Being that Pardot’s main marketing focus was sales enablement and technical support for users, much of our team’s content was heavily educational. Therefore, I began to move the brand’s look and feel into a more engaging and lighthearted tone, creating custom illustration and leaning heavily on highly animated development techniques with our team’s developer to ensure these educational experiences were still entertaining. One of my favorite pieces my team and I created is “How Many Hats Do You Wear?” an interactive pop-up book for the proverbial “team of one.”

Other work completed under the Pardot brand includes traditional infographics and many multi-page case studies, white papers, and user manuals that were all circulated via Pardot-managed drip campaigns.

As an example, the "SMB Toolkit" is part e-book, part workbook, intended to be sent to Pardot users and prospects who own and operate small-to-medium-sized businesses. It is full of information about how to start and maintain effective marketing campaigns with Pardot marketing automation.

Simultaneously, this e-book highlights common problems for SMB marketers, which gave the Pardot sales team a better vocabulary and more empathy to better connect with their SMB customers. Our content team always aimed to create marketing and educational materials that simultaneously empowered our sales team and Pardot's end users.

The Brand Shift

Halfway through my time at Pardot, Salesforce became more vocal in the content voice for Pardot, again posing the challenge to shift the brand to a new visual tone.

View the longform infographics to the left to see the difference between Pardot's visual style prior to and just after the brand changeover. The carousel below will show other pieces of Salesforce-centric marketing collateral I created during my years with the Pardot team.