How Horizon North is reinvesting in Pardot to enhance functionality and ROI
Horizon North is a publicly listed corporation (TSX: HNL.TO) providing a full range of industrial, commercial, and residential products and services. [Their] Industrial division supplies workforce accommodations, camp management services, access solutions, maintenance and utilities. [Their] Modular Construction division integrates modern design concepts and technology with state of the art, off-site manufacturing processes; producing high quality building solutions for commercial and residential offerings including offices, hotels, and retail buildings, as well as distinctive single detached dwellings and multi-family residential structures. As a result of [their] diverse product and service offerings, Horizon North is uniquely positioned to meet the needs of [their] customers in numerous sectors, anywhere in Canada. (LinkedIn)
To improve their marketing operations, Horizon North had already implemented Pardot and integrated it with their Salesforce instance but were finding that they weren’t able to leverage the platform as they had originally envisioned. They sought out Traction on Demand to help them better understand Pardot as a platform and how to make the most of their investment.
Pardot had been integrated and implemented previously without leveraging best practices. Their Pardot implementation lacked advanced functionality, with only the most basic features being used: sending bulk emails and hosting the occasional form. Horizon North felt that they did not have the training or experience necessary to leverage the more advanced aspects of Pardot.
There was an eagerness within the company to learn and implement more best practices. An improvement in the integration between Salesforce and Pardot was needed to ensure the quality of data transferred was kept to a high standard. They wanted to fill their database to improve their metrics, but didn’t want to sacrifice data cleanliness and use-ability to do so.
Pardot was capable of doing more and Horizon North recognized this. They felt that they were limited in the quantity and depth of the reports they could leverage. They wanted more visibility and insight into their customers and their own organization. The previous Pardot instance lacked an adequate solution to help Horizon North navigate CASL (Canadian Anti-Spam Legislation) regulations. Horizon North were unable to leverage Pardot’s lead scoring and grading capabilities, one of the most powerful tools within the platform.
“Best practice” technical setups in Pardot and Salesforce were performed by Traction, allowing Horizon North to access more features within those platforms. A number of key features were essentially unlocked for Horizon North. Dynamic lists (5 total) were created within Pardot and workflows were created within Salesforce. The integration of Pardot and Salesforce was mapped according to best practices to improve the overall integration and to eliminate the creation of duplicate records. This ensures that only data with a high standard of cleanliness is collected. An email preference center was created along with a landing page where users decide what content they receive/are connected to based on the business units/product lines they are interested in. A set up of reports and dashboards was performed using “out of the box” functionality in both Pardot and Salesforce including: campaign ROI, campaign influence, lead funnel, opportunity funnel, MQL, value of marketing influenced opportunities and marketing influenced opportunities.
Permissions, preferences and settings were configured to navigate CASL. CASL compliance is tracked through custom fields that determine which business units a lead or contact is associated with. This ensures that only CASL-compliant content is sent to the lead/contact. Implied consent (based on purchase) is tied to an opportunity, indicating to Horizon North that they have received consent to email that customer for one year following the purchase.
CASL compliance is tracked not only in Pardot but also in Salesforce.
Three different grading/scoring profiles were set up – one for each of the three separate business units (each business unit had a different set of associated scoring/grading rules). Prospects are scored based on which business unit they have shown interest in. Qualified leads are sent to the correct queue in Salesforce. This all ensures that marketing and sales reps are able to act on leads at a more granular level.
Horizon North’s engagement with Traction helped address all of the major challenges and pain points that they faced prior to the project, with room and structure for further expansion. The elimination of duplicates through best practices ensures that data quality does not hinder sales and marketing operations. Data collection for scoring/grading purposes with the email preference center increases Horizon North’s understanding of each lead. Horizon North is experiencing better communication between Salesforce and Pardot with the improved integration, providing improved visibility and experience to marketing and sales reps.Leveraging Pardot’s reporting functionality also gives Horizon North more visibility over their business.
Horizon North can track implicit and explicit compliance of CASL to more easily understand who they can send emails to and for how long. With data available in both Pardot and Salesforce, compliance data is available to more than just the marketing team, leading to better collaboration between sales and marketing. Implied consent via product/business unit purchase is much easier to track now that it is tied to opportunity, improving the efficacy of marketing reps and even sales reps.
With product or business unit specific scoring/grading, Horizon North can more precisely target prospects, leading to better marketing qualified leads (MQLs) and ultimately, better conversion rates.
“Traction took the time to understand our business, and most importantly, provided meaningful advice and suggestions for business process. Developers can be found anywhere but real business professionals is the reason I choose Traction for our project. They weren’t the cheapest, but they were the best value for our company.” – Joel Kuntz, Director of Sales Operations and Strategy, Horizon North
Project Learnings from Julius Walczynski, Strategic Solutions Analyst, Traction on Demand: In the future, the Pardot training instance should be leveraged much like the Salesforce sandbox, particularly in a project such as this where another company has already implemented Pardot. Even with the additional time spent manually re-entering this data, this best practice has the potential to prevent larger-scale delays resulting from issues that could be uncovered through testing.