Marketing Automation Hacks 2016: Pardot
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If you’re already using Pardot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential. In this presentation, Pardot Client Advocate Molly Futrell reveals various hacks for getting better results out of your Pardot software.
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Marketing Automation Hacks 2016: Pardot
- 1. @uberflip#MAHacks Molly Morris Futrell Client Advocate Team Lead, Pardot @mollymfutrell MARKETING AUTOMATION HACKS: PARDOT Sam Brennand Director of Customer Success, Uberflip@SamBrennand
- 2. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
- 4. @uberflip#MAHacks Meet the Expert Street Cred: • Client Advocate at Pardot since 2014 • Recently promoted to Team Lead • Helped hundreds of clients (and counting) develop a Pardot strategy to achieve their marketing goals Molly Morris Futrell Pardot
- 6. @uberflip#MAHacks 7 Hacks • Get your prospects to segment themselves • Custom Redirects: Track and take action upon click • Automate lead nurturing with Drip Programs • Content creation for the busy marketer • Get and keep clean prospect data • Help your sales team Engage • Email Tips & Tricks • Capitalize on Advanced Dynamic Content
- 7. @uberflip#MAHacks Hack #1 Get your prospects to segment themselves • Use Email Preference Center • Use Page Actions • Use Custom Redirect links
- 8. @uberflip#MAHacks Self Segment: Email Preference Center (EPC) • All lists marked “Public” • Substitute preference page link for Unsubscribe link in email Clicking “Update subscription preferences” at end of a Pardot email leads to our EPC
- 9. @uberflip#MAHacks Self Segment: Page Actions Consider actions for • Pricing Pages • Product pages • Careers pages Admin > Automation > Page Actions
- 10. @uberflip#MAHacks Self Segment: Custom Redirects • Self-segmentation via social media, banner ads, blog posts • Simple surveys • Completion actions are key Marketing > Content > Custom Redirects
- 11. @uberflip#MAHacks Hack #2 Use completion actions to automate segmentation, increase score, etc • Track every link • Use custom redirects for: ✓ Third Party Ads ✓ Blog Posts ✓ Social Posts ✓ Partner Sites ✓ QR Codes ✓ Direct Mail Custom Redirects: Track and take action upon click
- 12. @uberflip#MAHacks Custom Redirect Creative Uses • Dynamic Calls to Action • Yes / No Poll • Confirmed Opt-In • Employee Email Signatures
- 13. @uberflip#MAHacks Hack #3 • Automate Lead Nurturing with Drip Programs • Typical content based on stage in sales cycle • Lead Score = Buying Stage • Grade = Buyer Persona • What about cold lists? Stage-specific content ideas
- 14. @uberflip#MAHacks Lead Nurturing: 3-2-1 Drip • An unexpected approach to lead nurturing drip programs • Everyone starts out like a hot lead • Great for cold lists • Begin with Stage 3 content and move backward Check for link clicks after each email to let the prospect “choose their own adventure”
- 15. @uberflip#MAHacks Hack #4 • Content creation for the busy marketer • Update old posts • Invite partners and customers to help • Content Curation - Recycle ideas! • RSS Readers • Google Alerts • Share content from other experts
- 16. @uberflip#MAHacks Hack #5 • Get and keep clean prospect data • Leverage the auto-responder email to get real email addresses • Optimize your form fields • Spring cleaning: Delete inactive prospects
- 17. @uberflip#MAHacks • Leverage the auto-responder • Clean Data Use Auto-Responders Include a note that you’ll be emailing the content.
- 18. @uberflip#MAHacks • Use email validation rules • • • Keep it short • Gather new info each visit Clean Data Form Optimization Verify an email is not from an ISP or free provider to capture more business emails
- 19. @uberflip#MAHacks • Consider ways to re- engage prospects who have not been active lately • Deleting Pardot prospects = Archiving prospects • Filter Prospect Database by last activity Clean Data Archive Prospects Filter by “Never Active” or dates of Last Activity, then add the resulting list to a drip program for re-engagement, or delete the prospects.
- 20. @uberflip#MAHacks Hack #6 Help your sales team Engage • Be first • Be relevant • Be productive • And create a nurturing loop! • Kick it off with CRM Visible Lists Make templates CRM visible so your Sales Users can send marketing approved email templates right from Salesforce CRM.
- 21. @uberflip#MAHacks Hack #6 Email Tips & Tricks • Keep it personal • Avoid slick HTML templates • Use rich-text formatting • Use variable tags to fill in the account rep’s signature Personalized email looks like it’s coming from their account rep
- 22. @uberflip#MAHacks Email Tips Your best faux Fwd • Create a fake forward • “Fwd:” or “Re:” in the subject line Screenshot here Looks like a personal forward of a marketing email
- 23. @uberflip#MAHacks Email Tips Set, Forget, Sell • Determine the Cadence • Automate notifications • Voila! Sample template for a sales nurturing drip
- 24. @uberflip#MAHacks Hack #7 Capitalize on Advanced Dynamic Content • Perform easy global updates with Advanced Dynamic Content • Keep promotions up-to-date across channels • Admins save time Quickly promote up-coming webinars on your site, blog, emails, etc.
- 26. @uberflip#MAHacks QUESTION TIME! Molly Morris Futrell Client Advocate Team Lead, Pardot @mollymfutrell hub.uberflip.com Sam Brennand Director of Customer Success, Uberflip@SamBrennand