Lead segmentation for Life sciences

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foreign [Music] thanks for joining our webinar series improve Salesforce for Life Sciences organizations I'm so excited today to be joined by Kevin hospadar from steady state media who's going to talk to you about how to optimize pardot for your life sciences organization he's got loads of really cool things to share such as common use cases for pardot some academic theories some in the field applications and you're going to have a really good time with the information that Kevin has to share for you today we've got a series that will be running the same day the same time one Thursday a month and our next one will be a panel event that's going to be really exciting where we have an esteemed panel of folks with loads of experience in life sciences who are going to be talking about 2023 trends that we see coming in life sciences and the implications that has for your Salesforce organization so you won't want to miss that one we've got a few more planned for the beginning of 2023 and then starting in the spring we've got some really exciting live events for you we're going to be doing lunch and learn panel conversations in Philadelphia Boston and RTP and following that we're planning a two-day Life Sciences dream and live event that you will not want to miss anybody who's attended today's webinar or any other webinar will receive the recording of the webinar as long as or as as often as we can send it out to you you will see more information about the life sciences dreaming opportunities that we have coming up for you so you'll get a call for speakers you'll see a call for sponsors and then you'll start to see agenda and registration information anyone who attends our webinars will receive a discount code to attend our Live Events they are sure to be packed with information and amazing networking with other Professionals in life sciences thank you so much for joining us today if you have questions as the webinar is running please put them in the Q a box and Kevin will try to address them if it makes sense in the moment or after the webinar is over we are so excited to share this information with you today and Kevin take it away okay thanks Shannon uh really excited about this and I will get things kicked off here um on our first uh of the webinar series talking about pardot Slash mcae so move here so uh my name is Kevin Shanna mentioned uh I'm a marketer at heart uh I've been working a part out since 2011 been in Salesforce since about 2004. um I've always been in the marketing side for B2B marketing automation a little bit of the of Channel sales so a little unique there but also um work quite a bit in life sciences uh Tech uh some higher education and a mix there so um while I am not a strictly lifer in the Life Sciences realm I think I bring some pretty unique perspectives and kind of can see those things that maybe are a little bit outside of the the bubble of Life Sciences I like bad metaphors so excuse me if I go through any of these a lot of them have to have building houses uh sometimes about fishing so we'll try to keep those to a minimum um but just to kind of get things going here of just the agenda for today one we want to talk about pardot versus mcae which are there's a lot of names that get thrown around and we're just even commenting of how sometimes the documentation other places they kind of get to be distributed so mcae is marketing Cloud automation uh pardot is the market automation platform that is part of Salesforce we're going to kind of do a level set on part out as a product kind of talk a little bit about history I can tell you what it does um what it doesn't do and then do some comparisons on other places um there's three main points that I want to talk about that we can kind of walk through um in the idea of theory versus application and when I say Theory it might just be the way that you're using it right now of using a tool similar to pardot or how maybe you're just kind of doing some cheats or some some manual processes that could be dealt with automation so kind of the theory and like what you're really trying to do and then the application of like hey this is what pardot will look like or this is what part I can do or here's something you might not even think about that's maybe be afforded to you and you're in a process that's manual if it becomes automated you don't have to worry about it um this can be an interactive presentation I'm not going to be doing a demo and I'm not going to be jumping through uh reading slides and reading bullet points are kind of the way that I work and a lot of it to his conversation so happy at any point um someone raises their hand and puts in a question has their information at some point to jump into like a live demo instance and kind of go through those different pieces and answer very specific questions but I'm going to try to talk in generalities and try to just at least get everyone at like kind of a base understanding of par dot slash mcae and this might be the last time I actually use the acronym MCA too so level set on part up uh it's par dot not Pardo that's one thing that uh it's no one no one will correct you but there's a lot of times that you see people reading a little differently pardot is actually I think it's a Latin term um that meant to seller to Market so whenever it was developed uh in 2007 by a group out of Atlanta that was kind of where they came from so it was a strange word to kind of get kicked off um in that space I started using part out in about 2011. and so it was a standalone product it had Integrations into a bunch of different crms and erps and just kind of it was just kind of plugging and playing into different places um 2011 things weren't that robust yet either so it was not it didn't have that um consolidation of a lot of these different point Solutions into larger platforms uh it was great for emailing it was great to kind of almost work as a database and have a place for marketers to work and to be able to look at lists and be able to send out emails so that was really the foundation the core of the product when it started uh 2012 exact target purchased it and then not they're that much further afterwards it's shown as a year in the dates that I think was only about seven or eight months but Salesforce then acquired exact targets so there wasn't a big change and I think that's one thing to think about when you look at pardon as a whole that as it made those jumps from a standalone organization a standalone piece of software to where it came to Salesforce they didn't have a lot of time to put an exact target skin on it or to change things around and to move things and maybe develop it so a lot of the stuff you see in pardot today is Legacy all the way back to like that 070809 12 like before the exact target acquisition so sometimes that's a knock that people have against it that it doesn't have as flashy of an interface if they're coming from a HubSpot or a MailChimp or some other those products that have really nice UI ux's a lot of functionality behind it but is simple interface um one thing too that to kind of level set is that pardot looks at records across the board and calls them prospects um in Salesforce that's leads in contacts and Salesforce the uni unique identifier is using alphanumeric code in pardot it's the email address and so while there's a lot of different OEM instances of Salesforce where you can change those categorizations from partner to lead contact whatever you you kind of call it if it's patient if it's whatever they are um just know on the pardot side it's always thought of as a prospect and as a marketing person I think that helps clear clear things up no matter what industry you're working on you're thinking of as a record inside of pardot as a prospect and Records inside of salesforces leads contacts Partners all those pieces so um I try to keep that language of par dot record Salesforce records so whenever we talk about going back and forth but there are differences in the naming there main takeaway part out his email Salesforce is a unique identifier to each record so in Salesforce you could have two email addresses and have them be two records in part it does not allow for that duplication it only allows it for one email so what is pardot and I think the easiest way to do this is just to kind of look at their menu and structure and I don't think that we need to jump into a screen share to like kind of look and go deep to understand this but they really bucket things into four places uh marketing prospects reports and admin and so as you look at that and I kind of just broke out each one of those those main headers to kind of see what's in there the marketing side of things is kind of what you really work on you have to think about pardot is an automation platform and you think about marketing automation as being able to set up if then statements so as you put people into a processor into automations things happen in the background without you having to worry about them that's really the core of parda um is that things can happen actions can take place someone can interact with your content your website all those different places and something happens on the back end it's not a manual process uh so you jump down through there the the main core tool that I've always seen the part out as is an emailer is that it's a Mass emailer for sending list emails or it's also now an emailer for Integrations into Salesforce for sending out emails and the great thing there is it's sent from a platform that's tracked so everything that's in there it's cookie based tracking there's um it's it's a pretty robust tracking system while it sounds pretty simple on the prospect side while it has the email capability it is also a database Builder um there's ways for leads to be created there's ways for you to import leads but you have a full list of all of your records inside of pardot um and the way they sit there reporting um pretty easy reporting to kind of based off of uh reporting off of like activities of like if you send an email or activities of who's visiting your website it's all those kind of marketing reports that are built there um the nice thing is it also we could we'll talk about this later on is that it's pulling information from Salesforce the Salesforce information is making it over into part out into the places there the admin side like that's not as fun and is interesting but it is notable to say that like it is a separate platform in the admin sense in the user configuration so if you have sales users marketing users admin management you can set up priorities and you can kind of set up who can access information and set up visibility that way so it does have its own um access and admin functionality separate from Salesforce so you can set those all up in all your visibilities inside Salesforce you can set them up differently inside of pardot to allow for Unique profiles to have unique views and data exposure there so just a quick again level setting to kind of understand what pardot is there's a lot of people that use Salesforce without pardot and it's probably safe to say that if you're watching this you're one of those people that don't have pardot yet um you may be using uh different systems like that are on the right hand side and my fancy graphic that talks about a brick wall it literally is a brick wall to get through you think about Constant Contact MailChimp anything that's out on the app exchange active campaign anything HubSpot things you'd find on trust radius go to G2 crowd I'm looking for marketing automation platforms or if you're even doing uh one to many kind of in the channel side of things if you're using a PRM if you're using a partner management um platform all of those things there is a wall now because pardot and Salesforce are native together so your is some way that you've got to cross that wall that wall is a Excel sheet if that was a zapier integration if that wall is a manual process no matter what there is the inherent native connectivity of power and Salesforce put up that wall to make all the other applications all the other pieces of software not equal the biggest thing and I kind of mentioned there of this is the dreaded folder and if you are depending on who you are if you are in management if you're a marketing specialist if you're a marketing director any level that you sit in your organization you need to know about this folder there's a folder it's I have them on my desktop I have them in my my uh my trash bin but this folder is where someone says we want to communicate to this these people we want to send us a newsletter to these people we want to send something to these people we want to communicate with these people or we want to go in and put these people into a group and do something it's back to this uh this wall that's that's your key or that's your little ladder to get over the wall is an Excel sheet and that folder sits on your desktop and it sits somewhere that is a moment in time CSV Excel export that um someone took a lot of time to build someone took a lot of time to maintain the check and to configure all the fields but the biggest thing I think this is really important to think for the life science Industry is the the risk of that ex of those excels your whole entire database can sit in multiples on an Excel sheet or inside of a folder that someone loses their laptop someone leaves your organization someone on the sales side so on the support side as a marketer and working not only as a consultant but also working uh with different companies or being internal you always have sales people when they join of like oh I've got a list oh I've got I know some people from here I Someone I used to talk to what this is is this is your data that they're taking with them and so allowing for the your ladder to get over that wall into Salesforce from those other apps is a huge risk and so I it seemed a little funny to think about this folder but this folder has such large implications across your organization just to be aware that it exists and as much as you think that you have your processes nailed down if you're not using the native app you're having to use a list at some point so talking about then Salesforce with pardot um it's one database in a bi-directional sync and I say one database and there's kind of there's one and I like this graphic because it talks about these kind of pulled out drawers and folders so maybe Salesforce in your sales Cloud pieces are one drawer part out is another drawer you can have information that's separate to each other but with just a click of a button and Justice of an easy field map that data is exposed across those those pieces so all of it's in the database it's just a matter of what you're gonna what you're gonna see um the whole idea of that Excel sheet of importing exporting doing all that process that's going to cheer up um it's going to employee like time and hours and the risk is all gone all that stuff stays on the cloud and it's done through automations where you're putting people on the list so you're doing actions against certain records it is no longer offline onto a laptop onto a computer into Excel sheet onto even into teams or whoever you're putting those into different places the cool thing too is that marking all of a sudden has their own platform um there's a lot of marketers that jump into like I said of that they're coming from a HubSpot from a MailChimp from a Marketo from a PRM system from all those different places and they're used to having kind of their own separate platform that they work in whether or not they're sending emails if they're setting up automations if they're doing tracking on the website if they're running Google ads if they're doing all those things they're off of Salesforce and they're doing those in separate places pardot brings it together but also kind of gives you your own separate room I talk about a bad metaphor if it's a house that um part out is the living room and Salesforce is the dining room like they're they're there the connection you can walk back and forth if they're under the same roof um giving marketing their own space to be able to do those things to have the reporting that they need to be able to see records and interact with records in the ways that they need to not so much in the progression from um converting contacts and doing a lot of the sales activity but seeing them from marketing activity that separate platform um is something that marketers really value so jumping into some Theory here about segmentation I use the phrase segmentation um it means a lot of things to a lot of different people but whenever I start to think of segmentation it's how do you take your large database and how do you find and talk to people you want to talk to so it's how many people in our database have done this how many people in our database live in this area how many people have opened up an email opened up a link uh interacted with a PDF on our website filled out a form filled out a certain form like any of those questions where you start to say what population of our database has done this or what population of our database do we want to talk to about this um that's also where those excels come into you have that that slice and dice you've got that person that knows how to do the pivot tables and the vlookups and can recite all of those Excel formulas whenever you start to give them a database and say okay here's all the people that open up an email or here's whatever those things are there's someone that you usually have to go to um if you don't have to go to someone you're probably that person but there's a lot of off line computations that have to go to as you start to segment and build your database the problem with that is there's room for error and it's also just a static shot in time if you do something on a Monday to send an email on a Thursday you're not taking account of any activity that happens in those days in between so segmentation is just that it's segmenting your database I mentioned about pardot and Salesforce being separate but being the same a quick little screenshot here on the left is part on the right of Salesforce you can see that they connect back and forth It's one click to go from record to record so that segmentation and that ability to be able to see people in part out to be able to see them in Salesforce add them to lists to jump back and forth just as easy it is to click that link all of the data goes back and forth so if it's a score if it's they open up an email if your sales team wants to say hey who opened up an email last week that information is readily available to them and you can don't have to build that segment they have that at their fingertips the really powerful part of segmentation is that any piece of data that sits inside of a record inside a Salesforce can be in pardot and you can run an Automation and the idea of an automation is this that is it's the power behind segmenting the way that you would do this unautivated would be say Hey Kevin we want to send an email to everyone in the state of Pennsylvania so then you've got to go in you've got to pull that you've got a query you've got to make a report you've got to do all these things versus on the Salesforce side on the automation side you can go into any piece of information and write if then logic to it if this then that if they meet this criteria put them to the list if they don't meet this criteria move them from the list do all those things the segmentation is all done as automations and it's all done online in the cloud and it's not done on your computer and it's not done in an Excel sheet static versus Dynamic is one thing that's pretty important like I mentioned too of that if you're looking for these these lists and these segments to be just slices in time which becomes problematic because you miss people but if you say that hey we need to do this for the end of the quarter we need to know exactly like that at midnight that night so you can make it a static stop or these can be dynamic as people kind of uh go through your process in different levels of Engagement or if you need to interact with them in a different way whatever that that those queries would be that they can be dynamic where people are flowing in and out of lists and in and out of segments so static versus Dynamic and it's just any data that exists inside of Salesforce is now able to be queried against and make it dynamic moving over to messaging so as a marketer in any industry you are that you're in the important thing about messaging is flexibility scalability and availability slash accessibility so the flexibility meaning that you can create messages and have them say all kinds of different things scalability is you can send them out in Mass you want to send a message to one person on one to one or do you want to send it to one to a hundred thousand the idea that you could still scale that same message availability and accessibility is also an issue too when you think about those disjointed platforms I talked about that brick wall in between um your sales team might not have visibility into a HubSpot or your your field Representatives might not be able to see the data that's in constant contact the accessibility of data and the accessibility of of activities and what they're doing that's also very important messaging um and you need to be flexible that you can change those messages and use templates and use starting points where you're not recreating each time similar to what we're talking about with segmentation that you're not starting from scratch and having to do a new query each time so the design plus the message equals the communication and usually when you're creating for example uh a newsletter or an email Outreach or you have to uh any type of communication that's kind of the end point the design you write and you put it together and you make a communication that you put it out um the problem is that's only the start of it and you think about what you're trying to communicate is that that's the communication is not the end point it wasn't hey we got that email out great we're done now the the email is just the Catalyst to really get into what you need now in the messaging the importance of the messaging and I put this in here as these kind of like three pieces of like is it files is it links to your websites is it emails what are all those things and what are you gonna do with the information that comes in so taking if you're sending out a file if you have a PDF if you have a link to your website that has some important new update um if you have an email that is is putting information you have a form where you need to people to put in information all of that it's great because you've taken that from the message to now that you've got an ax or something you're trying to get them to do but then on the back end how are you going to circle back around are you how are you going to segment off that how are you going to set up the next Progressive piece for them to go or how you can even engage that interest level um if someone looks at Progressive scoring or if they look at um the mql process of like how do you get someone that they're qualified out of Marketing that they're handed over to to sales or BD that process is lost if you think that the communication is the end point the end point is being able to measure the interaction that your people have and then Circle it back through to make business decisions based off of that database and the messages that you sent them foreign and the idea of reporting is the kind of the what if of what if reporting wasn't just the linear endpoint you sent an email this is your opening their open rate send an email this was your click through rate and great you've got your marketing reports I mean that's a pretty typical one you see off of an email send or you run a campaign and you do some direct mailing you do some digital you do some things on the website someone fills out a form they attend a webinar great that's an end point and then your your campaign or your your program is seen as complete but what if that reporting was then closed loop back up and that became your segmentation for the next Progressive reporting and these circles kind of build off of each other almost like the Olympic rings they keep on just kind of going down the line and there isn't a start process there because once you start the first time and you say that our database and we're going to do something that you're making branches and trees you're doing automation inside of Salesforce based off that activity you're tracking it over to pardot and you're putting it through the whole way so the idea that reporting is never really the end point the reporting is the segmentation that allows you to communicate that gets you your reporting that allows you to segment that allows you to communicate and it's always just progressively building on top of it the idea that if you're just looking at reporting as being the end goal to save the measurement of success um that's the that's that static piece of you can't really put the wall at the end you want to be able to look at how is the reporting influence in the segmentation that's influencing the communication that's influenced and reporting that it's just all the way looped back up so I'm going to take a breath there that we've covered the segmentation the messaging reporting to put all these pieces together um that's really the theory and the kind of application across the board when you look at pardot that allows you to pick and choose how you're going to do that do you want to do it through links you want to do through emails do you want to do it through hosted hosted pieces on your website is it through forms it's that collection process and it's done natively inside of Salesforce so I'll throw it back of it any process and any piece of software that you're Now using to do any of the things that I've just been mentioning um there is that brick wall that same brick wall graphic that there is a point where you're introducing risk and you're introducing human error and you're spending a lot of time to do those things when they can be natively done inside of one system talking about two of that reporting um you can see this is a screenshot of inside of sales inside of pardot this is a prospect and this is what it looks like the great thing is I was talking about this is a separate platform for marketers to come in you're able to look at activities and I was talking about that reporting side so you look on the right side there that any activity that's done against a prospect there's a there's a list of it there's a tracking there's a score and it progressively builds the the purple influences the green which then up to the red you can always click that button and go back over to Salesforce and see it there so the idea that you're progressively building a interaction with a person and an individual and you have all that at one point so if you look at on the right hand side there's all these emails that were sent to my account and some of them are test emails and some of them are visits the websites I've done custom redirects all those things each one of those would have been an individual report each one of those would have been a data point for okay that first email that second email the website those would all have been scattered across multiple reports that would have never allowed the visibility of a single Prospect to see that you would have been looking into different different applications different point solutions to to hopefully get some type of visibility onto a record right now you can see it per person and you put that little click inside of the red the red circle up there you would jump right over into the Salesforce record and all this information would still be be visible sales BD management everyone would be able to look on the granular level to see hey look at Kevin what was he doing why is his score 1900 all of his information of the pieces that lead to it would all be visible so I know I kind of blew through some things at a very high level there's a lot of unique use cases inside of Life Sciences there's a lot of unique um very specific ways that you'd want to use information I've tried to kind of set this up as a high level to think of that any information you have in Salesforce you could have in part out any information that's in part I can be in Salesforce they are synced together and they're single place so um as I mentioned in the beginning I'm happy to do a 100 demos of 100 different ideas and kind of walk through those things but at a very high level just trying to understand breaking down that brick wall and making linear processes of how Marketing sales and Reporting kind of come back together so I'll take a break here too and look and see if there was any uh any questions that came through over here on the chat and if they're things that we can uh I won't be able to address kind of like specifics of like individual use cases um but we'd be happy to do that on a demo instance here in the future so my information's up on the screen here um feel free to reach out via email uh also to LinkedIn any social media platforms but uh happy to talk through a high level of mapping these processes out or very granular looking at single automations to kind of fix maybe a broken business practice or some place that you feel that there's maybe a waste of time or there's exposed risk in your organizations or in your processes with taking things offline so uh appreciate everyone joining today um hope there was some some great information there um and one last thing that I'll leave you with is that as you are making decisions on uh pieces of software or solutions that you're using you have to look at that that native um that native integration and no matter what you do what piece of software you choose there's always going to be that brick wall part out is growing inside of Salesforce as you can see with the mcae and the the marketing cloud and side of things that it's always going to be there and it's always going to be an integral part of Salesforce so there's a lot of hesitation people think of like oh we'll just kind of stick with what we have now and kind of every month every year that you're doing it you're losing out on the reporting and the data that you could have had and it's not going to be going away there there's like kind of no no better no better time to start than now because you're just missing on data every day that you kind of will push it off so great Shannon I see you're back on here um yeah Kevin we do have a question um that is um a sort of general question about using pardot for account based management so so many people in life sciences are looking to penetrate white space in different areas so let's say that they've got a lot of really good contacts in CNS but they're looking to find more contacts in oncology does pardot help to find white space inside of accounts that you're already penetrating that exist yes so I think that it's it has the tools to do that I think it's also still down to the process of the organization of that that structure of accounts leads contacts that you're leveraging inside of Salesforce or your OEM instance that all carries over and all that Maps through so you're able to see and group and Report um based off of any of that hierarchy and so to kind of talk about that of that you could run reports that if you said here's our top 10 performing accounts and here's our top 10 underperforming accounts and we're going to group those together and kind of make comparison reports or we're going to be doing like a um just to I mean any piece of data that you wanted to do how many records are underneath there how many uh how many times have they interacted with our content let's build a progressive score of those 10 organizations that we have we know that there's 10 contacts inside of each one of them let's take all hundred of those people and kind of like build out like a a median like just interactivity level let's take our underperforming ones and see what's missing there and kind of do a comparison analysis okay great the ones that are performing really great they're opening our emails they're clicking our links they're doing these things the ones that aren't they don't do those things and maybe they're not in the segments or we haven't categorized them correctly so I think that um while partop has tools to help you do that and if you could come up with an idea of like great let's really Target those 10 accounts let's send send an email let's do a progressive nurture campaign how can we put information in front of them it's only going to do what you're able to measure so if you're if you're not measuring those things and if you don't have any records there it's not going to fix that for you and the Automation and the all the great fancy tools they can't fix a bad process what they can do is they can allow you to identify maybe some lagging and the ones that are excelling find those indicators and find out what they're doing that is that are touch points the things that are interacting with and then you can say great how do we get those in front of the other underperforming accounts hopefully that answered the question um I know it's a little bit vague without a exact uh example there um I mean life sciences too so life sciences too I think that's one of the things of that there's such a progressive profiling of like as you put a record into Salesforce um there's such a difference of how you communicate with people if they're on the site side a patient side if they're maybe um uh if you're selling direct at any point or if there may be a if it's a partner if it's a A supplier like there's so many different types of profiles and as you build out that robustness inside of Salesforce all of that is leveraged Downstream into part of of that if you say okay if it's a record type or if you say the account type or whatever little piece of granular information you're using right now in Salesforce to build that Excel sheet and to populate that that horror folder that you've got of all those sheets that is all automatically can be carried over with a simple mapping so great take this field map it to this field and then you run your automations and say you have all of those then separate like it would have been a report of like hey let's run a report to see how many people are site managers um you run the report you take a look you gotta export you're doing all those things while that could just always be running and all you have to do is click on that list inside a part and say great we've got 2000 site managers or how many site managers are in a certain region because that's the the rep the field manager is going to talk to them all that is progressively building all the time and it just sits there behind the scenes working and whenever it comes down to make a quick business decision or you need that information is your fingertips you just click the link and you open it up and it's there you're not having to wait to like go to your Salesforce admin to ask to run a report or to do these queries and then like well there's 3 000 people we think there should be six thousand what's missing where's the data broken and you're going backwards to fix them as you build those pieces inside of Pardon you've ensured that the the architecture is correct I think you started to answer the second question that we have which is um since Life Sciences is such a deep ecosystem right you've got the site side the patient side cro sponsors is there a particular side of life sciences that you think benefits most from pardot or one that you don't think that would benefit from pardot or is this an application that can work pretty well across the entire life sciences ecosystem I think it's that whole idea of segmentation I think that that's knowing that you're doing your profiles and your personas I think that that's as you're I think that inside of every organization you know that inherently that you know if it's a patient side if it's the site side if it's a manufacturer supplier you know the intricacies of those and you have people in your organization that know those so it's just a matter of mapping those out and using the right tool for the right job so I think that there's the idea that um email is a great way to communicate but there's also the idea too of that if you're sending one-off emails that you're giving your your team or whoever sending those emails that they're if they're going to send out PDFs or they're going to send out forms that need to be filled out or they're sending out links to things using custom redirects where then you're tracking when people open those things they're tracking whenever the links are clicked um using that of like okay is that an indicator that someone is looking to show some interest and I need to follow up with them or is the if they fact they click that is that them showing maybe that they're not interested because I sent a a link that would kind of be a disqualifier versus something that's raising their hand so it's it's configuring those things to meet that Persona to find out like reverse engineering which you think is success to each one um it is so deep and there are so many different ways that you kind of can slice and dice it it's a matter of just saying great we're gonna deal with this Persona now we're gonna deal with this one and deal with this one and you can cut and paste and just make a little tweak if it's like I said I was talking about sites if you say that it's these 10 states and then we want to do the next one is these 10 states it's cut and paste into some quick little edit versus um in maybe other systems it's a whole lift everything up take it over here and then recreate that net Recreation processes is usually error written because it can be a menial process and it could be something that's uh an intense Labor's process that that's not exciting as it is the first time to do it the fifth time or the sixth time so cloning and copy and pasting having those things ready to go we've got another question that came in for new users out of the box how easy is it to access those benefits that you've spoken about today like automation reporting the reports sound amazing for initial setup is that something a new user can put together or is it something an admin can set up but a standard user can maintain so the great thing is that there's there's almost layers to this that the the fact that it's one I'll address the idea of like a new user I mean I've been able to train people to deploy emails build a list deploy an email and I mean it takes maybe an hour to train I don't want to don't quote me on that but it's it's a very short and easy time to use this like it's the basic principles of like okay I need to find who I want to talk to what do I want to say I want to test to make sure it looks good and then if they I send out this information what do I want to do with the results of it and it's that basic and Baseline of an understanding to say great that's how we build it we do with these automations we deal with this this segment it's kind of easy to put together from day one the really cool thing about pardot is that I talked about like cookie based tracking so what you need to do is in pardot is that it's not inherently going to know that this computer belongs to Kevin so everything that he does we're going to be tracking that back and forth you put a piece of code on your website you in those links I was talking about those files that you host or in the communications there's a piece of cookie based tracking it's the same way that like pixel tracking that Amazon Google everyone uses so it's not like it's some kind of Nefarious thing that's going to break websites but that cookie based tracking from day one as soon as you sign your contract from part out your installs up and running you take that code you put it onto your website from the exact moment that that goes live you're tracking everyone who's on your website you're tracking then when you send your first email blast your whole database um yeah 50 000 people you signed up for part it starts on Monday on Wednesday send a newsletter and send it to everyone that you have and just start to tie in the digital record the digital footprint with your prospect person inside a pardot which then goes back up to Salesforce so then you're tracking everything right away like that's the first thing that we do whenever we go into a completely new part of it's like get the tracking code on your website and let's find a way to send an email as soon as possible once you make those ties then it just all kind of works in the back end let me make sure I'm gonna read that question again because I know that I I get distract on this thing so yeah the automation's on those like it's very basic to be able to do that especially on the automation side it doesn't require anyone to do any interaction with your website on the automation side if you have those records inside of Salesforce if you just have people's first name last name company and business uh address State whatever like the minimal fields that you have for creating a record inside of Salesforce you can run Automation and start to segment on those uh those people it's it's very basic from just you need to have an email address and that's really about it that's awesome thank you so much Kevin you know one of the things that is pervasive amongst people in the Life Sciences industry is we all love data and pardot gives us so much ability to work with data and I think what you've done today was give us a really good example of how this can apply immediately to this industry and so I want to thank you on behalf of cloud adoption Solutions if you'd like to reach out to Kevin his email address is uh Kay hospital at steadystatemedia.com you can see that there we have another exciting webinar coming up for you on December 15th we have got a powerful panel of people who have loads of different experience in the Life Sciences industry they will be answering a few questions about what 2023 is going to be bringing for our industry and how that will impact salesforce.com so you can understand the plans you should be making based on the things that we are seeing happening in the Life Sciences industry we're going to be thinking like futurists and give giving you a little glimpse into that thanks for joining us today we're so excited that you spent some time with us the recording will be available and we'll send it out to everybody who attended and we will also send you more information about our exciting lunch and learn and live life sciences dream and series that will be coming in 2023. have a great day everybody thanks Kevin