5 Reasons To Go Professional with Pardot

With paid technology such as Pardot comes the need for ROI in order to continue using the tool. Pardot has three different editions: Standard, Professional, and Ultimate. Whether you’ve already purchased Pardot Standard edition, or are looking for insight into which edition to purchase, look no further. Pardot Professional edition has 5 very convincing features that your team can use to optimize your ROI.

1. Advanced Dynamic Content

By capturing important data points inside of Pardot, you can personalize your content to your prospects. According to Aberdeen, personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Using Pardot’s advanced dynamic content, you can put the right content in front of the right prospects based on what information you’ve already collected about them. You can also use dynamic content on your website to personalize your prospects entire web experience with custom landing pages and forms.

Benefits:

  • Personalized content sent based on your defined prospect segments
  • Reduces time spent and manual errors when drafting/creating emails

2. Email A/B Testing

What subject line will cause the best click-through-rate? Which call to actions are driving more conversions?  Well, you can easily have all these answers provided to you with Pardot’s A/B testing capabilities. Email A/B Testing allows you to change various elements of your email, segment your audiences into various lists, and see all the data results directly in the program. Additional testing features include splitting a small portion of an audience, conducting an A/B test, and distributing the winning email to the rest of the remaining audience.

Benefits:

  • Increase in Open Rate and Click-Through-Rate of emails
  • Deeper understanding of your prospect’s, and more so your targeted industries’ needs/interests

Pardot A/B testing

3. Email Rendering & Preview Analysis

It’s common knowledge that everyone looks at their emails on different web browsers and devices. Pardot’s Email Rendering function allows you to see how your emails look like in multiple different browsers and from multiple different devices to allow you to optimize your own emails straight from the Pardot platform. An additional perk – Spam Analysis – tests your email against the top spam filters and provides you with recommendations if your email is at risk of triggering the filters.

Benefits:

  • Optimize emails for various browsers & devices
  • Bypass email spam filters

Pardot Email rendering

4. Live Chat Support

Ever get stuck with a service issue and end up waiting days, sometimes even weeks to get it resolved? With Pardot Professional edition, they provide live chat support in order to get your problem resolved and your day back on track. Their knowledgeable chat agents will answer any Pardot related questions within minutes so you can leave the major problem solving to Pardot professionals. Don’t worry if you wake up in the middle of the night with a Pardot question, their chat support is open 24 hours a day, Monday through Friday.

Benefits:

  • Solve any Pardot complications that may arise in a both timely and professional manner
  • Get responsive support 24 hours a day, 5 days a week from knowledgeable Pardot experts

Pardot Clark Chat Support

5. Marketing Calendar

No matter what the size, it’s vital for your marketing team to have a high-level overview of everything going on within their marketing automation system. This marketing calendar allows Pardot users to see past, present, and scheduled emails, social posts, webinars, events all in one calendar.

Benefits:

  • Unified marketing team
  • No more overlapping of planned marketing efforts

Pardot Marketing Calendar

How to Drive Cash Flow thru Accounts Receivables

Does this sound familiar? Your company never seems to have enough cash on hand, but the problem may not be a lack of sales, it’s delayed collections. Did you know 39% of invoices are paid late in the United States and 6% of accounts receivables are paid in under 30 days (AnyTimeCollect). When accounts receivables sits in your customer’s’ bank accounts instead of yours, it negatively affects your finances in a few ways. The most obvious effect is a loss of revenue.

How you keep track of that is through Days Sales Outstanding (DSO). This measures the average age of accounts receivable — if your average is trending higher, then your business is more likely to struggle with cash flow. Knowing your DSO can also help determine whether or not to outsource collections or to simply improve your current processes and policies.

When overdue accounts go past 120 days, 26% of invoices 3 months old are uncollectable (SutherlandGlobal), and you will lose equally that amount on your pretax income. In addition to lost revenue, you might lose out on an opportunity to expand or otherwise enhance your business because you don’t have the cash flow to invest.

How Using Automation Affects Your Cash Flow

Taking in the loss of revenue, operational costs, administrative costs, and all that time you spend running around, you can understand how unpaid accounts receivables can start eating away at your company’s cash flow. With EZ-AR™, you can see how you can start cutting out those unnecessary costs of chasing down payments.This Accounts Receivable Solution accelerates the process of collecting your money and frees up time in your accounting department. It cuts DSO from 30-35 days to 15 days. Using EZ-AR™, it is designed to use automation to allow you to become more efficient and scalable as a business in all aspects because less time is being spent on A/R and more time on the business activities that help with company growth.

EZ-AR Video

Whether they’re being genuinely late with a payment or purposely stalling, it amounts to cash that is not in your bank account. As you notice through the power of automation, you can see how seamless EZ-AR™ allows you to chase down those payments in an effortless manner. We at the Corrao Group like to call it “Hands-Free AR” because, at the click of a button, a whole process of collecting money is in place with little to no manual interaction.

Now that you understand how shortening your DSO can add to the financial health of your business, it’s time to put a plan in action!

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!

Best Practices: Inbound Marketing Strategies for B2B

Inbound marketing strategies for B2B business’s best practices include:

Recreate Existing Content and Try New Mediums

According to the Huffington Post, B2B companies who blog attract 67% more leads than those who don’t. This can give your company quite the competitive edge so if you haven’t already started blogging, try and recreate your previous posts into new formats to get more results for your time. Also try various mediums when releasing content, like videos. You never know which content medium match speaks most to your audience without testing them so find a way to place your content in new formats to generate more web traffic & leads!


Create Content from FAQs

People are bound to ask questions when visiting your site, so why not start building out your content from there? Unless your goal is to have customers reach out to you with questions, chances are you don’t want to be sitting at your computer all day answering them repeatedly.  Creating content that focuses on addressing these common questions will not only save you time but they will also improve the quality of your leads and can even speed up the sales process.


 Create a Content Calendar

This may seem like a lot of work at first, but once you see the true value behind your content marketing you will understand the power behind social media marketing.  Social media isn’t just for B2C, it can also play major roles in effective B2B marketing on platforms such as LinkedIn and Twitter. Creating a content calendar will help you keep track of your social media presence eliminating any doubt about the strategic process halfway through the month. It will also keep you organized so you will always have content ready for posting. (How do I make one of these?)


Take Advantage of Marketing Automation Systems

Marketing Automation Systems exist to serve! Our personal favorite over at Corrao Group is Pardot because it offers a multitude of features that can save your team time, minimize manual mistakes, and align your sales and marketing teams. List segmentation, drip programs, email templates, A/B testing, content calendars, and auto responders are all at features at your fingertips with minimal to no effort.  Need proof? Check out our case study that made our client thousands.


Engage with Industry Influencers

Make yourself a valuable resource known to the leaders of influence within your industry. A great way of doing this is interacting on social media posts on LinkedIn or quoting tweets from influencers on Twitter. Other businesses follow and trust these people and therefore would be more likely to value an interaction or observation of yours involving them. Connecting with them via social media is a quick and easy way to make yourself known.


Focus on Your Titles

When searching for information on Google, title tags are what lets the search algorithm know that your content exists as a results option. This is a minor fix with your coding on both your website and your blog, but has the ability to make a huge (free) difference when it comes to driving traffic to your site. Make sure your text titles correspond with what readers expect to find on your page or you will face the wrath of Google penalties.


Make Your Web Pages Fast-Loading

B2B audiences consist of other professionals that are working and don’t have time to wait around, often times from their mobile phones. Don’t let a slow website be the reason they close the site and continue searching for the answers someone else.  There are a variety of tricks to make your website open faster including arrangement of your code, location of your code, the type of code, the size of your images, and many more factors that may give your company the competitive edge it deserves.

nailedit

 

6 “Best of Breed” Platforms To Draw Visitors To Your Pardot Marketing Funnel

For your marketing funnel, Pardot is a powerful B2B marketing automation machine that works 24-7-365 to increase the velocity of your funnel with incredible synergy with Salesforce. The software is attractive to organizations everywhere because of its ability to engage better than anything else, but there are ways for users to really ramp up their results using supplementary marketing programs.

If you combine Pardot with these six top of the funnel (Awareness Phase) tools, you can save time and see a substantial boost to your marketing efforts!

Marketing Funnel
The Network Is Your Customer,” by David Rogers (Yale University Press, 2011)

 Website Management/Blogging with WordPress

26% of websites are run on WordPress. WordPress is a free, simple, open format content management system (CMS) and is ranked as the top blogging platform. Pardot allows you to securely upload dynamic content and forms to your self-hosted WordPress website with a single log-in. You can easily attract visitors with a personalized blog experience relevant to their interests and convert them to prospects in a streamlined process.

Learn more about WordPress

blog rankings
WordPress ranked #1 for blogging platform

 

SEO/Content Optimization with Yoast SEO

Yoast is rated the #1 SEO plug-in on WordPress with over 1 million installations. Yoast offers real-time page analysis to help you optimize your content, keywords, meta-descriptions and image titles. Combine this with the search marketing and keyword tracking features in Pardot and you have supercharged your SEO!

 

Social Media Management with Hootsuite

Hootsuite is the world’s most popular social media management tool. Hootsuite acts as a hub for your different accounts and has some amazing features like scheduling posts, social listening, analytics, and social monitoring. Use custom redirects, dynamic content, and landing page links from Pardot on your posts via Hootsuite to track clicks and prospects.

Event Management with Eventbrite

pardot and eventbrite

Eventbrite is the ultimate place to create and promote an event online and sell tickets. It allows users to discover events that match their interests, social circle, and location. Pardot syncs with Eventbrite to provide reporting on event registrations and attendance inside Pardot. Event Registries automatically are scored and new prospects are created upon registration.

Learn how Eventbrite connects with Pardot here

Analytics with Wave Analytics for B2B Marketing 

Wave for B2B Marketing

Salesforce Wave Analytics allows users to maximize marketing and sales efforts through better understanding their audience’s behavior. The interface allows for users to easily get clear insights into past and current marketing performance. Wave pulls data in from Pardot to give a complete picture on how to optimize your marketing efforts and make marketing decisions based on actionable data.

Learn more about Wave B2B Analytics here!

Paid Advertising with Google Adwords

Adwords and Pardot

 

Google AdWords lets you target specific types of customers on the world’s largest search engine. In other words, using Google AdWords enables lead generation to a targeted audience. The Pardot Google AdWords Connector ties cost data from AdWords to opportunity data from Pardot to determine your true cost-per-qualified-lead and search engine marketing ROI.

Learn how Google Adwords connects with Pardot here!

 

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!

Corrao Group Named Winner of 2016 HOT in San Diego

Owler Hot in San DiegoWe’re happy to share with you that Corrao Group has been named a winner of their 2016 HOT in San Diego Award! We are honored to be mentioned alongside some amazing San Diego companies like GoFundMe, Events.com, Qualcomm Life, Suja, and Taphunter.  Owler is a business information platform used by over 15 million companies worldwide. We’re among the top 0.03% most popular, top trending companies on Owler. Pretty neat!

Each year, Owler recognizes the top trending companies in cities around the world. They sifted through over 15 million companies on our platform to find the most award-worthy businesses, and wound up with 4,500 winners across the 600 most popular cities on Owler. Recipients are chosen based on several different metrics, including number of followers on Owler, insights collected from our community, social media followers, and blog posts over the past year.

We are exceedingly proud to be one of the popular, top trending companies in San Diego.

How to Automate Everything With Pardot

Pardot is more than just Marketing Automation Machine. It’s an everything automation machine. We have proven that it can automate Marketing,  Sales, Sales Operations, Project Management, Accounts Receivable, and more. With this kind of potential, Pardot is not a purchase, it is similar to hiring a Virtual assistant. However, this virtual assistant only costs $0.34 an hour.

Heres you how Pardot accelerates these parts of your company:

Marketing

Pardot Automation

How annoying is it when your voicemails go unreturned or your emails go in the spam folder? We found a solution that uses the unique connection between Salesforce and Pardot to to automatically send out print mail and follow up emails to contacts based on their business information as well as their point in the sales cycle. This resulted in a 35% increase in response rate and 16% increase in conversion rate. It also gets rid on the Spam Folder problem and helps build superior, more personal relationships with your prospects and customers.

Sales

CSA_Sales_Badge

How much time does it take you to manage the connection with existing customers, monitor and manage customer experience, and stay up to with their new product/service updates? Well, we built an product that includes a preconfigured Sales Scoring model and automations. Your system is smarter than you think and will alert you at the best time to reach a prospect based on previous history. This resulted in an increase in Sales Efficiency with Salesforce Engage templates, real time alerts and reports with Salesforce Engage, and ability to handle a larger pipeline with more predictable outcomes.

Sales Operations

CSA_SalesOps_Badge

How much time does it take you to make sure you have Sales ready emails templates for each stage in Sales? Automating your sales operations will save valuable time with consolidated Salesforce Engage templates per each stage in your Sales cycle. Above that it will allow you to know when to reach out with real time alerts from Salesforce Engage. The automation through Salesforce Engage resulted in a dramatic increase in Sales efficiency with Engage templates and real-time alerts and reporting dashboards. This gives you the ability to quickly process more opportunities .

Project Management

CSA_PM_Badge

Are your Project Managers dealing with one too many projects that are forcing PM’s to chase down customers’ deliverables, schedule and reschedule meetings, and drown in emails? A solution we found was to utilize a Milestone-based system to provide templates, communication, and escalation alerts. This will keep your customers and partners in sync with integrated updates with a click on a button. The results include automatic task creation, automated business processes and the capability to update everyone on a project status with the click on one button.

Accounts Receivable

CSA_AR_Badge

Is your accounting department constantly chasing down payments and stuck with the latent tasks having to make calls and follow up emails? Wouldn’t it be nice to automate this process to get cash into your company faster?  We have a powerful solution that auto-generates invoices directly from Salesforce, sends it to the customer, automatically checks in until payments are received, and combines Pardot’s tracking capabilities for reporting. This awesome solution has cut our Daily Sales Outstanding has been by 52%, a reduction for 10-12 hours per AR agent per month and accelerates your cashflow.   I know what you thinking, I NEED THIS IN MY COMPANY.

Fill out the form below to learn more!

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