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Rock Your Events and Webinars with Pardot
- 1. Rock Your Events and Webinars with Pardot Sarah Kelleher Matt Lincoln 29th January 2019
- 2. About Us Sarah Kelleher Certified Pardot Consultant 8 years Marketing Automation Experience Events, Publishing and Consultancy 4½ years at Nebula Matt Lincoln Certified Pardot Consultant 4 years Marketing Automation Experience IT, Professional Services and Manufacturing 1½ years at Nebula
- 3. Planning Event Timeline Tech Setup List Management Invite Lists Registration Lists Attendee Lists Agenda Capturing Registrations & Attendees Pardot Forms External Data Communications Invites Reminders Follow-up
- 4. Planning • Event Timeline • Preparation
- 5. Event Timeline Invites ❖ Dynamic Lists ❖ List Emails ❖ Engagement Studio Registration ❖ Pardot Forms ❖ Landing Pages ❖ CRM Visible Lists ❖ Salesforce Campaigns Event / Webinar ❖ Attendance List ❖ Salesforce Campaigns Follow-up ❖ Engagement Studio ❖ Sales Alignment
- 6. Preparation What to think about ❖ Data Quality ❖ Pardot Connectors e.g. GoToWebinar or Eventbrite ❖ External Systems ❖ Salesforce Connector ❖ Custom fields e.g. Dietary Requirements ❖ Goal / Purpose
- 7. List Management • Invite Lists • Registration Lists • Attendee Lists
- 8. List Management Invites ❖ Dynamic Lists ❖ Static Lists Registration ❖ Add to Static List ❖ CRM Visible Lists ❖ Salesforce Campaigns Event / Webinar ❖ Attendance List ❖ Salesforce Campaigns Follow-up ❖ Engagement Studio
- 9. Invite List
- 10. Attendee Lists ❖ Use Dynamic Lists to quickly and easily create follow-up lists for Attended and Absent prospects using information from your webinar connector ❖ Use Static Lists when registrations are captured by Pardot Forms, Custom Redirects or Prospect Imports
- 11. Salesforce Campaigns ❖ Associate “statuses” with SF leads or contacts ❖ Track influence of events on Opportunities and Revenue ❖ Single view of all registrations / attendees / no-shows
- 12. List Management Our top tips: ❖ Build a dynamic list to target relevant prospects opted in to your webinar/event communications ❖ Don’t forget to suppress prospects who have already registered if you’re sending multiple invites ❖ Only invite prospects who have given consent
- 13. Capturing Registrations & Attendees • Pardot Forms • External Data
- 14. Capturing Registrations Invites Registration ❖ Pardot Forms ❖ Landing Pages ❖ CRM Visible Lists ❖ Salesforce Campaigns Event / Webinar Follow-upEvent / Webinar ❖ Attendance List ❖ Salesforce Campaigns
- 15. Capturing Registrations Registrations exported from 3rd party system Webinar connector used with Pardot form “Register for webinar” completion action Pardot Prospect Import (+ Add to list) OR Registrations from Pardot form / custom redirect Add to list / Add to Salesforce Campaign OR
- 16. Pardot Forms Pardot Registration Form ❖ Create your Pardot Form ❖ Add a Completion Action: Add to List (static registrations list) ❖ Optional: Register for webinar ❖ Optional: Add to CRM Campaign with Status of ‘Registered’ ❖ Add your form to a Pardot Landing Page or your website
- 17. Pardot Custom Redirects RSVP Email: Event ❖ Create your Yes / No Custom Redirects ❖ Add a Completion Action: Add to List (static registrations list) ❖ Optional: Add to CRM Campaign with Status of ‘Registered’
- 18. External Data Pardot Prospect Imports ❖ Registrations can also be manually imported into Pardot in a .csv file ❖ Remember to add prospects to a list which can be used as a suppression list for further invites
- 19. Capturing Attendees .csv file with attendees (e.g. barcode scanner) Custom Lightning component Update SF Campaign Member Status Pardot Prospect Import (+ Add to list) OR Pardot form with Kiosk Mode / CRM Visible List Add to list / Update SF Campaign Member Status OR
- 20. Capturing Registrations Our top tips: ❖ Check if your Pardot account has any scoring adjustments for webinar registrations/attendance ❖ Scoring adjustments for webinars will count on top of the Pardot form submission ❖ Consider using Form Handlers to remove reliance on data imports
- 21. Communications • Invites & Confirmation • Reminders • Follow-ups
- 22. Event Emails Invites ❖ List Emails ❖ Engagement Studio Registration ❖ Autoresponders ❖ Webinar Connector Event / Webinar ❖ Scheduled Reminders ❖ Engagement Studio Follow-up ❖ Engagement Studio
- 23. Invite Emails List Emails or Engagement Studio ❖ Include key information high up your emails ❖ Clear call-to-actions ❖ Segmented by industry / customer type etc. ❖ Mixture of HTML and personal sales emails ❖ Exclude registrants (and optionally declines) from future invites
- 24. Registration Confirmation Unique Registration Link Pardot Form / Custom Redirect Pardot Autoresponder Third Party Email AND / OR Key Info ❖ Date / Time ❖ Location / map ❖ Speakers ❖ Agenda ❖ Additional info e.g. dietary requirements / session selection
- 25. Reminder Emails List Emails or ‘On Date’ Engagement Studio ❖ For unique attendee links / tickets, use third-party emails ❖ 2 weeks = new speakers, benefits, hotels ❖ 1 week = location, benefits, final agenda ❖ 1 or 2 days = basic reminder, key info, map, timings
- 26. Follow-up Emails Our top tips: ❖ Remember your goal ❖ Use key info e.g. sessions they attended or industry to nurture ❖ Work closely with sales to identify hot leads ❖ Get the first email sent as soon as possible after the event Attended? Thanks for attending Sorry we missed you Sales Task / AlertNurture Hot Leads YesNo
- 27. Coming Soon! Our How To Guides • Mastering your Webinars with Pardot • Drive Great Results from your Events with Pardot Subscribe to our newsletter to be the first to get these great guides! nebulaconsulting.co.uk/insights
- 28. Any Questions? Learn More • nebulaconsulting.co.uk/insights • pardot@nebulaconsulting.co.uk @nebconsult @we_are_nebula Nebula Consulting Ltd Follow Us