Pardot Introducing Engagement Studio Timers and SSL for Vanity Domains

Don’t look now but Pardot is back at it with even more advancements! They’ve recently added SSL for Vanity Domains and customizable business hours for Engagement Studios. Let’s dive into these new features Pardot has released for us.

SSL for Vanity Domain
Tired of having to use go.pardot.com for your secure HTTPS connection? Now you don’t have to, SSL is now made available for your vanity domain. Giving you the ability to host your Pardot marketing assets under the HTTPs of your vanity domain.

Set up is really simple. From Pardot, go into Admin > Domain Management > Tracker Domain.

After that, go into your tracker domain to set up the SSL status. After clicking on the action icon, click “Enable SSL”, and from there. Typically, it takes 10 to 15 minutes to get your SSL certificate from Lets Encrypt. Once your SSL Status has been flipped from “Processing” to “Enabled” – your marketing assets will be accessible through HTTPs.

SSL for Vanity Domains

Important Notes: Have your tracker domain validated first prior to requesting the SSL. Also, please double check your marketing assets to ensure they are not mixed content cases (where they load over HTTP and the page is HTTPS, this can cause your page not to render and visitors to get security warnings).

Customizable Business Hours to Engagement Studio
Have you ever wanted to adjust the business hours that Pardot allows for Engagement Studios? One of the more commonly asked questions about customizing Pardot engagement studio’s work hours is no longer a question. Your wish has been granted!

Now, you have the ability to customize the business hours that you want your nurture programs to run on, and you will be able to customize it to fit differently for every engagement studio. So, how does it work? You are able to pick the days of the week and how long your business hours window lasts (i.e from the minimum of 6 hours to the max of 23 hours.)

Customize Engagement Studio Business Hours

Additional features for Engagement Studio Reporting (NO WAY!): In the past, the .CSV Engagement Studio reports still be sparse, with basic email reporting. But now, in addition to the basic email metrics, you will get:

  • Engagement Studio Summary – Which prospects have started and completed everything?
  • More Advanced Email Metrics – Who had emails sent, skipped, unique clicks, CTR, total of hard/soft bounces, etc.
  • Form + Form handlers + Landing Pages – Who completed and submitted them.
  • Custom Redirects – Which redirect was clicked, by who, and when.
  • File Downloads – Who downloaded which file and how many times.

With including all those reports into one export, this will allow you to leverage that data more readily and easily. No more trying to look at 100 different reports in order to find all the exact stats of your engagement studio.

Once again, Pardot has been listening to it’s community through its Ideas Exchange. This is the first of many improvements to come in 2018!

Building a Successful CRM with Salesforce Consultants

Imagine self-implementing a system as vast as Salesforce to find out 6-8 months later that you cannot prove its ROI. Meanwhile, you’ve already spent quite the investment already so that your budget is locked up for the rest of the year. For the past 10 years we’ve seen this all the time, and it is all caused by self-implementation.

Whether you have decided to pick Salesforce as your customer success platform or are strongly considering to do so, what usually follows is, “Can I self-implement? Why do I need to hire a consultant?” Yes, you can do implement Salesforce yourself, but it’s not recommended unless you have a Salesforce admin with over five years of hands-on experience. Although, we highly suggest against self-implementations as it usually does not lead to the proper transfer of business processes onto the platform. This comes from the Salesforce client not having the knowledge of what Salesforce can do as a platform when implemented company-wide.

In the big picture, having a successful implementation with the help from a Salesforce consultant will set you up with a solid foundation and get the most from your investment. Here are a couple of the top reasons why you should hire one:

Time:

Learning and building the Salesforce platform will take time. This means you will be up against a steep learning curve, while trying to implement your business strategy. Not to mention, you have your normal tasks to take care of – so adding more responsibilities may cause your internal staff more stress and potentially be distracted as they try to self-implement the platform.

This can take your team days, weeks, or even months to get up to speed and have your implementation up and “running.” Whereas Salesforce consultants do this for living – day in and day out, they know what they are doing without any distractions and will be able to get you up and running in no time.

Assistance

Instead of troubleshooting for hours and maybe days to fix an issue, Salesforce consultants will be able to provide solutions right away and get your up to speed about your Salesforce platform. They are there to help you be aware of key metrics and notify you about any important updates about your system.

Having help from a Salesforce consultant will allow you to increase your user adoption because users will have a professional to turn to when needed. Your Salesforce will be built from your users’ preferences rather than the other way around.

Quality

Another lovely perk that you get from leveraging a Salesforce consultant — you get the best and current business practices. They will be able to steer you away from potential pitfalls and expensive mistakes that aren’t clear to first-time users during self-implementing.

Having a consultant will provide years of knowledge to ensure that your platform is optimized and performing to its full potential rather than spending even more money to fix potential bugs and issues as they come up.

ROI

At the end of the day, ROI is what matters most. Companies that choose to self implement often are focused on getting their Salesforce platform up and running. How hard can it be? Not only does this lead to potential issues but also leads companies to forget about the additional features Salesforce has that can bolster your system. They want to be able to use it as soon as they can rather than being focus on getting the most out of it in the long-run. Why pick one over the other — a Salesforce consultant will be able to do both of those things for you.

In addition, they will be able to measure your ongoing ROI to see how your growth is. They’re there to ensure you are getting the most out of your investment as well as what areas need help or need to expand.


If you had all the tools and guides to build a house for the first time, would you do it yourself or hire someone? If you do it yourself you’ll be paying in the long-term for minor fixes that a professional would have saw and fixed from the start.

The same ideology applies here, hire a Salesforce consultant to make sure you maximize your Salesforce investment.

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!