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.

5 Tips to Improve Your Email Marketing

Despite what many bloggers may say, we can confirm here at Corrao Group that email marketing, in fact, is not dead- it’s actually growing. According to the The Radicati Group, worldwide will top 3 billion users by 2020. Not only is email marketing growing, but also it delivers the highest ROI over SEO, SEM, and content marketing (Econsultancy)

This just means it is going to get harder and harder to grab ahold of your audience’s attention. This means your email marketing strategy is going to become a critical key in how you run build your marketing campaigns. Let’s take a look at what email strategies you can start implementing today:

Tips to Improve Your Email Marketing

  1. Segment your list

Segmenting your lists allows you to send emails that are more targeted to your audience. Not only does it allow you to be more target, but segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)

Here are some ways to segment your lists:

By Sales/Marketing Funnel – New Leads need to receive different content then a contact that is about to make a purchase. Segmenting by what stage they are in your journey will allow you to help them move through the journey

By Location – This allows you to send content for events or store locations to people who actually live in that area

By Industry: Different industries have different needs and wants. You also can tailor different customer stories to people in those industries

  1. Personalize your emails

Personalizing your emails is proven to work. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1%  without any personalization in 2016. (Source: Statista 2016)

Here are some way to personalize your emails:

Gather accurate data from your audience: The only way to personalize emails is by having the correct data. Some data fields to get:

  • First Name
  • Email
  • Interest
  • Source
  • Location

Dynamic Content: Sending the right content to your consumer based on the data you have acquired on this. This allows you to create one email that dynamically displays the content your audience wants to see

Merge Tags – Bring information you have on your client into the email like first name, company name,etc

  1. Test when to send your email

Do not send your email at the same time every week. Test to see when your audience is opening your emails and engaging with them. You want your message to get your target at the optimal time that they will read it. According to SeoPressor, the best day to send your email is on tuesday and the best time during the day is from 9-11am.

  1. A/B Testing

At the end of the day opens and click throughs are what you looking for with your email strategy. A little tweak to a subject line or a call to action could make a difference to your bottom line. When A/B testing remember to only make one little change at a time so you can quantify what is actually making that change. Here are some parts on your email you can A/B:

  • Subject Line
  • Call to actions
  • Personalizations  (Hi There vs. Hi John)
  • Sender ( Marketing@company.com vs. John@company.com)
  • Images
  • Offers ( Free Trial vs. 10% off)
  1. Automations

Setting up automations can save a whole lot of time for you while increasing your customer lifetime value and increasing conversions. By setting up lead nurturing campaigns and other marketing campaigns, you could have personalized email on autopilot with different stages and/or events triggering them. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (CMO.com) and Businesses that use marketing automation to nurture prospects see a 451% increase in qualified leads (The Annuitas Group).

Here are some ideas for marketing automation campaigns you can be running:

  1. Welcome Series triggered from a blog subscriptions or account creations
  2. Abandoned Cart Series triggered when customer leaves the shopping cart without buying
  3. Gated Content download triggered email