Lead generation is both the cornerstone of successful marketing campaigns and a perpetual challenge for teams of all sizes and skill levels. The responsibility for managing campaigns often falls directly on employees’ shoulders – and over time, that burden can start to weigh on team members, leading to burnout, subpar performance, and even turnover.

Marketing Cloud Account Engagement (also known as Pardot) gives teams a tremendous advantage when it comes to scoring, grading, converting, and tracking incoming leads. It’s a powerful tool that can transform teams’ marketing efforts — but as we know, a tool is only useful if people actually use it. So, how can team leaders get their employees to adopt and take advantage of what Pardot has to offer?

In this episode of Transformation @ Work, we’re looking at adoption: how new and established teams alike can incorporate Marketing Cloud Account Engagement into their lead-gen efforts and drive campaign success at scale.

Key Ideas
03:08 - The three biggest value-adds that Marketing Cloud Account Engagement offers marketing teams
06:48 - Pardot in action: the ideal process for integrating Marketing Cloud Account Engagement into a team’s lead-gen efforts
09:31 - When should team leads consider bringing Pardot into their lead-gen campaigns?
10:48 - Developing lead-gen campaigns from the ground up with Marketing Cloud Account Engagement
12:35 - Using Pardot to supplement existing, long-running marketing efforts
15:24 - The role of tech training in encouraging employee adoption of new tech solutions
17:52 - Common stumbling blocks of Pardot deployment — and how team leaders can avoid them
20:57 - A few successful Marketing Cloud Account Engagement deployment use cases

Guest Speaker
Lisa French
Senior Business Analyst, Gerent

Lisa has spent 10 of her almost 14 years in the Salesforce ecosystem working directly with Pardot. Having used the solution even before it was acquired by Salesforce, she acted as Gerent’s Pardot practice lead before the solution was eventually folded under Marketing Cloud. She now acts as Gerent’s Senior Business Analyst, Solution Architect, and CPQ Practice Lead.

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