pardot basics bootcamp
TRANSCRIPT
Pardot Basics Bootcamp
Connections 2013 Nicole Hanks
Susan Spicknall
Welcome! Name: Company: Alter Ego:
Agenda
• Dashboard Overview • Lists, Completion Actions
• Dynamic List
• Automation Strategy
• Form Creation
• Form Optimization
• Email and Email Deliverability
• Reporting
• Success Resources
• Family Feud
By show of hands…
Prospects <3
I know this guy who knows his stuff
Stage-based marketing is the future. Breaking your marketing down to map to a consumer’s research cycle means understanding they will do research in multiple sessions, and at each session, be looking for different content. Best practice will suggest that you will need to engage with them in two or more different sessions, so you will need two or more stages.
Content needs to be short and targeted. Having a single large document is no longer best practice. Content should be targeted to each stage of the research cycle, and be easily consumed in under five pages.
- Mathew Sweezey, Marketing Evangelist, ExactTarget
Pardot Dashboard
Pardot Prospect Table
Filter Prospect Tables
Use Table Actions*
*Look to the lower, left corner of the Prospect table!
Prospect Record
Creating Pardot Lists
• List emails
• Drip Programs
• Reports
And avoiding…
From Prospect Record
From Lead/Contact Record in CRM
Import and add to list
Table Actions
Table Actions
Segmentation Rules
Segmentation + Tags + Profiles
Completion Actions
Completion Actions
Completion Actions
Completion Actions
Automation Rules
Drip Programs
Dynamic Lists are like…
Dynamic List Rule Criteria
Dynamic Lists
Help us help you…
…because…
The Anatomy of an Automation Rule
Automation Rule Criteria
Automation Rule Action Options
Automation Rule Criteria example
Automation Rule Actions example
BREAK TIME
Form Functionality
Form Types
• Forms built within Pardot
• Form Handlers built in Pardot
Form vs Form Handler
Forms • Easy to use, drag and
drop functionality.
• Progressive profiling
• Prepopulated fields
• Dependent fields - No script needed
• No developer involvement
• Multi-layer spam filter approach
Form Handlers • Development of the form
in the CMS or developer.
• Allows tracking of complex forms.
• Pardot still cookies the prospect.
• Spam filtering will be on server side.
Build-in Spam Protection
3 layers of protection
• Honeypot Method
• Dynamic reCAPTCHA
• All-time reCAPTCHA
Preventing Spam – Honeypot Method
Honeypot method displays a field on the backend of your form which is not visible to your prospects or you, only to spammers.
Dynamic reCAPTCHA
• If using a Pardot form and the visitors/prospects IP address which has been noted as having spam activity, we will automatically display the reCAPTCHA on the form.
• If you experience yourself on this list, please submit a case to the Solutions team!
All Time reCAPTCHA
• Set on a form by form basis.
Form Usage and Optimization
Form Usage Poll
Leveraging Pardot at Tradeshows
• Marketing tool?
• What’s your tradeshow process like?
• Post show follow-up?
Leveraging Pardot at Tradeshows
• Great Tool for Marketers at Trade Shows
• Helps differentiate between cold/warm/hot leads.
• Utilize Kiosk mode for same device forms.
• Allows for engagement and follow-up with the prospect quicker.
Pardot Form Trade Show Process
Prospect Submits Trade Show Form
Completion Actions Trigger
Add to List
Pause of 5 days before
drip program
starts
Prospect completes
drip program
Leveraging Pardot at Tradeshows
Form Poll
Form Optimization - Fields
11 fields down to 5 on a form
Increase of 66% conversion rate!
Use Pardot form for
progressive profiling
Same form? Same completion actions?
And about that button…
3-5% decrease in submissions
Emails
Create an Email Template
Introduction to Email Templates
• Email templates are utilized in list emails, autoresponders, drip programs, and can enable a client’s sales team to send approved content to their prospects.
• Email templates can be created with your existing HTML, or by customizing a Pardot template, or created with the WYSIWYG interface.
See it Live!
Warming Up your IP Address
Email Sending Process
Warming Up an IP Address
• Ramp up your email sending over time to establish a great sending reputation.
• It is essential that you take the time to properly warm up their IP address before sending to list emails.
• Make sure that your DNS SPF record is up to date if your mailing IP has changed.
Warming Up an IP Address
Start out by sending emails to your best and most active contacts. Having high delivery rates with your initial campaigns will help build their IP’s reputation.
Warming Up an IP Address
• It’s a best practice to split your initial mailing list up and spread it out over several days. We recommended splitting their lists into at least four sublists with limits of no more than 10,000 recipients in each sublist.
• Mail only one sublist per day over the first few days. If you have more than 40,000 recipients, you can spread out the mailing over more than four days.
Warming Up an IP Address
Once you’re at a stable daily mail volume, it’s a best practice to gradually phase in any further increases. For example if the current mail volume is 10,000 messages per week, the mail volume should be ramped up as follows:
Email Preference Center
Email Preference Center
• The email preference center allows prospects to manage the types of emails they receive and opt into lists they find interesting or relevant.
• All accounts automatically include a default email preference page (represented by %%email_preference_center%% in emails and email templates).
• An account can have multiple custom email preference center pages.
Email Preference Page Sample Email Preference Center Page
Email Preference Page
To access the default Email Preference Page, navigate to Marketing > Emails > Preferences Page
Email Preference Page
More than one Email Preference Page can be implemented. All the created Email Preference Pages will be listed in the table.
Email Preference Page: Public Lists
• All Public Lists will be visible on your default email preference page.
• To make a list public, navigate to Marketing > Segmentation > select a list > Edit list > and enable the checkbox Public list: Display this list in the email preference center.
Email Preference Page: Public Lists
• For public lists, fill in a customer-friendly Label that will be displayed on the preference page. This is the list title that your client’s prospects will see (as opposed to the internally used list ‘Name’).
• You can also enter an optional Description to clarify what your client’s subscribers will receive (for example, the frequency in which they will receive messages).
• If the client has more than one email preference center, options will appear from the Select an email preference center dropdown.
Email Test List
See it Live!
Test List Email Reporting • Navigate to Report > Emails > Click Test send emails
report
User Table Actions to add to Email Test List
Prospect Table Actions to add to Email Test List
Test List Email Reporting
• Email Test List provide the same report as if the list was sent to a list of prospects.
Reports
Lifecycle Reporting
Email Reports
Advanced Email Report
Advanced Email Report
Advanced Email Report
Conversion Report
Site Search Report
Success Resources
In-app User Assistance
Live Training Webinars
Live Training Webinars
Knowledge Base
Visit www.pardot.com/help or click Help >> Knowledge Base in the application for our Knowledge Base documentation, FAQs, videos, and more.
Knowledge Base
Solutions Portal
Idea Exchange
Visit ideas.pardot.com or click Help >> Ideas in the application to post requests for new features or enhancements on our Idea Exchange. You can also vote or comment on ideas from other users and see which suggestions we’ve already implemented.
Idea Exchange
In 2012 over 100 client ideas were implemented in addition to the roadmap!
Idea Exchange
Any user can provide comments and vote on the ideas that would impact their needs.
New Features
Visit pardot.com/category/new-features or click Help > What’s New in the application to stay updated on the latest and greatest new feature releases and enhancements that have been released.
User Forum
Visit forum.pardot.com or click Help > Forum in the application to discuss best practices, tips, events & more with other users.
User Forum
Blog
Visit pardot.com/blog to subscribe to our blog where we post tips, links, infographics, and tools for Pardot users and B2B marketers. Sign up to receive new posts by email.
Office Hours @ Connections 2013
http://www2.pardot.com/officehours2013
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