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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Gamification 101: What is it?

Hopefully by now you’ve heard of our new release – Ascent – the gamified e-learning solution for Pardot training. At Cloud on Tap, we think gamification is the future of learning and #CampCloud will teach you everything you need to know, starting with what Ascent actually is!

What is Gamification?

It’s the process of adding game elements and principles in a non-game context. It motivates users to participate by tapping into their basic desires for competition, status, and achievement.

A common technique is using a users’ desire for status. For instance, Ascent awards users with badges or points as they go through the levels. Competition can drive users to use a program so they can see their names on the leaderboard.

There are many benefits to gamified learning. People are less likely to remember something they read, and more likely to remember something they read and write, and even more likely to remember something that they actively DO. Now users can learn in a way that is entertaining and interesting to them, resulting in a better learning experience. Gamification also provides the user with instant feedback. A good model should challenge, involve, and teach.

Gamification aims to increase:

  • Engagement – Makes work seem like play.
  • Influence – Your content influences the audience and makes you the expert.
  • Loyalty – Provide convenience and your clients will come back time and again.
  • User generated content – Pictures, articles, videos or even just comments!
  • Time Spent – Users will spend more time on your site, using your valuable custom content.
  • Virality – Incentivize a user to share your product through social media and reach a wider audience.

Gamfication is a great way to align a business’ objectives with their customers’ motivations. It is changing the way people learn and we think it’s the wave of the future. Try it – playing games with work is a great way to build a better relationship with your clients.

To learn more about gaining access to Ascent, complete the form below:
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Marketing Automation 101

One of our classes at #CampCloud is focusing on marketing automation and you’re about to get a crash course in what marketing automation is all about. First off what is it?

I could throw a lot of big words at you to describe what it is, but in basic terms marketing automation is software that makes your marketing and sales efforts automatic.

Common marketing automation features include:

  • Email Marketing
  • Landing Pages & Forms
  • Lists and List Segmentation
  • Scoring & Grading
  • Lead Nurturing

Using marketing automation will streamline your sales and marketing teams and help you work more efficiently. The ultimate goal is to generate traffic to your website, create new leads, nurture those leads and move them along the funnel to a sale.

The possibilities with marketing automation are endless. You can create email campaigns and run A/B testing on them. The best part is that sending the emails is AUTOMATED, so when a prospect signs up for your ebook that action will trigger an email to be sent to them thanking them for downloading it and they will be added to your database. Based on what actions prospects take they will be given scores and you can better understand who has interest in you and who is a dead end. You can start personalizing your emails easier, you can create lists based on any criteria you want and can send emails that are specific to that list segmentation.

Marketing automation will save you time and resources. You aren’t going to be wasting your time mass emailing your leads the same message. You now have the ability to target your leads and send them the content they want. It takes the manual work out of your hands and allows you to focus on other tasks.

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Ascent Pardot Gamified ELearning

Announcing Ascent: Pardot Gamified E-Learning

Ascent: Pardot Gamified E-Learning is LIVE and available to all new and existing Cloud on Tap clients.

Learning marketing automation can be like climbing a mountain: overwhelming, discouraging and exhausting. Sometimes new users feel like they’ll never reach the summit. That’s why we created Ascent. It is a self-paced, E-Learning journey through Pardot.

It’s available 24 hours a day, 7 days a week-

Learn Pardot at your convenience.

79% of employees said that they would be more productive if their work was more game-like (Talent LMS)

During your ascent you will learn about:

  • Importing fields, Users, and Prospects
  • Technical Setup- DNS, Tracker Domain, and Website Tracking
  • Forms
  • Landing Pages
  • Email Templates
  • List Emails
  • Segmentation
  • Automation Rules
  • Drip Programs
  • Marketing Best Practices
  • Pardot Pro Tips

Gamified e-learning is the future and we are excited to be the first and only Pardot Partner to offer this to our clients. It’s a fun, effective way to learn all the different areas of Pardot. You will earn badges as you level up from anchor to the summit and your scores will compete with other onboarding teams to get onto our leader board.

To learn more about gaining access to Ascent, complete the form below:
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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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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.

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Relationship Marketing 101

People use “We Go Together Like” to show how strong their relationship is and as a business you need to have strong relationships with your customers. Relationship marketing is a strategy that focuses on customer retention and satisfaction rather than on sales transactions.

It provides them with information directly suited to their needs and interests to encourage customer loyalty, interaction and long-term engagement.  It strives to create an emotion or personal connection for the customer to your brand. They are customers, but they are people first. Customers want to buy from someone they know, like or trust.  Customers want to know that there are real people behind your logo. 

The main factor in relationship marketing is being interested in your customer.  Here are some ways you can implement relationship marketing:

  • One-to-one marketing offers like sending personalized birthday cards
  • Being readily available for customer concerns
  • Social Media interaction
  • Loyalty Programs
  • Welcome feedback

The more points of contact you have between your business and your customer the stronger the bond between the customer and your business will be. Relationship marketing is different than other forms of marketing because it recognizes the long term potential of a customer. Having a strong bond with your customers opens you up to numerous benefits:

  • Repeated sales
  • Turning the customer into an advocate and getting free word of mouth promotion and referrals
  • Long term customers are less price sensitive
  • Brand loyalty
  • Better customer feedback

Relationship marketing is easy when you recognize that customers are people. Just because you’re a business doesn’t mean that they’re going to behave in a different way. They still have the same needs and respond in the same way to a business as they would a friend.  Taking the time to build relationships with your customers is essential to your business’ long term success.

One of our favorite sessions from Salesforce Connections 2016 was by Cliff Seal. He talked about how marketers need to remember that they are people marketing to other people. Even in B2B, people are your customers. Here are a few of our favorite quotes from him:

“We have forgotten our authenticity. Forgotten that we are people.” Tweet it!
“Your customers want you to be people.” Tweet it!
“Loyal customers sell products.” Tweet it!

 

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WeGoTogetherLike Pardot Select Partner

Pardot Select Partner

What do you think of when you hear “we go together like…” Peanut butter and jelly? Mac & Cheese? Ben & Jerry?

What you should think of is Cloud on Tap & Pardot because we are a Pardot Select Partner.

And we have been with Pardot from the beginning of the partner program. Our owners, Mike and Sikes, were part of Pardot’s first training course.

The Pardot Partner Program is designed to ensure every client receives the best customer experience by giving them access to skilled implementation and service partners. That’s us!

The program is made up of three tiers:

  • Certified Individual
  • Registered Partner
  • Select Partner

Each partner is placed into a tier based on metrics like customer satisfaction scores and Pardot consultant certification. Each tier has varying degrees of access to different tools.

Pardot Select Partner

As a Pardot Select Partner we have access to the highest level of benefits including:

  • Early access to features

  • Joint collaboration at webinars and events

  • Feedback and coaching

  • Email and phone product support

  • New feature training

How does this benefit you? Partners play an important role in leading customers through their Pardot journey. We specialize in marketing automation and we’re dedicated to helping you develop a strategy to facilitate your online marketing needs. Each client has a project coordinator to lead the onboarding, provide training specific to your business’ needs, and be there to answer any questions you may have. Our training covers the entire range of Pardot’s powerful marketing and lead nurturing capabilities.

We’re also Salesforce Partners which is a huge bonus to many of our clients who integrate Pardot with Salesforce. We understand your implementation from marketing to sales!

Thanks to our friend over at Bodega Brand for this fun graphic to honor Mike & Sikes! Now they’ll never forget how well they go together.

Ci0niU0UgAAicO-

Do you have a #WeGoTogetherLike favorite? It’s Ben & Jerry, isn’t it? Tweet it to us!

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Digital Marketing Favs of the Week- 4/15-21

This week we’re looking into tips to help gain MORE leads! Plus, what the internet has to say about new marketing and millenials.

5 Creative Ways to Grow Your Email List

1post

Everything the tech world says about marketing is wrong

2post

 

How to Generate Leads with Sponsored InMail on LinkedIn

3post

 

Content Preferences of Millenial B2B Buyers

4post

 

 

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Digital Marketing Favs of the Week- 4/8-4/14

Emails and Landing Pages… they’re kind of a big deal. Here are our favs from this week!

4 Overlooked Tips That Instantly Increase Landing Page Conversions

Adotas Landing Pages

 

5 Deadly Landing Page Mistakes Sabotaging Your Results

Wordstream Landing Pages

 

A/B test your email campaigns

(this is REALLY good!)

A/B Email Testing

 

5 Smart Ways to Use Email Signature Marketing

Email Signature Marketing

 

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