Automating (More than) your Marketing with Pardot

Pardot or “to sell,” in Latvian, is, appropriately, the name of a marketing platform that ultimately serves to lead you closer to the sale. However, nurturing your prospects from initial touch to that sale is a delicate and often lengthy process. Pardot provides a number of tools that allow you to automate the marketing process from start to finish, but the open-ended nature of the platform can also lead to the confusion surrounding best practices. Below, we’ve put together a basic structure for you to follow while automating your processes in Pardot.

Tracking

Before your prospects are prospects, they could just be visitors on your website. A variety of tools in Pardot support you to track visitor activity on your website and begin associating data with these future prospects right from the start. You’ll then be able to view all of their Pardot tracked activities once they convert from visitors to prospects.

pardot support

Converting

Forms on your web pages and landing pages act as the primary instrument for conversion from visitor to prospect status. Using Pardot forms or form handlers allows you to automatically update prospect records for use in sorting and customization as you start to develop your marketing campaigns.

Grading

The prospect grading process should really begin before you dive into the many features of Pardot. Automating a grading process for your prospects allows your team to capture information surrounding the suitability of each of the prospects in your system. You can significantly improve your conversion rates by marketing to prospects who will see the relevance of your products and services. The platform provides you with a default grading model that may serve as the foundation for your prospect grading strategy, but it also presents the opportunity to customize grading profiles for an approach that will more directly apply to your unique offerings.

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Top 7 Email Template Designs for 2019

Digital marketing has evolved and stretched its fingers across nearly every digital platform imaginable. From the paid ads you see on Instagram, to the web pages that have fostered their SEO strategy enough to land on the first page of Google, your opportunities for reaching prospects are broader than ever. Despite the surplus of opportunity in the digital landscape, email marketing remains the most effective method of marketing to your customers. Before launching your next email marketing campaign, take a look at the top email template designs for 2019. Pardot HTML email templates have a broad range of capabilities, and between these 7 examples, you’ll be able to pick and choose ideas to adopt in your own emails based on your marketing goals.

1. Call to Action: InVision

Starting off our list of email designs is a template curated by an agency well-known for its design prowess. While we must give credit to the clean overall design of the email, we would like to highlight the use of a single call-to-action after the email’s body of content. Using only one CTA has proven to improve conversion rates since it erases any doubt about which path is intended to be taken upon review of your email.

Pardot HTML email templates

2. Mobile-responsiveness: Yesler

You’ll notice that many of the templates we are recognizing here utilize a single-column layout, and this is no coincidence. Your customers continue to rely more and more on their mobile devices for both their personal lives and work, especially when it comes to having email access both in and out of the office. A single-column layout can easily be optimized for mobile viewing, and Yesler provides an excellent example of how a content-heavy email can still be designed with mobile in mind.

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Piecing Together a Conversion-Driven Case Study

convert and engage

Getting Started

Determine objective of the case study

The extent of your offerings cannot be summarized in a single case study, so you’ll need to select a targeted focus for each one. While one case study could serve to highlight how your services had a direct impact on rebuilding your client’s strategy from the ground up, another may emphasize an instance when your team introduced a client to an additional process that contributed to their further success on an already effective system. However, all of your case studies should be curated to convert and engage, helping you to fill up your lead funnels and retain accounts.

Obtain permission from your candidate

You don’t want your clients to browse your website only to find an unfamiliar case study with their name attached to it. Obtaining consent from you candidate is necessary in order to build a case study that is verified by both parties and will open up the opportunity for direct quotes to add further validation to your case study.

case study

Improving your Case Studies

Target the Right Industry

When your prospects can relate to your case study candidate, they are far more likely to see how your products or services could, in turn, benefit them as well. This familiarity can be easily fostered by conducting your case study on a client within a particular target industry.

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