About the author Tom Ryan is the CEO of MarCloud Consulting, a certified Pardot and Marketing Cloud Consultant, and a qualified Salesforce Administrator. He started MarCloud with the vision of making entire industries more competitive through the use of marketing automation software. What began as a lifestyle business that saw Tom as sole Pardot expert for multiple businesses whilst travelling the world, quickly became a UK-based consulting team of 26+ specialists and hundreds of delighted clients to date! Hugely passionate about upskilling Pardot and Marketing Cloud users, Tom is always looking for ways to share his knowledge with others. He writes for marketing and technology publications, authors regular blogs on the MarCloud site, co-hosts webinars with the Salesforce team, and now, he’s penned this very eBook. If you like what you read, don’t be afraid to let Tom know directly! He’s very active on LinkedIn and always open to making new connections. Of course, if you’re impressed with the content, we hope you’ll get in touch to discuss how MarCloud could support your business too. Prefer to go it alone? Check out our on- demand Pardot training courses instead. Most of all, we hope you find what you read here incredibly useful and at the end of the day, you’re able to justify spend and prove ROI. Enjoy! 4 marcloudconsulting.com