Personalizing Your Prospects Experience


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Your prospects want accessible and relevant information—but delivering it is easier said than done. In this session, we’ll show you how to use data you already have to create a personalized experience for your prospects. Learn to use variable tags to customize your emails, utilize prospect browsing data with dynamic content in landing pages and emails, implement progressive profiling/dependent fields on Pardot forms, and much more.

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Personalizing Your Prospects Experience

  1. 1. Personalizing Your Prospect’s Experience TJ Gephart (@TJGephart) Vincent Migliore (@PardotVincent) #ET13B2B
  2. 2. Introductions 1.  Name 2.  Role at your company 3.  How long you have been using Pardot 4.  Goals & Expectations for this session 5.  Personal Fun Fact(s) #ET13B2B
  3. 3. Personalization: The Foundation
  4. 4. #ET13B2B
  5. 5. Targeting
  6. 6. Prospect’s Buyer Persona Marketing User vs Executive User vs IT User Marketing: What can I learn? How does it help me do my job? What do YOU want to see? Executive: What value/ROI does this provide? IT: How do I implement this? What resources do I need? #ET13B2B
  7. 7. Persona Thoughts Might not be easy to define •  CEOs of small companies running marketing Actions are more important than someone’s title •  It shows their interest. Re-evaluate your lead qualification •  How well are you using scoring and grading #ET13B2B
  8. 8. Speaking of Interests What do you already know about their interests? Tailor what they see based on what you know they want •  Ex: Are they interested in a specific product? Optimize the content based on this interaction. •  Use tools like A/B testing. #ET13B2B
  9. 9. Prospect’s Lifecycle Stage Prospects or Customers? Opportunity for upgrading customers •  Base criteria off score or grade Lower the score, more education Higher the score, calls to action •  •  #ET13B2B
  10. 10. Location Advertise directly to folks when events are happening in their backyard. Offering in-person demos vs scheduling a call Quotes/Case-Studies from local clients Pro Tip: Use auto-geography identification by IP #ET13B2B
  11. 11. Personalizing Your Forms
  12. 12. POLL: How many fields is optimal to ask on a general form?
  13. 13. POLL: How many actual fields are you currently using on your general form?
  14. 14. What Not To Do! Pretend this is for a general whitepaper download: 1. How many fields on this form would you keep? 2. How many “levels” of progressive profiling would you use here?
  15. 15. Form Notes There is a 5% decrease in completion for every field over 4 fields you have on a form. Track behavior, not their ability to fill out a long form. #ET13B2B
  16. 16. Dependent Fields #ET13B2B
  17. 17. Dependent Fields To setup, edit the initial field that needs to be completed. •  Ex: If country is US or Canada, ask for State/Province •  Edit Country field to set up dependency No Nesting •  Can’t make a field dependent upon another dependent field #ET13B2B
  18. 18. Live Example: Dependent Fields
  19. 19. Forms & Gated Content •  Don't make it hard for interested people! •  Replace a form with a one-click download •  Customize thank you content based on their response Submit
  20. 20. Landing Pages
  21. 21. Landing Page Statistics Over 50% of people who visit your landing page will leave after 10 seconds. #ET13B2B
  22. 22. Set Yourself Up for Success •  Keep branding consistent and avoid any confusion •  Use limited links and reduce any chance that they will become distracted and navigate away •  Always serve up relevant content. Not bait and switch. #ET13B2B
  23. 23. When Creating Dynamic Landing Page Content •  Have a purpose •  Have a plan •  Use your own CSS •  Test, test, test! #ET13B2B
  24. 24. Interests #ET13B2B
  25. 25. Multivariate Testing You can always improve through testing! Headline - keep it short and direct Offer - demo, free consultation, whitepaper Images - demo screenshot, whitepaper pages Questions Asked - department vs job title #ET13B2B
  26. 26. Live Example: Multivariate Testing
  27. 27. Page Actions A completion action when a cookied prospect comes to a specific page on your site. It’s another data point. #ET13B2B
  28. 28. Live Example: Page Actions
  29. 29. Personalizing Your Emails
  30. 30. General Advice •  Make the content relevant to who you are sending to. •  Be ethical and honest in your messages •  Make your messages about quick wins. •  Ex: If you have X problem, this is how you solve it #ET13B2B
  31. 31. Subject Lines •  How to make email relevant & engaging before they even open the email. •  33% of email recipients open email based on subject line alone. (Convince & Convert via •  Recipients often only read the subject line or the first few lines of an email. Include your CTA first. •  Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report) #ET13B2B
  32. 32. Variable Tags •  Great for adding in details you know about the person from their prospect record •  Works in the subject line •  Use default mail merge values to cover all the bases •  Testing using test lists #ET13B2B
  33. 33. Live Example: Default Mail Merge Values
  34. 34. Live Example: Test Lists
  35. 35. Chaser Emails (Dynamic Forwards)
  36. 36. When Creating Dynamic Email Content Be aware of the "creep factor" when using names and other sensitive info. Timing is key! - 2am on the weekend feels automated #ET13B2B
  37. 37. A/B Testing in Pardot 1.  List splitting 2.  Separate Email Templates 3.  Compare Rules #ET13B2B
  38. 38. General Advice •  Write an email like you’d write to your mom. •  Don’t overuse HTML. •  Make it personal. •  Keep a consistent point of contact (from assigned user) •  Don’t overdo the customization. Just 1-3 dynamic pieces. #ET13B2B
  39. 39. General Advice Make the content relevant to who you are sending to. •  Which of these points are relevant? Be ethical and honest in your messages •  Subject line & email content actual align Make your messages about quick wins. •  If you have X problem, this is how you solve it #ET13B2B
  40. 40. 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.
  41. 41. Register for Office Hours:
  42. 42. Q&A