Marketing Automation Hacks: Pardot

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1. @uberip#uberwebinar MARKETING AUTOMATION HACKS: Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25 Hana Abaza VP Marketing, Uberflip @hanaabaza 2. @uberip#MAHacks WE WILL SEND THE RECORDING. Questions? Weve got answers! (At the end of the webinar ) 3. @uberip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? Weve got answers! (At the end of the webinar ) 4. @uberip#MAHacks How Uberip & Pardot Work Together Stay Tuned For The Demo CONVERT, CONNECT AND UNDERSTAND LEADS 5. @uberip#MAHacks MEET THE EXPERT Hannah Freeman Pardot Street Cred: Client Advocate at Pardot since March 2014 Salesforce Certied Pardot Consultant Helped hundreds of clients (and counting) develop a Pardot strategy to achieve their marketing goals 6. @uberip#MAHacks LETS GET HACKING! 7. @uberip#MAHacks Hack #1 Know where to focus in your report Focus on 3 key email metrics: Delivery Rate Open Rate Click Through Rate 8. @uberip#MAHacks List Quality and Data Cleanliness Shoot for above 90% delivery Check your Sender Score Pro-Tip: Get conrmed opt-ins! Delivery Rate! ! Paste in your sending IP at for a quick report 9. @uberip#MAHacks Subject Line 20% is roughly average Conduct A/B Testing Pro-Tip: Try using variable tags Open Rate! ! Run a quick AB Test on your subject line b efore sending it out to the whole list 10. @uberip#MAHacks Copy / Call to Action 2 - 4% is roughly average Conduct A/B Testing on CTA Pro-Tip: Use dynamic content! Click Through Rate! ! Vary content based on eld values, score, or grade 11. @uberip#MAHacks Perform easy global updates with Dynamic Content Keeps promotions up-to-date across channels Cuts down on admin time Bonus Hack! ! Quickly promote up-coming webinars on your site, blog, emails, etc. 12. @uberip#MAHacks Hack #2 Use completion actions to automate segmentation, increase score, etc Track every link Use custom redirects for: Third Party Ads Blog Posts Social Posts Partner Sites QR Codes Direct Mail ! ! 13. @uberip#MAHacks Check out the custom redirect in my own signature A few clever uses! ! Dynamic Calls to Action Yes / No Poll Conrmed Opt-In Employee Email Signatures 14. @uberip#MAHacks Connect Google Analytics Append UTM parameters Auto-populate lead source For the data-driven users! After you connect Analytics, parameter elds will appear in the editor 15. @uberip#MAHacks Hack #3 Include a note that youll be emailing the content Leverage the auto-responder Email valuable assets ! instead of redirecting! 16. @uberip#MAHacks Bonus Tip: Perfect Your Forms ! Use email validation rules Dynamically swap out forms Use multivariate testing Keep it short Gather new info each visit Verify an email is not from an ISP or free provider to capture more business emails 17. @uberip#MAHacks Hack #4 What the rep will see in your CRM Its a two-way street: Develop a prospect feedback loop Kick it off with CRM Visible Lists! 18. @uberip#MAHacks Avoid slick HTML templates Use rich-text formatting Use variable tags to ll in the account reps signature! Keep it Personal ! Personalized email that looks like its coming from their account rep 19. @uberip#MAHacks Sneak in Marketing Content ! Create a fake forward Fwd: or Re: in the subject line Looks like a personal forward of a marketing email 20. @uberip#MAHacks Set, Forget, Sell ! Determine the Cadence Automate notications Voila! Sample template for a sales nurturing drip 21. @uberip#MAHacks Hack #5Stage-specic content ideas Lead Score = Buying Stage Grade = Buyer Persona What about cold lists? 22. @uberip#MAHacks The 3-2-1 ! Begin with Stage 3 content and move backwards Use a drip program to automate this Check for link clicks after each email to let the prospect choose their own adventure 23. @uberip#MAHacks Quick Content Ideas ! RSS Readers Google Alerts Recycle ideas! Share content from other experts Update old posts Invite partners and customers to help 24. @uberip#MAHacks Unique Page Visits Downloads / Form Submissions Source Social Media Interactions Inuence and ROI Growth Content Metrics that Matter ! Build a Campaign Inuence Report in Salesforce 25. @uberip#MAHacks RESOURCES Lead Nurture Lab (Sample Templates) Pardot and Salesforce ROI Reporting Dynamic Content Overview 26. @uberip#MAHacks 27. @uberip#MAHacks We put the ability to manage and leverage the content experience in the marketers hands. UBERFLIP PUTS MARKETERS IN CONTROL 28. @uberip#MAHacks Connect your content: To a beautiful, optimized front-end experience that is: With built-in tools to: RESPONSIVEDISCOVERABLE SOCIAL CONVERT, CONNECT AND UNDERSTAND LEADS ORGANIZED PERSONALIZED HOW IT WORKS 29. @uberip#MAHacks Auto update Smart lters Scheduling Content score Uberip metrics Marketing Automation Create CTAs Gate Content Marketing Automation Aggregate Curate Personalize Manage Content Generate Leads Automate Process Deliver Insights 30. @uberip#MAHacks Resource Center Blog Upgrade Content Library Sales Enablement UBERFLIP USE CASES 31. @uberip#MAHacks Supercharge Your Content Sync Contacts Progressive Proling Track Buyer Journey Trigger Campaigns Gate Premium Content Enhance Lead Scoring 32. @wistia @uberip! THE UBERFLIP EXPERIENCE 33. @uberip#MAHacks QUESTION TIME! Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25 Hana Abaza VP Marketing, Uberflip @hanaabaza