Dodge developed a customized timeline that fit with the Salesforce implementation as to not lose progress with the Pardot implementation. Throughout the six weeks budgeted, Dodge worked closely with Bravo
to ensure Pardot was being implemented in a turnkey fashion.
Dodge maintained a highly flexible approach to the implementation timeline. For example, by shifting integration with the CRM from the first item to the last item on the implementation timeline, Dodge ensured Bravo was comfortable with both systems before creating a sync. Moreover, instead of setting up the system with a basic “out-of-the-box” configuration, Dodge held weekly calls with Bravo Wellness to make sure team members fully understood the components of implementation and allowed time for Dodge to ask questions to gain the necessary insight into lead assignment workflows and assess content for stages of the sales cycle. Dodge’s high touch, customized training empowered employees to use the system for a variety of communication and marketing efforts.
Prior to implementing Pardot, Bravo was not conducting segmentation of any kind. Early on, Dodge shifted focus to segment prospects based on interactions with certain materials and pages of the website, create automated lead assignment workflows, customize grading and scoring as well as optimize collateral for tracking and insight. Through segmentation on the website, Bravo is able to filter out people seeking career information from marketing efforts and tailor campaigns depending on the behavioral interest of actual prospects.
In addition to segmenting prospects, Bravo also sought to encourage conversions so unidentified web visitors could become known leads. Though Bravo had conducted a series of marketing efforts through paid search, social media and email marketing communications, there were minimal forms involved that would provide sales specific information on each individual prospect. Dodge worked to create forms that would capture the information required to determine a lead sales qualified through a series of progressive and dependent fields on Pardot forms.
By implementing forms into marketing campaigns, Bravo Wellness secured over 100 conversions in just one month, leads that would otherwise be lost in the shuffle. During the last phase of implementation, Dodge connected Salesforce to Pardot to provide an instant sync of lead and contact information collected in Pardot as well as manually entered in Salesforce. Additionally, Dodge worked to ensure fields and values were mapped appropriately and added to forms and rules that were created in the previous stages. Dodge conducted weekly calls with Bravo during implementation to keep Bravo up to date on progress and review questions. In addition, Dodge provided implementation deliverables designed to help facilitate conversations around scoring and grading profiles or to simply provide an overview of system capabilities to maximize Pardot use. Bravo also wanted to ensure the appropriate team members felt comfortable acting as administrators once implementation was complete in the spring of 2015, so Dodge provided Bravo with a customized Pardot admin training package.
Dodge provided Bravo team members hands on, interactive training with their customized Pardot instance via a series of five, hour-long GoToMeeting training calls. The training sessions were tailored to addresses current and future marketing needs, and Dodge provided best practices and use case scenarios to help provide the necessary context and guidance for system use. Each week, time was reserved at the end of the training calls to understand what issues the client faced and provide strategy and tactics on how to accomplish the goals. Dodge also provided the Bravo Pardot admins with Salesforce insight needed to get the best use out of both systems for their needs. Following every call, a detailed overview was delivered that outlined the steps covered, best practices discussed and items to practice before the next call.