How Pardot Increased Engagement and Lead Flow Using Facebook

1. Katie Blair
Senior Manager, Online Marketing, Salesforce
Lauren Griewski
Global Business Marketing, Facebook
Tori Jensen
Online Marketing Manager, Salesforce
How Pardot Increased Engagement
& Lead Flow Using Facebook

2. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or
if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the
forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any
projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies
or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology
developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for
our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed
and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand,
retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history
reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly
report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC
Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently
available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. Agenda
Facebook Advanced Match + Advanced Targeting Solutions Overview
Pardot’s Success with Advanced Match
Lead Generation Best Practices for Facebook
Tips for Measurement
Q&A
1
2
3
4
5

4. Facebook Advanced Targeting +
Advanced Match

5. Social is an incredibly effective channel for B2B

6. or 66% of monthly active
people return every day
people access Facebook
every month
＞1.7B ＞1.1B
6
People on Facebook are highly engaged
Source: Based on Facebook data, June 2016.

7. Source: Facebook Q3 2015 Earnings Call
1 in 5Minutes spent in the U.S.
is on
Facebook or Instagram
I N FA C T

8. Facebook helps marketers in multiple ways
ADD NEW LEADS ENGAGE NON-RESPONDERS DRIVE PURCHASES

9. For B2B Advertisers, It’s the Audience That Matters
How important are the following for B2B digital advertising?
[Extremely Important]
B2B Programmatic Media Planning & Buying Study from Kantar Media SRDS & Connectiv - March 2016
29%
39%
43%
44%
45%
51%
78%
Ad position
Price
Site transparency
Site content
Viewability
Inventory quality
Audience

10. The Power of Facebook Targeting for B2B
Source: Facebook US internal data, Jan 2016
Across devices and
platforms
Real people
Accurate targeting
based on data,
intent and behaviorIncredible scale
Deliver ads to people
across devices on
Facebook, Instagram or
apps in the Audience
Network. Sequence
advertising for Lead Gen
and nurture campaigns.
With Facebook, you'll
reach real people, not
proxies, because we
offer real identity.
Layer multiple targeting
options to ensure you’re
reaching the most
qualified audience.
Facebook’s reach
across desktop and
mobile consists of 1.6
billion monthly active
people

11. Robust targeting to reach the right people
Company Size
Core Audiences
Facebook data
Custom Audiences
First-party data
People who are
similar to your
Custom Audiences
• CRM data
• Event attendees
• Prospects
• Nurture
• Website visitors
• Line of Business
• Account Based
• Behaviors and
Intent
Lookalike Audiences
First-party data

12. Source: Salesforce State of Marketing 2016 Report
of high-performing marketers
use CRM to create ads83%

13. • You can now add additional data
(e.g. first name, last name, zip code,
city, state, etc.) to increase the match
rate for Custom Audiences
• An increased match rate improves your
targeting, optimization and
measurement.
Increase Match Rates for Custom Audiences

14. And Now – Use All Of Your Data
1. Email
2. Phone
3. Gender
4. Year of birth
5. Month of birth
6. Day of birth
7. Last name
8. First name
9. First initial
10.State
11.City
12.Zip code
13.Country code
14.Mobile advertiser id
15.Facebook App User ID
Additional customer attributes increase your customer match rate

15. Pardot’s Success with Facebook
Advanced Match

16. Pardot’s Smarter Marketing with Advanced Matching

17. Targeting Offer Goals
1. Expanded reach of
current customers
2. Higher quality
lookalike audiences
3. Decreased CPR
4. Increased Pipe to
Spend
1. CRM Customer Data
2. Lookalike of Current
Pardot Customers
3. Exclusion of Current
Pardot Customers
Creating the Framework

18. Our Success
• 2.3X increase in customer
match rate
• 93% lower cost per response
with Lookalike Audiences
• 3.8X increase in return on ad
spend

19. Quality over Quantity
Less time responding to
negative comments
95%
Increase in CRM data
match
2.3x
Engagement
Increased
Organic
Reduction in negative sentiment using advanced match audiences

20. Advertising Studio Advanced Matching Feature
Advanced Match Available
next week in Advertising
Studio!

21. Lead Generation Best Practices for
Facebook

22. Creative Ad Copy Content
Relevant ContentAttention Catcher Gives Context
Facebook Best Practices

23. Use attractive lifestyle
photos, bright product
imagery, or videos to grab
the attention of potential
customers.
Facebook Best Practices
Creative

24. Short is sweet—give enough
information on what this
ad is about to get them to
click to learn more.
Facebook Best Practices
Ad Copy

25. Make sure the content is
something that appeals to
the targeting you have set
up.
Facebook Best Practices
Content

26. Prospect Ads Conversion

27. Prospect Ads Conversion

28. Prospect Ads Conversion

29. A/B Testing
Vs.

30. The evolution of communication
B2B buyers and influencers expect more
immediate, expressive, and immersive communication

31. TEXT
PHOTOS
VIDEOS
VR / AR

32. Storytelling with Canvas
Offer name

33. Promoting Thought Leadership

34. Creating Brand and Product Awareness

35. Driving Consideration and Demand Gen

36. Driving Lead Gen with Forms
Offer name

37. Tips for Measurement

38. Measuring Success on Facebook
1. Standard Metrics
1. Actions
2. Cost per Action
3. Spend
2. Your Business KPIs/Outcomes
1. Form completes
2. Conversions
3. Pipeline
Pro Tip: Gain buy in from your stakeholders on your KPI’s!

39. Q&A

40. Thank Y u