Boost ROI by 1,281% with a Business Process-Driven CRM

Yes, that number is actually 1,281%, and what’s even more shocking might be how this leading B2B telemarketing agency accomplished this ROI boost in just three months¹.

Studies predict that 70% of successful digital business models will be structured on unstable processes that should be shifting with the needs of their customers². The goal is to be in the 30% of businesses that are predicted to have stable processes and in order to do that, we must adapt to our customers’ needs.

CRM software can help fill in any holes within a business process, upgrade existing ones, and open doors to superior processes. Manual business processes can lead to abandoned process steps, which can ultimately lead to lost deals and a decrease in prospect and customer loyalty. Process analysis and unprecedented ideas are suppressed due to the lack of tools within a manual process. Enter CRM software, which includes business process management as a key attribute.

Why should you make the change and utilize a business process-driven CRM? They can be expensive, you need an expert to successfully implement, etc. and, again, yes, they can be expensive, but take the average ROI growth of 53% with Salesforce CRM, and in two years the system pays for itself. Yes, you should leverage an expert CRM implementer as they open up new doors and processes for you. You wouldn’t buy a gym membership and decline training sessions, would you? If so, a few months later you might be saying to yourself, “Wow, I really wish I knew of this sooner.”

The bottom line is, as businesses, we can’t stop growing. New goals, technology, and adjustments in our business environment force us to adapt in order to be successful. As the digital world is shifting from manual processes to automated ones, using a business process-driven CRM is the first step.

If you would like to learn more about choosing the right CRM, or anything Salesforce related, please fill out the form below.

Sources:

¹Finding Lost Sales Revenue: It’s all about the process

²Gartner: Rethinking how to respond to change

Migration Guide: Making the Transition from HubSpot to Pardot

Marketing Automation Software has seen explosive growth in the past few years; showing a 451% increase in qualified leads, 14.5% increase in Sales productivity, and a 12.2% decrease in Marketing overhead (MarketingProfs). For Salesforce users, the best Marketing Automation Software is Pardot. Investing time and money in solutions that do not allow for seamless integration, smooth usability, and more holistic reporting of a customer’s experience will hinder your ability to outperform your competition, and for many, that means transitioning from Hubspot to Pardot.  Pardot has the premier integration with Salesforce, the CRM leader (G2 Crowd), which allows for optimal performance, scalability, and reporting.

Pardot’s focus on essential Marketing features allows Salesforce to focus on what it does best, without overlapping features which would make the user pay more for two systems that carry out similar functionality. The best Marketing Automation Softwares should focus on what it does best, automating customized engagement with prospects and customers while providing detailed reports rich with data to optimize your Marketing efforts. They integrate with the best of breed software (CRMs, blog sites, web conferencing, etc.) to avoid competing with these premier services by providing a watered down version of them.

Making the migration from HubSpot to Pardot can be complicated, or it can be extremely simple. We’ve created a guide to help you define what’s involved in the migration process, includes tips and tricks along the way. Please fill out the form to request your migration guide today!

Pardot’s New Versioning and Program Locking Features

New Features Added to Pardot’s Engagement Studio

Just before Halloween, Pardot announced two new features for Engagement Studio. Engagement Studio is an interactive and aesthetically pleasing way to nurture prospects, partners, legacy customers and more. According to Pardot, these two new features “come highly requested by Pardot users.” Let’s dive deeper into these exciting new features.

Versioning

Versioning is a new tool that is intended to help Engagement Studio users better understand how changes made to their programs impact their results. Any changes to program steps will be recorded as a new program ‘version’ and each version will have a unique name. A history of the versions, as well as the date and times of the starts and pauses, will be recorded in the new Activities tab (found next to the ‘Build,’ ‘Test,’ and ‘Report’ tabs), making it easy to understand when a program was edited.

Versioning

This enables users to easily tweak the steps in their program (change an existing Rule to a different Rule, Action to Action, and Trigger to Trigger) within existing program flow.

Engagement Studio’s reporting has also been updated to display version-specific stats on the Report Cards. Only steps that were edited will be shown in these statistics.

Program Locking

Before Program Locking, multiple users could edit Engagement Studio programs at the same time, making it possible for edits to be overwritten or lost in the process. This new feature prevents multiple users from editing a program at the same time.

Now when a user goes to edit an Engagement Studio program, it will be locked. All other users will see a lock icon in the main Engagement Studio table next to the program name. If they click into the program, they will see [LOCKED] in the program name and will be unable to edit any of the steps within the program. Users will still be able to look at the program’s steps in a read-only mode.

Locking

Locking makes it easy to identify which Engagement Studio programs are currently being edited. Administrators have the option to override a locked program if needed, just like a locked email template in Pardot.  

Pardot New Feature Update – December

 

Check out what’s new in Pardot this month.

 

Two New Automation Criteria

New criteria available for Automation Rules, Segmentation Rules and Dynamic Lists

Pardot Automation Criteria Update

 

Engagement Studio Updates

Versioning is a new tool that is intended to help Engagement Studio users better understand how changes made to their programs impact their results. Any changes to program steps will be recorded as a new program ‘version’ and each version will have a unique name. A history of the versions, as well as the date and times of the starts and pauses, will be recorded in the new Activities tab (found next to the ‘Build,’ ‘Test,’ and ‘Report’ tabs), making it easy to understand when a program was edited.

Pardot Engagement Studio Versioning

Open a Report Card to compare historical results of different versions within each step.

 

Wave for B2B Marketing

Dive deeper into your data, get insights into your marketing performance, and quickly take data-driven actions. Wave for B2B Marketing allows the data-driven marketer to:

  1. Combine Marketing and Sales data in one place
  2. Know your Marketing campaign ROI and impact on Sales revenue
  3. Easily share insights with your team from anywhere

Wave for B2B syncing

 

Assigned User Variable Tags

Assigned user variable tags

 

Prospects Not in Salesforce Filter Update

Salesforce feature

 

Allow Multiple Prospects with the Same Email Address

Allow Multiple Prospects with the Same Email Addre

Salesforce Engage Product

 

Salesforce Engage Product & Service Notification

  1. Any Pardot admin can update points of contact.
  2. Any Pardot user type can be designated as a point of contact.
  3. A point of contact cannot be empty. Users listed as a point of contact cannot be deleted. Reassign before deleting the user.
  4. Notifications can only have one user listed as a point of contact. To send a notification to multiple recipients, create a Pardot user with a distribution list email address.

PARDOT’S ENGAGEMENT STUDIO – TRIGGERS OVERVIEW

Pardot’s Engagement Studio enables marketers to further customize their nurturing programs for their prospects, customers, and even partners. Engagement Studio has three main features that let you build your campaign around: Actions, Triggers, and Rules. Actions “do something”, Triggers “Listen for something”, and Rules “Check something.”

Drip Programs offer users 2 triggers: “has prospect opened email” and “has prospect clicked link”. (Note: Engagement Studio allows users to choose which link click to look for when using the “has prospect clicked link” trigger!). Let’s dive deeper into the new available triggers Engagement Studio provides us.


The following are new triggers that Engagement Studio can listen for from the prospect’s activity record.

  • Custom Redirect Click 
  • File Download
  • Form  – Engagement Studio can also trigger off of a form view
  • Form Handler
  • Landing Page – Engagement Studio can also trigger off of a page view

These triggers listen for either “any” of the following assets to be interacted with, or a specific one. For example, the new custom redirect trigger can listen for if the prospect has ever clicked on any custom redirect in your system or you can select a specific custom redirect. The end result of these triggers will leave you with a yes/no branch, just like in drip programs.

Triggers


In our next post we will be talking about all the new Rules of Engagement Studio.

Pardot’s Engagement Studio – Actions Overview

Pardot’s Engagement Studio enables marketers to further customize their nurturing programs for their prospects, customers, and even partners. Engagement Studio has three main features that let you build your campaign around: Actions, Triggers, and Rules. Actions “do something”, Triggers “Listen for something”, and Rules “Check something.”

Let’s dive deeper into the new available actions Engagement Studio provides us.


Adjust Score by “X” / Adjust Score to “X”

Now you can either gradually increase or decrease a prospect’s score by the route they take on your Engagement Studio. If a prospect is opening all your emails, clicking links, viewing landing pages; you can increase their score in addition to your standard scoring rules. Maybe the prospect has gone down the no-response part of your Engagement Studio, you are able to decrease their score as less interaction goes on.

There are many instances where the prospect reaches a certain point in the nurture campaign that qualifies them as a marketing qualified lead (MQL). They’ve interacted with all your provided content and have been warmed up for your sales team to reach out. Engagement Studio gives you the option to set the prospect’s score to a specific number, which can be your MQL score. (Tip: Create an Automation Rule to assign the prospect to a User/User Group when a prospect’s score reaches MQL status).

Change Prospect Field Value to “X” / Clear Prospect Field Value

This is big, really big. Now you can learn even more about a prospect by what specific content they interact from within your nurture campaigns! If they click a product specific link, update a products interested field to include that product value. When the sales team picks up the phone to reach out they will know what products the prospect has interacted with in addition to what products they haven’t shown much interest in.

Additionally, there may be some instances where you would like to clear a field’s value. Let’s say you have an Engagement Studio with a dynamic recipients list; the only way to be removed from the dynamic list would be to un-match the rule criteria. A prospect receives a form, fills it out, and continues down the Engagement Studio. You can run a “Rule” to “check something”, such as check the value of a field from that recently submitted form. If that new field’s value isn’t what it should be in order to continue along the Engagement Studio, clear the field that is placing them on the dynamic recipients list, taking them off the Engagement Studio.


Look out for our next post which will be about Engagement Studio’s Triggers!

Pardot Engagement Studio 3 Features

Over the last couple months Corrao Group has been participating in Pardot’s Engagement Studio Beta program. We have built our own programs in addition to maximized the potential of customer’s programs who were selected for the Beta trial. While every new feature of Engagement Studio is valuable, we will keep you updated with features you do not want to miss.

Today’s post is going to be a high level overview of the 3 available features of Engagement Studio: Actions, Triggers, and Rules.


Actions – “Do Something”

If you’ve been using Pardot for some time now you’ll be familiar with most of these actions such as sending emails, notifying users, adding prospects to lists and more. Engagement Studio has added highly-requested functionality to the Actions feature: adjusting prospects’ score and changing prospects’ field value. Now you can either adjust a prospect’s score by a specific amount or you can adjust the score to a specific amount. For example, if a prospect ends up in a certain leg of your program that qualifies them as MQL, go ahead and adjust/set their score so your Sales reps can see.

Another action provided by Engagement Studio is the ability to change or clear a prospect’s field value. This allows the prospect to really define their journey down your Engagement Studio while giving you more insight about them. You can set up this action along your program so that when you view their prospect record, you can tell what information they’ve seen and what they’ve interacted with.

Triggers – “Listen for Something”

Pardot’s Engagement Studio comes with new features, Triggers. You might be familiar with a couple of the triggers from Drip Programs; checking for an email open or a link click. (Side note: Engagement Studio allows you to specify which link in a template to check for!). The new Trigger features include checking for a custom redirect click, file download, form or form handler submission, and landing page completion. Pardot allows you to trigger off of “any” of these assets or a specific one. For example, you can set up a trigger to just look for the completion of a specific form or to look for the completion of any of your forms.

Rules – “Check Something”

Just when you thought your lead nurturing campaigns couldn’t get any more custom to your prospect, Pardot adds “rules” to Engagement Studio. This new feature checks the prospect’s record for specific criteria and sends them down the appropriate path. For example, if the prospect’s grade is greater than a “B”, send them down path A but if their grade is lower than a “B”, send them down path B. Rules can check for the following: Assigned Salesforce Queue, Assigned User, Assignment Status, Grade, List, Pardot Campaign, Salesforce Campaign (and status), Custom Field, Default Field, Email Status, Tag, Salesforce Status (Lead, Contact, Deleted), and Score.


Our next couple articles will focus on specific Actions, Triggers, and Rules.

Stay Tuned!

How Do Lead Nurturing Programs Work?

Lead nurturing programs have a variety of benefits, most of which you may have read through already from multiple pieces of content. For this reason I am not going to show you the list of benefits that have been copied and pasted around the web but instead I am going to show you how you can actually achieve those benefits. Some programs have the end goal of guiding their prospects through the sales cycle while another program can have the goal of simply educating their prospects. The goal of these lead nurturing programs can differ but the approach to these programs should be similar, if not identical, each time. The process should be standardized and start with choosing the type of nurture campaign, choosing the audience, selecting the nurture’s flow and content, followed by reporting on the overall nurture campaign. We are going to walk through the process of building a successful lead nurturing program. 

  1. When building a nurture campaign the first step is choosing the nurture program’s type. As mentioned in the 10 Types of Lead Nurturing programs, there are a number of nurturing campaigns you can choose to run, keep in mind there are more than those 10 types. Are you running a welcome campaign? What about a campaign aimed towards bringing back those inactive leads from last year? The following steps are built upon this decision. You will also find that your ideal nurture campaign may be a combination of a couple different types.
  2. Now that you have decided on your nurture campaign’s type, the next step is choosing your nurture list. Who makes up your target audience for this nurture campaign? These can be prospects segmented by a location, interested product, or those who haven’t had contact with you in over 6 months. You should also think about making these nurture lists dynamic so when new prospects come into your system, they are automatically added to this campaign.
  3. If you were wondering when we were going to talk content, in this step you are choosing your content and nurturing flow. How complex do you want to make your nurturing campaign? Your campaign can be a simple sending of informative emails or you can input triggers such as email opens and URL clicks to take them down a different path. The trigger-based marketing technique retains a higher response rate than the simple sending of emails every week or two. The reason behind that is due to the customer receiving the content they are triggering with their interests. One example of this campaign is a webinar registration campaign where the initial email is an invite to a webinar. Those prospects who register should be sent more information on the webinar while those who did not open the email should be sent another invite a few days later. The next aspect to ask yourself is how often will you be sending content to your audience? Determining the flow will depend on the campaign type you chose in step 1. For example, if you have a long sales cycle, think about a longer pause in between email sends compared to a training campaign where the emails may be sent within a closer timeframe. 
  4. You know who your audience is and your content and flow is set, now it is time to track your campaign results. Monitor the emails you receive the most opens from, most CTR, but don’t forget about the emails who don’t perform well. Even though these campaigns are running automatically, it is important to check the report every now and then to see how your prospects are progressing. The report will tell you which emails are your most successful as well as which emails need some revision in order to lead to better conversions.

Lead nurturing doesn’t only show you what content works, it also shows you what content needs revising. View How Does Lead Nurturing Work for further information and tips on steps 1-4. The next topic in this Lead Nurturing series is making sure that your nurturing campaigns reach their maximum potential with best practices. 

Pardot's New UI

Pardot understands that its users have different opinions, interests, likes and dislikes, which is why they want to make sure that their users have the best experience. Their team of usability experts have the important role of finding ways to improve the user experience for you and its future users. Today, April 21st, they announced what enhancements have been made to increase the user’s experience as well as efficiency. Let’s take a look at those new features. 

Updated Fonts and Styling 

The new styling is designed to make it easier to navigate throughout the Pardot system and is also pleasing to the eye. The styling attracts the eye to the data that the user wants to see and the new colors and buttons make it easier to decide on what are the next steps. 

Updated Navigation

Did you ever find yourself finding more than 1 way to access the same feature or page? One example is regarding Emails and seeing the assets (drip programs, lists, etc) associated with them. Currently on the classic UI for the Emails page, to view related assets you have the option of clicking the hyperlinks found at the top of the page or use the menu bar. In the new UI, Pardot has merged duplicate paths that lead to the same page. They found out that most users navigate to the related assets using the menu bar so they removed the hyperlinks found at the top of the page. 

Classic Pardot UI
Classic Pardot UI
New Pardot UI
New Pardot UI

Updated Main Menu

Pardot removed the menu bar found at the top of the classic UI and placed it on the left side. They also removed the titles but kept the icons, including the awe-inspiring Marketing magical wand. Also, when hovering over the features in the new UI, each feature is highlighted with a specific color that is different than the others. If you use Sales Cloud Lighting, you will find this navigation to be very similar. 

So how do you access these awesome new features? It’s simple, existing users can turn this feature on by hovering over their email and in the dropdown, select “Enable New Pardot Style”. For new users, they will automatically start out with the new UI from their initial log in. 

Pardot's Engagement Studio

We did not buy Pardot, we hired it 

Being a Salesforce Pardot Select Partner in addition to a Salesforce Silver partner causes Corrao Group to be different from your average consultant. Our vast knowledge of the two systems and expertise in most verticals has allowed us to completely customize the connection between the two, opening up doors never seen before. We have extended our nurturing campaigns into the accounting department, project management, and customer on boarding. Our services include, but are not limited to, business lifecycle management, Pardot and Salesforce implementation and training, and content consultation/creation.

Pardot does an extraordinary job in aligning sales and marketing teams and it has just released a new nurturing feature that will align the two teams even more, Engagement Studio. The usage of different technology solutions is the most common issue that sales and marketing teams have. This becomes a problem as it leads to inaccurate information and poor user adoption, sometimes even technology abandonment. Pardot’s new Engagement Studio is a mind-blowing technology delivering a more unified experience between sales and marketing teams.

Salesforce does a lot for their customers. Engagement Studio is the latest step in their journey to align their customers’ sales and marketing teams. This new feature is the pit stop of Pardot, where sales and marketing come together to tune-up and refuel their content. Without gas, a race car cannot run; without content, nurturing programs cannot run. Prior to Engagement Studio’s release, users had to visit separate pages to view lead generation, lead nurturing, reporting, and ROI. Now, all that information has been brought together in one place.

Giving more power to you, the user, Engagement Studio provides innovative ways to build complex campaigns easily, test the prospect’s experience, and really understand the campaign performance to share with others. Engagement Studio provides additional actions as well as introduces triggers and rules connected to the specific prospect; this allows for an even more custom journey than before! You set up the nurturing campaign, or racetrack, and the prospect drives in their own lane, at their own pace. Engagement Studio also allows for the user to test the path that a prospect will take if added to the campaign. This will help catch any gaps or mistakes that can be made during initial campaigns. Before, users had to navigate through different pages to view campaign metrics. Now all that information is easily identified in one area and gives insight into which parts of the journey, or racetrack, needs updating or refueling.

Making the transition from Drip Programs to Engagement Studio can benefit you as you might be able to combine multiple Drip Programs into one Engagement Studio. This process requires learning the new features and deciding if you can use them to further your current journey. Be on the lookout for Corrao Group’s offerings as well as tips and tricks on making the transition!