Nurture in the New Year with Engagement Studio

By now, you probably know about Engagement Studio – Pardot’s latest tool to engage clients with your brand. Customers journey down a path customized just for them, with personalized messages along the way. Once the program is created, you don’t need to lift a finger! Your prospects will receive scheduled emails without the effort of individual sends.

The beautiful thing about engagement programs is that they’re actually a breeze to create! At Cloud on Tap, we like to tell our clients the hardest part about the process is creating the content. Remember in Pardot you’ll need to make Email Templates for anything automated.

 

Here are five tips to help you nurture your prospects in the New Year:

1. Copy your templates
Save time and keep your design consistent by copying your email templates. First, create a beautiful email template, then copy and edit it for the rest of the emails in the program. This way, you’ll save a lot of time and effort. Plus, you’ll get consistent branding and style your customers recognize.

 

2. Consider your logic
Tackling this step early on will make the rest of the process easy as pie. Ask yourself what you want to accomplish: Are you creating a re-engagement program? Want to welcome new customers? Maybe you want to introduce them to a new product or service.

There are all sorts of paths you can take with triggers, actions and rules. Or you could keep things simple. One of our Cloud on Tap engagement programs sends an email every week, regardless of the prospect. We love this uncomplicated program because our prospects are nurtured automatically. All we had to do was create the content!

 

3. Make multiple programs
Jumping off the last point, you might decide that it’s easier or more impactful to make several programs. For instance, let’s say you’re creating an upsell program. You could use a trigger to check if the prospect clicks a link in your email. The follow-up action might be to add that prospect to a list.

In Pardot, lists are directly tied to email sends and engagement programs. So adding someone to a list could get them started on another engagement program! This is a handy way to hop a prospect from one program to another, or have them in multiple programs at once.

 

4. Target your lists
Lists of course depend on the type of engagement program you’re creating. You can use static lists or dynamic lists, and don’t forget to designate suppression lists if there are prospects you don’t want to include.

It’s also a good idea to make sure all these prospects are opted in and up-to-date, so cleaning your database is a good idea before you start your program.

 

5. Test!
Last but certainly not least, test your program! This is an important step to ensure your logic is entered correctly. Head to the Test tab in the Engagement Studio builder and follow the prompts.

 

Get Started

Hopefully these tips will help you get started on your next marketing push. Engagement Studio is a wonderful way to stay top of mind with your clients.

Your program won’t begin until you click the “Start” button in the upper right corner. So get into Pardot and create your next lead nurturing solution!

Don’t Forget: People Buy From People

People buy from people.

I was first introduced to this concept at this year’s Salesforce Connections conference and haven’t stopped thinking about it since.

Of course it seems obvious when you think about it. Every transaction takes place between two people – but it’s common to dehumanize customers and brands, especially when all your interactions are online.

Somewhere along the way, we forgot one of the most important aspects of marketing: personality.

people buy from people

When Cliff Seal taught us at #CNX16 that nobody cares about our content, it was a HUGE wake-up call. And the perfect opportunity to focus on posts that offer utility for our clients, or anybody who uses Pardot.

At this point, our team was already underway with a huge project (actually inspired by Dreamforce!) and Cliff’s presentation motivated us to kick our gamification program into high gear! Now we’re the only Pardot partner to offer a self-guided training program like Ascent, and we’re so excited to fill the gap for a huge client need: training available 24/7.

We also took the advice literally and started injecting more personality into our emails and Tweets. Not only do we now have more unique content, but we also have more fun writing it.

As Cliff says, consider your online presence as a conversation. Remind potential prospects what makes your company special and don’t forget to have some fun! Break up the work-related monotony and share a funny story or quote – fun content now and then can make you more accessible and relatable.

people buy from people

What is different about you or your brand that nobody else has?

Maybe it’s your customized offerings or exceptional customer service. Perhaps your company has an excellent developer or is on the forefront of the latest technology. Whatever is your best asset – use this to promote and personalize your brand. And don’t forget to have fun!


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data cleansing

Data Cleaning the Salesforce and Pardot Way – FREE Whitepaper

You have Salesforce and you’re getting ready to adopt Pardot. Or, maybe you just need to keep your data organized in Salesforce alone. Either way, data cleansing is crucial to your sales success.

After all, Salesforce associates data cleaning with a 29% increase in sales opportunities!

What does bad/messy data look like? You may have duplicates that need to be merged, missing field data, and/or unverified (and potentially incorrect) data. Any of these issues can prove extremely damaging to your sales process, especially when you start syncing with marketing automation like Pardot, Marketo, or Hubspot.

Our resident Salesforce experts (we offer personalized data cleansing!) recommend completing a Salesforce audit before integrating marketing automation as well as once a year as a maintenance best practice. This ensures that your Salesforce instance is running smoothly, efficiently, and accurately for your sales team.

When cleaning your data, here are qualities to strive for*:

Accuracy

  • The data was recorded correctly

Completeness

  • All relevant data was recorded

Uniqueness

  • Entities are recorded once

Timeliness

  • The data is kept up to date

Consistency

  • The data agrees with itself

Some common data problems to look out for*:

Changes in data layout / data types

  • Integer becomes string, fields swap positions, etc

Changes in scale / format

  • Dollars vs. euros

Temporary reversion to defaults

  • Failure of a processing step

Missing and default values

  • Application programs do not handle null values well

Gaps in time series

  • Especially when records represent incremental changes

With all of the available services out there, choosing the appropriate one for your instance can be tricky, especially if you aren’t familiar with the services available.

That’s why we made a whitepaper of recommended services that we and our clients have used.

Get the free whitepaper today! Just fill out the form below.

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*Exploratory Data Mining and Data Cleaning by Theodore Johnson

3 Reasons to Attend #CHSTech Happy Hour

Hello #CHSTech community! We are excited to be hosting our first ever Happy Hour for this amazing community and would love for you to join us.

#CHSTech Happy Hour:

Liberty Tap Room in Mt. Pleasant
5:30 Thursday, May 14th

RSVP Here

1. Because sometimes you just need to just order a glass of wine and unwind with those who understand best.

I cant

2. We don’t judge if you need a happy hour snack.

emergency pizza

3. #CHSTech on twitter is great, but meeting people and “networking” really is even better.

interweb

 

We made RSVPing extremely simple- RSVP Here!

New Cloud on Tap Website Design

Did you notice the changes around here? 🙂 We’ve been working hard the last month to build a better site and we’re finally done!  Many thanks to our newest COT-er, Sara, for spearheading this endeavor.

New features:

  • Fully responsive, mobile-friendly
  • Sleeker look and feel that’s more “Cloud on Tap”
  • Our favorite Google Fonts– Open Sans and Raleway
  • Easier points of contact- buttons, links, and forms everywhere (but not annoyingly!)
  • Company and Careers Pages (team pics coming soon)
  • Can’t miss display of our core Pardot and Salesforce certifications

Is your site mobile-friendly? How about your forms? Pardot forms can absolutely be built to respond to any browser and device and we’re excited to show that off to the world.

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