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Marketing Automation Hacks: Pardot

If you’re already using Pardot, then you know that Marketing Automation is an indispensable tool for executing on your modern marketing strategy. But the majority of modern marketers still feel that they’re not using the technology to its full potential.

In this presentation, Pardot expert Hannah Freeman reveals various hacks for getting better results out of your Pardot software, as well as the correct pronunciation of Pardot (it’s “Par-DOT”, like polka “dot”!).

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Marketing Automation Hacks: Pardot

  1. 1. @uberflip#uberwebinar MARKETING AUTOMATION HACKS: Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25 Hana Abaza VP Marketing, Uberflip @hanaabaza
  2. 2. @uberflip#MAHacks WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  3. 3. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  4. 4. @uberflip#MAHacks How Uberflip & Pardot Work Together Stay Tuned For The Demo CONVERT, CONNECT AND UNDERSTAND LEADS
  5. 5. @uberflip#MAHacks MEET THE EXPERT Hannah Freeman Pardot Street Cred: •  Client Advocate at Pardot since March 2014 •  Salesforce Certified Pardot Consultant •  Helped hundreds of clients (and counting) develop a Pardot strategy to achieve their marketing goals
  6. 6. @uberflip#MAHacks LET’S GET HACKING!
  7. 7. @uberflip#MAHacks Hack #1 Know where to focus in your report Focus on 3 key email metrics: •  Delivery Rate •  Open Rate •  Click Through Rate
  8. 8. @uberflip#MAHacks •  List Quality and Data Cleanliness •  Shoot for above 90% delivery •  Check your Sender Score •  Pro-Tip: Get confirmed opt-ins! Delivery Rate! ! Paste in your sending IP at for a quick report
  9. 9. @uberflip#MAHacks •  Subject Line •  20% is roughly average •  Conduct A/B Testing •  Pro-Tip: Try using variable tags Open Rate! ! Run a quick AB Test on your subject line b efore sending it out to the whole list
  10. 10. @uberflip#MAHacks •  Copy / Call to Action •  2 - 4% is roughly average •  Conduct A/B Testing on CTA •  Pro-Tip: Use dynamic content! Click Through Rate! ! Vary content based on field values, score, or grade
  11. 11. @uberflip#MAHacks •  Perform easy global updates with Dynamic Content •  Keeps promotions up-to-date across channels •  Cuts down on admin time Bonus Hack! ! Quickly promote up-coming webinars on your site, blog, emails, etc.
  12. 12. @uberflip#MAHacks Hack #2 Use completion actions to automate segmentation, increase score, etc •  Track every link •  Use custom redirects for: ü  Third Party Ads ü  Blog Posts ü  Social Posts ü  Partner Sites ü  QR Codes ü  Direct Mail ! !
  13. 13. @uberflip#MAHacks Check out the custom redirect in my own signature A few clever uses! ! •  Dynamic Calls to Action •  Yes / No Poll •  Confirmed Opt-In •  Employee Email Signatures
  14. 14. @uberflip#MAHacks •  Connect Google Analytics •  Append UTM parameters •  Auto-populate lead source For the data-driven users! After you connect Analytics, parameter fields will appear in the editor
  15. 15. @uberflip#MAHacks Hack #3 Include a note that you’ll be emailing the content •  Leverage the auto-responder •  Email valuable assets ! instead of redirecting!
  16. 16. @uberflip#MAHacks Bonus Tip: Perfect Your Forms ! •  Use email validation rules •  Dynamically swap out forms •  Use multivariate testing •  Keep it short •  Gather new info each visit Verify an email is not from an ISP or free provider to capture more business emails
  17. 17. @uberflip#MAHacks Hack #4 What the rep will see in your CRM •  It’s a two-way street: •  Develop a prospect feedback loop •  Kick it off with CRM Visible Lists!
  18. 18. @uberflip#MAHacks •  Avoid slick HTML templates •  Use rich-text formatting •  Use variable tags to fill in the account rep’s signature! Keep it Personal ! Personalized email that looks like it’s coming from their account rep
  19. 19. @uberflip#MAHacks Sneak in Marketing Content ! •  Create a fake forward •  “Fwd:” or “Re:” in the subject line Looks like a personal forward of a marketing email
  20. 20. @uberflip#MAHacks Set, Forget, Sell ! •  Determine the Cadence •  Automate notifications •  Voila! Sample template for a sales nurturing drip
  21. 21. @uberflip#MAHacks Hack #5 Stage-specific content ideas •  Lead Score = Buying Stage •  Grade = Buyer Persona •  What about cold lists?
  22. 22. @uberflip#MAHacks The 3-2-1 ! •  Begin with Stage 3 content and move backwards •  Use a drip program to automate this Check for link clicks after each email to let the prospect “choose their own adventure”
  23. 23. @uberflip#MAHacks Quick Content Ideas ! •  RSS Readers •  Google Alerts •  Recycle ideas! •  Share content from other experts •  Update old posts •  Invite partners and customers to help
  24. 24. @uberflip#MAHacks •  Unique Page Visits •  Downloads / Form Submissions •  Source •  Social Media Interactions •  Influence and ROI •  Growth Content Metrics that Matter ! Build a Campaign Influence Report in Salesforce
  25. 25. @uberflip#MAHacks RESOURCES Lead Nurture Lab (Sample Templates) Pardot and Salesforce ROI Reporting Dynamic Content Overview
  26. 26. @uberflip#MAHacks
  27. 27. @uberflip#MAHacks We put the ability to manage and leverage the content experience in the marketer’s hands. UBERFLIP PUTS MARKETERS IN CONTROL
  28. 28. @uberflip#MAHacks Connect your content: To a beautiful, optimized front-end experience that is: With built-in tools to: RESPONSIVEDISCOVERABLE SOCIAL CONVERT, CONNECT AND UNDERSTAND LEADS ORGANIZED PERSONALIZED HOW IT WORKS
  29. 29. @uberflip#MAHacks •  Auto update •  Smart filters •  Scheduling •  Content score •  Uberflip metrics •  Marketing Automation •  Create CTAs •  Gate Content •  Marketing Automation •  Aggregate •  Curate •  Personalize Manage Content Generate Leads Automate Process Deliver Insights
  30. 30. @uberflip#MAHacks Resource Center Blog Upgrade Content Library Sales Enablement UBERFLIP USE CASES
  31. 31. @uberflip#MAHacks Supercharge Your Content •  Sync Contacts •  Progressive Profiling •  Track Buyer Journey •  Trigger Campaigns •  Gate Premium Content •  Enhance Lead Scoring
  32. 32. @wistia @uberflip! THE UBERFLIP EXPERIENCE
  33. 33. @uberflip#MAHacks QUESTION TIME! Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25 Hana Abaza VP Marketing, Uberflip @hanaabaza