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.
Inbound marketing strategies for B2B business’s best practices include:
Recreate Existing Content and Try New Mediums
According to the Huffington Post, B2B companies who blog attract 67% more leads than those who don’t. This can give your company quite the competitive edge so if you haven’t already started blogging, try and recreate your previous posts into new formats to get more results for your time. Also try various mediums when releasing content, like videos. You never know which content medium match speaks most to your audience without testing them so find a way to place your content in new formats to generate more web traffic & leads!
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’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.
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.
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:
Recognize what you want to accomplish
Is your organization B2B? B2C? Recognizing this and your goals before moving forward gives you maximum clarity in the quest for what marketing methods you know will work best.
Bring out the value proposition!
Find it. Write it. Use it. This is what your product or service is all about and how it separates you from everyone else out there! Focus on how your product is different and evidently better than others out there. (Keep in mind this is different from your slogan)
In our previous blog post we discussed the benefits of Lead Nurturing. In this article I will dive into 4 Lead Nurturing campaigns that you can try today. These 4 campaigns are allocated to specific stages in a customer’s lifecycle, from the welcome campaign to the customer retention campaign.
The Welcome Campaign
They say the first impression upon meeting someone is critical and this applies to marketing content as well. When someone fills out a form they usually are expecting something in return, more information on a product, email updates, or specific type of content. By converting these autoresponder emails into a lead nurturing campaign, the prospect will begin their journey through your sales cycle. Your initial autoresponder should inform the recipient of the conversion point, speak about the nurture campaign they are on, and confirm their subscription to your marketing material. After some time, start to supply them with high-level information regarding the information they signed up to receive. Keep your educational and interesting and always provide them with targeted content based upon the information they requested to receive.
Blogging has become a crucial part of content marketing strategy. If you haven’t been regularly nurturing your relationship with prospects and customers with the help of a blog, you’ve been missing out! Recent industry surveys by The Content Marketing Institute estimate that 86% of B2B companies are currently blogging, along with 77% of B2C companies (source).
So, why do you want to be with the majority on this?
1. More Leads
According to recent data, B2B businesses that blog achieve 67% more monthly leads than those that do not (source). Blog posts that can help solve customer pain points will naturally attract quality leads. Make sure your content is relevant to a problem that your company solves well, which leads me to reason #2…
You’ve heard it many times before and we’ll say it again now, Sales and Marketing need to be on the same page. Marketing automation makes the connection simple because both departments have a shared common database where marketing insight is provided to the Sales team. Thus, making it easier for them to coexist efficiently. This will then allow them focus on more important tasks, like prospect conversion, instead of each other. Sales isn’t worried about unqualified leads because the marketing automation system is only handing them off when they are qualified.
Tracking data through marketing automation has never been easier. With that data you can determine the strengths and weaknesses in your sales funnel, allowing you to make any necessary changes for the better. You can also track team member efforts within the sales and marketing departments…(hello incentive to do better).
The data you’ve collected (email clicks, content downloads, website visits) gives you insight into what the prospect/customer is thinking and ultimately what interests them. Knowing what they like and dislike gives you the upper hand to customize everything to them, creating a superior experience. In most cases, a customers mind sees experience > price.
With that being said, marketing automation helps sales by bringing them only qualified prospects and marketing will be able to attract new prospects. Win-Win for both departments.
Better Experience = More Loyal Customers