Pardot at Teach For America
Managing Director, Marketing Analytics & Systems
What Is Teach For America?
• Only 6 percent of students in the bottom tenth of income levels graduate from
college, compared with 61 percent from the top tenth.
• Teach For America recruits, trains, and supports teachers to commit two years to
teaching in 50 regions, consisting of high-needs urban and rural school districts.
• These leaders become life-long advocates for
social justice and education reform, so that one
day, all children in this nation will have the
opportunity to attain an excellent education.
Lead Generation at Teach For America
• We are very similar to a typical Marketing to Sales B2B
funnel, except our Sales team is our Recruitment team.
– Our Recruitment team sources much of their own pipeline through
colleges/universities and tapping professional networks, like job boards,
job fairs, and partner organizations.
• Our recruitment funnel doesn’t use Leads and Opportunities.
We ask prospects to engage and take action along our
– We have a very unique SFDC implementation that has required us to
customize our approach, with Pardot and many other tools.
What’s the Objective for this Roundtable Discussion?
• We will talk about making the transition to marketing automation and what are
some best practices for a successful implementation. More specifically:
ü How we decided marketing automation was our next best investment
ü How we got from there to here
ü What tips and lessons learned might be important for your business
ü What have been our proudest achievements this past year
What led us to marketing automation?
2010 We sent monthly newsletters to everyone who had started an
application. We knew we could do better by being more timely and
2011 Because our “sales cycle” can be long, we did a test and control for
one full recruitment season. Via manual mechanisms, we validated
automation could increase application rates by 11% pts.
2012 We hired a dedicated head count for email marketing because
previously email was managed by each business unit. We began the
investigation of marketing automation tools.
2013 After stakeholder interviews to gather requirements, we launched
Pardot in October 2013. We trained identified Pardot users across
the organization. We ran our first big campaign in February 2014.
How we got from there to here?
And where are we headed?
• Teacher Appreciation Week – 35,000 new prospects
– www.bestteacherever.org using a Pardot form handler within an iframe
– Automation to tag acquired prospects and auto-responder email
– Google Analytics connector for source attribution and ROI
• Teach For America National Newsletter Subscriptions – 10,000 subscribers
– Creative deployment of form handlers to get desired segmentation – Recruitment vs Other
– Custom fields
– Automation with tags, adding to lists, changing field values, dynamic lists, drip programs…
4 3,000 qualified leads for Recruitment
• We launched multiple campaigns and have acquired 50,000 new emails.
– We have learned along the way to improve our web integration with Pardot.
• We are chipping away at adoption of ~200 mass email users and the governance
required for data quality and ideal recipient experiences.
– Email Preference Center
– Building out ongoing training & resources
• Continue to enhance the tool with connectors and SFDC integration given our
unique implementation and organizational structure.
1. Take stock. Who are stakeholders? What are assets? What is common practice today?
Think critically of current day practice. Ask stakeholders what they need.
2. Set vision and goals. Be sure others are aligned. What do you want to be true in a year?
3. Tech is your best friend. Everything you read says Marketing and Sales collaboration is
key for marketing automation. In a less traditional B2B world, for us – it was Tech.
4. It is a marathon, not a sprint. Expect bugs and unforeseen challenges. Leave time in
the implementation process and future campaign development for setup and testing.
5. Get the data clean. Bad data will be your worst nightmare. Accurate, real-time data is
CRITICAL to effective automation processes.
6. Use Pardot Support. They are in a word - awesome. The Knowledge Base and blog are
6 Lessons Learned
1. Dedicate headcount to this role. From campaign execution to measurement &
optimization to data quality & bug fixes to future enhancements – it is a lot.
2. Give them a carrot. Change management is hard. For people to buy into this, they need
something relatable and of value. Get colleagues on your side - leadership at the top and
champions on the ground.
3. Governance. Clearly defined. Enforced. Full-buy in across the leadership team.
4. Early and ongoing training. Keep training up to date – the technology changes, as do
5. Hire professional help. Even smart people don’t know what they don’t know. Hire the
people who are supposed to know everything.
6. Get a big whiteboard. Make campaign strategies visual. Helps keep your ducks in a row
and helps others understand all that is involved to steer the ship.