Pardot Basics Bootcamp


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New to Pardot? Or just looking to increase your Pardot product knowledge? Learn about each Pardot module, get how-tos, helpful tips, tricks, and best practices to help you get the most out of your Pardot account. We’ll cover everything from how to build and send emails within Pardot to understanding reports and measuring performance.

Published in: Technology

Pardot Basics Bootcamp

  1. 1. Pardot Basics Bootcamp Connections 2013 Nicole Hanks Susan Spicknall
  2. 2. Welcome! Name: Company: Alter Ego:
  3. 3. Agenda •  Dashboard Overview •  Lists, Completion Actions •  Dynamic List •  Automation Strategy •  Form Creation •  Form Optimization •  Email and Email Deliverability •  Reporting •  Success Resources •  Family Feud
  4. 4. By show of hands…
  5. 5. Prospects <3
  6. 6. I know this guy who knows his stuff Stage-based marketing is the future. Breaking your marketing down to map to a consumer’s research cycle means understanding they will do research in multiple sessions, and at each session, be looking for different content. Best practice will suggest that you will need to engage with them in two or more different sessions, so you will need two or more stages. Content needs to be short and targeted. Having a single large document is no longer best practice. Content should be targeted to each stage of the research cycle, and be easily consumed in under five pages. - Mathew Sweezey, Marketing Evangelist, ExactTarget
  7. 7. Pardot Dashboard
  8. 8. Pardot Prospect Table
  9. 9. Filter Prospect Tables
  10. 10. Use Table Actions* *Look to the lower, left corner of the Prospect table!
  11. 11. Prospect Record
  12. 12. Creating Pardot Lists •  List emails •  Drip Programs •  Reports
  13. 13. And avoiding…
  14. 14. From Prospect Record
  15. 15. From Lead/Contact Record in CRM
  16. 16. Import and add to list
  17. 17. Table Actions
  18. 18. Table Actions
  19. 19. Segmentation Rules
  20. 20. Segmentation + Tags + Profiles
  21. 21. Completion Actions
  22. 22. Completion Actions
  23. 23. Completion Actions
  24. 24. Completion Actions
  25. 25. Automation Rules
  26. 26. Drip Programs
  27. 27. Dynamic Lists are like…
  28. 28. Dynamic List Rule Criteria
  29. 29. Dynamic Lists
  30. 30. Help us help you… …because…
  31. 31. The Anatomy of an Automation Rule
  32. 32. Automation Rule Criteria
  33. 33. Automation Rule Action Options
  34. 34. Automation Rule Criteria example
  35. 35. Automation Rule Actions example
  36. 36. BREAK TIME
  37. 37. Form Functionality
  38. 38. Form Types •  Forms built within Pardot •  Form Handlers built in Pardot
  39. 39. Form vs Form Handler Forms Form Handlers •  Easy to use, drag and drop functionality. •  Development of the form in the CMS or developer. •  Progressive profiling •  Prepopulated fields •  Allows tracking of complex forms. •  Dependent fields - No script needed •  Pardot still cookies the prospect. •  No developer involvement •  Spam filtering will be on server side. •  Multi-layer spam filter approach
  40. 40. Build-in Spam Protection 3 layers of protection •  Honeypot Method •  Dynamic reCAPTCHA •  All-time reCAPTCHA
  41. 41. Preventing Spam – Honeypot Method Honeypot method displays a field on the backend of your form which is not visible to your prospects or you, only to spammers.
  42. 42. Dynamic reCAPTCHA •  If using a Pardot form and the visitors/prospects IP address which has been noted as having spam activity, we will automatically display the reCAPTCHA on the form. •  If you experience yourself on this list, please submit a case to the Solutions team!
  43. 43. All Time reCAPTCHA •  Set on a form by form basis.
  44. 44. Form Usage and Optimization
  45. 45. Form Usage Poll
  46. 46. Leveraging Pardot at Tradeshows •  Marketing tool? •  What’s your tradeshow process like? •  Post show follow-up?
  47. 47. Leveraging Pardot at Tradeshows •  Great Tool for Marketers at Trade Shows •  Helps differentiate between cold/warm/hot leads. •  Utilize Kiosk mode for same device forms. •  Allows for engagement and follow-up with the prospect quicker.
  48. 48. Pardot Form Trade Show Process Prospect Submits Trade Show Form Prospect completes drip program Add to List Completion Actions Trigger Pause of 5 days before drip program starts
  49. 49. Leveraging Pardot at Tradeshows
  50. 50. Form Poll
  51. 51. Form Optimization - Fields 11 fields down to 5 on a form Increase of 66% conversion rate! Use Pardot form for progressive profiling
  52. 52. Same form? Same completion actions?
  53. 53. And about that button… 3-5% decrease in submissions
  54. 54. Emails
  55. 55. Create an Email Template
  56. 56. Introduction to Email Templates •  Email templates are utilized in list emails, autoresponders, drip programs, and can enable a client’s sales team to send approved content to their prospects. •  Email templates can be created with your existing HTML, or by customizing a Pardot template, or created with the WYSIWYG interface.
  57. 57. See it Live!
  58. 58. Warming Up your IP Address
  59. 59. Email Sending Process
  60. 60. Warming Up an IP Address •  Ramp up your email sending over time to establish a great sending reputation. •  It is essential that you take the time to properly warm up their IP address before sending to list emails. •  Make sure that your DNS SPF record is up to date if your mailing IP has changed.
  61. 61. Warming Up an IP Address Start out by sending emails to your best and most active contacts. Having high delivery rates with your initial campaigns will help build their IP’s reputation.
  62. 62. Warming Up an IP Address •  It’s a best practice to split your initial mailing list up and spread it out over several days. We recommended splitting their lists into at least four sublists with limits of no more than 10,000 recipients in each sublist. •  Mail only one sublist per day over the first few days. If you have more than 40,000 recipients, you can spread out the mailing over more than four days.
  63. 63. Warming Up an IP Address Once you’re at a stable daily mail volume, it’s a best practice to gradually phase in any further increases. For example if the current mail volume is 10,000 messages per week, the mail volume should be ramped up as follows:
  64. 64. Email Preference Center
  65. 65. Email Preference Center •  The email preference center allows prospects to manage the types of emails they receive and opt into lists they find interesting or relevant. •  All accounts automatically include a default email preference page (represented by %%email_preference_center%% in emails and email templates). •  An account can have multiple custom email preference center pages.
  66. 66. Email Preference Page Sample Email Preference Center Page
  67. 67. Email Preference Page To access the default Email Preference Page, navigate to Marketing > Emails > Preferences Page
  68. 68. Email Preference Page More than one Email Preference Page can be implemented. All the created Email Preference Pages will be listed in the table.
  69. 69. Email Preference Page: Public Lists •  All Public Lists will be visible on your default email preference page. •  To make a list public, navigate to Marketing > Segmentation > select a list > Edit list > and enable the checkbox Public list: Display this list in the email preference center.
  70. 70. Email Preference Page: Public Lists •  For public lists, fill in a customerfriendly Label that will be displayed on the preference page. This is the list title that your client’s prospects will see (as opposed to the internally used list ‘Name’). •  You can also enter an optional Description to clarify what your client’s subscribers will receive (for example, the frequency in which they will receive messages). •  If the client has more than one email preference center, options will appear from the Select an email preference center dropdown.
  71. 71. Email Test List
  72. 72. See it Live!
  73. 73. Test List Email Reporting •  Navigate to Report > Emails > Click Test send emails report
  74. 74. User Table Actions to add to Email Test List
  75. 75. Prospect Table Actions to add to Email Test List
  76. 76. Test List Email Reporting •  Email Test List provide the same report as if the list was sent to a list of prospects.
  77. 77. Reports
  78. 78. Lifecycle Reporting
  79. 79. Email Reports
  80. 80. Advanced Email Report
  81. 81. Advanced Email Report
  82. 82. Advanced Email Report
  83. 83. Conversion Report
  84. 84. Site Search Report
  85. 85. Success Resources
  86. 86. In-app User Assistance
  87. 87. Live Training Webinars
  88. 88. Live Training Webinars
  89. 89. Knowledge Base Visit or click Help >> Knowledge Base in the application for our Knowledge Base documentation, FAQs, videos, and more.
  90. 90. Knowledge Base
  91. 91. Solutions Portal
  92. 92. Idea Exchange Visit or click Help >> Ideas in the application to post requests for new features or enhancements on our Idea Exchange. You can also vote or comment on ideas from other users and see which suggestions we’ve already implemented.
  93. 93. Idea Exchange In 2012 over 100 client ideas were implemented in addition to the roadmap!
  94. 94. Idea Exchange Any user can provide comments and vote on the ideas that would impact their needs.
  95. 95. New Features Visit or click Help > What’s New in the application to stay updated on the latest and greatest new feature releases and enhancements that have been released.
  96. 96. User Forum Visit or click Help > Forum in the application to discuss best practices, tips, events & more with other users.
  97. 97. User Forum
  98. 98. Blog Visit to subscribe to our blog where we post tips, links, infographics, and tools for Pardot users and B2B marketers. Sign up to receive new posts by email.
  99. 99. Office Hours @ Connections 2013
  100. 100. Thank You! You have now successfully completed this course. Please take a minute to fill out an evaluation of your course experience. You can find it on the Connections app! Don’t have the app? Ask your instructor for a paper evaluation.