Example Pardot Compendium€¦ · · 2017-12-28- Incorporate dynamic content into program ... full HTML template Landing page: Screenshot of video linking to page incuding Video

Example Pardot Compendium

Contents

Phase 1

1. File Hierarchy map

2. Profile & Persona

3. Competitor Analysis

4. Customer Journey Map

5. Lead Management Map

6. Custom Fields

7. Field Standardisation

8. Campaign Benchmarking

Report

Phase 2

9. Forms

10. Pardot Links to Assets

11. Lists

12. Prospect Lists

13. User groups

14. Scoring

15. Data Snapshots

16. Email Review

17. Reporting

Engagem ent St udio

18. Engagement Studio

Nurturing Strings

19. Engagement Studio

Overview

20. Engagement Studio Map

Training

^

1. File Hierarchy Map

Folder

Scoring category

This file structure is designed to be scalable. At a top level, we can score content based on categories. It would be beneficial to add another layer (folder) of scoring based on the content they are engaging with, for a more detailed insight. Once more detailed

campaigns are set up, they can sit in the industry specific folder (We've provided examples below).

Campaign X folder

-Email- Custom redirects- Dynamic content

- Landing Pages- Forms

- Automation rules- Lists

Campaign Y folder

Campaign Z folder







Phase 1

Folder

Scoring category

Campaign X folder




Campaign Y folder

Campaign Z folder







Folder

Scoring category

Campaign X folder




Campaign Y folder

Campaign Z folder







General Website

General Website scoring

category

- Forms- Custom Redirects

- General downloads- Dynamic Content- Automation rules




Folder

Scoring category

Folder

Scoring category




UncategorizedIdeally, this folder will only include layout templates

as every asset will be linked to a campaign or category.

zTest folderThis test folder can be used for all testing. Name this folder 'zTest ' so that it sits at the bottom of the list.

Subscription folderBlog/Newsletter

Scoring category

- Campaign-Email

- Custom redirects

^

2. Profile & Persona

Job t it le: Finance Controller / Finance Director / Export Manager.

Locat ion: UK based,.

Years t rading: 15-20 years.

Com pany t urnover : £15-20 million.

The Person: Predominantly male aged 40-60.

-

Persona

Safe assum pt ions for FD/FC

- Highly experienced individual with 10-19+ years experience in finance. Rarely changes role.

- Average Salary: 74K - 190K (£96,632).

- Typically have degrees in economics or accounting.

- Top business challenges include reducing costs, company growth and streamlining processes in a

cost effective way.

- They measure success primarily based on cost savings.

https://drive.google.com/file/d/0BxB6DbtNmIMgUXJJNXZEM1B0SXc/view?usp=sharing






Annual revenue = £2mill-100millIncrease grade by 3/3

Employees = 20+Increase grade by 3/3

Job Title = includes words: 'Finance

Director/Controller/Manager ', 'Export/Purchasing manager ', 'Treasury/Treasurer ', 'Head of

Accounts', 'CFO'.Increase grade by 3/3

Prof i le for grading

Ownership = Private/Public Parent, Owner UK

Increase grade by 3/3

UK based = YesIncrease grade by 1/3

Which markets you operate in = If 1 or more

Increase grade by 3/3

Are you an Importer/Exporter? = Importer OR ExporterIncrease grade by 3/3

^3. Competitor Analysis

No marketing automation tool

Social community

LinkedIn: 100 followersTwitter: 100 followers

Youtube: 100 subscribers

Marketing automation

Other tools

Web pages

Adroll - RetargetingIntercom - Instant

messenger

CrazyEgg - Heatmap toolAdobe Analytics - Web

analytics

CrazyEgg - Heatmap toolAdobe Analytics - Web

analytics

Home meta description

Web pages - 490Web pages - 189Web pages - 217

META DESCRIPTON





META DESCRIPTONMETA DESCRIPTON

^

4. Customer Journey Map

Organic traffic

Website blog

Landing page(s)Pardot to update

customer profile/score/grade

Create task for prospects w/100+ points & grade A-

or above

Sales team follow up

Engagement Studio

Progressive forms

Have they acquired over 100 points?

No

MQL

MQL

Sales £££Grade C-& below

Grade C-B+

Prospect segmentation via dynamic lists

Grade A-& above

2-6 months

Create task for prospects

w/100+ points & Grade above C

Pardot 1-1 emails

Email Marketing

See Lead Management Map

^

5. Lead Management Map

Up to 4 weeks (no delays)

Prospect spoken to sales team

If volume over £300k/year Qualified face-to-face. App sent. (1-2 weeks)

Application received within 1 week (2-3 weeks depending on delays from

client)

App sent to Compliance for on-boarding and

checks. (3 days)

Sales $$$

Appointment Booked & Sat

App AccreditedInternal sales team pre-qualify over the phone - same day

^

6. Custom fields

New Pardot fields to be added

Current fields

Are you an importer/exporter?

UK based?

Which markets do you operate in?

Ownership

^

7. Field Standardisation

Fields Data Format

Annual RevenueNumber (no punctuation)

e.g 100000

EmployeesNumber (no punctuation)

E.g 1000

Are you an Importer/Exporter?

Checkbox:- Importer- Exporter

- Importer and Exporter- Neither

Which markets do you operate in?

Checkbox:- Asia

- Europe- North America- South America

- Africa- Asia Pacific

Annual Trading £Number (no punctuation)

e.g 100000

Ownership

Dropdown:- Private Parent- Public Parent

- UK Owner Based

^

8. Campaign benchmarking report[Target audience profile]

Prospect list: Record count - x Data source - record Criteria (e.g. company size, sector, location etc)

Program level goals:

- Contain forms within Pardot to enable progressive profiling

- Contain landing pages within Pardot to enable better nurturing

- Restructure folder taxonomy for more efficient campaign management and make better use of scoring categories

- Addressed custom fields to be created in Pardot so that the system is integrated with Salesforce

- Customer journey is mapped from first thematic touch point through to Sale

- Management of leads between marketing and sales is considered and mapped out

- Incorporate dynamic content into program- Get propsect lifecycle report setup and working- Setup Engagement Program

N.b. There must be at least one Contact record listed under the standard Contact Roles related list on the Opportunity. The contact role must be synched with a Pardot Prospect.

^Phase 2 9. Forms

Landing PageForm

Assign t o user : J

Set source cam paign:

Add t o l ist :

Add t ag: Payments LP Form

First Name(Links to 'First Name')

Last Name(Links to 'Last Name')

Email(Links to 'Email')

Phone(Links to 'Phone')

Company(Links to 'Company')

Completed Actions

I have read and agree with the privacy policy

(Links to 'Privacy Policy Agreement ')

We would like to use your contact information for

marketing purposes(Links to 'Agreed to be

mailed')

Set source t o: Marketing

Not ify:Marketing notification

Set cust om f ield t o: Privacy policy

confirmed

Change lead record t ype t o :

Lead

Set source cam paign:FORM Newsletter

Sign-Up

Add t ag: subscriber

Name(Links to 'First Name')

Email(Links to 'Email')

Completed Actions

NewsletterForm

^14. Scor ing

^

15. Database Snapshot

22,166 Unmailable Prospects (of which 11,246 Unsubscribed)

There are a lot of unmailable prospects. These can be deleted in Pardot if they are not needed (this won't effect their presence on

Salesforce) and if they become active, Pardot will pick them out of the recycle bin and make them active again.

Fortunately, only 318 of these are part of the daily market report list.

23,696 Assigned Prospects 35,290 Records not in Salesforce

63,907 Never Active ProspectsThis will not be an issue once Engagement Studios are created for each

key customer group.

67,459 total prospects

3,555 Active Prospects

Database Snapshot (as of 03/04/17)

Database Snapshot (as of 03/04/17)

22,596 Unmailable Prospects (of which 11,493 Unsubscribed)

27,787 Assigned Prospects 35,383 Records not in Salesforce

63,929 Never Active Prospects

68,346 total prospects

4,417 Active Prospects

^Corporate Acquisition Engagement Studio 18. Engagem ent St udio Nur t ur ing St r ings

^

19. Engagem ent St udio Overview

Engagement Studio

Landing page(s)

Organic & other Visitors

(PPC, Facebook etc.)

Progressive form

Prospect list

Scoring Set Profile to 'Biz'

Assign to sales (location based)

100 points+

Emails

Scoring

Content Downloads

Landing Pages and

Progressive form

List of Landing pages

Grade A'sGrade B'sGrade C'sGrade >D

Prospects already on Pardot

^

Engagem ent St udio Map

Send emails between the hours of 9-5

- Prospects already on Pardot

- ICS - New prospect add to nurture program

*Progressive profiling: Order of questions asked in each form. Form 1) - Job title

- Current provider Form 2) - Ownership

- Are you an importer/exporter? Form 3) - What markets operated in

- Annual trading Form 4) - Annual revenue

- Employees

Score is reset to 0 & given

profile

Dynamic list: sign ups from web form

Automation rule running in the background will take any prospects from this Engagement Studio and distribute them to the relevant sales when a score of over 100 is attained. A tag is added called 'Been through acquisition nurturing'

Tag: Started corporate acquisition program

Send Email 1: Acquisition full HTML template Landing page:

Screenshot of video linking to page incuding

Video with sign up form

Suppression list:'Prospects over 100 points

and assigned automatically'

Scoring

Custom redirect click: 3Email open: 1File acces: 10Form error: -5Form submission: 30 Landing page error: -5Landing page success: 30Page view: 3Visitor session: 3

If anyone signs up at any point during program:

Wait 7 daysSend Email 2: Acquisition

full HTML templateLink 1

Web Blog post :

Blog l inks t o sign up page

Wait 3 daysDid prospect click the

specific link to the blog?


content download

Yes

Add tag: Viewed @BLOGNAME@ Blog

Link 2Web page:

Sign up to platformCust om redirect (Add 30 point s)

* Landing pageDownloadable content:

Week 1

Week 2

No

Adds to dynamic suppression list: sign ups

from web form

Com plet es Business sign up form

Add tag 'Business sign up form'

Removed from ES program

Wait 3 daysDid prospect complete

the landing page?

No Yes

Is current provider 'Bank'?


content download

No

Follow up templateSend plain text email

selling benefits of services

Assign to sales (Set score 100)

Schedule task to call

* Landing pageDownloadable content:

Week 3


content download

Wait 3 daysIs grade above B?

Follow up templateSend plain text email

selling benefits

Assign to sales (Set score 100)


YesNo

Week 4

Landing Page: Case study 1

Landing Page: Case study 2

Dynamic content here showing case study most relevant. Perhaps show case study based on whether prospect is importer/exporter?

End


full HTML

Week 6

UK survey (outputs:analysis/write-up

Wait up t o 7 daysDid prospect complete

the landing page?

Use longer form as it's a big content download

Assign to sales (Add score 100)


Yes

No

Add tag 'Been through corporate ES'

Add to list 'Prospects been through nurturing, didn't

convert '

For these prospects, it would be worth building a

slower nurturing program to feed them useful content 1-4 times a month to keep Co at

front of mind.

Training ^

Every month, the number of unmailable prospects should be checked and removed to ensure EarthportFX aren't charged unnecessarily for extra data storage space. NOTE: Removing prospects simply keeps them in the recycle bin, if the prospect becomes active again then Pardot will pull them from the recycle bin.

Delet ing unm ailable prospect s

Steps:

1. Log in to pardot and navigate to 'Prospects > Prospect lists' on the left hand side.

2. Make sure that 'Unmailable prospects' is selected from the dropdown and the duration 'All-Time' is chosen.

1.

2.

3. Click the checkbox as shown in the diagram to the left, which will select all of the prospects on the page. Following this, click the hyperlink which tells you how many prospects in total will be selected. This will select everyone in the list.

4. At the bottom of the list, choose 'Delete' from the dropdown list and then click 'Go'.

These prospects will now be sent to the recycle bin. You can remove them from the recycle bin at any time.

3.

3. Click the checkbox as shown in the diagram to the left, which will select all of the prospects on the page. Following this, click the hyperlink which tells you how many prospects in total will be selected. This will select everyone in the list.

4. At the bottom of the list, choose 'Delete' from the dropdown list and then click 'Go'.

These prospects will now be sent to the recycle bin. You can remove them from the recycle bin at any time.

3.

4.

Sending leads t o nur t ur ing program ^

No tag send to Acquisition:

Tagged so send to passive engagement program

Score is reset by these automation rules.

Sales will want to make sure that any leads that aren't ready, they're being nurtured. It makes sense that any prospect who goes through the acquisition drip and speaks to sales, is then sent to the next program instead of being places back into the acquisition on.

In terms of a process, all sales need to do is send prospects to the list ''. Here's how the automation works:

NOTE: Enagement Program needs to be built. This is the logic that gets them there.

Sending leads t o nur t ur ing program ^

If tag is 'Been through acquisition nurturing'

Sales - add to nurture program' list

Sales send prospect into list from Salesforce

If no tag is present Acquisition Program

Passive Engagement

Program

Passive Engagement

Program

Prospect list

User Groups

User Groups

If someone from the sales team is on holiday or not present, you can remove them from their user group and replace them so no leads are waiting to be assigned. Here's how to do it:

Steps:

1. Log in to pardot and navigate to 'Admin > User management > Users'. Select the user who is away, and click 'Edit Groups'

2. Untick the user from the groups that they are associated to.

1.

2.

3. Go back to the 'Users' screen. Now tick the user who will replace the person who is away and scroll down to the bottom. Choose 'Add users to group' from the dropdown, select the relevant area and click 'Go'.

3.

3. Go back to the 'Users' screen. Now tick the user who will replace the person who is away and scroll down to the bottom. Choose 'Add users to group' from the dropdown, select the relevant area and click 'Go'.

3.

^

Tom Ryan | Founder & Certified Pardot Consultant | 07800897425 | [email protected]

www.marcloudconsulting.com

mailto:[email protected]

https://marcloudconsulting.com/

Documents

Example Pardot Compendium€¦ · · 2017-12-28- Incorporate dynamic content into program ... full HTML template Landing page: Screenshot of video linking to page incuding Video