Ready to take your Pardot solution to the next level? Learn to use standard functionality at an expert level, employ advanced features that’ll deliver greater ROI, and discover new tools and connectors that’ll give your campaigns a boost. Use workshop time to start implementing real-life solutions immediately.
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.
Meet Pardot, your new sales and marketing secret weapon. Learn how adding marketing automation to your CRM can help optimize your lead generation and get the right leads to the right people at the right time. Move leads through the funnel and close the ROI loop faster and more efficiently.
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsPardot
Your biggest marketing campaign of the season is rapidly approaching, and it needs to run like a well-oiled machine. With Pardot and Salesforce, you’ve got the right tools; but how do you utilize both platforms to ensure you effectively deploy and track campaign success? Join us as we dive into how you can make Pardot and Salesforce work in harmony, increasing your marketing capabilities, and turning prospects into deals.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
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.
Meet Pardot, your new sales and marketing secret weapon. Learn how adding marketing automation to your CRM can help optimize your lead generation and get the right leads to the right people at the right time. Move leads through the funnel and close the ROI loop faster and more efficiently.
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsPardot
Your biggest marketing campaign of the season is rapidly approaching, and it needs to run like a well-oiled machine. With Pardot and Salesforce, you’ve got the right tools; but how do you utilize both platforms to ensure you effectively deploy and track campaign success? Join us as we dive into how you can make Pardot and Salesforce work in harmony, increasing your marketing capabilities, and turning prospects into deals.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
Follow our mantra of sending the right message, to the right person, at the right time, with the right frequency as a framework for your email marketing strategy.
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
How To Integrate Influencer Marketing Into Your Marketing MixOnalytica
How To Integrate Influencer Marketing into your Marketing Mix including the business case for influencer marketing, engagement models and how to measure success
Presentation by Tim Williams, CEO of Onalytica first shown at Marketing Week Live, 28th April 2016 at the Kensington Olympia in London, UK
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
This is s sample digital marketing plan. It's just to give an overview how I get start with my new projects, later the same plan gets complex based on the need of my client.
Ad Bridge connects Marketo’s unique audience data
to your advertising platform, so you can run more
targeted, personalised digital ad campaigns that
improve your marketing ROI.
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.
Follow our mantra of sending the right message, to the right person, at the right time, with the right frequency as a framework for your email marketing strategy.
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
How To Integrate Influencer Marketing Into Your Marketing MixOnalytica
How To Integrate Influencer Marketing into your Marketing Mix including the business case for influencer marketing, engagement models and how to measure success
Presentation by Tim Williams, CEO of Onalytica first shown at Marketing Week Live, 28th April 2016 at the Kensington Olympia in London, UK
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
This is s sample digital marketing plan. It's just to give an overview how I get start with my new projects, later the same plan gets complex based on the need of my client.
Ad Bridge connects Marketo’s unique audience data
to your advertising platform, so you can run more
targeted, personalised digital ad campaigns that
improve your marketing ROI.
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.
20 Ways to Shaft your Split Tesring : Conversion ConferenceCraig Sullivan
This talk is the latest deck showing common problems that will easily break or skew your ab and multivariate testing results. Avoid these problems by following the simple advice in this deck!
Lessons from replatforming and increasing conversion through content testing ...E-Commerce Brasil
Jared Blank, VP E-Commerce da Tommy Hilfiger fala sobre "Lições da replatforming e aumentando a conversão através de testes conteúdo" no Congresso de Search e Vendas 2014 - E-Commerce Brasil
www.createmedia.ie: 8 STEPS TO YOUR BASIC BUSINESS PLANCREATEmediaIE
createmedia.ie brings you this simple, easy to follow business plan basics. Start your entrepreneurial journey today! For more resources & guides, including how to secure that all important funding, see www.createmedia.ie
Stuck in the slow lane with your email marketing? Get in the fast lane with CommuniGator!
As a result of attending our Email Marketing and Digital Copywriting, over 90% of previous attendees have committed to change their content marketing strategy and many have gone on to work with us further.
Join us to learn how to:
- Develop your content strategy
- Personalise your content: understand your audience
- Top tips for proofing your content
- SEO in your content
- Creating lead nurturing content
How to Prioritize as a PM by Alexa Mobile Amazon Sr Tech PMProduct School
Main takeaways:
- The reason prioritization is the most important job Product Managers have
- How and to whom you should communicate your prioritization
- Useful prioritization tools and frameworks
Slideware from the Mar 26 Toronto Pardot User Group
Featured Speakers & Topics Include:
A/B testing emails in Pardot
Jon Kane, Content Marketing Specialist, Medgate
Integrating sales and marketing with Pardot
Michael Petrelli, Customer Marketing Manager, Magnet Forensics
3 tips for getting the most out of Pardot reporting
Pamela Whitham, Programs Director, Brainrider
Stop Pitching, Start Solving -Helping Customers Discover What They Really Want!eGrabber
Tim Wackel is one of today’s most popular business speakers who has mastered the ability to make information entertaining, memorable and easy to understand.
He combines more than 20 years of successful sales leadership with specific client research to deliver high-impact programs that go beyond today’s best practices.
In this webinar Tim discusses the questions you should ask (and should not ask) your prospects.
Topics Covered : 5 sure tips to find and connect to the right prospects on LinkedIn, Recognize and control the urge to pitch prematurely, Ask thought provoking questions, Kick your "hopeium" addiction.
This months event we had two great presentations. One from David Malmborg all about GTM, and one from Cameron Evans on HubSpot email. Also, Brandon Carter touched on some GDPR information you need to be aware of.
Product Management - Successful products, Strategy, Finding a job, B2B vs B2C...Rahul Deshpande
Product Management Training for University of California (UC), Irvine students from Rahul Deshpande of www.productmanagementclub.com. We train people to become a product manager. We train people for interview and also do placements for product manager jobs. We also train companies who want to introduce Product Management to their non-technical employees (ex. HR). Please visit www.productmanagementclub.com to schedule free sessions with any Product Management related questions.
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into MarketingHuman Capital Media
It’s an ugly truth — in the traditional applicant tracking system-friendly world, recruiters hold the power. Emboldened by technology that allows them to view resumes faster than a grocery store clerk scans a can of vegetables, recruiters typically spend five seconds or less evaluating each resume for a “fit” to the job in question. Could it get less personal?
But wait. Payback, as they say around the neighborhood, is, well, it’s full of retribution. Great candidates are increasingly making quick judgments about recruiters and the companies for which they work, often before a recruiter can pitch the job in question. What’s going on?
Join us for this webcast hosted by Kris Dunn of the award-winning recruiting blog “Fistful of Talent,” and we’ll give you the 411 on:
How social media and third-party sites like Glassdoor are creating transparency related to which companies are “employers of choice” for great talent.
How the best recruiters are starting to think like marketers, proactively nurturing passive candidates and truly building an employment brand.
Why that employment brand matters in today’s world and what branding elements are present in employers that are viewed as authentic by star candidates.
The top five marketing techniques recruiters must know to find and hire top talent.
How the right technology helps you survive the new rules for how great candidates judge and treat recruiters.
Impress them or you’re dead. Recruiters used to have the power, and maybe they still do with average talent. But if you want to land the best talent as a recruiter, you’re also being judged and evaluated by candidates. Join us for this Workforce webcast, and we’ll show you what your company can do to be successful and what you have to do to deliver great talent.
The Neuromarketing Toolkit - Chinwag Psych - 4 Feb 2014Craig Sullivan
A practical toolkit for getting inside customers heads, in order to design and create persuasive psychological approaches to copy, pages, buttons, designs and your entire service. Craig shows you here how to mine what you already have - to design a better bank balance and continuously improving future for your company, staff and your customers.
15 tips for bullet proof requirements analysis on SharePoint projectsDocFluix, LLC
Success or failure of any significant SharePoint project depends on having well defined business and technical requirements before the project starts. With this presentation, learn concrete, repeatable techniques for ensuring that the requirements for your SharePoint project are well defined.
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...Pardot
If you're a B2B marketing professional attending Dreamforce 2015, you won't want to miss these 11 sessions. With topics ranging from analytics to social media, there's a little something for everyone in this SlideShare.
Bonus: Here at Pardot, we love cheesy stock photos. That's why we've illustrated every session with a hilariously ridiculous photo — and provided you with the chance to star in a stock photo of your own! Learn more: pardot.com/dreamforce15/
Ten Must-Know Marketing Automation Stats InfographicPardot
How often do you stumble across a compelling industry statistic only to discover it’s from 2010? Yikes — your boss is never going to buy into your presentation on marketing automation when the basis of your argument hinges on a stat that’s over five years old.
Well, it’s not your fault that those deceptively old stats keep popping up every time you do a search for “marketing automation.” The internet is littered with them — and unfortunately, as more and more benchmark studies are released every year, it becomes that much harder to find the relevant information you’re looking for.
To help you out, we’ve sorted through some of the most recent statistics from industry analysts and compiled them into the infographic below. Check it out to see how top-performing companies are leveraging marketing automation to boost sales, increase engagement with their marketing campaigns, and improve the quality of their leads.
The marketing technology landscape is at war. Can a single tool unite the kingdom, provide the personal attention your subjects are craving, and defeat the white walkers...er, your competitors?
Nearly 80% of B2B marketers aren’t satisfied with their current levels of customer conversions. (CMO Council) If you find yourself in this group, we’ve got just the thing for you. We’ve rounded up five of our favorite examples of B2B landing pages. Not only are these landing pages visually appealing, they follow landing page best practices that are proven to boost conversion rates.
Examples come from the great marketing minds at Wistia, Cater2me, Emma, Wayfair, and Rapt Media.
For more landing page best practices that can help you make the most of your lead generation efforts, check out our free white paper '8 Ways to Double B2B Conversions':
http://prd.to/1BKepG1
This infographic helps answer common questions about the kinds of returns companies are seeing on their marketing automation investment. Take a look to see some recent statistics from industry analysts, as well as a quick overview of some of the main features and benefits of an automation tool.
The Little Engine That Could: How the Salesforce Foundation Markets with PardotPardot
Whether you’re a marketing team of one or many, top priority is customer engagement at the right time, driving interest, and marketing relevant content. The Salesforce.com Foundation customer base has been growing at record speed for the past year, and with only a handful of marketers, we needed a way to keep up. Enter Pardot marketing automation - our tool for success. Join us to hear our journey and learn how Pardot has transformed our marketing, communications, and outreach from manual processes to sophisticated profiling and segmentation. We'll examine what it took to get it up and running and how we can now be more responsive to our customers' interests with content marketing. Leave knowing that the small and mighty marketer can get the job done too!
Lead Qualification: Defining Your A-list Prospects for Focused Sales EffortsPardot
What do I do when I have so many incoming leads that they overwhelm the sales team? How can I help my sales team focus on the most interested and qualified prospects? These are common dilemmas for the modern day marketer. One of the biggest advantages of Marketing Automation is that we have the data at our fingertips to solve these problems. Join us as we discuss the finer points of lead qualification with Pardot. We’ll cover the best practices of using Pardot’s scoring and grading tools, and touch on some theory around buying stages. Your sales team will thank you later.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Unsubscribed: Combat Subscription Fatigue With a Membership Mentality by Head...
10 Ways to Get More from Your Pardot Solution
1. 10 Ways To Get More From
Your Pardot Solution
#ET13B2B
TJ Gephart
Chris Heiden
2. Who Are These Guys?
TJ Gephart (@tjgephart)
Chris Heiden (@chris_heiden)
Manager, Client Services
Channel Manager & Sales Engineer
Pardashian since July 2008
Pardashian since February 2009
#ET13B2B
11. Label Position/Alignment Conclusion
• Ideally, label position above the input field
• If label position is needed left of input field,
make right aligned
• Right aligned is over 50% quicker than left aligned
Source: http://www.uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php
#ET13B2B
12. What Not To Do
1. Way too many fields!
2. Break down forms into
three to four passes at
the form to gather
information
3. Bonus: What’s your
favorite field on this
form?
#ET13B2B
13. Thoughts on Forms
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
15. 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
16. 10 Ways To Get More From Your Pardot Solution
#2: Emails
17. What Will Be Discussed - Emails
• Enhanced Email Editor
• Test Lists
• Transactional Emails
• Moving over to
ExactTarget’s mail
servers
• Advanced Email
Testing and Reports
#ET13B2B
18. Enhanced Email Editor
• Now for new customers, real soon™ for existing
• New Templates are responsive! Emails will look great
on computer, tablet, and phone
• Edit Graphical, HTML, Text, and Preview in one area
• History! Retrieve old edits when mistake is made
• Live edits in preview
#ET13B2B
21. Send to Test List
• Ability to send to internal list
• Add existing users to test list as prospects by going to
“Admin > Users & Groups”
• All variable tags and links will work as a live email.
• No need to waste email quota on old “test emails”
• Make sure you have a default mail merge set!
#ET13B2B
23. Transactional Emails
• Coming real soon™
• Send emails to all customers
• No matter if opted out
• No unsubscribe will be required
• Not used for marketing emails.
• Customer announcement for service outages, downtime, etc.
#ET13B2B
25. Moving to ET Email Servers
• Now for new clients, others soon
• Pardot’s internal MTA is great,
ExactTarget’s is AWESOME!
• ET sends millions of emails a day for Gap, Microsoft,
Nike, etc…
• More information on this soon
#ET13B2B
26. Advanced Email Testing & Reporting
• Not included in all packages
• Contact advocate for upgrade information
• See how emails look in all major email clients, tablets,
and phones. Spam and subject line previews.
• Want to know how many times your email was:
• Forwarded/ Printed
• Skimmed, Glanced, Read
• Opened in which clients
#ET13B2B
33. Which Prospect Would You Prefer?
Prospect A
Score: 173
Score: 57
Grade: F
#ET13B2B
Prospect B
Grade: A-
34. Difference Between Scoring and Grading
Scoring
Grading
Implicit Information
Explicit Information
• pages viewed, forms
completed, etc.
• industry, company size,
job title, location, etc.
"Out of the Box”
Setup is required
Setup Via Scoring Rules
Setup Via Profiles
#ET13B2B
35. Scoring
• Quick numeric value of activity and engagement
with you
• Benefits and main usage
• seeing and measuring activity and engagement
• general quality of lead – tool to organize follow up
• specific trigger for assignment
#ET13B2B
36. Getting Started with Scoring
• Start with default Baseline Scoring
Admin > Automation Settings > Scoring Rules
• Automatically set up out of the box
• Focus on tracking activities first and
then evaluate scoring model results
to see if it works!
#ET13B2B
44. Preparing Grading Setup
Meet with all stakeholders to outline the ideal prospect.
1) What criteria does your organization look at?
• Company Size, Location, Industry, Job Title, etc...
2) What is the weight of each criteria?
• Criteria weighed equally or different?
• 1/3 grade increments (1/3, 2/3, 1 grade)
3) What values do you look for in those criteria?
• Location: United States, Canada, etc...
• Job Title: C-Level, VPs
#ET13B2B
45. Advanced Grading Topics
Have one value increase grade by more than 1 letter:
A) Double Profile Criteria
B) Automation Rule
#ET13B2B
46. Lead Assignment – Sliding Scale
• Higher the grade the lower the score needed
• The lower the grade the higher the score needed
• Disregard “F”s
300
250
200
150
100
50
0
#ET13B2B
A
B
C
D
47. 10 Ways To Get More From Your Pardot Solution
#4: Nurture Strategy
48. What Will Be Discussed – Nurture Strategy
• Types of Leads
• Types of drips for these leads
• Lead Nurturing Lab
#ET13B2B
49. Types of Leads
• There are three main lead types that you
should classify your leads as:
• New Leads
• Existing Leads
• Warm to Sales Ready Leads
#ET13B2B
50. Types of Leads – New Leads
• Leads that have never heard of your company or
organization before:
• Obtained from a tradeshow
• Other authorized (non-purchased way)
• Don’t just try to sell the product from the start
• Use a 1 – 2 – 3 Drip Campaigns
#ET13B2B
51. Types of Leads – New Leads – 1-2-3 Drips
• Stage 1: Unidentified need
• They don’t even know that they need the solution/benefit
• Don’t mention your company name, keep information to more
industry information
• Stage 2: Identified need, but not ready to buy
• Not ready to solve their pain point yet
• They are now starting to be interested, introduce your
company and product at this time
• Stage 3: Starting to evaluate
• Know the pain point and ready to solve it
• Hit hard about your company and why you are the best
option for the prospect. Pass onto sales.
#ET13B2B
52. Types of Leads – New Leads – 1-2-3 Drip Carrots
• Example for Stage One:
• Subject: Here is an article that I thought you might like…
• CTA: Link to the article
• Carrot: Here is a link to a whitepaper as well
• Example for Stage Two:
• Subject: Here is a datasheet on Marketing Automation
• CTA: Link to datasheet
• Carrot: Watch a demo on Pardot
• Stage Three does not need a carrot. If they click on
CTA – Get in sales hands!
#ET13B2B
53. Types of Leads – Existing Leads
• It is expensive to obtain new leads, use your existing
database
• A minimal percentage of your database are customers
• No need to introduce the industry as these are
existing leads, they have been introduced
• Mix stage two and three emails
#ET13B2B
54. Types of Leads – Existing Leads – Lost Opps
• Stay top of mind of any lost deals
• Send “loving” emails to prospects, checking in on
them and their current solution
• Don’t mention switching to your offering
• Ask if they have any questions on industry practices and
thoughts
• Mention that you are there to help if needed
• Towards end of contract term, turn emails into more
sales focused
#ET13B2B
55. Types of Leads – Warm to Sales Ready
• Shown interest but not sales ready leads
• Downloaded a Whitepaper or Datasheet
• Attended a Webinar
• Watched a Video
• Not actions saying they want product today or demo
• Send all stage three emails to drive them to a demo
• Use scoring to push them to sales ready (100) and
assign out!
#ET13B2B
56. Interactive Nurturing Lab
• Pardot has a great
resource to help set
up your first drip
programs and
examples
• pardot.com/
nurturing-lab
#ET13B2B
57. 10 Ways To Get More From Your Pardot Solution
#5: CRM Integration
66. Send salesforce.com Email
• Send One-To-One emails from salesforce.com
• Tracks opens and clicks
• Ability to use marketing emails directly in CRM
• Select on template emails available to be used in CRM
#ET13B2B
68. Latest SFDC AppExchange Package Updates
Just Released:
• Pardot Conversion Name
• Pardot Conversion Date
• Pardot Conversion Type
Coming Soon:
• Pardot Hard Bounce Date
• Pardot Hard Bounce Reason
• Pardot Hard Bounce Email Type
• Pardot Hard Bounce Email Subject
#ET13B2B
69. 10 Ways To Get More From Your Pardot Solution
#6: Be Dynamic!
70. What Will Be Discussed – Be Dynamic!
• Dynamic List
• Dynamic Content
• Emails
• Website
#ET13B2B
71. Dynamic List Overview
• You can create a list of prospects that is tailored to
specific criteria
• Create the new list, select the criteria and if a prospect
matches that criteria then they are added to the
dynamic list
• If for some reason they no longer match the criteria,
they will be removed from the list
#ET13B2B
73. Dynamic List vs. Static Lists
• You cannot manually add or remove prospects to
dynamic lists
• Because of this, you will not see dynamic lists as an
option in dropdowns in the import screen, data tables
or anywhere else throughout Pardot where you
manually control list membership
• You also will not see dynamic lists in the CRM list
management view dropdown
• Note: Existing static lists cannot be converted into
dynamic lists
#ET13B2B
74. Dynamic List Usage Notes
• Dynamic lists can be made into a public list and displayed
on your Email Preference Center where prospects can optout of the list if they choose
• Only prospects who meet the dynamic list criteria will be able to
see public dynamic lists on Email Preference Pages
• If you split a dynamic list, the resulting lists will be static.
• This means that a prospect will not automatically be added to the
split lists (via the dynamic rule criteria) once the split has
occurred
• These new static lists will now exist in addition to the original
dynamic list that was split
#ET13B2B
75. Dynamic Content for form and emails
• You can display certain HTML content on your
website or Pardot forms, landing pages, layout
templates and emails based on a prospect’s score,
grade, or field value for default fields or custom fields
• Have specialized call outs that tailor to a product
interest or attribute
• Available for Enterprise and Ultimate editions
#ET13B2B
76. Dynamic Content for form and emails
• Set up in Content >> Dynamic Content
#ET13B2B
77. Dynamic Content for Website Callouts
• Click on Embed Code to be given javascript to place on
own website or Landing page
• Test by clicking on testing tools once placed to see how a
prospect would see the content
#ET13B2B
78. Dynamic Content for Email
• Click on lightning bolt in WYSIWYG to access
dynamic content module to select block
#ET13B2B
79. 10 Ways To Get More From Your Pardot Solution
#7: Import Validation
80. What Will Be Discussed – Import Validation!
• Import Validation
• Import Errors
#ET13B2B
81. Why Should You Validate?
• Validating your values on import ensures that your
data is as clean and uniform as possible
• Uniform values help keep your data consistent when
syncing with your CRM
• Removing variations in your field values make it easy
to implement rules around your values
#ET13B2B
82. Setting Up Validation
• Set up in the Admin >> Prospect Fields section of Pardot
• Check box “Validate this field on import”
#ET13B2B
84. What to do with errors?
• Pardot will give you an error reports for all imports
• Export the CSV with the errors
• Fix the errors and reimport to adhere to validation
#ET13B2B
85. 10 Ways To Get More From Your Pardot Solution
#8: Reporting
86. What Will Be Discussed – Reporting
• Lifecycle Reporting
• GoodData
#ET13B2B
87. Lifecycle Reporting
• The Prospect Lifecycle report combines your marketing
and sales reports in one place to give you a high-level view
of your sales cycle’s health
• By reviewing the report you will have an idea of how well
your marketing and sales organizations are working
together, as well as see areas for improvement
• Can be filtered by date to show time period you need to
report on
#ET13B2B
89. GoodData Reporting
• Can be set up in Admin >> Connectors.
• Not turned on automatically for accounts (privacy reasons)
• SSO available in application
• GoodData is a Business Intelligence tool that allows
syncing of data from the account to the corresponding
GoodData account
• This connector allows for the creation of reports to be
placed on the dashboard or emailed automatically
#ET13B2B
91. 10 Ways To Get More From Your Pardot Solution
#9: Connectors
92. What Will Be Discussed – Connectors
Items included as a part of the connector module:
•
•
•
•
•
•
•
#ET13B2B
bit.ly Connector
EventBrite
FullContact
GoodData
Google AdWords
Google Analytics
Data.com
•
•
•
•
•
•
Olark Chat
Social Posting
Twilio
UserVoice
Webinars
Wistia
93. bit.ly Connector
• bit.ly offers URL redirection service with
real-time link tracking
• The bit.ly connector is available for
Professional, Enterprise, and Ultimate
Edition accounts
• A bit.ly short link will automatically be
created for landing pages, multivariate
tests, and files
• If the client has their own custom domain
(via bit.ly account), the connector will
automatically use their custom domain
when shortening your URLs
#ET13B2B
95. Eventbrite Connector
• Eventbrite provides all the online
tools needed to sell tickets and bring
people together for an event
• Eventbrite connector is available for
Professional, Enterprise, and
Ultimate Edition accounts
• View registrations and attendance
as prospect activities and
automatically scores event
registrations and attendance in the
prospects record
#ET13B2B
97. GoodData Connector
•
The GoodData connector is
available for Professional,
Enterprise, and Ultimate Edition
accounts
•
GoodData is a Business
Intelligence tool that allows syncing
of data from the account to the
corresponding GoodData account
•
This connector allows for the
creation of reports to be placed on
the dashboard or emailed
automatically
#ET13B2B
99. Google AdWords Connector
•
Google AdWords connector is included
with Enterprise and Ultimate level
accounts. Can be added to Professional
Edition accounts for $300 per month
•
Google AdWords connector calculates
cost per vetted prospect, cost per
opportunity, cost per sale, and marketing
ROI by tying your Google AdWords into
your CRM opportunity data
•
If a client has more than one Google
Adwords account, they can connect as
many as they would like
#ET13B2B
101. Google Analytics Connector
•
The Google Analytics connector is
available for Professional, Enterprise, and
Ultimate Edition accounts
•
The connector will allow those clients
using Google Analytics keyword tags in
URLs to pass those tags into the prospect
record
•
Implementing the Google Analytics
collector allows clients to pass Google
Analytics parameters into their CRM
system and gain greater insight into lead
sources, mediums, and campaigns if it is
their first touch point
#ET13B2B
102. Google Analytics Connector
• Data will be collected from all five of the Google Analytics
Tags: campaign name, medium, source, content, and
term if a prospect’s first touch point is clicking the appended
URL
#ET13B2B
103. Data.com Connector
• The Data.com connector is available
for Professional, Enterprise, and
Ultimate Edition accounts
• The connector does not integrate
with paid Data.com account types
• Since the data is crowd-sourced, it
may be inaccurate or incomplete.
For this reason, there is not a way to
mass sync all prospects with
Data.com
#ET13B2B
104. Data.com Connector
•
Once the icon is clicked at either the name or company level, a box will pop
up with the corresponding information located by Data.com
•
The data in the table displays the information which already exists for the
prospect and information found by Data.com
•
Click the boxes next to the corresponding data you would like to have
synced over by Data.com into the prospect record. Click Send to Pardot to
complete the data sync
#ET13B2B
105. Olark Connector
• The Olark chat connector is available
for Professional, Enterprise, and
Ultimate Edition accounts
• Clients can use for sales and support
of their products and services.
Service levels and pricing are
available at olark.com
• The integration allows your clients to
create prospects from Olark chats,
view chat activities in prospect
records, and score prospects’ chats
to aid in lead qualification
#ET13B2B
106. Olark Connector
• Once a prospect engages with your client in chat using Olark, the
transcript will be available in their prospect activity history table
• Clicking Chat Transcript will take your client to the actual transcript
in Olark
#ET13B2B
107. FullContact Connector
•
The Social Posting connectors is available
for Enterprise and Ultimate Edition
accounts. Professional Edition can add
this service for $300 per month
•
The connector checks prospects for their
profile names/links on LinkedIn, Twitter,
Facebook, and Klout. If publicly available,
the system may also pull location data and
a snippet or summary about the prospect
•
The connector compiles publicly available
social data through FullContact
#ET13B2B
108. FullContact Connector
•
If FullContact was able to locate a public image which corresponds with the
prospect’s email address, it will be populated into the prospect record. To
search for this prospect on social media, click the corresponding social media
icons next to their name or company. Or click on Social Data to see a list of all
corresponding social media accounts with the same email address.
#ET13B2B
109. Social Posting Connectors
•
Social Posting connectors are available
for Professional, Enterprise, and
Ultimate Edition accounts
•
These connectors allow clients to
schedule and simultaneously post
updates to multiple Twitter, Facebook,
and LinkedIn accounts
•
If a link begins with http:// or https:// in a
Pardot social post, Pardot re-writes the
link as a trackable link with the client’s
company custom bit.ly pro URL
#ET13B2B
110. Social Posting Connector
• Click +Add Social Post to create and track a social media post
• Select the Accounts which you’d like to post
• Select the date and time to Post Later or Post Now to post
immediately
#ET13B2B
112. Twilio Connector
•
The Twillio connector is available for
Professional, Enterprise, and Ultimate
Edition accounts. For current pricing,
check out twilio.com
•
The Twilio is a service that allows your
client’s to instantly follow up with
prospects via phone
•
When a prospect submits a form, your
selected user will get a phone call that
will inform them of the form submission
and give them the option to connect with
the prospect by phone if number is
known
#ET13B2B
113. Twilio Connector
• Add Twilio as a completion action on a form or form handler
and select the user who should be notified of the submission
#ET13B2B
114. UserVoice Connector
•
Integration with Uservoice allows users to
integrate customer service information
directly into a prospect or customer’s profile.
Visit uservoice.com for current pricing
•
Seamlessly capture UserVoice activity like
giving product feedback or contacting
support
•
The client can leverage those activities by
using them as signals for scoring leads
#ET13B2B
116. Webinar Connectors
•
Connectors for GoToWebinar,
ReadyTalk and Webex are available
for Professional, Enterprise, and
Ultimate Edition accounts
•
Pardot integrates with these webinar
platforms to seamlessly register
attendees for events, report on
attendance, and display and score
activity all from within the Pardot
marketing automation system
#ET13B2B
118. Wistia Connector
• Wistia offers the ability to
track and monitor the
success of the clients video
marketing efforts
• The video hosting platform is
geared towards businesses
• The connector allows clients
to see the prospects who are
interacting with their videos
#ET13B2B
126. LeadDeck
•
LeadDeck provides real-time notifications of prospect actions
•
See campaign performance as it happens
•
Provides pop-up notifications when a prospect is on your client’s site or
has submitted information
#ET13B2B
127. LeadDeck
•
Clicking on a prospect or
visitor will display more
information including previous
activities, location, email
address and more
•
If the client is using a CRM
connector, they can also click
the CRM logo to jump to the
associated lead or contact
record in the CRM
#ET13B2B
128. LeadDeck
•
Ability to customize the sliders
which appear within LeadDeck
•
First select what sort of visitors
or prospects to monitor
•
Then choose the type of
activities to watch (or leave
blank to monitor all activities)
•
Finally choose what
geographies your clients would
like to restrict monitoring
#ET13B2B
129. Email Plugins
Track individual emails that are sent directly from
your email client to prospects
Best Practices
• Mask the link with anchor text
• Only 1 recipient per email
Email Plug-ins available
•
•
Outlook 2003/2007/2010/2013
•
Apple Mail
•
Gmail plug-in (Firefox & Chrome)
•
#ET13B2B
salesforce.com
Mozilla Thunderbird
130. Wordpress Plugin
•
The Pardot WordPress Plugin lets you to easily drop forms and dynamic content into
your WordPress pages and posts
•
With a single login, your self-hosted WordPress installation will be securely
connected with Pardot. You’ll be able to track visitors and embed forms without
touching a single line of code
#ET13B2B
131. 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.
#ET13B2B
132. 10 Ways To Get More From Your Pardot Solution
Office Hours: Register at
www2.pardot.com/officehours2013
133. 10 Ways To Get More From Your Pardot Solution
Q&A?