audit workshop: how to revamp your pardot account
TRANSCRIPT
Audit Workshop: How to Revamp Your Pardot Account
Cristi Moscoso and Caitlin HowellSenior Client Advocates - Pardot
A Pardot Client Advocate Topical Office Hours
Sr. Client AdvocateSalt Lake City, UT
Sr. Client AdvocateAtlanta, GA
Cristi Moscoso Caitlin Howell
Forward-Looking Statements
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Agenda
1. Account Basics 2. Lead Generation3. Segmentation4. Outbound Communication5. Next steps6. Q&A
Don’t Forget!● Ask us to demo● Please chat in questions, comments, and suggestions you have for us and
each other
Audit Worksheet
Download now!● PDF version: http://www2.pardot.com/AuditWorksheet● PPT version: http://prd.to/27E1tyH
Self-Audit Worksheet MARKETING Currently Using Improvement?
Folders
Automation Rules
Drip Programs/ES
Marketing Calendar*
Custom Redirects
Hosted Files
Dynamic Content*
Multivariate Testing*
List Emails
A/B Test Emails*
Email Preference Centers
Forms
Form Handlers
Landing Pages
Search Marketing + Paid Search*
ADMIN Currently Using Improvement?
Email Authentication
Page Actions
Scoring Rules
Custom Account Fields
Custom Opportunity Fields
Custom Prospect Fields
User Roles (Custom*), Groups
Custom Objects*
CONNECTORS Currently Using Improvement?
Salesforce
Webinar
Google Adwords*
Google Analytics
FullContact*
Video
AddThis
MISC Currently Using Improvement?
Website Tracking Code
Completion Actions
Salesforce Campaigns
Reports
MARKETING Currently Using Improvement?
Lists (Static and Dynamic)
Segmentation Rules
Tags
Profiles
Social Posting
Note: Areas highlighted are covered during Audit Workshop webinar
Self-Audit Worksheet - ExampleMARKETING Currently Using Improvement?
Folders X - Naming Conventions
Automation Rules X X - Very Few
Drip Programs/ES X
Marketing Calendar* X
Custom Redirects X
Hosted Files X
Dynamic Content* X
Multivariate Testing* X
List Emails X X - CTR Low
A/B Test Emails* X
Email Preference Centers
X
Forms X
Form Handlers N/A N/A
Landing Pages X X - Submission Rate Low
Search Marketing + Paid Search*
N/A N/A
ADMIN Currently Using Improvement?
Email Authentication X
Page Actions X
Scoring Rules X
Custom Account Fields X
Custom Opportunity Fields X
Custom Prospect Fields X
User Roles (Custom*), Groups X
Custom Objects* N/A N/A
CONNECTORS Currently Using Improvement?
Salesforce X
Webinar GoToWebinar
Google Adwords* N/A N/A
Google Analytics X
Facebook X
Twitter X
LinkedIn X
FullContact* X
Video Wistia
AddThis X
MISC Currently Using Improvement?
Website Tracking Code X
Completion Actions X
Salesforce Campaigns X X - Clean up. Influence Reporting
Reports X
MARKETING Currently Using Improvement?
Lists (Static and Dynamic) X - No Dynamic
Segmentation Rules X
Tags X X - Clean up
Profiles X
Social Posting X
*Not included in Standard Editions of Pardot
Account Basics
Account Editions
http://www.pardot.com/pricing/
Lead GenerationLanding Pages, Forms and Form Handlers
Landing Pages
Marketing > Landing Pages● Used for inbound lead generation, or specific efforts
● Can be styled exactly like website/mimic navigation, or separately
Forms & Form Handlers
Marketing > Forms ● Pardot Hosted● Advanced field settings possible
○ Progressive profiling
Marketing > Form Handlers *Optional*● Pardot code placed in HTML of
your forms and pulls data into Pardot
● Can control: ○ Brand Standards○ Security
Key Metrics Reports > Marketing Assets > Landing Pages or Reports > Forms● Submission Rate - Goal: 10% or higher
○ Was the offering a fair exchange for a form fill?○ Is the form too long? Is it hidden?
● Additional Metrics ○ Total Views○ Error Rate
Best Practices Landing Pages ● Conversion
○ CTA and form above the fold ○ Multivariate Testing
● Where did visitors come from, and where will you direct them after?
● Multivariate testing: Don’t guess--test!
Forms● Keep ‘em short!
○ Progressive profiling○ Dependent Fields ○ Hidden Fields
● Make it a fair exchange○ Map your customer journey○ Stage-based communication○ Gate valuable content
#protip: Did you know you can use the same form on multiple LPs?
Landing Pages, Forms & Form Handlers
Example
Any Questions So Far?Chat in questions or demo requests if you have them!
SegmentationCustom Redirects, Page Actions and Automation Rules
Static vs Dynamic Lists vs Segmentation Rules When to use which?
Which automation tool should I use? Use this decision tree to decide which automation tool to use, and when!
Custom Redirects
Marketing > Content > Custom Redirects● Trackable links that can be used anywhere
● Completion action on click
Custom Redirect Example● Quick polls
Custom Redirect Example● Calls to action
Custom Redirect Example● Email signature promos● Partners● 3rd party sites i.e. social and
blogs● Offline marketing efforts
Page Actions
Admin > Automation Settings > Page Actions● Completion action on page view
● Wildcard page actions also available
Page Actions Example
Automation RulesMarketing > Automation > Rules
● Perform certain marketing and sales actions based on criteria that you specify
● Retroactive
Automation Rules Example● Adjusting prospect
score● Sales assignments● Add to list and/or tag
Any Questions So Far?Chat in questions or demo requests if you have them!
Outbound CommunicationA/B Testing, Nurture Programs, Dynamic Content
A/B Testing
Marketing > Emails > A/B Testing
A/B Testing - Best Practices
● Test marketing hypotheses ● Test email content, sender,
reply-to, subject line and how the winner will be determined
Nurture ProgramsMarketing > Automation > Engagement Studio ● Examples:
○ Pre & Post event nurturing○ Mitigate attrition by creating a drip for
upcoming renewals○ Segment your inactive prospects,
and funnel into a reactivation drip to produce new leads
http://www.pardot.com/nurturing-lab/
Nurture Programs - Best Practices ● Start with priority segment● Consider how prospects are added
to drip, and where they will go after● Provide opportunities for sales to
pass leads back to marketing● Branch out!
Dynamic Content Marketing > Content > Dynamic Content
● For use in Emails, Landing Pages & Forms
● Dynamically populates content based on default or custom field values, score or grade
● Save time! Perfect when scalability is an issue
Dynamic Content Examples
● Custom Field > Language○ Present different translations
● Score ○ Present different call to actions
● Default field > State○ Geographic-specific promotion
● Custom Field > Product Interest○ Product-specific updates
Emails - Key Metrics Reports > Marketing Assets > List Emails● Click-through-rate● 1% = good● 2% or higher = great!
Marketing > Drip Programs > View Report● Click-through-rate● Trends as drip progresses
What Questions Do You Have?This is your last chance! :)
Next Steps
Next Steps
1. Clean up your database
*New* Utilize monthly
Inactive Automations
Report email
2. Evaluate naming
conventions
3. Revamp your account!
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