MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
Days
Hours
Minutes
Seconds
View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
Many businesses will purchase Pardot, implement it for marketing campaigns and stop there. But there is a whole realm of possibilities. Whatever sector you’re in, your business is made up of more than just your marketing department. So why stop?
In this session, we will go over the various ways you can bring Pardot to your sales, support and any other teams you may have in your business. We’ll give a specific use case of how we at Supermums use Pardot as a powerful tool to add accountability and bring added value to our training programs. You’ll walk away with the tools. All that will be left is to let your creativity flow to adopt Pardot in your various departments – the sky’s the limit!
This session challenges the traditional view of Pardot as a tool exclusively for Sales and Marketing, advocating for its strategic use across the entire organization to maximize investment and efficiency.
The core purpose of extending Pardot use is to get more “bang for your buck.” While Pardot typically increases marketing ROI by an average of $40\%$, leveraging it across other departments can push this number higher by streamlining communication, tracking engagement, and automating processes outside of the sales cycle.
Marketing automation is about delivering the right message to the right audience. This core principle applies to every department, including:
Training and Education
Customer Service
Finance and Accounting
Human Resources
Internal Communications
Pardot and its connection to the Salesforce CRM enable powerful automation for non-marketing teams:
The goal is to increase course completion rates and provide added value to students.
Solution: Use Engagement Studio or automated emails to send accountability emails. These emails include best practices, weekly focus content, and a clear, easy-to-click button linking directly to the course login or specific homework assignment.
Value: Removes friction for the user (“Don’t Make Me Think”), increasing the likelihood of engagement and completion.
The goal is to gather timely customer feedback and ensure customers feel heard.
Solution: Send post-case closure emails with a clear call-to-action (CTA) for a satisfaction survey. This could be a button linking to a survey form, or even a set of images (e.g., thumbs up/down) that trigger different actions.
Automation: Based on negative feedback, a Completion Action or Engagement Studio can automatically create a Task for a customer service agent to follow up with a phone call, streamlining the feedback loop.
The goal is to track payment engagement and automate follow-up on overdue payments.
Solution: Send invoices or payment reminders via Pardot email, including a “Pay Your Invoice” button.
Tracking: Pardot tracks who opened the email and, more critically, who clicked the payment link. Non-clickers can be automatically enrolled in an Engagement Studio drip campaign or generate a Task in Salesforce for the accounting team to follow up.
Value: Provides quantitative data on time-to-payment and streamlines collection processes.
The goal is to ensure internal teams read and engage with critical updates, particularly around new systems or training.
Creative Solution: Send internal communications via Pardot. Embed links or “hidden nuggets” of information that are essential for the team’s daily job. The system tracks who clicked (and thus read the essential information) and who did not.
Value: Increases accountability for reading important updates and provides measurable data to management on internal engagement.
Getting non-marketing teams to adopt Pardot requires strategy and education.
Identify Pain Points: Talk to other departments to discover where they are wasting time, lack customer feedback, or feel their message is not being heard. Position Pardot as the solution to their specific operational problems.
Structure Your Instance: Create dedicated campaigns, folders, and marketing assets that are clearly separated, helping other teams feel comfortable and confident that their materials are organized.
Identify Champions/Heroes: Find early adopters or super users within non-marketing teams. Their excitement and successful use cases will naturally spread and encourage buy-in from their colleagues.
Provide Training: Show users how to access, view, and understand the basic reporting (open rates, click-through rates) associated with their assets. Demonstrate the possibilities of an Engagement Studio to spark creative ideas specific to their departmental needs.
