New ’17 Pardot Summer Releases: Engagement Studio

Summer is here! That means Pardot recently announced their new ‘17 summer updates. Just in case you missed it, they are making improvements to Engagement Studio.

For you long time users who may be familiar with Drip Programs, Engagement Studios are a new way to nurture prospects, customers, employees and more. Pardot is continuing to add new-and-improved functionality to Engagement Studio to improve how you can nurture and market to your audience.

Let’s take a look how these new 2017 features can help effectively manage your nurturing programs:

Utilizing Scoring Categories in Engagement Studio

For a quick refresher, Scoring Categories allow you to break down your scoring module by certain company departments, services, or products. By allowing users to adjust Scoring Categories within Engagement Studios, it provides an amazing way to maximize your nurture programs. How so? By adjusting select scoring categories, you can have specialized engagement studios for certain services/products, and with different categories, you can make sure they get placed into the right nurturing program.

New Scoring Categories Features inside the Pardot Engagement Studio

Scoring Categories are one of the powerful tools that Pardot Pro-edition users enjoy. If you’re interested, take a look at what else you can get with Pardot Pro Edition.  

Scheduling Engagement Studios

Have you ever set up an engagement studio ready to go but then forgot to turn it on? Don’t worry, the highly-requested feature of scheduling Engagement Studios has arrived. Now, you have the ability to automate the start and end times for your nurturing programs. From seasonal promos to product launches, scheduling your Engagement Studios gives you complete control of when you want the program to start and stop.

Scheduling an Engagement Studio

Also, to ensure that Engagement Studios don’t get started or stopped on the wrong days, Pardot is going to send you a reminder that your studio is going to start and end. This way, it gives you time to make schedule adjustments if you want to continue the campaign or leave it running.

Reminder Engagement Studio Email

Bonus: Multiple custom reply-to addresses

Pardot is also making advanced updates to their email tools. Just like having multiple senders, you can have different custom reply-to addresses. From there, you can control where the replies are sent.

Multiple Reply-to Addresses

It works as the same as the send-to section, where you can specify whether it’s the assigned user, general user, or a particular user in Pardot. Just like the sender portion, now you have a backup plan for those hundreds of replies!

Quick Reminder: Be sure to update your tracker domain settings because, on August 10, Pardot is going to be doing a security update on the tracker domains to see if they were validated. If the validation code is not included when Pardot does the update, your domain will revert back to go.pardot.com.

You should receive an update via Pardot system email about that but if you need some help.

On the way! Salesforce has been working on the ability for prospects to match automation rules more than once, they are a couple weeks away from releasing it.

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!

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!

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!

If you are going to Dreamforce make you come our talk, “Pardot, The Automation Everything Machine” Click here to Register

 

Wave Analytics for B2B Marketers: Surf Forecast

B2B Marketers are soon going to be able to ride the wave. Wave for B2B Marketing will help you visualize all the data in your Pardot, CRM, and even third party sources.You can view this data on your computer, tablet, and smartphone. This data will help you maximize ROI and effectiveness of your marketing campaigns. Not to mention, the dashboards are all interactive and gives you the ability to make data-driven decisions quickly.  Here are a sneak peak to exciting features:

Wave_for_B2B_Marketing

1. Marketing Manager Dashboard

marketing manager dash

If you are a Marketing Manager, you are going to LOVE this dashboard. At first, it shows you a high level of relevant data regarding the health of your company and the ability to filter by time period. The two main views are Marketing Pipeline Health and Engagement Health. Marketing Pipeline health shows Pipeline Deals and Revenue by Campaign. The Engagement health shows email engagement, top forms and landing page completions.

2. Pipeline Dashboard

pipeline dash

This dashboard will provide you a full, end-to-end view of your marketing pipeline. The five main things you will see in this dashboard is the Marketing Lifecycle funnel, Pipeline Breakdown, top Marketing Campaigns, Marketing source pipeline, and Lead sources. The amazing aspect of this dashboard is the ability to view prospect-specific data.

3. Engagement Dashboards

Engagement dashboard

Time to see how your prospects are interacting and engaging with your content, all in one place. This dashboard allows you to explore marketing engagement data. The top three marketing assets you will see is email engagement, form engagement,  and landing page engagement. The exciting thing about this dashboard is it allows users to view responses and engagement with individual assets so you can tie this to sales results

4. Creating Datasets

creating datasets

wave_datasets

The datasets that already include source data from Pardot like campaigns, emails, forms & form handlers, landing pages, tags, and Pardot opportunities. You have the capability to pull data from Salesforce, CSV files, Informatica Rev and other third party sources.

5. Visualization

wave_datavisuals

This is a cool feature in the Wave platform that allows you to view your data in 16 different displays. How you like your data displayed? Bars, Columns, Donut (Glazed or Sprinkled), Heat Map, Scatter, Timeline, Tables, etc.

6. Customizing “Lenses”

A lens is an individual report you want to see. Each individual report on a dashboard you can view as a lens. This is my favorite part of wave to ride. It gives you the ability to see data from every angle. An aggregation is action required in starting to build your customized lens. It allows you summarize quantitative data based on groupings (Count, Sum, Min, Max,Avg). Next, you can group by dates or dimension (qualitative data) like campaigns and stages. You can also add additional groupings which adds colors to the chart. Lastly, you have the option to filter by opportunity stages,fiscal year, fiscal quarter, or Pardot tags. 

Side Note: Groups and filters are optional 

The example below shows the monetary value (aggregation) grouped by how campaigns are doing by lead source (colored), and filtered by SQL’s, opportunities won and opportunities lost.

wave_customlense

7. Ability to share data

wave_share

Once you create a dashboard or lens, you can share this data with whom you want to share it with. You have the ability to give access to certain people and/or groups, post it to chatter, get a URL of the data, or download a screenshot of it. Whether your boss wants to see certain data, you need data for a presentation, you want to share it with a different team, or you want to share with an individual you the capability to do this.

Wave for B2B Marketing  is available to the public on October 17th.