How I run a Project as a Pardot Consultant

1. Start with the End in Mind: Set Specific, Measurable Goals

Setting specific, measurable goals enables us to measure the success of the project. Instead of focusing on statement of work initially, I instead sit down with the client to agree upon desired outcomes together.

Some of my clients’ goals in the past included:

  • Double the number of visitors to our website from 2,500 to 5,000 per month.
  • Increase the number of conversions rate on our landing pages from 3% to 5% of visitors.
  • Increase the click-through rate of email sends from .5% to 1.5%
  • Achieve positive ROI on paid Google Adwords pilot campaign

2. Draw a Map to Get To Our Destination (Business Process Mapping)

city map with Pin Pointers 3d rendering image

Where some companies take a technology-centered approach I start with business process centered approach. Often, companies don’t know what their business process should be. In these case, I happily provide my recommendations based on my past experience as a successful revenue-focused marketer with high-growth companies. At the end of this step business processes are formalized in a business process map, which is great to refer back to for training and as questions arise.

3. Executing on the Plan: Building Technology & Daily Habits through Training

Next, I build the solution architecture and present the proposed solutions in a solutions design document to review with the client. In this step, I present different solutions possible in Pardot that will support our business process defined in step 2 and that will achieve our goals defined in step 1. Based on the technology architecture there could be more than one way to architect something. I will explain your different options and how that will affect your long term marketing roadmap with Pardot. I will then make a recommendation.

blueprint-1Once the client makes a final decision on the solutions architecture I proceed to build the solution, with check-in points along the way. Then I will train the client team on the solution and technology so we can continue to improve and evolve to achieve further success.

One Reply to “Paul’s Secret Sauce for Running Successful Pardot Implementations”

  1. This is an excellent article with great information on Pardot and the importance of planning, solutions and training. Nice publication Paul.

Leave a Reply

Your email address will not be published. Required fields are marked *