Pardot and EDA Solutioning for Higher Education

 

This session, led by Michelle Littlefield, a Solution Architect specializing in Higher Education, addresses the strategic decisions required to implement Pardot effectively within the Education Data Architecture (EDA) framework. The focus is on adapting B2B tools (Leads, Opportunities, Scoring) to support higher ed recruitment, admissions, and advancement goals.

Key Takeaways

 

• Marketing’s Critical Role: Marketing gathers data that can be leveraged to predict applicant risk, melt, attrition, and success—making a strong Pardot implementation critical for enrollment success.

• Leads vs. Contacts: There is no perfect architecture model. The decision to use Leads or go straight to Contacts depends on the institution’s volume of unqualified prospects and internal process delineation.

• Opportunity Value: Despite being a “salesy” object, the Opportunity object is invaluable in higher ed for reporting ROI and campaign effectiveness.

• Scoring and Grading are Essential: Using both Lead Scoring and Lead Grading together is the single most valuable action for generating ROI and efficiently passing high-fit, high-interest applicants to enrollment.

1. Leads vs. Contacts: Choosing the Right Model

 

The EDA framework does not natively include the Leads object, forcing institutions to make a strategic choice based on their recruitment model.

Option A: Using Leads and Contacts

 

• Pros (Why Leads are used): Leads reduce clutter in the Contact object, allowing a clear distinction between general inquiries and qualified applicants. Leads leverage native features like Lead Assignment Rules.

• Cons (Why Leads are complex): Requires EDA customizations for conversion (to ensure leads convert into the right account structure). It increases the complexity for end-users (knowing when to convert) and compounds duplicate management issues (especially with Community users).

Option B: Contacts Only

 

• Pros (Why Contacts are simple): Simplifies the object model (1:1 prospect and contact), eliminates manual conversion steps, and avoids complex EDA lead conversion customizations.

• Cons (Why Contacts are limiting): Requires the institution to figure out how to create an Opportunity (if used) without conversion. It may lead to a loss of future features that rely on the Lead object (e.g., Einstein scoring features).

2. Leveraging the Opportunity Object

 

Despite initial reluctance in higher ed due to its B2B focus, leveraging the Opportunity object is critical for marketing ROI and tracking.

• Value Proposition: Opportunity is key for reporting ROI and assessing campaign effectiveness (e.g., relating the campaign directly to a successful enrollment/deposit).

• Pardot Segmentation: Opportunities can be leveraged in Pardot for segmentation and automation:

  • Time-Bound Nurturing: Segment on Opportunities created or closed X days ago.

  • Melt Prevention: Create an Engagement Program to nurture prospects in the “Closed Won” (admitted/deposited) stage between acceptance and start date.

• Automation: Use automation rules to tag admitted prospects (Closed Won Opportunity) as a “Student” prospect tag, immediately moving them into a student nurturing journey.

• Best Practice: Use three key objects together: Opportunity, Affiliation, and Application.

3. Cohesive Solutioning and Custom Objects

 

Higher education requires a structured approach to ensure the complex EDA architecture supports marketing segmentation.

• Cohesive Solutioning: You must configure the Salesforce org with marketing data segmentation in mind. Align Role, Status, and Stage picklists across objects so that the Contact record always reflects the latest application status (e.g., Contact Status updates when the Application moves to “Awaiting Decision”).

• Custom Object Integration (PCO): The complex data structure of EDA means valuable information (e.g., Application Status, Program Enrollment) lives on child objects.

  • PCO Necessity: PCO integration (an add-on feature) may be necessary to access and query this rich data for segmentation and automation rules in Pardot.

  • Avoid Clutter: While data can be brought up to the Contact object via automation, do so selectively to avoid cluttering the core Contact record.

4. The Power of Scoring and Grading

 

Implementing a solid, customized scoring and grading model is the single highest ROI activity a higher ed marketer can undertake.

• Lead Scoring (Interest): Use the score (numeric value) to gauge prospect interest. Customize the default model by adjusting points for web page visits, downloads, and actions. Use negative scoring (e.g., for submission errors or inactivity) and use Scoring Categories to track interest by specific Program or Interaction Type.

• Lead Grading (Fit): Use the grade (letter value) to determine institutional interest/ideal fit. Set profiles based on ideal buyer criteria (e.g., location, desired start time frame, previous connection to the institution).

• The Absolute Key: You must use both Score and Grade together. This allows the enrollment team to focus only on prospects who demonstrate the ideal combination of ideal fit and high interest (e.g., an A or B grade with a score over 150). This drastically increases efficiency and reduces clutter.