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!

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

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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Email Marketing Data

Email Marketing Data to Drive Your Next Campaign [Infographic]

Email Marketing Data? Data Driven Campaigns???

That sounds kind of daunting. Can’t we just keep on coming up with whatever fun subject lines we feel like that day and send when it’s best for us and rejoice that we got a few clicks?

Sure, but you really shouldn’t. Aligning your hard work with proven email marketing data will help you boost email open rates, click through rates, and ROI. We give you the data and advice to make it happen in our “Data to Drive Your Email Marketing Strategy” download.

“In God we trust; all others must bring data.”
– William Edwards Deming

Click here to download “Data to Drive Your Email Marketing Strategy” and begin aligning your efforts with proven expert advice!

email marketing data button

If you are a Pardot user, the Email Reporting table will show you how your emails match up with these statistics very easily. Keep in mind that the size and familiarity of your list will affect your open and click rates.

Once you have a handle on how close your marketing efforts are to what is expected, you can begin implementing small changes to test and find the mix that works best for your company and prospects/leads.

We recommend using A/B testing for the majority of your emails (Pro and Ultimate Pardot) or split your lists into your own A/B lists (Standard Pardot). A/B Testing is a a great way to test out different subject lines, sending times, and senders. We like to have fun with our subject lines and make it a competition to see whose email wins!

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”
– Jim Barksdale, former Netscape CEO

Don’t forget to download – “Data to Drive Your Email Marketing Strategy”


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#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.



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.

Stay up to date with #CampCloud:

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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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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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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 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?

Have you been loving #CampCloud? Make sure you never miss a post by signing up below!

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