#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!

_____________________________________

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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3 Reasons We LOVE Pardot Variable Tags

Using Pardot’s marketing automation can make your job so much easier. And it’s not just the obvious tools – there are other features right under your nose that can help make your content stronger and more personal, with hardly any effort on your part.

Today that feature is: PARDOT VARIABLE TAGS

Customers are more likely to respond to your messaging when your email is personalized. Inserting basic dynamic content (or variable tags) in an email template is a simple way to personalize your message to a specific customer. – Pardot KB

Why do we love Pardot Variable Tags? Let us count the reasons…

Create custom emails

Study after study shows that customers respond very well to personalized content – in some cases, it pushes open rates and click rates up over 50% higher! But right now, the vast majority of marketers aren’t using variable tags or any form of personalization. This is an opportunity for you to really stand out with custom greetings and information that your prospects will appreciate.

 

Shortcuts

Pardot Variable tags can be a handy way to save time, too. Pardot and CAN-SPAM laws require every email contain a way for your prospects to unsubscribe. Use %%unsubscribe%% and %%email_preference_center%% and the required links will autofill.

You can also save time with one email template for many users by entering a “User HTML Signature” that will populate a sign-off from the sender(s).

 

Subject lines

Most often, people sprinkle in Pardot Variable Tags throughout their email. If you really want to grab their attention, consider using them in the subject line! People love the surprise of seeing their own name in their inbox.

Bonus: You can also use Pardot Variable Tags inside of URLs. Read more about how to do this on the Pardot Knowledge Base.

For more tips (and memes) on Pardot and marketing automation, follow us on Twitter and Instagram!

Have questions about this article? Interested in Pardot onboarding? We’d love to help – call or send us an email anytime.


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Pardot Custom Redirect

5 Pardot Custom Redirect Use Cases

We tend to nerd-out a little when there’s a case to use a Pardot Custom Redirect.

You don’t want to go overboard creating them for every link, but occasionally creating a Pardot Custom Redirect comes in handy:

1. Banner Ads

Use a Pardot Custom Redirect to track your traffic from banner ads. Bonus: Custom Redirects can have completion actions run for Prospects who click on them- consider notifying their assigned user, sending a special email specific to the product/service they expressed interest in, or adding the Prospect to a Segmentation List.

2. Social Media

If you are like us and use other platforms beyond the Pardot social connectors (examples: Salesforce Success Community, Linkedin Groups, Instagram), you can gain better insight into the traffic from these platforms by creating a Pardot Custom Redirect for each link you share. Each Custom Redirect has its own bitly automatically created by Pardot.

3. Emails

I thought Pardot tracked link clicks in my emails?!?!?! No worries- they do! However, if you use the same URL multiple times in an email, the reporting is for how the URL performed as a whole, not on the individual link placements. Your emails should have a clear CTA (call to action) and often that CTA is to get a Prospect to click on one specific link (file, landing page, video, white paper, etc…). If you design the email with multiple link placements to the one CTA (buttons and hyperlinked text), then a Pardot Custom Redirect can help you report on which was clicked the most. These are very useful analytics for designing future emails.

4. Files

If you link to a file that is not hosted by you or to another 3rd party link, create a Pardot Custom Redirect for it. This allows you accurate reporting on the traffic to that link, as well as the ability to act on it (completion actions) within Pardot.

5. Offline Marketing

Business cards, direct mail, billboards, and flyers can seem far from our minds in the world of digital marketing, but they are still used by many businesses. Our Cloud on Tap business cards include a Pardot Custom Redirect to a form where you can sign up to see Pardot’s marketing automation in action. Bonus: If you setup your tracker domain in Pardot, custom redirects can be customized with a vanity url so it will include your company name and a simple description of the link.

Click here if you are interested in reading more about the benefits of using a Pardot Custom Redirect.


Keep up with #CampCloud:

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Pardot Integrated Apps

4 Pardot Integrated Apps We Love

There are many Pardot Integrated Apps to choose from but these are our favorites.

Pardot Integrated Apps are similar to the native Pardot Connectors (i.e. Salesforce.com, Wistia, Google Analytics, Facebook) you already use, except these connect outside of Pardot.

Pardot Integrated Apps complete a thorough review process and must show that multiple clients are already successfully using Pardot and their app together. These apps are meant to make your life easier as a marketer, always focused on solving a problem not creating them!

Although there are many to choose from, these are our 4 favorite Pardot Integrated Apps:

1. Zapier

Zapier uses what they call “zaps” to connect multiple apps together. Easy to setup, you’ll be sharing data between all your apps with just a few clicks. The Zapier connection can be triggered when a new Prospect is created in Pardot and it can also create a new Prospect in Pardot. Popular zaps we recommend connect Pardot with Gravity Forms, Unbounce, Slack, Google Sheets, MailChimp, RSS, and SurveyMonkey.

2. iCapture

It’s easy to build Pardot forms to use at your trade shows, but sometimes they internet connection isn’t very reliable. In addition to iCapture’s ease of use on phones and tablets and ability to scan badges, it can also work offline- no internet required. Hallelujah! If you have a big show coming up, this Pardot Integrated App is a must.

3. SnapApp

From SnapApp’s website- “In 2014, DemandGen Report found that just 5% of buyers would provide detailed contact information in exchange for a white paper. […] 91% of buyers are looking for more visual and interactive content.” SnapApp is an easy to use platform providing the interactive content that buyers want. You can add SnapApp’s to Pardot emails and landing pages. Not sure if this is the real deal or just another thing for your to-do list? Consider their reported 30% click-through-rate and 45% form submission rate. That’s serious!

4. WordPress

Last on our list but first in our hearts. The WordPress plugin takes care of your Website Tracking (no coding skills required!) and makes adding a form and dynamic content to your pages as easy as it gets. This is our most often recommended Pardot Integrated App.

Not seeing an app that interests you? Checkout Pardot’s resource page for all integrated apps. If you are using one, we’d love to hear about it! Tweet us by clicking here.


We’re in our last couple weeks of #CampCloud and have a new post for you almost everyday! Sign up below so you don’t miss out-

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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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Gamification 101: How Hands-On Learning Promotes Deeper Understanding

Now that you know what gamification is, let’s talk about the ways in which it promotes deeper understanding in learning.

We’re already jumping on board — if you are interested in learning Pardot, check out our new, gamified Pardot e-learning offering, Ascent!

Anyways, back to gamification.

Motivation

Making work or learning more like a game can be very motivating. Think about it; to study, would you rather read a textbook, or play a game?

And the facts back it up.

In a TalentLMS study,

  • 89% of those surveyed stated that a point system would boost their engagement
  • 62% stated that they would be motivated to learn if leaderboards were involved and they had the opportunity to compete with other colleagues
  • 82% are in favor of multiple difficulty levels and explorable content
  • Almost 80% of the learners say that they would be more productive if their university/institution or work was more game-like

Effectiveness

So, gamification clearly helps motivate students — but how does that translate in terms of effectiveness?

A study by eLearning Guild found that students scored:

  • 14% higher in skill-based assessments
  • 11% higher in terms of factual knowledge
  •  9% increase in retention rates

Here are some great real-life examples of businesses using gamification:

Features

How can you best introduce gamification into your business?

According to TalentLMS, the most preferred gamification features include:

  • Progressing to different levels (30%)
  • Points/scores (27%)
  • Real time feedback on performance (26%)
  • Progress bars (25%)
  • Activity feeds (24%)

The least preferred gamification techniques seem to include:

  • Competition with friends (13%)
  • Virtual gifts (12%)
  • Being part of a story/narrative (11%)
  • Avatars (3%)
  • Virtual currencies (2%)

Looking Forward

In business, prioritization often comes down to dollars. If you are considering investing in gamifying your services, how does the outlook appear?

Experts are projecting that gamification is going to continue to grow at an exponential rate. Some noteworthy statistics:

  • The gamification market is expected to reach $5.5 billion by 2018 (compared to $1.7 billion in 2015)
  • The largest market is expected to be North America, followed by Europe
  • Game-based global revenue is expected to jump from $1.5 million in 2012 to $2.3 million in 2017

Our question for you: Are you ready to get gamified?

If you enjoyed this article, please share — and if you loved it, feel free to sign up to get our newest blogs as they are posted below!

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Pardot Recycle Bin

Using Your Pardot Recycle Bin in Unexpected Ways

Pardot’s Recycle Bin is unique – almost everything you delete will stay in the bin forever, just in case you need to restore items in the future.

The content in your Pardot Recycle Bin doesn’t count toward your usage limit, either!

With these facts in mind, we thought of three reasons the Pardot Recycle Bin is the BEST:

1.     Delete your landing pages

This really applies to any marketing elements in Pardot. Maybe you’ve created a beautiful form – one you spent hours on, making sure the fields were just right – a form with custom CSS in the layout template. Don’t run the risk of someone editing and possibly ruining your hard work!

Whenever we create custom elements for our clients, let’s say it’s a landing page, we copy the content (and the aforementioned layout template) and DELETE IT immediately. This way there is always a copy of your landing page in the Recycle Bin.

2.     Prospects will continue to be tracked in Recycle Bin

Running out of room for your prospects? Depending on your account type, you might not have enough storage space to keep every single potential customer in your database. Luckily, you can delete prospects without actually losing them! The Pardot Recycle Bin will still keep track of deleted prospects and their actions. Later on, if you undelete the prospect or if they complete a form, they’ll automatically be restored.

It’s still a best practice to clean your lists regularly and use Pardot’s automated tools to make sure you’re reaching out to the best audience. But if you’re running out of space, don’t worry about deleting prospects. They’re still in the Recycle Bin if you need them!

3.     Peace of Mind

Which brings us to our last point. The greatest feature of the Pardot Recycle Bin is the peace of mind it offers. You no longer need to worry about accidentally deleting an important email template – you can just restore it! There are only a few items that will delete forever: tags, advanced dynamic content, empty folders, and content files (including images). Otherwise, you can rest easy knowing your marketing material is still available, even in the depths of your Pardot Recycle Bin.

 


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How Marketing Automation Makes Your Company 24/7

Wouldn’t it be great to have an employee that works well after their regular hours in a day and even on holidays?

It seems impossible, but with marketing automation we can make it a reality. Marketing automation allows your company to be 24/7.

When a potential customer completes a Pardot form, located on your website, landing page, or social post, Pardot creates a Prospect with all of the information gathered. At that point, there are a number of different actions Pardot can take.

Our favorite examples of marketing automation in Pardot:

  • Add prospects into segmented lists categorized by their geographical location, job title or any criteria you want
  • Send an autoresponder email (or series of emails) to the prospect
  • Notify a user that there’s a new prospect in the database or create a Salesforce.com task for a user

Have fun on your weekend adventures and never miss a new lead. Automation will keep the communication going while you are out and easy-to-read reports will help you catch up quickly.

And Pardot’s new Engagement Studio is able to understand and react to over 100 triggers as a result of actions that prospects have taken to guide them through the buying process. It allows you to automatically send the right content your prospect needs at the right time.

While you’re taking that mid-Sunday nap, laying out by the pool, or getting in a round of golf, Pardot is hard at work collecting information and nurturing new leads. Why waste your time manually creating email lists, sending emails, and entering prospect information when Pardot can do it for you?

It’s the perfect example of working smarter, not harder.

You might also like: A History of Pardot


Marketing Automation 101, Pardot 101, and Gamification 101 are a part of our summer campaign- #CampCloud! Subscribe below to never miss a post:

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Pardot Campaign Pardot List

Difference Between a Pardot Campaign and a Pardot List

The difference between a Pardot Campaign and a Pardot List is a common confusion new clients ask about when first setting up their Pardot account.

“We want to build a campaign…”

“What are lists?

“How do I put my prospects in a campaign?”

“How can I segment my recipients?”

Most people familiar with the business world are used to talking about “marketing campaigns” and “to-do lists,” but Pardot’s use of these terms can be different.

So, what is a Pardot Campaign and a Pardot List then?

Pardot Campaign

Marketing> Campaigns

A Pardot Campaign is, most importantly, a thematic touchpoint for your prospects (similar to a lead source) and an umbrella for your marketing materials.

Let’s break that down. When you create marketing content in Pardot, usually you will provide a Campaign. This helps you stay organized because all your related emails, templates, forms and landing pages will be in the same place!

Campaigns also tell you where your Prospects came from. When a new Prospect is added to your account, they’ll filter into a corresponding Campaign. Each prospect is associated with only one Pardot Campaign – this can technically be changed but will affect your Reports.

Pardot List

Marketing> Segmentation> Lists

Lists in Pardot are used for segmentation. They’re connected to Email sends, Drip Programs and Engagement Studio. You can create all sorts of Lists and choose which demographic to include on each. Also, any List can be a Suppression List – you’ll always have that option when sending communication through Pardot.

You can even automate your list-making process by using Dynamic Lists. Set rules and Prospects will automatically filter onto the Dynamic List if they match your chosen criteria. Alternately, you can create a simple Static List. It’s important to note Static Lists can be altered by Completion Actions and other Pardot automation tools but Dynamic Lists are totally dependent on the rules/criteria selected when creating it.

The More You Know! Hopefully now you’re more prepared to work on your Pardot Campaigns and Pardot Lists. If you need more assistance, send us an email anytime – we’d love to help! Also, you might like: Is this a Pardot Campaign or Program?


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Pardot Campaign Program Header

Is this a Pardot Campaign or Program?

You may not be aware of this but Pardot is a house divided. There are 2 separate camps – Camp 1 feels their heart ache every time someone erroneously calls a Pardot Program a Pardot Campaign and Camp 2 has no idea what Camp 1 is talking about or that a separation ever occurred.

We’re here to set the record straight- There is a difference between a Pardot Campaign and a Pardot Program and that one word really does matter.

It’s like nails on a chalkboard when we see an “expert” use the wrong terminology. We feel a duty to keep these terms straight and hope this quick guide helps.

(yes, we’re being a little hyperbolic but we swear there is a difference you should know…)

Pardot Campaign:

  • marketing elements are associated to it
  • used for reporting
  • thematic touchpoints
  • the first piece of marketing collateral, which the prospect interacted with ( Google Ad, banner, webpage, etc…)
  • each prospect is associated with only one
  • not the same as lead source
  • not the same as a segmentation list
  • not the same as a Salesforce Campaign, although they can overlap

Pardot Program:

  • Drip Program or Engagement Studio Program
  • also commonly referred to as a lead nurturing program
  • send emails at specific intervals based on time or prospect activities
  • send targeted emails based on real-time buyer behavior and rules

In many ways they seem similar. A Campaign may include emails but it doesn’t always. A Program is actually built using Email Templates set under a Campaign and the name of the Campaign and Program could match, but often don’t.

If all of that sounds confusing and pointless to you, that’s okay. The important part is that your Pardot expert knows the difference and uses the correct terminology. If they can’t correctly identify a Pardot Campaign vs a Pardot Program, they are not a Pardot expert. We hope you keep that in mind when choosing who to partner with for your next onboarding or Pardot tune-up. 😉

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