You’re Going to Need a Bigger Boat: How to Scale Your Marketing with Pardot

It’s the 30th Anniversary of Discovery Channel’s Shark Week! We’re using it as a chance to have some fun and talk about the wilder side of B2B marketing.

In my time as a Success Manager at Salesforce, I’ve led over 100 Pardot implementations with some of our largest customers. Today, I am focused on working with Amazon to align Pardot to their business goals and maximize it’s functionality. Last year, I shared the stage at Dreamforce with one of my Amazon customers who presented ‘Amazon: How We Built The World’s Biggest Pardot Instance.’

Just like Shark Week was originally devoted to correcting misconceptions about sharks, I’ve devoted my Salesforce career to helping customers overcome misconceptions about Pardot in the Enterprise space.

So, what do Enterprise customers need that Pardot has? Here are three main areas that are non-negotiables for Enterprise customers.

Scale and Processing Power

Enterprise customers need a platform that has massive compute power with speed and a user-friendly UI. It’s possible for Pardot to hold tens of millions of records, thousands of automation rules, landing pages, forms, hundreds of users, and send millions and millions of emails. Pardot has made optimizations so that the UI responds when tasked with large quantities in all areas of compute power. The UI is snappy, trustworthy, and automations run reliably. It is also easy to use, which decreases the learning barrier for onboarding many users.

By having the power, speed, and reliability, Pardot is well positioned in scale and processing power to handle the largest tasks. Marketing Automation users need their programs to ‘always be on point’, and Pardot is a reliable channel for them. Pardot’s positive growth trajectory will only be catapulted forward now that its services are in AWS.

Reporting and Analytics

Like most customers, Enterprise marketing teams are held accountable for their marketing metrics. They hold weekly meetings to review their numbers, so reports need to be easy to digest and display. Pardot allows users to choose their own format for reporting, whether it’s through the UI, .csv exports, in Salesforce, or through B2B Marketing Analytics, this level of access to the data allows them to formulate their metrics easily.

This year, Pardot released Campaign Influence Attribution models including Multi-touch attribution, and Campaign Alignment. These robust reporting capabilities allow large enterprise customers to make quick, data-driven decisions by understanding which marketing campaigns are performing well and where they need to make adjustments. Because all of their marketing and sales data lives in one place, they are able to collaborate across teams and know their marketing ROI and the impact it’s having on sales revenue. This level of detail and alignment is crucial for enterprise companies working towards large growth and revenue targets across global teams.

Salesforce syncing

A pain point of many customers switching to Pardot from other systems is the lag between their CRM and other Marketing Automation platforms. Pardot ↔ Salesforce syncing is wicked fast, even when tasked with millions of updates. Enterprise customers must have records with the correct data to allow their marketing programs to fire effectively in Pardot and for their sales reps to followup with leads with the correct information in Salesforce. When the data is ‘in sync,’ it allows both Sales and Marketing to communicate effectively. Pardot’s sync with Salesforce is rapid, and enables marketers to do their jobs effectively and without delay.

In the movie Jaws, actor Roy Scheider saw Jaws for the first time and remarked to his captain, “You’re going to need a bigger boat.” I’m here to tell you Pardot is already running a much bigger ship than most people realize, and we’re just getting started.

Jaws - Bigger Boat gif