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

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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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.

 

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.


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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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data cleansing

Data Cleaning the Salesforce and Pardot Way – FREE Whitepaper

You have Salesforce and you’re getting ready to adopt Pardot. Or, maybe you just need to keep your data organized in Salesforce alone. Either way, data cleansing is crucial to your sales success.

After all, Salesforce associates data cleaning with a 29% increase in sales opportunities!

What does bad/messy data look like? You may have duplicates that need to be merged, missing field data, and/or unverified (and potentially incorrect) data. Any of these issues can prove extremely damaging to your sales process, especially when you start syncing with marketing automation like Pardot, Marketo, or Hubspot.

Our resident Salesforce experts (we offer personalized data cleansing!) recommend completing a Salesforce audit before integrating marketing automation as well as once a year as a maintenance best practice. This ensures that your Salesforce instance is running smoothly, efficiently, and accurately for your sales team.

When cleaning your data, here are qualities to strive for*:

Accuracy

  • The data was recorded correctly

Completeness

  • All relevant data was recorded

Uniqueness

  • Entities are recorded once

Timeliness

  • The data is kept up to date

Consistency

  • The data agrees with itself

Some common data problems to look out for*:

Changes in data layout / data types

  • Integer becomes string, fields swap positions, etc

Changes in scale / format

  • Dollars vs. euros

Temporary reversion to defaults

  • Failure of a processing step

Missing and default values

  • Application programs do not handle null values well

Gaps in time series

  • Especially when records represent incremental changes

With all of the available services out there, choosing the appropriate one for your instance can be tricky, especially if you aren’t familiar with the services available.

That’s why we made a whitepaper of recommended services that we and our clients have used.

Get the free whitepaper today! Just fill out the form below.

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*Exploratory Data Mining and Data Cleaning by Theodore Johnson

social posting

Social Posting — How to Use Pardot’s New Social Media Tools

Pardot has made some exciting updates to its social posting functionality! Read on to check out the new updates and make sure you know how to use them.

Before we get into the details of how to use Pardot’s social posting functionality, make sure you have added the corresponding social media connectors. Here are links to the instructions:

How to Create a Post

  1. Navigate to Marketing –> Social.
  2. Click the blue + New Social Post button.
  3. Type in your message — use the Insert Link and Attach Image buttons to insert images or Pardot marketing assets.

Don’t forget: Posts must be at least 3 words in length and only links beginning with http:// or https:// will be rewritten as tracked links. Also, only the following image file types are supported: .jpg, .jpeg, .png, .gif. Attached images render natively in Twitter and Facebook, and are rendered as previews on LinkedIn.

  1. From the Select accounts dropdown, choose the accounts you’d like to post the message to.
  2. Optional: Select a campaign and/or add tags.
  3. If you want to post immediately, click Post Now — or, if you want to schedule a time for it to automatically post later, mark Schedule.

social posting

How to Repost Social Messages

What if you want to repost a message (maybe you made a typo and already deleted the original message) or post it to an additional social media network? To repost a social message (either as-is or with edits), click the the gear icon (⚙) next to the post and then click Repost.

Don’t forget: The social network you are reposting to may have recency rules around duplicate posts, causing a repost to be rejected. If it is rejected, the message will appear in the Failed Social Posts table along with the reason for failure. You are able to attempt to repost the message later.

How to Review Social Messages

To review/edit a scheduled social message:

  1. Navigate to Marketing –> Social.
  2. Click the name of the post that you would like to review or edit in the Scheduled Social Messages table.
  3. View Social Message Details to see Scheduled for and Sent with. Note: Other rows like Replies/Comments appear, but data will not populate until the message has been posted.
  4. To edit your message, click Edit and make any necessary changes.

Analyzing the Social Posting Report

To see the number of Clicks, Likes, Replies, Comments, and the Sent At date/time, click Reports –> Connected Apps –> Social. Clicking on the name of a message will take you its specific details page. The reports are grouped by social platform.

Here’s what to look for:

Twitter

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Retweets: The number of Twitter retweets

LinkedIn

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: LinkedIn comments (company pages only)
  • Likes:  LinkedIn like (company pages only)

Facebook

  • Clicks: The total number of clicks for all links included in social posts
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: Facebook comments
  • Likes: Facebook likes

How clicks are tracked

Every link click in a social post is included the total click number. Unique clicks are based on the visitor’s cookie – if they are using the same cookied browser while clicking the link multiple times, subsequent clicks on the post are not considered to be unique.

Pardot’s Social Posting Knowledge Base article gives a great example:

 

  • Visitor A visits Twitter and clicks on a social post link for the first time. We record 1 click and 1 unique click.
  • Visitor A clicks on the same social post link again 20 minutes later. We record 1 click and no unique click.
  • Visitor A clicks on the same social post link again after another 20 minutes. We record 1 click and no unique click.

For the example above, the social post would show 3 total clicks and 1 unique click.

 

Keep in mind: Pardot is continually refining what is a valid in and invalid click on a link. While the reporting stats may not line up 100% with bitly stats or other link tracking services, we are confident in the stats you see in the Pardot reporting product for social tracking.

Additional Notes*:

  • There is no limit to the number of Social Posting connectors you create.
  • Social Posting is included in all editions (Standard, Pro, and Ultimate).
  • You may want to disable auto-posting between accounts before using Pardot Social Posting. If you post with Social Posting to Facebook, Twitter, and LinkedIn and are using auto-posting to connect any of the same accounts, the same message will post twice to the same account.
  • If your Facebook account is configured to automatically post to Twitter, you will need to disconnect your Facebook account from Twitter in order to use Pardot Social Posting to manage these accounts. From there, you can set up separate Social Posting connectors for Facebook and Twitter.
  • Posting to Google + accounts is not available due to Google API limitations.
  • Clicks on tracked links from auto-posts will be associated with the account that is directly connected to Pardot.
  • When Pardot rewrites a link to bit.ly, these links will be uniquely rewritten depending on the social connector that the URL will be posted to (like Facebook and Twitter).
    • Since the bit.ly links may be different, we rewrite the links upon posting.
    • You will not see the bit.ly link populated before then but the character count will be adjusted.
    • Pardot will use your custom bit.ly  account URL if you already have the bit.ly Connector set up. If not, Pardot will create a standard bit.ly URL.
  • Social Posting is available to Administrator and Marketing roles only.
  • When making a post, Pardot will count the number of characters in the post backward from 140.
    • This 140 character limit only applies to Twitter. The limit for Facebook is 4000, and the limit for LinkedIn is 700.
    •  If you exceed 140 characters, Pardot will show your character number as a negative number for every character over 140. For LinkedIn posts, the number can be as low as -560, which meets the 700-character limit. Facebook-only posts do not display a counter.

That’s a wrap! You should be all set to start using Pardot’s new social posting functionality.

Want to get Pardot and Salesforce tips sent to you as soon as we post them? Sign up below!

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*Source: Pardot

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