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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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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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


Everything the tech world says about marketing is wrong



How to Generate Leads with Sponsored InMail on LinkedIn



Content Preferences of Millenial B2B Buyers




Stay up to date on Pardot and Salesforce by subscribing to our blog!
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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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Digital Marketing Favs of the Week- 4/1-4/7

Hi there! We’re back with our Digital Marketing Favs and this week is ALL about email. Sometimes you feel like the king/queen of emails-You’re high-fiving to those huge open rates and CTRs. Then the next month you’re falling flat and people are unsubscribing. What gives?

Do you pay attention to the time of day you send your email? When was the last time you cleaned your lists? Is your content targeted to your prospects’ stage in the lifecycle? If you don’t know the answers, you need the help of these next 4 articles…

16 More Sure-Fire Ways to Make Sure Your Emails Are Opened and Read

Email Opens


19 Email Marketing Strategies For Every Customer Lifecycle Stage

Email Marketing Strategies

The Future of Email– Where Will It Be In 2020?

Future of Emails

3 Smart Ways to Spring-Clean Your Email Marketing List

Clean Email List


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

Digital Marketing Favs of the Week- 3/3-3/10

Here are our top 4 favorite Digital Marketing articles this week!
Did you come across any great articles this week? Tweet Your Favorite To Us!

Marketing Tech’s Bumpy Road: Consolidation, Growth, and a New Frontier

digital marketing


How to Use Psychology to Improve Your Marketing Messages

digital marketing


Landing Pages for Lead Generation: 8 Conversion-Driving Tips

digital marketing


In Praise of Email

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

Digital Marketing Favs of the Week- 2/26-3/3/2016

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. –

Our Marketing Team works hard staying up-to-date on the latest digital marketing trends and statistics (you know, proof that the trend is worth it!) and we thought it was about time to share some of our favs (favorites) with our readers. Check back weekly for our top 4!

Did you come across any great articles this week? Tweet Your Favorite To Us!

16 Eye-Popping Statistics You Need to Know About Visual Content Marketing

Blog 1- Visual Content Marketing


37 Visual Content Marketing Statistics You Should Know in 2016

Blog 2- Visual Content Marketing2


22 Ways to Promote Your E-Book

Blog 3- Promote E-book


8 Brands That Have Mastered GIFs In Emails

Blog 4- Gifs in Emails
Stay up to date on Pardot and Salesforce by subscribing to our blog!
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5 of Cloud on Tap’s Favorite Email Optimization Infographics

Looking to optimize your emails? Check out these super helpful and beautiful email optimization infographics that we found around the web!

#1. 6 Email Marketing Traps Resulting in Game Over


Source: Mailify


#2. Anatomy of an Email: A Quick Look Inside Content that Drives Opens and Clicks



#3. Email Marketing Best Practices

EmailMarketingBestPractices (1)


#4. Thank You For Subscribing: How to Optimize Your Welcome Emails



#5. Email Irritation: What Annoys People About Emails



Love these infographics? Feel free to share using the buttons below!