Let’s face it, salespeople are LAZY!
Someone had to fix this. Any volunteers? Of course not…
Sword <Business Unit>
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4. My dream project, NOT!!!
Sword <Business Unit>
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5. 1st Attempt Approach
Primary Goal - I do nothing
Project Cost around $5,000
Craig Cohen
Fresh Brain Marketing
craig@freshbrainmarketing.com
Brent McCormick
CRMfusion, Inc.
brent.mccormick@crmfusion.com
Sword <Business Unit>
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6. .
Sword <Business Unit>
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7. Create your query in a similar logical method as you do for
your Pardot automation rules, but there are not rule groups.
Sword <Business Unit>
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8. Guess what happened next?
Sword <Business Unit>
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9. What now?
• Take a Saleforce Administrator class
• Get buy in from management for resources
• Find “suckers” internally who will help with this project
• Find interns or students who will work for cheap or free
Sword <Business Unit>
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10. How to identify duplicates:
Exported all data from Salesforce and then imported it into an Oracle
database, ran the queries using PL/SQL (programming
language/structured query language) and then exported into Excel.
• Accounts
• Contacts
• Leads
Sword <Business Unit>
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11. ACCOUNT LEVEL
• Merge exact matches (name for name)
• Merge any duplicates with exact match of addresses (name variation)
• Query all name variation matches (example Sword, Sword CTSpace, Sword
Australia) Merge
CONTACT LEVEL
• Merge exact matches (look for information associated with that contact)
• Merge any duplicates with exact match of email addresses but variation in their
name
LEAD LEVEL
• Same as contact level
Sword <Business Unit>
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12. Use Email Report Hard Bounces to clean up the database by removing those
contacts. Make sure no data associated with that contact that may be needed for
reporting purposes.
Sword <Business Unit>
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13. I worked with at least 1 user in each role/function within our
company either in person or via Webex to get an
understanding of how they currently use Salesforce and their
wish list for enhanced/desired functionality.
This is a very important step to get buy in from your users
Sword <Business Unit>
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14. Adding new custom fields, to capture more data, target marketing
• Pardot is the driving force here
• Expiration date of support contract
• Secondary Specific Industry (gas and oil, upstream or downstream)
• Create new fields based on reporting needs of your teams/roles
Sword <Business Unit>
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15. IDENTIFY INDIVIDUAL CONTACT RECORDS that need updating (most time
consuming step, may want to break out into groups to complete this step, i.e. territory
managers)
• Industry/Sub Industry
• Type (Customer, Prospect, Lead)
• Contact Types (website, address, telephone)
• Marketing Source (uploaded list that didn’t include source)
• Language (for global companies)
Sword <Business Unit>
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16. Complete blank fields using MASS UPDATES
Create queries using Excel Connector app specific to field type, export out and
complete fields in spreadsheet and then re-import to Salesforce
Download app http://code.google.com/p/excel-connector/wiki/Install
Create a query for each field you would like to do a mass update on, for example:
• Country
• Account Owner (mass update of old salesperson to new)
• Undesired naming convention (example USA, US. U.S. to United States)
Sword <Business Unit>
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17. Questions?
arestani@ctspace.com
To find out more visit www.sword-group.com
rarestani@att.net © Sword Group 2008
@miss3dcad UPGRADE YOUR BUSINESS
Sword <Business Unit>
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