Pardot Basics Bootcamp

Connections 2013 Nicole Hanks

Susan Spicknall

Welcome! Name: Company: Alter Ego:

Agenda

•  Dashboard Overview •  Lists, Completion Actions

•  Dynamic List

•  Automation Strategy

•  Form Creation

•  Form Optimization

•  Email and Email Deliverability

•  Reporting

•  Success Resources

•  Family Feud

By show of hands…

Prospects <3

I know this guy who knows his stuff

Stage-based marketing is the future. Breaking your marketing down to map to a consumer’s research cycle means understanding they will do research in multiple sessions, and at each session, be looking for different content. Best practice will suggest that you will need to engage with them in two or more different sessions, so you will need two or more stages.

Content needs to be short and targeted. Having a single large document is no longer best practice. Content should be targeted to each stage of the research cycle, and be easily consumed in under five pages.

- Mathew Sweezey, Marketing Evangelist, ExactTarget

Pardot Dashboard

Pardot Prospect Table

Filter Prospect Tables

Use Table Actions*

*Look to the lower, left corner of the Prospect table!

Prospect Record

Creating Pardot Lists

•  List emails

•  Drip Programs

•  Reports

And avoiding…

From Prospect Record

From Lead/Contact Record in CRM

Import and add to list

Table Actions

Table Actions

Segmentation Rules

Segmentation + Tags + Profiles

Completion Actions

Completion Actions

Completion Actions

Completion Actions

Automation Rules

Drip Programs

Dynamic Lists are like…

Dynamic List Rule Criteria

Dynamic Lists

Help us help you…

…because…

The Anatomy of an Automation Rule

Automation Rule Criteria

Automation Rule Action Options

Automation Rule Criteria example

Automation Rule Actions example

BREAK TIME

Form Functionality

Form Types

•  Forms built within Pardot

•  Form Handlers built in Pardot

Form vs Form Handler

Forms •  Easy to use, drag and

drop functionality.

•  Progressive profiling

•  Prepopulated fields

•  Dependent fields - No script needed

•  No developer involvement

•  Multi-layer spam filter approach

Form Handlers •  Development of the form

in the CMS or developer.

•  Allows tracking of complex forms.

•  Pardot still cookies the prospect.

•  Spam filtering will be on server side.

Build-in Spam Protection

3 layers of protection

•  Honeypot Method

•  Dynamic reCAPTCHA

•  All-time reCAPTCHA

Preventing Spam – Honeypot Method

Honeypot method displays a field on the backend of your form which is not visible to your prospects or you, only to spammers.

Dynamic reCAPTCHA

•  If using a Pardot form and the visitors/prospects IP address which has been noted as having spam activity, we will automatically display the reCAPTCHA on the form.

•  If you experience yourself on this list, please submit a case to the Solutions team!

All Time reCAPTCHA

•  Set on a form by form basis.

Form Usage and Optimization

Form Usage Poll

Leveraging Pardot at Tradeshows

•  Marketing tool?

•  What’s your tradeshow process like?

•  Post show follow-up?

Leveraging Pardot at Tradeshows

•  Great Tool for Marketers at Trade Shows

•  Helps differentiate between cold/warm/hot leads.

•  Utilize Kiosk mode for same device forms.

•  Allows for engagement and follow-up with the prospect quicker.

Pardot Form Trade Show Process

Prospect Submits Trade Show Form

Completion Actions Trigger

Add to List

Pause of 5 days before

drip program

starts

Prospect completes

drip program

Leveraging Pardot at Tradeshows

Form Poll

Form Optimization - Fields

11 fields down to 5 on a form

Increase of 66% conversion rate!

Use Pardot form for

progressive profiling

Same form? Same completion actions?

And about that button…

3-5% decrease in submissions

Emails

Create an Email Template

Introduction to Email Templates

•  Email templates are utilized in list emails, autoresponders, drip programs, and can enable a client’s sales team to send approved content to their prospects.

•  Email templates can be created with your existing HTML, or by customizing a Pardot template, or created with the WYSIWYG interface.

See it Live!

Warming Up your IP Address

Email Sending Process

Warming Up an IP Address

•  Ramp up your email sending over time to establish a great sending reputation.

•  It is essential that you take the time to properly warm up their IP address before sending to list emails.

•  Make sure that your DNS SPF record is up to date if your mailing IP has changed.

Warming Up an IP Address

Start out by sending emails to your best and most active contacts. Having high delivery rates with your initial campaigns will help build their IP’s reputation.

Warming Up an IP Address

•  It’s a best practice to split your initial mailing list up and spread it out over several days. We recommended splitting their lists into at least four sublists with limits of no more than 10,000 recipients in each sublist.

•  Mail only one sublist per day over the first few days. If you have more than 40,000 recipients, you can spread out the mailing over more than four days.

Warming Up an IP Address

Once you’re at a stable daily mail volume, it’s a best practice to gradually phase in any further increases. For example if the current mail volume is 10,000 messages per week, the mail volume should be ramped up as follows:

Email Preference Center

Email Preference Center

•  The email preference center allows prospects to manage the types of emails they receive and opt into lists they find interesting or relevant.

•  All accounts automatically include a default email preference page (represented by %%email_preference_center%% in emails and email templates).

•  An account can have multiple custom email preference center pages.

Email Preference Page Sample Email Preference Center Page

Email Preference Page

To access the default Email Preference Page, navigate to Marketing > Emails > Preferences Page

Email Preference Page

More than one Email Preference Page can be implemented. All the created Email Preference Pages will be listed in the table.

Email Preference Page: Public Lists

•  All Public Lists will be visible on your default email preference page.

•  To make a list public, navigate to Marketing > Segmentation > select a list > Edit list > and enable the checkbox Public list: Display this list in the email preference center.

Email Preference Page: Public Lists

•  For public lists, fill in a customer-friendly Label that will be displayed on the preference page. This is the list title that your client’s prospects will see (as opposed to the internally used list ‘Name’).

•  You can also enter an optional Description to clarify what your client’s subscribers will receive (for example, the frequency in which they will receive messages).

•  If the client has more than one email preference center, options will appear from the Select an email preference center dropdown.

Email Test List

See it Live!

Test List Email Reporting •  Navigate to Report > Emails > Click Test send emails

report

User Table Actions to add to Email Test List

Prospect Table Actions to add to Email Test List

Test List Email Reporting

•  Email Test List provide the same report as if the list was sent to a list of prospects.

Reports

Lifecycle Reporting

Email Reports

Advanced Email Report

Advanced Email Report

Advanced Email Report

Conversion Report

Site Search Report

Success Resources

In-app User Assistance

Live Training Webinars

Live Training Webinars

Knowledge Base

Visit www.pardot.com/help or click Help >> Knowledge Base in the application for our Knowledge Base documentation, FAQs, videos, and more.

Knowledge Base

Solutions Portal

Idea Exchange

Visit ideas.pardot.com or click Help >> Ideas in the application to post requests for new features or enhancements on our Idea Exchange. You can also vote or comment on ideas from other users and see which suggestions we’ve already implemented.

Idea Exchange

In 2012 over 100 client ideas were implemented in addition to the roadmap!

Idea Exchange

Any user can provide comments and vote on the ideas that would impact their needs.

New Features

Visit pardot.com/category/new-features or click Help > What’s New in the application to stay updated on the latest and greatest new feature releases and enhancements that have been released.

User Forum

Visit forum.pardot.com or click Help > Forum in the application to discuss best practices, tips, events & more with other users.

User Forum

Blog

Visit pardot.com/blog to subscribe to our blog where we post tips, links, infographics, and tools for Pardot users and B2B marketers. Sign up to receive new posts by email.

Office Hours @ Connections 2013

http://www2.pardot.com/officehours2013

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