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

Pardot Form Styling [Webinar and Guide]

This month we had the opportunity to present a Pardot Form Styling webinar for Pardot’s Advocate Hours.

In case you missed it: Pardot Form Styling Webinar and Pardot Form Styling Guide

The webinar and guide will walk you through how to use HTML, CSS, and Javascript to style a Pardot form from scratch. The best part is- you don’t have to know code to do this! Seriously!

The webinar and guide will enable a beginner-expert to copy/paste the code like you’re a pro. 🙂

 

The webinar received  4.6/5 stars from Pardot clients! Here are some comments from the live attendees:

“Definitely, information that I can use.  Thank you.”

“The presenter was awesome!”

“This was awesome.  Super helpful.  Having these CSS classes will really speed up development.”

Pardot Form Styling Guide

 


Keep up with our Pardot and Salesforce magic:

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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.

 

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.


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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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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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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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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pardot automation rules

Pardot 101: Automation Rules [Examples]

You’re feeling comfortable with the basics of Pardot and looking to branch out into the more advanced features, like automation rules. You understand the concept of automation rules — but where do you start? Here are some great automation rule examples that may be relevant to your marketing efforts:

Psst — you can click the topics below to jump to a specific rule!

Adding Prospects to a List:

Looking to automatically add prospects to a specific list, based on certain criteria? The rule below will add any prospects from Georgia who are also interested in Pardot Implementation to a list called “Georgia Pardot Prospects.”

automation rules adding prospects


 

Adjusting Prospect Score:

Want to adjust a prospect’s score based on criteria you have set? Using the automation rule below, we are automatically adding 50 points to the score of every prospect who has filled out a specific form and whose job title is “Marketing Manager.”

automation rules adjust score


 

Assigning Prospects to Specific User:

Want to set criteria for prospects to automatically be assigned to a specific user? Below, all prospects whose “Industry” is “Technology” and who have selected “Salesforce Implementation” for our custom field “Interested in:” will be assigned to Alison.

automation rules assign user


 

Targeting Prospect Based on Last Activity:

Want to target prospects who haven’t been active lately? Below, we are specifying that we want Megan to be automatically notified of any prospects whose last activity has been greater than 60 days ago. Pay attention to the setting “Prospect time” “last activity days ago” “is greater than” “60.”

automation rules inactive prospects


 

Targeting Prospect Based on Creation Date:

Want to automatically take action on newly created prospects? Below, we are using “Prospect time” “created days ago” “is less than” “7” to send an email template (that we have already made prior to setting up the rule) to all prospects created within the last 7 days.

automationrulescreationdate


 

Should I even be using automation rules for this?

Something to remember: not all automation is best set up using automation rules. If you are wondering where to set up your automation, refer to the graphic below, furnished by our friends at Pardot:

automation rules pardot

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Need Help With Pardot? Check out Cloud on Tap’s List of Pardot Help Resources

Trying to learn how to best utilize Pardot for your business? Feeling a bit lost? Check out our list of Pardot help resources:

 

Drip Programs

Email Templates

Forms

Landing Pages

List Segmentation

Scoring and Grading

Search Marketing

Tagging

 

Need more assistance from Pardot experts? Reach out to us HERE!