Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. – Wikipedia.org
Our Marketing Team works hard staying up-to-date on the latest digital marketing trends and statistics (you know, proof that the trend is worth it!) and we thought it was about time to share some of our favs (favorites) with our readers. Check back weekly for our top 4!
Update: “Pardot Lightning Style” is now called “New Pardot Style”
As you’ve probably heard, Salesforce recently rolled out a Lightning version. This is the first major change to the User Interface (UI) in 16 years! Clicks are reduced and the overall experience is greatly improved – once you get used to the updated layout.
Pardot also rolled out a Lightning version last month. Their update wasn’t quite as dramatic, but it sure looks good! The top menu has been moved to the left side and simplified even further for intuitive navigation. Each tab is indicated by its classic icon, and when you hover, you’ll see the links stored in each section.
Overall, you won’t see many gargantuan differences (yet) – but you will enjoy a fresh, attractive interface. Sure, I miss the orange buttons. And I’m still getting used to the rearranged icons and different fonts. But the updated design choices create a sleek, modern look that’s easy to browse.
Pro Tip: You do not have to enable Salesforce Lightning in order to use Pardot’s Lightning Style. The two are not connected in that way. We recommend new Pardot clients go ahead and make the switch. If you’ve been in Pardot for a while, it’s still worth checking out. Even our most seasoned Pardot pros here are enabling Pardot Lightning Style and loving it!
Can You Spot the Differences?
To Activate / Deactivate Pardot Lightning Style
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In September of 2015, I was tasked with earning a Pardot certification.
I had been working in Pardot for a few months, but still felt anxious about the Pardot certification exam itself — after all, I had heard that the exam is very challenging.With a $200 price tag for the first attempt and another $100 for each retake, a mistake can be costly.
Keep in mind that Pardot doesn’t tell you a whole lot if you fail — you don’t get to know what percentage you got correct and you don’t get to see which specific questions you answered incorrectly. You have to get 67% or more correct on the specialist exam and 70% or more correct on the consultant exam to pass. Both exams include 60 multiple-choice questions and allow you 90 minutes to complete the exam.
If you are taking the Pardot certification exam online, make sure you register to do so beforehand and read the test-taking requirements — you must have an external webcam, for example. I would also make sure you take time to set yourself up early, so you don’t feel rushed. The test-taking software made my default camera reset to my internal laptop camera — if this happens, make sure you just set it back to your webcam. There is a live support chat in the test software itself if you run into any other issues.
I took my studying very seriously, combing through any resources that the internet had to offer. Yes, the study guides that Pardot offers (specialist study guide here, consultant here) are useful, but not quite enough to cover everything, in my opinion.
As DJ Khaled, a viral inspirational speaker, would say, MAJOR ???? (key) — make sure that you go to this page (specialist/consultant) and review every section. Click on the Knowledge Base links and ensure that you are familiar with every detail, from top to bottom.Very in-depth questions from the Knowledge Base articles WILL appear on the exam. Don’t let them surprise you — don’t play yourself!
In summary, here are my major keys:
Study the designated Pardot exam study guide, but don’t limit yourself to it.
Make sure you read and study the Knowledge Base articles referenced in the study guide from TOP to BOTTOM.
Familiarize yourself with what you can see on each type of Report.
Make sure you have an external webcam if you are planning on taking the exam online.
There are many sets of flashcards that others have made — take advantage of any credible resources you can find on Google!
Lastly, don’t forget:
You can do this! Feel free to tweet us when you pass the exam using @cloudontap and we will be happy to celebrate your success with you! ????
Sara McNamara is a Salesforce Pardot Project Implementation Coordinator at Cloud on Tap. She has a special place in her heart for marketing automation, cats, and people who don’t call her about something that could have been a text.
You open a new email from a website you visit frequently. At the top, you notice your own name, followed by suggestions based on previous shopping habits. How does that make you feel? Many customers are swooned by convenient, customized content. A recent study by Aberdeen Group showed that personalized emails improve click-through rates by 14% and conversion rates by 10%.
After all, many think, “Why do hard work when the website can do it for you?” These days, when people submit their information online, they expect to get something in return. In fact, a study by Janrain showed 74% of people get frustrated when content appears that doesn’t match their interests. Not only that, but competitors are only a click away – so personalizing landing pages and emails is not only helpful for prospects, but makes sense from a business standpoint. Optimize their time on your site and get closer to closing. The future of the Internet is clear: it’s all about dynamic content.
Using information you’ve gathered through your Pardot forms, you can create a tailored website and email experience that varies based on their location, score, industry, and more. These are just a few ideas!
To begin, consider ways that will most help your clients. Maybe you’re a bank and you’ve learned you have a pool of clients who are paying off student loans. Consider dynamic content that appears specifically for this group that can offer a consolidation loan with lower interest. According to Hubspot, a call-to-action that targets users has a “42% higher viewed to submission rate” than a call-to-action with no customization.
Now, not only are you providing a service that prospects appreciate, you’re also helping improve ROI by creating individualized opportunities for customers to seize. Overall, few companies are taking advantage of dynamic content – so hop in early and reap the benefits!
Dynamic Content can be found under Marketing> Content in Pro and Ultimate Pardot accounts.
Check back soon and subscribe to the blog for more information on how to implement Dynamic Content!
Pardot vs. Marketo — which marketing automation platform is right for you?
Is your business looking into buying a marketing automation platform? Pardot and Marketo are two leaders in the marketing automation field, both possessing their own strengths and weaknesses. Are you looking into pricing, integrations, mobile support, and reviews? Below are two comparisons where Pardot and Marketo duke it out — check out the battle below to help you decide!
Round 1: G2 Crowd Pardot vs. Marketo Comparison
G2 Crowd offers a great comparison of the two marketing automation platforms, including over 500 user ratings each, and user written reviews. Click here to check out their comparison chart.
Round 2: GetApp Pardot vs. Marketo Comparison
GetApp has a great comparative chart on Pardot and Marketo, including comparisons in the areas of Mobile Support, Typical Customers, Pricing, and Integrations. Click here to check out their presentation.
Made your decision? If your choice is Pardot, our Salesforce Certified Pardot Consultants can help you learn the platform from top to bottom!
Thanks to Twitter’s new lead cards, gathering leads for Pardot from Twitter is easier than ever for both prospects and marketers.
Considering Twitter outperforms LinkedIn and Facebook by creating 82% of social media leads*, this is great news!
Once a prospect clicks to expand your lead card, their email and name are automatically populated by Twitter — then, they just have to click the button, and the prospect is automatically created in your Pardot instance!
Need help setting up your Twitter lead cards in Pardot? Let us know!
This is the first Dreamforce for some of our Cloud on Tap-ers and we are all so excited! As a newbie it feels not so unlike signing up for your first semester of college classes (think WAY back!) and all the anxiety and excitement that can come with not knowing where ANYthing is. If you’re feeling the same way, Hi Nice to meet you, we’re not alone… and now we have a campus map. 🙂 Easily get directions to any Dreamforce venue and learn about after-hour events so maybe come September 15th, you can feel a bit less like a Dreamforce Freshman.
(map may need to be zoomed in if this is your first time viewing it)
If you haven’t already signed up for Dreamforce 2015… What are you waiting for? Join us! Oh and be sure to enroll in sessions and keynotes as soon as you can. Check the map for suggestions to “not your average Keynotes” that will keep you thinking beyond the everyday-business box.
Scoring rules are part of a much larger and very important feature- Scoring and Grading. There is a lot to be said about Scoring and Grading and much we will get into at a later time. For this post we’ll only deal with the bare minimum that you might encounter in your first 40 days of setting up Pardot as a novice user.
These are the most common scores asked about by clients. In the initial setup you will spend a lot of time creating this content and it’s nice to know how it’s being valued!
2 changes that you may want to consider from the beginning:
Give 1 or 2 points for opening an email.
a. Check the box for this only to take effect on the first email open, not subsequent opens of the same email.
b. This will trigger the sync to SFDC so that the contact/lead record has the most up-to-date info (note: opening an email without a score adjustment will not trigger a sync).
Update the “Webinar Attended/Invited/Registered” scores if you have connected WebEx, ReadyTalk, or GoToWebinar to Pardot.
Admin> Automation Settings> Visitor Filters + Add Filter, enter Name and hostname or IP value, Create Filter
There are 2 common questions we get regarding Visitor Filters:
Q. How do I keep my activity from skewing the campaign reporting?
A. Filter yourself out. You can filter by IP address (find yours here) or by your domain (example: cloudontapsc.com). This way your frequent website visits and clicks won’t track and exaggerate your Campaign results. The only thing you need to keep in mind is the flip side of this coin, question 2 below.
Q. Why am I not receiving notifications when testing a form?
A. Take the filter off. If you had previously setup a visitor filter for your IP address or domain, your activity is being filtered. Whenever we hear someone isn’t receiving notifications for form testing, the first place to check is their Visitor Filters.
We call that a Maritza explanation- Short and Sweet.
Have more questions about how Visitor Filters work? Check out Pardot’s KB article here.
Coming up next: Scoring Rules
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