Marketing Automation Hacks 2016: Pardot

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Molly Morris FutrellClient Advocate Team Lead,Pardot @mollymfutrell

MARKETING AUTOMATION HACKS:

PARDOT

Sam BrennandDirector of Customer Success, Uberflip @SamBrennand

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)

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STICK AROUND FORA DEMO

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Meet the Expert

Street Cred:

• Client Advocate at Pardot since 2014

• Recently promoted to Team Lead• Helped hundreds of clients (and

counting) develop a Pardot strategy to achieve their marketing goals

Molly Morris Futrell

Pardot

@uberflip#MAHacks

Let’s get hacking

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7 Hacks• Get your prospects to segment themselves• Custom Redirects: Track and take action upon click• Automate lead nurturing with Drip Programs• Content creation for the busy marketer• Get and keep clean prospect data• Help your sales team Engage• Email Tips & Tricks • Capitalize on Advanced Dynamic Content

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Hack #1Get your prospects to segment themselves• Use Email Preference Center

• Use Page Actions

• Use Custom Redirect links

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Self Segment: Email Preference Center (EPC)

• All lists marked “Public” • Substitute preference page

link for Unsubscribe link in email

Clicking “Update subscription preferences” at end of a Pardot email leads to our EPC

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Self Segment: Page Actions

Consider actions for • Pricing Pages• Product pages• Careers pages

Admin > Automation > Page Actions

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Self Segment: Custom Redirects

• Self-segmentation via social media, banner ads, blog posts

• Simple surveys• Completion actions are key

Marketing > Content > Custom Redirects

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Hack #2

Use completion actions to automate

segmentation, increase score, etc

• Track every link

• Use custom redirects for:

✓ Third Party Ads

✓ Blog Posts

✓ Social Posts

✓ Partner Sites

✓ QR Codes

✓ Direct Mail

Custom Redirects: Track and take action upon click

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Custom Redirect Creative Uses

• Dynamic Calls to Action

• Yes / No Poll

• Confirmed Opt-In

• Employee Email Signatures

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Hack #3• Automate Lead Nurturing with Drip Programs• Typical content based on stage in sales cycle• Lead Score = Buying Stage• Grade = Buyer Persona• What about cold lists?

Stage-specific content ideas

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Lead Nurturing: 3-2-1 Drip

• An unexpected approach to lead nurturing drip programs

• Everyone starts out like a hot lead

• Great for cold lists• Begin with Stage 3 content

and move backward

Check for link clicks after each email to let

the prospect “choose their own adventure”

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Hack #4• Content creation for the busy marketer• Update old posts• Invite partners and customers to help• Content Curation - Recycle ideas!

• RSS Readers

• Google Alerts

• Share content from other experts

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Hack #5• Get and keep clean prospect data• Leverage the auto-responder email to get real email addresses• Optimize your form fields• Spring cleaning: Delete inactive prospects

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• Leverage the auto-responder

•

Clean Data Use Auto-Responders

Include a note that you’ll be

emailing the content.

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• Use email validation rules

•

•• Keep it short

• Gather new info each visit

Clean Data Form Optimization

Verify an email is not from an ISP or free provider

to capture more business emails

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• Consider ways to re-

engage prospects who have

not been active lately

• Deleting Pardot prospects

= Archiving prospects

• Filter Prospect Database

by last activity

Clean Data Archive Prospects

Filter by “Never Active” or dates of Last

Activity, then add the resulting list to a

drip program for re-engagement, or

delete the prospects.

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Hack #6Help your sales team Engage• Be first• Be relevant• Be productive

• And create a nurturing loop!• Kick it off with CRM Visible

Lists

Make templates CRM visible so your Sales Users can send marketing approved email templates right from Salesforce CRM.

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Hack #6Email Tips & Tricks • Keep it personal

• Avoid slick HTML templates

• Use rich-text formatting • Use variable tags to fill in

the account rep’s signature Personalized email looks like it’s coming from their account rep

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Email Tips Your best faux Fwd

• Create a fake forward

• “Fwd:” or “Re:” in the subject

lineScreenshot here

Looks like a personal forward of a marketing email

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Email Tips Set, Forget, Sell

• Determine the Cadence

• Automate notifications

• Voila!

Sample template for a

sales nurturing drip

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Hack #7Capitalize on Advanced Dynamic Content• Perform easy global updates with Advanced Dynamic Content

• Keep promotions up-to-date across channels

• Admins save time

Quickly promote

up-coming webinars

on your site, blog,

emails, etc.

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Pardot KB:

help.pardot.com

Pardot Blog:

http://www.pardot.com/blog

Resources

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QUESTION TIME!

Molly Morris FutrellClient Advocate Team Lead,

Pardot @mollymfutrell

hub.uberflip.com

Sam BrennandDirector of Customer Success,

Uberflip @SamBrennand

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY