Salesforce Basics for Marketers
Learn the key capabilities of Salesforce and how they can be applied to make you a better digital marketer.
About this Salesforce Course
The days of Pardot Admins working exclusively in Pardot are quickly coming to an end. As Salesforce and Pardot continue to move closer to a single platform, Salesforce skills are becoming essential for all digital marketers.
This course will explore key areas of Salesforce including data architecture, security, sales processes, reports, dashboards, and the integration between Salesforce and Pardot. You’ll build your skills through live instruction and hands-on exercises and come away with a solid understanding of capabilities and how they can be leveraged to improve your digital marketing efforts.
What you need to know
6-Week online course: Every Wednesday from August 10 – September 14, 2pm – 4pm ET
Course cost: $2400 per participant
Virtual participation format. Join from anywhere with wifi and equipment that supports live-stream video through Zoom.
2-hour lecture on Wednesdays from August 10th – September 14th, 2pm – 4pm ET
Open office hours on Mondays from August 15th – September 12th, 2pm – 3pm ET
Topical sessions broken out over 6 weeks with concepts you will apply to your work right away
- Interactive, discussion style format
Requirements
A Salesforce Developer Account (Free)
Access to a Pardot org with an Administrator login (Recommended)
- A working camera and mic to participate through Zoom video chat
- Willingness to learn and participate
- Motivation to challenge oneself
What you’ll learn
Lesson 1
Introductions
- Introductions
- Course Objective
- Housekeeping Items
Getting to Know Salesforce
- CRM Defined & Benefits
- What is Salesforce?
- The Role of Salesforce Administrators
- Salesforce Lightning Home and Navigation
- Viewing Data
Data and Relationships
- Salesforce Data Model
- Types of Objects
- Custom Objects
- Field Types
- Validation Rules
Lesson 2
Accessibility and Security
- Organizational Overview
- Profiles, Permission Sets, and Role Hierarchy
- User Records
- Field Level Security
Leads, Contacts and Accounts
- Leads
- Lead Creation Methods
- Contacts
- Lead Conversion
Opportunities
- Definition
- Lead-to-Opportunity Cycle
- Contact Roles
Lesson 3
Salesforce Campaigns
- Campaigns Defined
- Use Cases
- Campaign Member Status
Reports
- Reports Defined
- Report Formats
- Tabular, Summary, Matrix, and Joined
- Standard Report Types vs. Custom Report Types
- Report Filters and Filter Logic
- Adding Charts to Reports
- Cool Things with Reports
Dashboards
- Dashboards Defined
- Dashboard Elements
- Choosing the Right Component
- Dashboard Editor
- Scheduling Dashboards
Lesson 4
Connecting Salesforce and Pardot
- Why Connect?
- Sync Triggers and Timing
- What Pardot Can Do to Records in Salesforce
Sync Behavior
- Prospect Sync Behavior
- Prospect Sync Flow
- Sync Behavior Settings
- Person Account Sync Behavior
- Opportunity Sync Behavior
- Custom Object Sync Behavior
Managing & Troubleshooting Syncing Errors
- Checking for Sync Errors
- View Error Details
- Common Sync Issues
- Steps to Resolve Sync Errors
Lesson 5
Salesforce vs. Pardot Campaigns
- What’s the difference?
- Connected Campaigns Benefits
- Syncing Campaign Members
Campaign Influence
- Campaign Influence Defined
- Campaign Influence 1.0 vs. Customizable Campaign Influence
- Additional Campaign Influence Models
- First Touch, Last Touch, and Even Distribution
Campaign Influence Set-up
- Campaign Influence Eligibility Limits
- Auto-Association Rules
- Campaign Influence Settings
- Campaign Influence Reporting
Lesson 6
Viewing & Reporting Pardot Data in Salesforce
- Pardot Information
- Scoring Categories
- Pardot Engagement History
- Engagement History Lightning Components
Reporting on Pardot Data in Salesforce
- Engagement History Custom Report Types
- Setting up Engagement History Custom Report Types
Add to Pardot Emails
- Add to Pardot List Button
- Add to SFDC Campaign
- Send Engage Email
Course Wrap Up
- Review, Questions, and Next Steps
Hand-on Exercises
Exercise 1
- Personalize Your Nav Bar
Exercise 2
- Create a List View
Exercise 3
- Change Lead Views
Exercise 4
- Explore Standard Objects
Exercise 5
- Create a Custom Field
Exercise 6
- View User Records
Exercise 7
- Apply Field-Level Security
Exercise 8
- Create a Lead
Exercise 9
- Add a Field to a Lead List View
Exercise 10
- Convert a Lead
Exercise 11
- Manually Add a Contact Role
Exercise 12
- Create a Campaign
Exercise 13
- Create a Tabular Report
Exercise 14
- Create a Cross Filter Report
Exercise 15
- Experiment with Chart Types
Exercise 16
- Create a Simple Dashboard
Exercise 17
- Add Dashboard Filters
Exercise 18
- Map Sync Behavior for Prospect Fields
Exercise 19
- Check Your Sync Errors
Exercise 20
- Configure Auto-Association
Ready to level up?
Registration will open the week of May 23. Stay tuned!