Identify Ideal Customers And Tune Pardot To Better Serve Them

Skill Level


Learning Track

Pardotmarketing strategy

All customers are equal, but some are more equal than others. If you agree with this and/or love Orwell quotes, then this session is for you.

We will show you how you can create an Ideal customer profile to streamline your sales and marketing and target prospects that bring the most value to your business — today and in the future. Moreover, we will demonstrate how you can gear Marketing Cloud Account Engagement to give these customers a smooth experience and fast-track them through the funnel.

About the Author

Jaime Lopez

Jaime López is an expert in data-driven marketing with an emphasis on B2B megadeals. Jaime holds an M.Sc. in Energy Engineering from the Technical University of Madrid and has pursued further graduate studies in Machine Learning at MIT and Stanford University.

Jaime has an international track record in creating value for innovative companies and spent the past seven years at the Finnish industrial conglomerate Wärtsilä, where he led the data-driven marketing practice. His team has leveraged machine learning to prove causality between measurable marketing and hundreds of millions of euros in revenue.

Jaime has been inducted into the inaugural class of Salesforce Marketing Champions as one of the world’s top Pardot experts.


Adele Kurki is a digital native driven to turn marketing actions into measurable results. She builds bridges between data and engaging content and influences as a MarTech Lead in the next-generation managed cloud service start-up Aiven.

In addition, being a 2x Salesforce MCAE certified Ranger, she graduated with an M.Sc. in Economics from the University of Vaasa School of Marketing. Currently, Adele leads a team of experts in MOPs professionals that support defining the marketing strategy and putting it into practice by incorporating new platforms, streamlining marketing processes, collecting and analysing data, and creating techniques to reach and engage the target audience.

Adele drives continuous data-driven development and trusts that good structuring, consistency, creativity, courage and automation bring outstanding results.

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