If you are in a big or small organisation having the right tools or techniques to tackle Pardot is the perfect recipe for success. Here are the 10 Pardot Hacks you should be aware of.
Marketing is not easy. You know this. However, there are ways to claw back time and energy. Here, we present 10 hacks you can tuck into your arsenal, and we know they work.
A screenshot of the Pardot Salesforce application.
1. Recycle marketing content
Getting started with these 10 Pardot Hacks use the content you already have to create new content, and therefore take the pressure off the team.
Take an eBook you have created, or a white paper, and make a series of blog posts out of it. It builds new content, and you can adapt those posts even further by digging deeper into the eBook content and adding further insights. This process works with lots of stuff you already have, and it makes for an easier content production process.
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2. Transform your organic FB posts
There is a lot you can do to organic posts anyway, but you can use the FB power editor to smarten up and ‘snazzify’ your organic posts.
It’s not something that every single brand is doing, and therefore it could well be a new way to boost up your posts and get more engagement. Try it out. Use the FB Power Editor to add more style and ‘pop’ to your organic posts.
3. Crank up the sales and marketing synergy
Sales and marketing are two halves of the same thing, and if they are not talkign to each other things can go wrong very quickly.
Using Pardot, you can easily create lists that allow for ‘re-sending’ leads back to Marketing. Sales can use these lists and crack on with more nurturing if things aren’t quite perfect for Sales yet. This happens a lot in companies. Marketing passes on leads that get a little colder after they reach sales. Use your system, and ensure they stay warm, even if this means the lead going back to Marketing.
4. The email death issue
Marketing emails can sometimes have no impact. They can hit inboxes and simply not achieve any engagement. This happens. However, it could be for a very simple reason that Marketing is missing.
The solution is to clean up your lists so that they are highly targeted. This doesn’t take long. Also, work on using advanced dynamic content (so that content appears in emails to the right people at the right time.
Advanced dynamic content is the key. If you’re not using that in Pardot, you’re simply not doing it right.
5. Avoid customer fatigue
We all love using marketing automation, and our prospects love it too, to an extent. Sometimes it is too much of a good thing.
If you’re seeing email open rates dropping, it could well be because there are too many emails going out and people are simply being emailed too frequently, or too recently for comfort.
As part of the dynamic lists feature on Pardot, you can set up your prospects so that if they have been emailed x amount of times they should be given some breathing space. The feature allows you to use sensible levels of reach, rather than ‘blasting’ everyone with emails.
6. Get a training environment
If you’re looking to make changes with your sales and marketing and you need to know if they will work or how they will work, consider asking for a Pardot training environment. You may already have one, so check first.
The training environment is the closest thing Pardot has to a sandbox. You can set up and monitor campaigns and a whole load of other stuff, without actually sending out any emails or doing any marketing for real. It’s a great way to see if your work is going to, well, work.
When you consider how many mistakes you can make with marketing, it’s worth making those mistakes in a safe environment.
7. Last Activity Field
Sounds kind of like the name of a rock band, but this could well be a way to make Sales happier with the work Marketing is doing. The Last Activity Field could be based around reports of engagement. Marketers can use the field to identify prospects that are more warm than cold. If a prospect has visited the website, clicked on a link, that kind of thing, the report could utilise this and display the more relevant, warmer prospects.
Again, this is not always understood, but it can make Sales a lot easier.
Number eight of the 10 Pardot HACKS refers to sales. Sales team members can send individual, 1:1 emails to prospects, all from the prospect record.
Why would they do this? Because the standard sales list is impersonal and full of templates.
Using a 1:1, a Sales professional can craft an email directly for a prospect. it can be 100% personalised and therefore could be used at a crucial moment of the buyer’s journey. Pardot allows this to be done seamlessly. If Sales teams and Marketing teams aren’t making this happen yet, that’s a lot of untapped sales potential.
9. Engagement Studio
You can use Pardot’s own version of retargeting with Engagement Studio. This works best with landing pages. If someone visits a landing page but doesn’t actually fill out the form, all is not lost. Work with Engagement Studio and introduce some Logic to make sure that, after a few days, that same person is sent an email offer.
10. Finally, Segmentation Rules
An easy to forget but brilliant feature of Pardot, Segmentation Rules allows for a huge range of customer sourcing activities. Play around with it, understand how it can throw up prospects that you didn’t even know last week, and you’ll soon see the beauty of it.
So that’s it, our list of ten Pardot hacks. Chances are you’re doing one or two of these already. If you’re not, why are you still reading this? These are just 10 Pardot HACKS that you might not have known!