The Dynamic Duo Hannah Freeman Pardot Client Advocate

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Hannah Freeman Pardot Client Advocate

Objectives: The Dynamic Duo Up your 1:1 Marketing with Segmentation and Dynamic Content

• Why should I take the time to segment my lists vs. batch and blast?

• Why should I bother creating extra content and personalizing my messaging?

• How would I implement this into our current and future campaigns?

Why does personalization matter in B2B messaging? Marketers already finding value

• 66% of marketers reported that enhanced targeting and personalization were top benefits of marketing automation.

•  (State of Marketing Automation 2014)

Top Benefit of Marketing Automation

Personalization and Enhanced Targeting Other Response

Why does personalization matter in B2B messaging?

• Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)

• Businesses who are personalizing web experiences are seeing a 19% increase in sales. (eConsultancy)

• Relevant emails drive 18x more revenue than broadcast emails. (Juniper Research)

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Revenue Driven from Email Marketing by x

No personalization Personalization

Personalization – Where to get started What does this look like for your company?

• Interests or needs • Stage in Sales Cycle • Profile • Location

An Intro to Segmentation

• Sort, organize, and classify based on common characteristics

• Ditch batch and blast • Get personal with your content • Track campaign metrics more accurately • Improve open and click-thru rates

A few questions to get started with segmentation

• What does our target market look like? • How do we currently segment our master list (if at all)? • Which subset of our total market are our campaigns targeting? • How does this campaign fit into our sales cycle?

How can Pardot help you do this? What tools are available?

• Dynamic Lists • Static Lists • Profiles • Tags • CRM Visible Lists in Salesforce

Dynamic Lists - Overview When should I use them?

• Objective: I want prospects automatically pushed off the list when they no longer match the criteria

Static Lists - Overview When should I use them?

• Objective: I want prospects automatically added to a list, but I also want to be able to manually add a few prospects and remove them from the list

Segmentation in Action – Real Use Case Dynamic lists to automatically segment prospects by trial status

• Company Profile: SMB, San Francisco, CA

–  Webgility makes accounting easier for small businesses through automation. Their SaaS solutions have helped thousands of SMBs streamline their operations and automate their accounting, saving them time and money.

• Marketing Campaign: 15-Day Free Trial Program –  Dynamic List Use Case:

•  Automatically pull people onto the correct email lists based on where prospects are in their trial (active, abandoned, expired).

•  Use these dynamic lists to send their prospects targeted communication to push them along the sales cycle

•  Upsell additional services and plan add-ons to paid customers

Segmentation in Action – Real Use Case Dynamic lists to automatically segment prospects by trial status

• Next Steps:

–  Further segment based on communication type that interests prospect (newsletters, webinars, sales and promotions, etc.)

–  Create additional dynamic lists based on customer health data from Salesforce • Value from Dynamic Lists and Segmentation:

–  Target abandoned (signed up for trial but never logged in) trials and expired trials with promotional campaigns and information about new features

–  Use Salesforce opportunity fields to create highly segmented lists to send customers highly relevant communication

–  Send focused communication in a timely manner based on customer behavior

An Intro to Dynamic Content • Create highly personalized experiences

• Make conversion points more enticing

• Make content more engaging • Only display relevant content • Leave your prospects feeling valued

A few questions to get started with dynamic content • What do I know about my different prospects? • How do my prospects’ needs and interests vary? • What content would resonate most to this prospect? • Where are they in the sales cycle?

How can I do this with Pardot? What tools are available to me?

• Variable Tags • Advanced Dynamic Content • Personalization Blocks

Variable Tags - Overview When should I use this feature?

• Objective: I want to personalize the text of my email or landing page with auto-populated fields

• Benefit: Personalizing a message with variable tags helps prospects feel valued and fosters the business relationship

Advanced Dynamic Content - Overview When should I use this feature?

• Objective: I’m implementing a targeted marketing campaign and I want to vary a block of content in an email, landing page, or website based on a field value we have captured in the prospect record.

• Benefit: Use dynamic content to further personalize a segmented email list

Dynamic Content + Segmentation in Action – Real Use Case Dynamic content + dynamic lists help automate referral program

• Company Profile: A technology provider, MM, headquartered in Oakland, CA • Marketing Campaign: Referral Program

–  Dynamic content and dynamic list use case: •  Create one email template that displays how many referrals the client has left (3, 2, 1,

or none) •  Dynamically move customers to a new list based on the number of referrals they’ve

given •  When the client moves to the next list, the email template is automatically triggered to

be sent •  The client automatically receives confirmation of how many referrals they have left to

provide before achieving their goal

Segmentation + Dynamic Content – Getting Started What tools do I have available to gather this information?

• Progressive Profiling • Gated Content • Activity and Engagement Tracking • Data.com integration • Social Profile Lookups

Segmentation + Dynamic Content – Best Practices A few helpful tips

• Always be testing • Clean data is good data • Quality trumps quantity

Segmentation + Dynamic Content Summary • Business is personal – and campaigns should reflect this • Personalized, targeted messages have been proven to be more engaging to prospects and drive more conversions and revenue for companies

• Segmentation + Dynamic content is a way to automate these personalized messages, sending the right content to the right people, while saving you time

Use to introduce a

demo, video, Q&A, etc. Group Discussion

An opportunity to learn from your peers

Application Questions for Discussion

• What email campaign does your team have coming up? • Who is the campaign targeting? How can you segment your database to accurately target this group? –  Would a static or dynamic list work better? –  What common characteristics can you segment by?

• What parts of your campaign can you personalize? –  Where can you use variable tags effectively? –  Where can you use dynamic content to further target the prospects on your list? (ex. Content

provided, call to action)