Pardot Wave for B2B Marketing Webinar Guide

Pardot Wave for B2B Marketing [Webinar and Guide]

We’re back with more goodness from presenting for Pardot’s Advocate Hours- Pardot Wave for B2B Marketing webinar and guide. This goes much deeper than any demo you’ve seen!

Here’s a link to the webinar recording in case you missed it:  Pardot Wave for B2B Marketing Webinar

Fill out the form below and we’ll send you the Pardot Wave for B2B Marketing Guide!

As with all of our training, we start by getting everyone on the same page with the basics (terminology, flow, functionality) and then we dive in with training in the application and real examples.

 

Wave for B2B Marketing

The webinar received  4.8/5 stars from Pardot clients using Wave for B2B Marketing!

“Very detailed walk through of the tool, best practices, etc. “

Wave for B2B Marketing

#CampCloud Summer Playlist

#CampCloud Summer Playlist

Our Summer #CampCloud Campaign has come to an end and we feel like having a little fun on our way out so we created the #CampCloud Summer Playlist that you can listen to while you catch up on any posts you may have missed…

Turn up your #CampCloud Summer Playlist and make sure you didn’t miss any of the amazing content on the 3 main 101 topics we covered:

  1. Pardot

    1. Pardot 101: Pardot or Pardeux? A History of Pardot

    2. Is this a Pardot Campaign or Program?

    3. Difference Between a Pardot Campaign and a Pardot List

    4. Using Your Pardot Recycle Bin in Unexpected Ways

    5. Cloud on Tap Tip Tuesday

    6. Social Posting — How to Use Pardot’s New Social Media Tools

    7. Data Cleansing the Salesforce and Pardot Way – FREE Whitepaper

    8. 4 Pardot Integrated Apps We Love

    9. 5 Pardot Custom Redirect Use Cases

    10. 3 Reasons We LOVE Pardot Variable Tags

  2. Marketing Automation

    1. Marketing Automation 101

    2. How Marketing Automation Makes Your Company 24/7

  3. Gamification

    1. Gamification 101: What is it?

    2. Gamification 101: How Hands-On Learning Promotes Deeper Understanding

Don’t forget to get your #CampCloud Summer Playlist

An hour of new and old songs to end Summer on a high and fun note. 🙂

#CampCloud Summer Playlist

I’m incredibly proud of the Cloud on Tap marketing team for all they did this summer. Still keeping up with our regular cycle of Pardot Onboarding and Support clients, social media, and launching Ascent, I challenged the team with an almost 1 post per day blog schedule. In some ways it’s content overload, but I truly can say it’s GOOD content. We cycled the schedule so no one had 2 difficult posts to write back to back and we all worked together to get each out on time. It was a great exercise in teamwork, writing skills, and expanding our Pardot Knowledge even more.

As Summer winds down, we begin to take on more clients and this frequency of posting will go way down. But don’t go! – We have some really exciting new projects in the works for this blog and I hope you take a moment to sign up below and not miss out.

Thank you for joining us at #CampCloud!

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Alison McConoughey is a Sr. Project Implementation Coordinator and Team Lead at Cloud on Tap. She has a special place in her heart for marketing automation, Charleston, and the oxford comma.


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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

Cloud on Tap Tip Tuesday

It’s Tap Tip Tuesday!

If you follow us on Instagram then you probably know about #TapTipTuesday. If you’re not following us there, just go ahead and do it now!  And if you don’t know what Tap Tips are then you’re in luck because you’re about to learn!

We don’t want your experience with Cloud on Tap to end after your implementation. We want to be a resource for you to use as you continue navigating through the world of Salesforce and Pardot. With that in mind we created Tap Tips.

Tap Tips are quick videos that are posted to our Instagram every Tuesday.

Simple tricks and tips you may not have known that will help make your life a little easier.

Check out a few below and don’t forget to follow us on Instagram. And let us know if you have any tips that help you in Salesforce and/or Pardot.

 

Don’t forget to follow us on Instagram and subscribe to the blog below:

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Pardot 101: Pardot or Pardeux? A History of Pardot

If you are a Pardot user, you’re probably privy to the Par-DOT/Par-deux joke. We can pick up on whether a client is from the North very quickly, based upon how they pronounce the marketing automation service’s name (they tend to say Pardeux).

Fun fact: Pardot’s name isn’t random. According to Pardot’s co-founder, David Cummings:

Pardot is the Latvian (not Latin!) verb meaning “to market” or “to sell.” I liked that it was easy to pronounce and spell, so I headed over to BustAName to see if it was unregistered, and, much to my surprise, it was available. I registered it immediately for $8 and the rest is history.

(source: davidcummings.org)

Here are some other key events in Pardot history:

  • December 2006: Bought the domain name Pardot.com for $8
  • March 2007 : Co-founders started working full-time on the business with the original model being a pay per click bid arbitrage platform to generate leads from potential technology buyers and then sell them to technology vendors (like LendingTree for technology leads)
  • May 2007: Pivoted into marketing automation software using most of the code already written for the original product (they were already 60% of the way to a minimum respectable product) and built the product focused on serving the needs of a 25 person software company
  • December 2007: Signed the first customer, via a partner introduction
  • April 2008: Raised prices from $65/user/month to $325/account/month to encourage more user adoption in the organization and to capture value based on other usage params (number and types of modules)
  • October 2008: Signed 100th customer and knew the business was going to be successful (roughly 1.5 years after starting)
  • January 2009: Added email marketing to the native product functionality after religiously staying away from it (previously would connect with third-party email marketing tools to do email but were too limited in functionality)
  • July 2009: Passed $1M in annual recurring revenue and decided it was time to raise venture capital to significantly accelerate growth (took 2.3 years to get to a $1M run rate)
  • March 2010: Raised prices to $1,000/account/month
  • April 2010: Atlanta Business Chronicle named Pardot the #1 fastest growing technology company in Metro Atlanta with a 42,000% growth rate
  • December 2010: Launched London office through a joint venture
  • December 2010: Passed $5M in annual recurring revenue
  • January 2012: Passed $10M in annual recurring revenue
  • August 2012: Inc. magazine named Pardot to the Inc. 500 as the 172nd fastest growing company in the United States
  • October 2012: ExactTarget acquired Pardot

(source: davidcummings.org)

After ExactTarget acquired Pardot in 2012, Salesforce was quick to scoop up ExactTarget in June of 2013 for $2.5 billion, with Marc Benioff tweeting:

Since acquisition, Salesforce has continued to improve upon Pardot’s features and offerings, including making the Pardot/Salesforce sync the fastest sync available and launching Pardot’s new Engagement Studio.

You can check out a feed of the latest (and previously added) features here.

We are excited to continue to see innovation from Pardot! Stay informed by subscribing to the blog:

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9 Reasons Why You Should Choose Cloud on Tap for your Pardot Onboarding/Support

As a Pardot user, you have an array of options when it comes to your Pardot onboarding and ongoing support/content packages. There are different tiers of Pardot partnership and different offerings.

So, why choose Cloud on Tap for your Pardot onboarding or support?

Here are 9 reasons:

1. At Cloud on Tap, you get a personal, 1-on-1 relationship with your Pardot Project Coordinator. We strive to provide the best personalized support and onboardings and we get to know our clients and their needs. We are lucky enough to have many of our clients, who completed onboardings with us, come back for ongoing support/content work!

pardot onboarding

 

2. Salesforce and Pardot are all we do — they have our complete focus and passion. Unlike many other partners, Salesforce/Pardot is our bread and butter. We work in the two services all day every day, becoming more skilled by the minute.

pardot onboarding

 

3. That being said, we have specialized Salesforce and Pardot admins under one roof. Bringing on Pardot, but have a complex Salesforce setup? Because we have both kinds of experts under one roof, we can work as a team to get you set up and running smoothly as quickly as possible.

group

 

4. ASCENT! After hearing from clients that they could use some guided “homework” between calls, we developed gamified Pardot learning to go along with our Pardot onboarding offerings! Ascent is a fun way to do your Pardot homework, creating forms, landing pages, and emails on your own and competing with others for a spot on our leaderboard/prizes!

pardot onboarding

 

5. We actively participate in pilot and beta programs for Pardot’s latest features. Have you heard of Pardot’s upcoming Engagement Studio? We are very excited, especially after being a part of the pilot program, where we were able to test the features and make suggestions based on our clients’ wants and needs. We also are a part of the beta program! (safe harbor notice)

pardot onboarding

6. We volunteer in the community and offer discounted onboardings to nonprofits! We are proud to be a Salesforce/Pardot partner that also participates in philanthropy. We have volunteered with Habitat for Humanity, local wildlife preservation groups, and the Red Cross!

pardot onboarding

 

7. We have been around since the beginning. Our owners, Mike and Sikes, were a part of the first Pardot training!

pardot onboarding

8. We are always attending classes and events to build on our marketing/communication skills. We have enjoyed attending Salesforce Connections, Dreamforce, Rise of the Rest, and communication classes!

pardot onboarding
9. We are a lot of fun! Our company is full of interesting, fun-loving people — you can catch us having cornhole tournaments, shooting videos, going to the Coastal Carolina Fair, and doing other fun activities! We like to bring the same fun, exciting energy to our onboardings.

 

Whether you are new to Pardot or you’ve already been onboarded, let us know how we can help you with your Pardot instance:

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Digital Marketing Favs of the Week- 6/3-6/9

This week, we remember Muhammad Ali, take a look at the benefits of personalization, and delve into behavioral marketing.

Muhammad Ali Was a Marketing Genius Who Also Happened to Be a Boxer

ali

4 Facts for Marketers About Personalization

personalization

How to Use Behavioral Marketing for Awesome Email Campaigns

behavioralmarketing

Marketing Love for the Glove

pardotlovefortheglove

 

Stay up to date on Pardot and Salesforce by subscribing to our blog!

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Salesforce Connections 2016

Salesforce Connections 2016 Recap!

 

On May 10 we arrived in The Big Peach – three fresh-faced #PardotQueens ready for Salesforce Connections 2016 (#CNX16). From the moment we stepped through the big glass doors at the Georgia World Congress Center, I knew we were in for an electrifying experience.

After the sticker shock of a $150 badge replacement fee (did anybody misplace theirs?), the conference opened with a keynote from Marketing Cloud CEO Scott McCorkle that focused on the theme “Year of the Customer” and all that entails. This idea was woven through every session: your potential clients are already online and have a world of options at their fingertips. Our businesses can differentiate by utilizing data and other tools from Salesforce and Pardot.

Georgia Representative John Lewis roused the crowd with tales of his civil rights activism side-by-side with Martin Luther King Jr. that had the entire room on their feet. Shock-and-awe was just getting started, though. Tuesday was a jam-packed day that didn’t wind down until Stevie Wonder closed his final bars at nearly midnight.

That’s how these fast few days went at CNX16 – crammed with information and overflowing with fun. We learned how to ‘Hug Your Haters’ with Jay Baer during one of the funniest and most applicable sessions. Cliff Seal taught us that ‘Nobody Cares About Your Content…Yet’ while delivering on-the-nose statistics related to content and relationship marketing. And we even saw a former onboarding client lead a session about their best B2B marketing campaign!

We learned not only how to make the customer experience better, but also how to make our jobs as marketers easier. Another one of my favorite sessions was a discussion panel with email marketing experts who answered our questions and taught us how to avoid the spam filter.

In between the delicious buffets and Lyft rides, we also caught the enlivening Pardot Keynote that drove home the customer message. At night we unwound at delightful restaurants with burgers, sushi, fried chicken and way too much champagne.

And finally, tired and packed with new information, we made the trip back to Charleston in our painted car. But first we got a peek at the Atlanta Pardot office on our way out of A-Town. It was wonderful to see where our partners work in a behind-the-scenes tour.

We perspired, got inspired and learned a lot about Pardot and marketing. We even made a few connections as well! Can’t wait ‘til next time.

_____________________________________

Megan Mitchell is a Project Implementation Coordinator at Cloud on Tap who loves water sports, Netflix and baking.

Never miss a post:
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Salesforce Connections 2016

Why Attend Salesforce Connections 2016?

Salesforce Connections 2016 is going to be amazing.

Whether you are a Pardot, ExactTarget (Salesforce Marketing Cloud), or other marketing automation user, this conference is geared towards digital marketing as a whole. So in lieu of our usual “digital marketing favs” post, we’d like to share why we believe YOU need to attend Connections this year!

Salesforce Connections 2016

The Cloud on Tap Marketing Team will be in attendance and can’t wait to start building our agendas! You will probably find us at all or most of Pardot’s sessions.

BONUS: Salesforce announced this week that if you sign up before April 15th, you will receive 50% off with promo code “EQUALITY” and anyone who purchased prior to March 28th will automatically receive the 50% refund! Woohoo! That makes us want to do the #MarketingHappyDance!

Tweet us if you are going and tell us #WhyCNX2016!

Stay up to date on Pardot and Salesforce by subscribing to our blog:
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How I passed the Pardot certification exam the first time — and how you can, too

In September of 2015, I was tasked with earning a Pardot certification.

I had been working in Pardot for a few months, but still felt anxious about the Pardot certification exam itself — after all, I had heard that the exam is very challenging. With a $200 price tag for the first attempt and another $100 for each retake, a mistake can be costly.

Keep in mind that Pardot doesn’t tell you a whole lot if you fail — you don’t get to know what percentage you got correct and you don’t get to see which specific questions you answered incorrectly. You have to get 67% or more correct on the specialist exam and 70% or more correct on the consultant exam to pass. Both exams include 60 multiple-choice questions and allow you 90 minutes to complete the exam.

If you are taking the Pardot certification exam online, make sure you register to do so beforehand and read the test-taking requirements — you must have an external webcam, for example. I would also make sure you take time to set yourself up early, so you don’t feel rushed. The test-taking software made my default camera reset to my internal laptop camera — if this happens, make sure you just set it back to your webcam. There is a live support chat in the test software itself if you run into any other issues.

I took my studying very seriously, combing through any resources that the internet had to offer. Yes, the study guides that Pardot offers (specialist study guide here, consultant here) are useful, but not quite enough to cover everything, in my opinion.

As DJ Khaled, a viral inspirational speaker, would say, MAJOR 🔑 (key) — make sure that you go to this page (specialist/consultant) and review every section. Click on the Knowledge Base links and ensure that you are familiar with every detail, from top to bottom.  Very in-depth questions from the Knowledge Base articles WILL appear on the exam. Don’t let them surprise you — don’t play yourself!

In summary, here are my major keys:

🔑
Study the designated Pardot exam study guide, but don’t limit yourself to it. 
🔑
Make sure you read and study the Knowledge Base articles referenced in the study guide from TOP to BOTTOM.
🔑
Familiarize yourself with what you can see on each type of Report.
🔑
Make sure you have an external webcam if you are planning on taking the exam online. 
🔑
There are many sets of flashcards that others have made — take advantage of any credible resources you can find on Google!

Lastly, don’t forget:

DJ Khaled, You Smart, Pardot certification

You can do this! Feel free to tweet us when you pass the exam using @cloudontap and we will be happy to celebrate your success with you! 😀

 

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Sara McNamara is a Salesforce Pardot Project Implementation Coordinator at Cloud on Tap. She has a special place in her heart for marketing automation, cats, and people who don’t call her about something that could have been a text.