Nurture in the New Year with Engagement Studio

By now, you probably know about Engagement Studio – Pardot’s latest tool to engage clients with your brand. Customers journey down a path customized just for them, with personalized messages along the way. Once the program is created, you don’t need to lift a finger! Your prospects will receive scheduled emails without the effort of individual sends.

The beautiful thing about engagement programs is that they’re actually a breeze to create! At Cloud on Tap, we like to tell our clients the hardest part about the process is creating the content. Remember in Pardot you’ll need to make Email Templates for anything automated.

 

Here are five tips to help you nurture your prospects in the New Year:

1. Copy your templates
Save time and keep your design consistent by copying your email templates. First, create a beautiful email template, then copy and edit it for the rest of the emails in the program. This way, you’ll save a lot of time and effort. Plus, you’ll get consistent branding and style your customers recognize.

 

2. Consider your logic
Tackling this step early on will make the rest of the process easy as pie. Ask yourself what you want to accomplish: Are you creating a re-engagement program? Want to welcome new customers? Maybe you want to introduce them to a new product or service.

There are all sorts of paths you can take with triggers, actions and rules. Or you could keep things simple. One of our Cloud on Tap engagement programs sends an email every week, regardless of the prospect. We love this uncomplicated program because our prospects are nurtured automatically. All we had to do was create the content!

 

3. Make multiple programs
Jumping off the last point, you might decide that it’s easier or more impactful to make several programs. For instance, let’s say you’re creating an upsell program. You could use a trigger to check if the prospect clicks a link in your email. The follow-up action might be to add that prospect to a list.

In Pardot, lists are directly tied to email sends and engagement programs. So adding someone to a list could get them started on another engagement program! This is a handy way to hop a prospect from one program to another, or have them in multiple programs at once.

 

4. Target your lists
Lists of course depend on the type of engagement program you’re creating. You can use static lists or dynamic lists, and don’t forget to designate suppression lists if there are prospects you don’t want to include.

It’s also a good idea to make sure all these prospects are opted in and up-to-date, so cleaning your database is a good idea before you start your program.

 

5. Test!
Last but certainly not least, test your program! This is an important step to ensure your logic is entered correctly. Head to the Test tab in the Engagement Studio builder and follow the prompts.

 

Get Started

Hopefully these tips will help you get started on your next marketing push. Engagement Studio is a wonderful way to stay top of mind with your clients.

Your program won’t begin until you click the “Start” button in the upper right corner. So get into Pardot and create your next lead nurturing solution!

Pardot Wave for B2B Marketing Webinar Guide

Pardot Wave for B2B Marketing [Webinar and Guide]

We’re back with more goodness from presenting for Pardot’s Advocate Hours- Pardot Wave for B2B Marketing webinar and guide. This goes much deeper than any demo you’ve seen!

Here’s a link to the webinar recording in case you missed it:  Pardot Wave for B2B Marketing Webinar

Fill out the form below and we’ll send you the Pardot Wave for B2B Marketing Guide!

As with all of our training, we start by getting everyone on the same page with the basics (terminology, flow, functionality) and then we dive in with training in the application and real examples.

 

Wave for B2B Marketing

The webinar received  4.8/5 stars from Pardot clients using Wave for B2B Marketing!

“Very detailed walk through of the tool, best practices, etc. “

Wave for B2B Marketing

Don’t Forget: People Buy From People

People buy from people.

I was first introduced to this concept at this year’s Salesforce Connections conference and haven’t stopped thinking about it since.

Of course it seems obvious when you think about it. Every transaction takes place between two people – but it’s common to dehumanize customers and brands, especially when all your interactions are online.

Somewhere along the way, we forgot one of the most important aspects of marketing: personality.

people buy from people

When Cliff Seal taught us at #CNX16 that nobody cares about our content, it was a HUGE wake-up call. And the perfect opportunity to focus on posts that offer utility for our clients, or anybody who uses Pardot.

At this point, our team was already underway with a huge project (actually inspired by Dreamforce!) and Cliff’s presentation motivated us to kick our gamification program into high gear! Now we’re the only Pardot partner to offer a self-guided training program like Ascent, and we’re so excited to fill the gap for a huge client need: training available 24/7.

We also took the advice literally and started injecting more personality into our emails and Tweets. Not only do we now have more unique content, but we also have more fun writing it.

As Cliff says, consider your online presence as a conversation. Remind potential prospects what makes your company special and don’t forget to have some fun! Break up the work-related monotony and share a funny story or quote – fun content now and then can make you more accessible and relatable.

people buy from people

What is different about you or your brand that nobody else has?

Maybe it’s your customized offerings or exceptional customer service. Perhaps your company has an excellent developer or is on the forefront of the latest technology. Whatever is your best asset – use this to promote and personalize your brand. And don’t forget to have fun!


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Email Marketing Data

Email Marketing Data to Drive Your Next Campaign [Infographic]

Email Marketing Data? Data Driven Campaigns???

That sounds kind of daunting. Can’t we just keep on coming up with whatever fun subject lines we feel like that day and send when it’s best for us and rejoice that we got a few clicks?

Sure, but you really shouldn’t. Aligning your hard work with proven email marketing data will help you boost email open rates, click through rates, and ROI. We give you the data and advice to make it happen in our “Data to Drive Your Email Marketing Strategy” download.

“In God we trust; all others must bring data.”
– William Edwards Deming

Click here to download “Data to Drive Your Email Marketing Strategy” and begin aligning your efforts with proven expert advice!

email marketing data button

If you are a Pardot user, the Email Reporting table will show you how your emails match up with these statistics very easily. Keep in mind that the size and familiarity of your list will affect your open and click rates.

Once you have a handle on how close your marketing efforts are to what is expected, you can begin implementing small changes to test and find the mix that works best for your company and prospects/leads.

We recommend using A/B testing for the majority of your emails (Pro and Ultimate Pardot) or split your lists into your own A/B lists (Standard Pardot). A/B Testing is a a great way to test out different subject lines, sending times, and senders. We like to have fun with our subject lines and make it a competition to see whose email wins!

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”
– Jim Barksdale, former Netscape CEO

Don’t forget to download – “Data to Drive Your Email Marketing Strategy”

 


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#CampCloud Summer Playlist

#CampCloud Summer Playlist

Our Summer #CampCloud Campaign has come to an end and we feel like having a little fun on our way out so we created the #CampCloud Summer Playlist that you can listen to while you catch up on any posts you may have missed…

Turn up your #CampCloud Summer Playlist and make sure you didn’t miss any of the amazing content on the 3 main 101 topics we covered:

  1. Pardot

    1. Pardot 101: Pardot or Pardeux? A History of Pardot

    2. Is this a Pardot Campaign or Program?

    3. Difference Between a Pardot Campaign and a Pardot List

    4. Using Your Pardot Recycle Bin in Unexpected Ways

    5. Cloud on Tap Tip Tuesday

    6. Social Posting — How to Use Pardot’s New Social Media Tools

    7. Data Cleansing the Salesforce and Pardot Way – FREE Whitepaper

    8. 4 Pardot Integrated Apps We Love

    9. 5 Pardot Custom Redirect Use Cases

    10. 3 Reasons We LOVE Pardot Variable Tags

  2. Marketing Automation

    1. Marketing Automation 101

    2. How Marketing Automation Makes Your Company 24/7

  3. Gamification

    1. Gamification 101: What is it?

    2. Gamification 101: How Hands-On Learning Promotes Deeper Understanding

Don’t forget to get your #CampCloud Summer Playlist

An hour of new and old songs to end Summer on a high and fun note. 🙂

#CampCloud Summer Playlist

I’m incredibly proud of the Cloud on Tap marketing team for all they did this summer. Still keeping up with our regular cycle of Pardot Onboarding and Support clients, social media, and launching Ascent, I challenged the team with an almost 1 post per day blog schedule. In some ways it’s content overload, but I truly can say it’s GOOD content. We cycled the schedule so no one had 2 difficult posts to write back to back and we all worked together to get each out on time. It was a great exercise in teamwork, writing skills, and expanding our Pardot Knowledge even more.

As Summer winds down, we begin to take on more clients and this frequency of posting will go way down. But don’t go! – We have some really exciting new projects in the works for this blog and I hope you take a moment to sign up below and not miss out.

Thank you for joining us at #CampCloud!

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Alison McConoughey is a Sr. Project Implementation Coordinator and Team Lead at Cloud on Tap. She has a special place in her heart for marketing automation, Charleston, and the oxford comma.


Pardot Integrated Apps

4 Pardot Integrated Apps We Love

There are many Pardot Integrated Apps to choose from but these are our favorites.

Pardot Integrated Apps are similar to the native Pardot Connectors (i.e. Salesforce.com, Wistia, Google Analytics, Facebook) you already use, except these connect outside of Pardot.

Pardot Integrated Apps complete a thorough review process and must show that multiple clients are already successfully using Pardot and their app together. These apps are meant to make your life easier as a marketer, always focused on solving a problem not creating them!

Although there are many to choose from, these are our 4 favorite Pardot Integrated Apps:

1. Zapier

Zapier uses what they call “zaps” to connect multiple apps together. Easy to setup, you’ll be sharing data between all your apps with just a few clicks. The Zapier connection can be triggered when a new Prospect is created in Pardot and it can also create a new Prospect in Pardot. Popular zaps we recommend connect Pardot with Gravity Forms, Unbounce, Slack, Google Sheets, MailChimp, RSS, and SurveyMonkey.

2. iCapture

It’s easy to build Pardot forms to use at your trade shows, but sometimes they internet connection isn’t very reliable. In addition to iCapture’s ease of use on phones and tablets and ability to scan badges, it can also work offline- no internet required. Hallelujah! If you have a big show coming up, this Pardot Integrated App is a must.

3. SnapApp

From SnapApp’s website- “In 2014, DemandGen Report found that just 5% of buyers would provide detailed contact information in exchange for a white paper. […] 91% of buyers are looking for more visual and interactive content.” SnapApp is an easy to use platform providing the interactive content that buyers want. You can add SnapApp’s to Pardot emails and landing pages. Not sure if this is the real deal or just another thing for your to-do list? Consider their reported 30% click-through-rate and 45% form submission rate. That’s serious!

4. WordPress

Last on our list but first in our hearts. The WordPress plugin takes care of your Website Tracking (no coding skills required!) and makes adding a form and dynamic content to your pages as easy as it gets. This is our most often recommended Pardot Integrated App.

Not seeing an app that interests you? Checkout Pardot’s resource page for all integrated apps. If you are using one, we’d love to hear about it! Tweet us by clicking here.


We’re in our last couple weeks of #CampCloud and have a new post for you almost everyday! Sign up below so you don’t miss out-