This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Choosing to implement Pardot as your marketing automation platform of choice is a big decision as it takes a lot of time researching and planning how the platform will fit within your organisation. Now the strategic decision has been made, it's time to implement the system and it's a process that requires a lot of care when executing. Which is why we've created a free Pardot implementation guide which you can go ahead and download. Then, read on for more implementation tips!
To extract the most value from the system, you'll need to configure the system bespoke to your business. Sure, you could use Pardot with it's out of the box settings, but you didn’t just spend all of this time and resource for mediocre usage, you want a lead generating machine!
Here’s what you need to know about a Pardot implementation.
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1. Make the relevant people in your organisation aware of their role
Pardot is a marketing tool, but you’re going to need help from people within other departments. Depending on the size of your company, the number of people will differ. The core groups are below:
Marketing - If this isn’t you reading this, then you’ll need to make sure the marketing team are fully bought into this as they’re going to be the ones driving Pardot activity! Automation requires an ongoing supply of email copy, content downloads, landing pages, design work etc. The team will need to be able to have the resource to schedule this in. Make sure you have at least one designated Pardot user so that they can manage the platform and ensure all the features are being utilised and the automation is all connected properly.
Webmaster - The webmaster will be responsible for embedding the tracking code on the website and placing inline frames (iframes) for forms and dynamic content onto the website.
IT team - These guys will help you set up vanity URLs for your landing pages (also called CNAMEs). They’ll also add the SPF/DKIM record onto your domain – more on this further down the article.
Sales team - Pardot was built to align marketing and sales to enable both teams to be more productive and increase revenue, so it makes sense to bring sales into the implementation process so they can be introduced to a new process early on. They’ll be a great help in setting up the lead assignment process and defining what a MQL (marketing-qualified lead) looks like.
CRM Admin - The person in charge of the CRM will need to set up permissions and the Pardot application within Salesforce (or other CRM), set up the custom fields/layout and adding the activities iframe to the prospects record within the CRM.