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University of Florida Uses B2B Marketing Analytics to Increase Efficiency and Communications

morgan-robinson

“Invado provided the insight and expertise we needed to successfully manage and implement this project. And, they did so with the utmost patience and understanding of our concerns.”

Morgan Robinson

Associate Director, Marketing & Communication

Challenge

The University of Florida Warrington College of Business used Pardot to communicate with its 6,300 undergraduate and graduate students. After years of using Pardot, Warrington had an extensive amount of data from numerous campaigns. However, they had been working off of two Pardot accounts with only one tied to Salesforce. This meant only half of their programs could fully report on the prospect and applicant journey. The other half of the programs – the half that were tied to the stand alone Pardot account – weren’t able to give full metrics. Merging the two accounts would allow Warrington to report on all of their campaigns and programs fully, give valuable insight to the staff and increase operational efficiency.

Solution

With the decision made to merge the two Pardot accounts, Warrington started looking outside their team for help with the process. “Although our team is familiar with Pardot and Salesforce, this project put us in uncharted territory. We were fearful of breaking and/or losing information that has taken many years to acquire,” Morgan Robinson, Associate Director, Marketing & Communication Services explained. “Invado provided the insight and expertise we needed to successfully manage and implement this project. And, they did so with the utmost patience and understanding of our concerns.”

Results

As part of the process, Warrington upgraded Pardot to the Advanced Edition, which gave Invado the ability to merge the two Pardot accounts and connect that account with Salesforce. It required a complete rebuild of the Pardot accounts and assets, as well as reconfiguring how Salesforce operates, but the end result is worth it. “Implementing Business Units was pivotal to the success of our business, and partnering with Invado was a critical component. We wouldn’t have been able to get to the finish line without their guided insight. Nor would we have known exactly where to start!” Morgan said.

Pardot Advanced Edition also gave Warrington access to Business Units and full insight into their marketing communication metrics with B2B Marketing Analytics. Now, the team is able to manage all marketing data from one unified database and report on the prospect and applicant journey from the top of the marketing funnel to the time they enroll.

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