Marketing Automation 101

One of our classes at #CampCloud is focusing on marketing automation and you’re about to get a crash course in what marketing automation is all about. First off what is it?

I could throw a lot of big words at you to describe what it is, but in basic terms marketing automation is software that makes your marketing and sales efforts automatic.

Common marketing automation features include:

  • Email Marketing
  • Landing Pages & Forms
  • Lists and List Segmentation
  • Scoring & Grading
  • Lead Nurturing

Using marketing automation will streamline your sales and marketing teams and help you work more efficiently. The ultimate goal is to generate traffic to your website, create new leads, nurture those leads and move them along the funnel to a sale.

The possibilities with marketing automation are endless. You can create email campaigns and run A/B testing on them. The best part is that sending the emails is AUTOMATED, so when a prospect signs up for your ebook that action will trigger an email to be sent to them thanking them for downloading it and they will be added to your database. Based on what actions prospects take they will be given scores and you can better understand who has interest in you and who is a dead end. You can start personalizing your emails easier, you can create lists based on any criteria you want and can send emails that are specific to that list segmentation.

Marketing automation will save you time and resources. You aren’t going to be wasting your time mass emailing your leads the same message. You now have the ability to target your leads and send them the content they want. It takes the manual work out of your hands and allows you to focus on other tasks.

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9 Reasons Why You Should Choose Cloud on Tap for your Pardot Onboarding/Support

As a Pardot user, you have an array of options when it comes to your Pardot onboarding and ongoing support/content packages. There are different tiers of Pardot partnership and different offerings.

So, why choose Cloud on Tap for your Pardot onboarding or support?

Here are 9 reasons:

1. At Cloud on Tap, you get a personal, 1-on-1 relationship with your Pardot Project Coordinator. We strive to provide the best personalized support and onboardings and we get to know our clients and their needs. We are lucky enough to have many of our clients, who completed onboardings with us, come back for ongoing support/content work!

pardot onboarding

 

2. Salesforce and Pardot are all we do — they have our complete focus and passion. Unlike many other partners, Salesforce/Pardot is our bread and butter. We work in the two services all day every day, becoming more skilled by the minute.

pardot onboarding

 

3. That being said, we have specialized Salesforce and Pardot admins under one roof. Bringing on Pardot, but have a complex Salesforce setup? Because we have both kinds of experts under one roof, we can work as a team to get you set up and running smoothly as quickly as possible.

group

 

4. ASCENT! After hearing from clients that they could use some guided “homework” between calls, we developed gamified Pardot learning to go along with our Pardot onboarding offerings! Ascent is a fun way to do your Pardot homework, creating forms, landing pages, and emails on your own and competing with others for a spot on our leaderboard/prizes!

pardot onboarding

 

5. We actively participate in pilot and beta programs for Pardot’s latest features. Have you heard of Pardot’s upcoming Engagement Studio? We are very excited, especially after being a part of the pilot program, where we were able to test the features and make suggestions based on our clients’ wants and needs. We also are a part of the beta program! (safe harbor notice)

pardot onboarding

6. We volunteer in the community and offer discounted onboardings to nonprofits! We are proud to be a Salesforce/Pardot partner that also participates in philanthropy. We have volunteered with Habitat for Humanity, local wildlife preservation groups, and the Red Cross!

pardot onboarding

 

7. We have been around since the beginning. Our owners, Mike and Sikes, were a part of the first Pardot training!

pardot onboarding

8. We are always attending classes and events to build on our marketing/communication skills. We have enjoyed attending Salesforce Connections, Dreamforce, Rise of the Rest, and communication classes!

pardot onboarding
9. We are a lot of fun! Our company is full of interesting, fun-loving people — you can catch us having cornhole tournaments, shooting videos, going to the Coastal Carolina Fair, and doing other fun activities! We like to bring the same fun, exciting energy to our onboardings.

 

Whether you are new to Pardot or you’ve already been onboarded, let us know how we can help you with your Pardot instance:

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!

Salesforce Connections 2016

Why Attend Salesforce Connections 2016?

Salesforce Connections 2016 is going to be amazing.

Whether you are a Pardot, ExactTarget (Salesforce Marketing Cloud), or other marketing automation user, this conference is geared towards digital marketing as a whole. So in lieu of our usual “digital marketing favs” post, we’d like to share why we believe YOU need to attend Connections this year!

Salesforce Connections 2016

The Cloud on Tap Marketing Team will be in attendance and can’t wait to start building our agendas! You will probably find us at all or most of Pardot’s sessions.

BONUS: Salesforce announced this week that if you sign up before April 15th, you will receive 50% off with promo code “EQUALITY” and anyone who purchased prior to March 28th will automatically receive the 50% refund! Woohoo! That makes us want to do the #MarketingHappyDance!

Tweet us if you are going and tell us #WhyCNX2016!

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