Pardot Marketing Implementation Guide
Marketing Automation
*E-mail is a unique identifier in Pardot*
all prospects in pardot have a campaign, but they can only have one at a time
Nurture and Quality for sales
I. Dashboard
- Assigned Prospects-assigned to a user
- Tracking code will be cookie-visitor, reverse lookup on IP address
- Visitors-what pages visited, where referral came from, anonymous
- Active Visitors-more than 1 page visited
- Identified VisitorsII. Marketing
A. Automation
- Assigning to prospect-Sales rep A assignment
- Match type Prospect Form Field State is New York
Add reel prospect form contact me now form was completed successfully
- Actions assign prospect to user Sales Rep s
- II. Automation Rules-run continually; retroactive compared to segmentation
Always in pause, retroactive
- Drip Program-nurturing trip, choose time and list; allows correspondence to be sent to the prospects on a specific list at specific intervals based on time or prospect activities. Use for ongoing marketing campaigns to nurture leads that may not be safe-ready.
Hard/Soft Bounces
Filter-IP address/domain
Import-Manual prospecting
Security-New IP address must activate
B. Campaigns-1st touchpoint of AdWords campaign, only associate one campaign for each prospect
C. Content
D. Emails-have has been set, scheduled or drafted. E-mail wizard or template.
E. Forms
F. Landing Pages
G. Paid Search
H. Segmentation
I. Site Search
A. Segmentation-divide database into more manageable chunks
Only segmentation rules/content files; everything else in a recycling bin
Lists-If in the same list only will appear in 1, internal, a public list has a label, the public is on the landing page and put on email preference center
CSV Export
Audits-campaign changes, form field changes, drip program changes
Express-default fields, not custom
Export
File-all, longer
- Label-public for prospect
- Segmentation Rules-only run once if you click re-execute rule you can run the segmentation again
C. A tags-internal organization, organically, more flexible than folders, aid in filtering information in the table, good for everyone that attended the tradeshow
Match-all including and
Match any-or
Name prospect from request a demo form
Actions-
Profile
CPO-Cost per opportunity
Folders-versatile
Label-Public/Private; what prospect sues, external
Segmentation-not ongoing
Rules: Prospect form field, Job Title is Vice President
The prospect from a state is Georgia
Complete Activities
- Sent autoresponder e-mail
- Create Whitepaper down salesforce.com
Customer redirects-can’t put on LinkedIn page
Landing page-general website tracking
Layout type: use a layout template
Stacked
Blocks
personalization
Custom redirect-posting a link that may not be on your resume
Content-pdf, images
Radio-Yes/No
Check-all
Text area
Vales-yes, no, yes is sign me up
1. From field Industry is Marketing
Criteria default Industry matches
You can only duplicate email lists
e-mails-sent, scheduled or drafted
e-mail template-now or in the future, drip, autoresponders, creating new emails to send
suppression list-not sending an email into someone already in your list
Name, campaign associates email internally, email type, multi-part with Graphical editor
Content
Plug in the icon of add this-share e-mail
III. Prospects-identified
prospect list
activities
audits
emails
opportunities
salesforce.com campaigns
searches
visits
prospective accounts-synch with salesforce.com
Need to understand all icons
Form and visitor-prospect name have shown
E-mail and video-prospect
Active prospects for the review-new user, green man icon
Profile Criteria: CRM system used, industry, location, job titleLists-segmentation
E-mail Preference Center-Prospects choose which list they want to be apart of
My prospects-assigned to you
Starred prospects
Active-haven’t bee to website
Reviewed prospects-internally
Unassigned prospects
Unsubscribed prospects-opted out of e-mail
Jigsaw
Campaign-first touch point with a website
- Activities
- Audits
- Emails
- Opportunities
- Salesforce.com Campaign
- Searches
- Web
Profile
Quality leads by score and user
Score-how engaged with the content, activity
Grade-how well fit person visitor—profile Criteria, matches more to change, information; Every prospect start at D change through matching with thumbs up or thumbs down a sign, a grade is important in showing a client instead of a student/intern
Updates should be done by Salesforce
Audits 60 days
Opportunities-need to sync with salesforce.com
prospect ACCOUNTS-GROUP Prospects can sync with Salesforce
- IV. Reports
- V. Administration
Filters
Form Fields
Form field
- Name
- From Field Source Default Prospect Field
- Type Text
- Address-one
- Data Format-Text
- Label-would you like to receive our newsletters
Please complete the form below to receive the whitepaper
Different options
Use predefined values for options
Custom Field
Import
Layout Templates
Recycle Bin
Security
Users and Groups
Rules
Emails
Forms-standard/submit button
CPC model, quality-click rate and landing page
What completion action do you want when the form is submitted
Html code-click on form-put on website
Landing page same as the website, administration layout templates
%%content%%
CPO-Cost per…
Site Search Box-helps frame conversation for a salesperson, how to market to the target market
Administration
Multivariate-measures effectiveness of different landing pages
Paid search-Google Adwords
Active prospects-not assigned to the user
Visitors-see the spent
Never active-never been to the website
Campaign-Source of where she came into the website, good for tradeshows
50-default score
Page view=+1
Form view=+3
Matches increase in grade
Google Analytics connector
Form
- Name
- Label name-would you like a form field
- 4. Organization
- 5. To receive
Unsubscribe list on the email template
Hard-invalid or email exist no longer exists
http://www.facebook.com/help/?faq=206671706038361
Companies such as RichRelevance, Certona, Baynote, and Monetate all offer the ability to personalize information to specific visitors based on their behavior.
- Specific: Increase revenue by 10%
- Measurable: Use an accounting program to measure revenue per month, quarter, year.
- Actionable: Identify the social network best able to reach my target audience and post there 2x per week.
- Relevant: Increased revenues are essential to business growth and profitability, therefore essential to a healthy balance sheet.
- Time-Based: Increase revenue by an average of 1% per month, starting today.
Do you need Marketing Automation?
Form
Creating a new form with the form wizard lets you create a customized form in seconds. Forms are used on your website to collect information about visitors. For example, you may use a form on your Contact Us page, or require visitors to complete a form before doing a product test-drive.
Form Handlers
allow you to manage the forms yourself and simply post the data to Pardot. This allows you to do any sort of customization that you would like in terms of the forms look and feel and still have Pardot provide the tracking and error.
Salesforce.com Connector
Connectors allow Pardot to sync with third-party applications such as a CRM system, paid search platforms, or email marketing solution. Data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from within the Pardot interface. As an AppExchange certified solution, Pardot can sync with salesforce.com Professional Edition accounts or higher.
Pardot can hook into your Google AdWords account and track prospects that reach you through paid search. You can tie cost data from AdWords to opportunity data from your CRM to determine your true cost per qualified lead and search engine marketing ROI.
LeadDeck is a desktop application that allows your sales and marketing teams to get real-time alerts of visitor and prospect activity from their desktop. Results refresh every minute and when your visitors take action LeadDeck will pop-up small, unobtrusive notifications that users can click for more information.
bit.ly Connector
Pardot will automatically generate bit.ly short links for landing pages, multivariate tests, and files. You will also see a reporting icon, which will display bit.ly’s statistics on the URL when clicked.
Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications. The most common use of this would be to filter out your own company’s IP address to avoid skewing results.
Filters will also hide activities from a filtered prospect’s profile.
Everything associated with the following objects will be filtered:
- Visitors
- Visits
- Visitor Activities
- Visitor Page Views
- Email Clicks