Optimizing Pardot for Brand Consistency

Client Overview 

A Global Digital Demand Center for a large professional organization was in the midst of a massive rebranding initiative. They were using Salesforce Marketing Cloud for their B2C customers and Pardot for their B2B operations. The client needed expert support to scale and streamline their Pardot instance and rebrand all existing email and landing page templates to align with their new branding guidelines.  

Challenges 

• Rebranding Complexity: The client was undergoing a significant rebranding initiative, requiring the overhaul of multiple assets, including email templates, landing pages, and other marketing assets, while ensuring consistency across platforms. 

• Inefficiency in Operations: The production process for campaign management was slow, with the need for manual adjustments to templates and campaigns across Salesforce and Pardot. 

• Need for Speed and Quality: The client needed a partner capable of maintaining high-quality standards while working at speed to meet deadlines in line with their marketing and campaign schedules.

Solution 

Digital DI Consultants worked closely with the client’s team to streamline and scale their Pardot instance while aligning all assets with the new branding guidelines. Key actions included: 

• Template Rebranding: Overhauled email templates and landing pages using Litmus to meet the new branding requirements. These were then synchronized with both Salesforce Marketing Cloud and Pardot, ensuring seamless integration. 

• Campaign and Workflow Optimization: Created Salesforce campaigns, scheduled program launches, and tested workflows to ensure they functioned properly, enhancing the efficiency of the marketing team. 

• Data Management: Addressed data enrichment and normalization needs to ensure accurate targeting and segmentation for campaigns. 

• Quality Assurance: Implemented a two-stage QA process involving the production team lead and activation manager to ensure quality in every stage of the campaign creation and execution process. 

• Dashboard Creation: Developed simple yet effective dashboards in Salesforce to track and manage campaigns, ensuring clear visibility into performance metrics and workflow efficiency.

Results 

• Efficient Rebranding: Successfully rebranded all email and landing page templates in line with the new guidelines, completing the task quickly while maintaining high standards. 

• Streamlined Operations: With the production process optimized, the client was able to launch campaigns faster and more efficiently, reducing the time spent on manual adjustments. 

• Improved Campaign Execution: The new engagement campaigns set up within Pardot were successfully launched using the newly branded assets, resulting in more effective marketing operations. 

• Increased Focus on Strategy: By handling the production and technical aspects of campaign management, Digital DI Consultants enabled the client to focus more on strategic planning and campaign execution.

Conclusion 

Digital DI Consultants helped the client streamline their Pardot instance, ensuring a smooth rebranding of their email and landing page templates. The successful integration of branded assets into Salesforce Marketing Cloud and Pardot, along with optimized workflows and campaigns, resulted in faster execution, better-quality outputs, and allowed the client to focus on core strategic activities. This collaboration helped maintain both speed and quality in a critical phase of the client’s rebranding journey.