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.
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.” Here we will be discussing Engagement Studio Triggers.
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 Engagement Studio triggers that can listen from the prospect’s activity record.
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.
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. Enhanced Accountability of Marketing and Sales: Accountability is a word that carries heavy meaning and without concrete proof, it can be easy to point the finger at someone else when you are the one that should be held accountable. With marketing automation, you know exactly what processes are being executed and all reports are easy to access. If certain marketing campaigns aren’t working because leads aren’t being nurtured, the marketing team will receive feedback, without the blame being put on sales (and vice-versa). This reduces stress in the office and allows sales and marketing to open up wider forms of communication.
1. LACK OF EFFECTIVE MARKETING AUTOMATION STRATEGY
Without an effective strategy, automating your marketing is almost impossible. 58% of the survey respondents from the Marketing Automation Trends for Success report, find this as their toughest barrier.
In our previous blog postwe 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.
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. If you would like to learn more about marketing automation, please visit our Salesforce Marketing Cloud page.
Lead nurturing requires thoughtful communications, not the copying and pasting of generic sales emails in attempt to receive a reply back. When a lead nurturing program is functional, your prospects are receiving targeted content based upon their actual activities and interests, which ultimately provides them with what they want to see. If a prospect has visited a specific product page of yours for about 5-10 minutes, why shouldn’t an email automatically be sent to that prospect with further information and a notification go out to a sales rep?
26% of today’s marketers receive a 10% – 20% greater response from their lead nurturing campaigns than those who use standardized email campaigns. On top of that, more than a quarter of marketers receive a 20% – 30% greater increase in responses using automatic lead nurturing campaigns in comparison to marketers who do not use a nurturing campaign. (Demand Gen Report, 2015)
Before you finish reading about how to set your Marketing Automation goals for the year, block out some time on your Calendar because it’s time to set goals. Really, you should block out time. Are you busy this weekend?
It happens all the time. You set time aside for your team to set goals for the week, month, year, etc. but when that time comes around, there’s always something that is a higher priority and the goals meeting gets pushed back. Although there’s nothing wrong with that, it means business is going great! It does becomes a problem when it’s mid February and you don’t have your yearly goals set.
Once your goal setting meeting begins, where do you start? Do you have a personal goal-setting model? Have you been using a proven model that the organization has been using for decades? Are you just “winging it?” (If it’s the last option, you should probably block out your whole next week).
One of the more popular, proven models that work for a wide range of companies is the SMART Goal Setting Framework Model. We’d like you to hear about this framework from our favorite Marketing Automation System, Pardot: Setting Marketing Automation Goals. If you would like to learn more about marketing automation, please visit our Salesforce Marketing Cloud page.