Relationship Marketing 101

People use “We Go Together Like” to show how strong their relationship is and as a business you need to have strong relationships with your customers. Relationship marketing is a strategy that focuses on customer retention and satisfaction rather than on sales transactions.

It provides them with information directly suited to their needs and interests to encourage customer loyalty, interaction and long-term engagement.  It strives to create an emotion or personal connection for the customer to your brand. They are customers, but they are people first. Customers want to buy from someone they know, like or trust.  Customers want to know that there are real people behind your logo. 

The main factor in relationship marketing is being interested in your customer.  Here are some ways you can implement relationship marketing:

  • One-to-one marketing offers like sending personalized birthday cards
  • Being readily available for customer concerns
  • Social Media interaction
  • Loyalty Programs
  • Welcome feedback

The more points of contact you have between your business and your customer the stronger the bond between the customer and your business will be. Relationship marketing is different than other forms of marketing because it recognizes the long term potential of a customer. Having a strong bond with your customers opens you up to numerous benefits:

  • Repeated sales
  • Turning the customer into an advocate and getting free word of mouth promotion and referrals
  • Long term customers are less price sensitive
  • Brand loyalty
  • Better customer feedback

Relationship marketing is easy when you recognize that customers are people. Just because you’re a business doesn’t mean that they’re going to behave in a different way. They still have the same needs and respond in the same way to a business as they would a friend.  Taking the time to build relationships with your customers is essential to your business’ long term success.

One of our favorite sessions from Salesforce Connections 2016 was by Cliff Seal. He talked about how marketers need to remember that they are people marketing to other people. Even in B2B, people are your customers. Here are a few of our favorite quotes from him:

“We have forgotten our authenticity. Forgotten that we are people.” Tweet it!
“Your customers want you to be people.” Tweet it!
“Loyal customers sell products.” Tweet it!

 

Never miss a post:

WeGoTogetherLike Pardot Select Partner

Pardot Select Partner

What do you think of when you hear “we go together like…” Peanut butter and jelly? Mac & Cheese? Ben & Jerry?

What you should think of is Cloud on Tap & Pardot because we are a Pardot Select Partner.

And we have been with Pardot from the beginning of the partner program. Our owners, Mike and Sikes, were part of Pardot’s first training course.

The Pardot Partner Program is designed to ensure every client receives the best customer experience by giving them access to skilled implementation and service partners. That’s us!

The program is made up of three tiers:

  • Certified Individual
  • Registered Partner
  • Select Partner

Each partner is placed into a tier based on metrics like customer satisfaction scores and Pardot consultant certification. Each tier has varying degrees of access to different tools.

Pardot Select Partner

As a Pardot Select Partner we have access to the highest level of benefits including:

  • Early access to features

  • Joint collaboration at webinars and events

  • Feedback and coaching

  • Email and phone product support

  • New feature training

How does this benefit you? Partners play an important role in leading customers through their Pardot journey. We specialize in marketing automation and we’re dedicated to helping you develop a strategy to facilitate your online marketing needs. Each client has a project coordinator to lead the onboarding, provide training specific to your business’ needs, and be there to answer any questions you may have. Our training covers the entire range of Pardot’s powerful marketing and lead nurturing capabilities.

We’re also Salesforce Partners which is a huge bonus to many of our clients who integrate Pardot with Salesforce. We understand your implementation from marketing to sales!

Thanks to our friend over at Bodega Brand for this fun graphic to honor Mike & Sikes! Now they’ll never forget how well they go together.

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Do you have a #WeGoTogetherLike favorite? It’s Ben & Jerry, isn’t it? Tweet it to us!

pardot automation rules

Pardot 101: Automation Rules [Examples]

You’re feeling comfortable with the basics of Pardot and looking to branch out into the more advanced features, like automation rules. You understand the concept of automation rules — but where do you start? Here are some great automation rule examples that may be relevant to your marketing efforts:

Psst — you can click the topics below to jump to a specific rule!

Adding Prospects to a List:

Looking to automatically add prospects to a specific list, based on certain criteria? The rule below will add any prospects from Georgia who are also interested in Pardot Implementation to a list called “Georgia Pardot Prospects.”

automation rules adding prospects


 

Adjusting Prospect Score:

Want to adjust a prospect’s score based on criteria you have set? Using the automation rule below, we are automatically adding 50 points to the score of every prospect who has filled out a specific form and whose job title is “Marketing Manager.”

automation rules adjust score


 

Assigning Prospects to Specific User:

Want to set criteria for prospects to automatically be assigned to a specific user? Below, all prospects whose “Industry” is “Technology” and who have selected “Salesforce Implementation” for our custom field “Interested in:” will be assigned to Alison.

automation rules assign user


 

Targeting Prospect Based on Last Activity:

Want to target prospects who haven’t been active lately? Below, we are specifying that we want Megan to be automatically notified of any prospects whose last activity has been greater than 60 days ago. Pay attention to the setting “Prospect time” “last activity days ago” “is greater than” “60.”

automation rules inactive prospects


 

Targeting Prospect Based on Creation Date:

Want to automatically take action on newly created prospects? Below, we are using “Prospect time” “created days ago” “is less than” “7” to send an email template (that we have already made prior to setting up the rule) to all prospects created within the last 7 days.

automationrulescreationdate


 

Should I even be using automation rules for this?

Something to remember: not all automation is best set up using automation rules. If you are wondering where to set up your automation, refer to the graphic below, furnished by our friends at Pardot:

automation rules pardot

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Digital Marketing Favs of the Week- 3/10-3/16

These weekly digital marketing favs are quickly becoming the favorite part of our week! This week we liked a lot of articles about good headlines and the articles themselves follow all the rules you should pay attention to…

Most Effective Elements of Clickbait Article Headlines

1 clickbait article headlines

Brand Marketing: 5 tactics to understanding customer experience

5 brand marketing

10 Rules for Trustworthy Content

3 trustworthy content

9 Best Email Subject Lines

4 best email subjects

Stay up to date on Pardot and Salesforce by subscribing to our blog!

digital marketing

Digital Marketing Favs of the Week- 3/3-3/10

Here are our top 4 favorite Digital Marketing articles this week!
Did you come across any great articles this week? Tweet Your Favorite To Us!

Marketing Tech’s Bumpy Road: Consolidation, Growth, and a New Frontier

digital marketing

 

How to Use Psychology to Improve Your Marketing Messages

digital marketing

 

Landing Pages for Lead Generation: 8 Conversion-Driving Tips

digital marketing

 

In Praise of Email

digital marketing
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