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    Retail Technology | Account Engagement (Pardot) | B2B Marketing

    Pardot Enablement for a Retail Technology & Supply Chain Solutions Company

    Building a complete Pardot marketing foundation — from intelligent lead scoring to geo-targeted dynamic forms and full UTM attribution.

    Retail Technology

    Inventory & supply chain solutions for brands and retailers globally

    International Reach

    Multi-country customer base requiring region-specific form experiences

    Growing Pipeline

    Fast-growing SaaS company needing marketing automation to match sales velocity

    Customer Background

    Our customer is a retail technology company providing inventory optimisation and supply chain solutions to brands and retailers across India and international markets. Operating with a fast-growing sales team and an increasingly complex multi-country prospect base, the company needed to build a structured Pardot marketing automation capability from the ground up.

    While Salesforce Sales Cloud was already in place, Pardot was underutilised — limited to basic email sends without the qualification, segmentation, or attribution capability needed to support the business's growth ambitions. KVP was engaged to design and implement a comprehensive Pardot enablement programme.

    What KVP Delivered

    Grading & Scoring Models

    • ICP-based grading model (company size, industry, role)
    • Engagement scoring covering email, web, form, and content interactions
    • Custom field mapping between Pardot grades and Sales Cloud lead status
    • Automated lead assignment rules based on score thresholds

    Progressive Profiling

    • Progressive form fields to enrich prospect profiles across multiple touchpoints
    • Logic to avoid re-asking known fields on repeat visits
    • Multi-step forms for gated content and product demo requests
    • Profile completeness tracking for segmentation

    Country-Region Dynamic Forms

    • JavaScript-powered country selection with dynamic region/state dropdown
    • Region-specific routing rules to appropriate sales queues
    • Form translations and localisation for key markets
    • CRM field mapping for country-region data in Sales Cloud

    UTM Tracking & Custom Reporting

    • End-to-end UTM parameter capture from website to Pardot to Sales Cloud
    • Hidden form fields capturing utm_source, utm_medium, utm_campaign
    • Custom Pardot reports by campaign source, medium, and content
    • Sales Cloud reporting on lead source attribution for pipeline analysis

    Technology Ecosystem

    Salesforce Pardot (Account Engagement)
    Salesforce Sales Cloud
    JavaScript (Dynamic Forms)
    Google Analytics
    Pardot API

    Impact & Outcomes

    Intelligent lead qualification

    with grade + score model driving consistent MQL standards

    Geo-targeted forms

    improving conversion rates for multi-country prospect base

    Full UTM attribution

    from first campaign touch to Sales Cloud lead and opportunity

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