Pardot Webinar: How Corrao Group Boosted Sales by 40.3% for Avalon Shutters

Corrao Group invites you to join us for our free webinar hosted by our CEO Jack Corrao on May 22nd 11am PST. For this webinar, we have put together an in-depth case study examining one of our manufacturing clients, Avalon Shutters, and the process behind how we helped them optimize Pardot to achieve the following results:

  • increased email CTR’s to 30.7%
  • aligned internal Sales, Marketing, and Operational teams
  • uncovered and implemented a new revenue source
  • set up email automation for long-term success

This 1 hour presentation will reveal how we generate success for our clients every day while maintaining the professionalism of being a Salesforce Silver Certified Partner. Enroll Today!

Corrao Group Family Tree – New Website Launch 2017

 

The Corrao Group Legacy

What is the definition of a family? To the Corrao Group, this means more than just blood relation. “We run our company like a family and our customers like our extended family” says CEO Jack Corrao.

Jack has spent collectively 35 years in both the public and private sectors, and 15 years running his own business allowing him to fully understand what universal truths that impact businesses the most, ultimately giving him the competitive edge over most Certified Salesforce Consulting Partners.

Realistically, not many businesses have the roots required to withstand the harsh, fast-paced, ever-changing environment quite like the Corrao Group does. With their headquarters located in historic Sorrento Valley, this national consulting firm has persevered through 15 years of the elements serving 720+ clients and completing 1300+ projects and counting. They have adjusted to the turn of the century with the emergence of Web 2.0, thrived through the economic recession of 2008, and continue to lead by example, delivering business management best-practices for their clients each and every day.

While Corrao Group has undergone a series of transformations, some underlying themes remain deeply rooted throughout the years, such as their dedication to giving back to the community.  

In addition to donating to local schools in the community, the Corrao Group also hosts office space to ENF, who help children with cancer get the products and services needed when finances fall short.  They understand with great success comes great responsibility so they adopt the practice of goodwill into their daily lives, serving the community in which they live.

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What’s their secret to longevity?

We take the time to listen to our customers,” says Jack Corrao II, “It’s this 15-year dedication to our client relationships that sets us apart from most (business) partners.

The Corrao Group has demonstrated time and time again their dedication to their main goal – solving the issues that keep business owners awake at night.

From conducting Quarterly Business Reviews (QBRs) to defining company-wide KPI’s, from addressing business strengths and weaknesses, to teaching successful operations practices, Corrao Group has proven their passion for internal growth since they were founded in 2002.  They even ventured so far as to create their own SaaS – EZ-AR – to solve their client’s common issues surrounding Accounts Receivable and invoicing.

Unlike most consulting firms, “We don’t sell anything we don’t use”  explains Jack Corrao II. No product or service will be recommended to clients if the Corrao Group hasn’t implemented and scaled it successfully on their own.  Because of this, the Corrao Group has gained a reputation in the industry for taking products and applying them in new and innovative ways, essentially breathing new life into businesses and their products.  

This is also what makes them such great marketers for their clients. On top of building a deeply-rooted yet flexible company foundation, the Corrao Group has a secret weapon – attention to detail.  Seeing as how most clients tend to overlook and prioritize assets as they see fit, Corrao Group has managed to make large scale differences with minor yet critical optimizations.

Lastly, what truly separates Corrao Group from the competition is their faith in the nurturing -or pruning- phase of the business lifecycle.  No matter where your business may lie along its journey, the Corrao Group understands the sometimes tedious yet necessary steps required to advance to the next stage. They are able to provide a purely objective outsider assessment without putting your business’s security at risk. With 15 years of business consultation experience under their belts, they function as the best business partner you never had.

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Why now?

As the Corrao group celebrates 15 years of serving its clients, they are also celebrating their new and improved website with a timely refresh of branding and service updates. Corrao Group is extending an olive branch to large scale companies that are now abandoning outdated business procedures and sluggish development processes for the adoption of newer technologies and internal operations software.  Corrao Group has produced and reproduced success by implementing a number of strategies and applying products with their current clients at a growth rate worth sharing.  The Corrao Group is now promoting their abilities to scale and meet the heightened demands of the industry- all starting with yours.

The Corrao Group promise: To nurture and grow your business no matter what state in the business lifecycle process so that you are positioned for sustainable success and long term growth.

*UPDATED* Services / Products Available:

    • Free Quarterly Business Reviews
    • Salesforce Custom Implementation
    • Salesforce platform Optimization & Expansion
    • Pardot Custom Implementation
    • Pardot QuickStarts
    • Salesforce Engage Implementation
    • Remote Admin Support
    • Marketing Cloud (NEW)
    • Marketing Service Agreements (NEW)
    • Lead Gen, Content Creation, Email Marketing, and CRO (NEW)
    • Salesforce Service Agreements (NEW)
    • Platform Service Agreements (NEW)

Keep Dirty Data from Hurting your Data Analytics

Dirty data is data that, over time, becomes outdated, incomplete, or just flat out wrong. Over 600B dollars are spent annually trying to clean up dirty data (TechTarget), and for good reason.  As your big data piles up, it not only gets more difficult to clean, but it also becomes more unreliable, hurting your Salesforce CRM system’s capabilities in numerous ways. Here’s a couple potential issues:

  • Bounce emails. Your sales can no longer reach these people. How can you be certain those emails you are sending are going through to the right email.
  • Messed up reports and Dashboards. Some features you utilize will be limited based on bad data even for your day-to-day operations will be affected.
  • Trusting your variable tags. Which contact to pull from because you might have duplicate contacts, and format of fields are different from one another or even outdated. 
  • Going into the right workflows. How do you know the appropriate prospects are getting put into the right workflows and nurture programs.

Where is Your Dirty Data Hiding?

Dirty data doesn’t only lead to poor analytics but can wreak havoc on different features within your Salesforce (CRM). Let’s see what some of the potential issues that cause dirty data.

Sometimes, the problem is staring right in front of us, user error. Forms are a great way for businesses to increase your database’s accuracy. Forms provide a great way to segment and develop relationships with your customers.

From users to the systems, when we tend to merge data across multiple sets, this can also cause dirty data. Use a unique identifier to prevent duplicate entries or updating the wrong records. This is usually the suspect when you businesses are trying to merge multiple databases at once, or when old technology can’t keep up with the current database demands.

How to Dispose of the Bad and Keep the Good?

Yes, cleaning your data sounds tedious but it is well worth the time. Of course, going one-by-one would take forever, so by using system algorithms will set up a more automated process of cleansing your data. Although it may not catch everything, it will drastically increase the reliability and availability in the type of analytics you can use within your CRM system.

Once your data is clean, the trick is keeping it that way. Here are a couple of helpful tips to maintain that clean database:

  1. Data Scrubbing. This allows you a way to filter out and automate that bad data from ever reaching your CRM system by scrubbing it out.
  2. Building Relationships. Remember you are talking to real people, when you maintain and form a real relationship with your customers, they are less likely to provide false or blank information into your Salesforce.
  3. Data champion. This allows you to not only ensure your data is clean but also to allow your company the ability to know have one point of contact into your Salesforce(CRM) to enable clean and smooth implementations/ health checks.

Identifying and preventing the dirty data from your Salesforce (CRM) can go a long way for your business to see big rewards from big data analytics. Who would have guessed some misfilled forms, a day where you forgot to update a contact, or a simple import of a list could be so costly?

Migration Guide: Making the Transition from HubSpot to Pardot

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

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

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

Pardot’s New Versioning and Program Locking Features

New Features Added to Pardot’s Engagement Studio

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

Versioning

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

Versioning

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

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

Program Locking

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

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

Locking

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

Pardot Engagement Studio 3 Features

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

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


Actions – “Do Something”

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

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

Triggers – “Listen for Something”

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

Rules – “Check Something”

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


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

Stay Tuned!

How Do Lead Nurturing Programs Work?

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

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

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

Dreamforce Parties: Nightlife Edition

Mindtouch Pre-Game Party | Oct 3rd

zephyr-gameroom-1

Mindtouch is hosting party to pregame for Dreamforce. Meet Dreamforce attendees before the conference while enjoying drinks and games.

Location: Hotel Zephyr

Time: 6pm-9pm

Event link: https://mindtouch.com/info/dreamforce-happy-hour-zephyr/?instance_id=122

Sponsor: Mindtouch

WalkMe DreamForce Party | Oct 4th

WalkMe party

WalkMe hosting one of the must attend post-conference parties featuring a fully stock bar, catered appetizers, photo booth and networking with tons of Dreamforce Attendees.

Location: Love + Propaganda

Time: 8pm-12pm

Event link: https://www.eventbrite.com/e/walkme-dreamforce-party-tickets-25489517834

Sponsor: WalkMe

Dreamfest Featuring U2 | Oct 5th

U2 at Dreamforce
Time to rock out with legendary band U2 with Dreamforce attendees. If this wasn’t awesome enough, there is an after party with special guest MC Hammer and will.i.am.The concert also benefits UCSF Benioff Children’s Hospitals.

Location: Cloud Palace in Daly City

Time: 7pm -10pm

Event link: https://give.ucsfbenioffchildrens.org/events/entry/dreamforce-2016

Sponsor: Salesforce

Pardot B2B Marketer’s Bash at Dreamforce ft. Flo Rida | Oct 6th

Pardot

Pardot is going big and hosting the hottest artist out there, Flo Rida. This party includes open bar, special guest dj’s and many more surprises throughout the night.

Location: The Warfield

Time: 8pm-11:30pm

Event link:

https://www.eventbrite.com/e/pardot-b2b-marketers-bash-ft-flo-rida-tickets-27101262606?instance_id=110

Sponsor: Pardot

The InParty: Dreamforce After Party | Oct 6th

InParty

An after party at San Francisco’s original speakeasy that operated illegally during prohibition. What is better than that?  Enjoy an open bar and hors d’oeuvres while networking with Dreamforce attendees

Location: Bourbon and Branch

Time: 8pm-12am

Event link: https://www.eventbrite.com/e/the-inparty-dreamforce-after-party-tickets-27131002559?instance_id=104

Sponsor: Xively by LogMeIn

The Appirio | DocuSign | Conga Party | Oct 6th

Appirio-DF16-Party-700x403

Two of the most sought after Party hosts Appirio and Docusign are teaming up to give you a party you won’t forget. This is one the most exclusive parties at Dreamforce so register fast.

Location: Register to find out

Time: 9pm-1am

Event link: http://dreamforce.appirio.com/party/?instance_id=120

Sponsors: Appirio, DocuSign, Conga

Pardot's New UI

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

Updated Fonts and Styling 

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

Updated Navigation

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

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

Updated Main Menu

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

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