Pardot at Teach For America Courtney Phillips Managing Director, Marketing Analytics & Systems @cbphillips

What Is Teach For America?

•  Only 6 percent of students in the bottom tenth of income levels graduate from college, compared with 61 percent from the top tenth.

•  Teach For America recruits, trains, and supports teachers to commit two years to teaching in 50 regions, consisting of high-needs urban and rural school districts.

•  These leaders become life-long advocates for social justice and education reform, so that one day, all children in this nation will have the opportunity to attain an excellent education.

Lead Generation at Teach For America

•  We are very similar to a typical Marketing to Sales B2B funnel, except our Sales team is our Recruitment team. –  Our Recruitment team sources much of their own pipeline through

colleges/universities and tapping professional networks, like job boards, job fairs, and partner organizations.

•  Our recruitment funnel doesn’t use Leads and Opportunities. We ask prospects to engage and take action along our continuum. –  We have a very unique SFDC implementation that has required us to

customize our approach, with Pardot and many other tools.

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What’s the Objective for this Roundtable Discussion?

•  We will talk about making the transition to marketing automation and what are some best practices for a successful implementation. More specifically:

ü How we decided marketing automation was our next best investment ü How we got from there to here

ü What tips and lessons learned might be important for your business

ü What have been our proudest achievements this past year

What led us to marketing automation?

2010 We sent monthly newsletters to everyone who had started an application. We knew we could do better by being more timely and relevant.

2011 Because our “sales cycle” can be long, we did a test and control for one full recruitment season. Via manual mechanisms, we validated automation could increase application rates by 11% pts.

2012 We hired a dedicated head count for email marketing because previously email was managed by each business unit. We began the investigation of marketing automation tools.

2013 After stakeholder interviews to gather requirements, we launched Pardot in October 2013. We trained identified Pardot users across the organization. We ran our first big campaign in February 2014.

How we got from there to here? And where are we headed?

Successful Campaigns •  Teacher Appreciation Week – 35,000 new prospects –  www.bestteacherever.org using a Pardot form handler within an iframe –  Automation to tag acquired prospects and auto-responder email –  Google Analytics connector for source attribution and ROI

Successful Campaigns •  Teach For America National Newsletter Subscriptions – 10,000 subscribers –  Creative deployment of form handlers to get desired segmentation – Recruitment vs Other –  Custom fields –  Automation with tags, adding to lists, changing field values, dynamic lists, drip programs…

1

3 2

4 3,000 qualified leads for Recruitment

Successful Year •  We launched multiple campaigns and have acquired 50,000 new emails. –  We have learned along the way to improve our web integration with Pardot.

•  We are chipping away at adoption of ~200 mass email users and the governance required for data quality and ideal recipient experiences. –  Email Preference Center –  Building out ongoing training & resources

•  Continue to enhance the tool with connectors and SFDC integration given our unique implementation and organizational structure.

6 Tips 1.  Take stock. Who are stakeholders? What are assets? What is common practice today?

Think critically of current day practice. Ask stakeholders what they need.

2.  Set vision and goals. Be sure others are aligned. What do you want to be true in a year? Three years?

3.  Tech is your best friend. Everything you read says Marketing and Sales collaboration is key for marketing automation. In a less traditional B2B world, for us – it was Tech.

4.  It is a marathon, not a sprint. Expect bugs and unforeseen challenges. Leave time in the implementation process and future campaign development for setup and testing.

5.  Get the data clean. Bad data will be your worst nightmare. Accurate, real-time data is CRITICAL to effective automation processes.

6.  Use Pardot Support. They are in a word - awesome. The Knowledge Base and blog are great too.

6 Lessons Learned 1.  Dedicate headcount to this role. From campaign execution to measurement &

optimization to data quality & bug fixes to future enhancements – it is a lot.

2.  Give them a carrot. Change management is hard. For people to buy into this, they need something relatable and of value. Get colleagues on your side - leadership at the top and champions on the ground.

3.  Governance. Clearly defined. Enforced. Full-buy in across the leadership team.

4.  Early and ongoing training. Keep training up to date – the technology changes, as do your strategies.

5.  Hire professional help. Even smart people don’t know what they don’t know. Hire the people who are supposed to know everything.

6.  Get a big whiteboard. Make campaign strategies visual. Helps keep your ducks in a row and helps others understand all that is involved to steer the ship.

Questions?