It’s no surprise that marketing automation is one of my most favorite topics to talk and write about.
And with the abundance of tools, strategies, and approaches for B2B marketers, marketing has become even more interesting. Luckily, marketing automation has been around for quite awhile and we know quite a few Pardot “power users” that have multiple years of experience and can make magic happen.
That’s why I’m excited to bring you these amazing tips and insights from a few Pardot Geniuses that can help any marketing automation user, beginner or novice, see rapid returns on their efforts.
Carrie Smith, Salesforce Pardot
TEST TEST TEST! Testing is important before sending out a campaign to hundreds or thousands of people. There are many different types of tests you can run, from multivariate to A/B testing. Each type has pros and cons.
A/B testing is relatively straightforward to conduct, and it generates a clear winner – but you can only test one element at a time. Multivariate testing yields more complex findings that, while certainly more precise and accurate, still contain far more grey area than the cut-and-dried A/B test results.
Use your testing results to make continuous improvements to your landing pages. Always be thinking different elements to test, better ways of wording things, and new items to introduce. Remember that this is an ongoing process, not just a one-time series of tests.
Sara McNamara, Angel Oak Companies
Don’t be afraid to get creative! Pardot has awesome features out-of-the-box, like Page Actions and Dynamic Content, but there are also plenty of apps out there like FeedOtter for blog post updates and FullContact for business card scanning that can be integrated to help you execute on unique campaigns that can differentiate your company in your market!
Some examples of this include running a net promoter score campaign, a referral/rewards program for existing customers, or an internal employee nurture for new employees. If you have a great idea, there are tons of apps out there to help you flex the capabilities of any of the marketing automation platforms to meet your needs; and, when in doubt, the Pardot Ohana is a great group of very intelligent people who want to help each other out!
Sydney Gordon, Stratix Corporation
Keep your Pardot Org clean and organized by implementing a Deep Cleaning Day! You should start off with inactive automation rules, old forms, drip programs, and paused engagement programs you no longer need. If you are a new admin, this is a great way to become familiar with navigation and features.
This is also an ideal time to implement naming conventions. Check out this Pardot Naming Convention Generator and some tips to get started. One of the many great features of Pardot is the Recycle Bin, since the only files that get permanently deleted are tags and content files. Just remember, the key to organization is maintenance!
Lara Black, Invado Solutions
Dynamic Lists are some of the most powerful tools in Pardot. They let you pull together complicated lists with all kinds of criteria, and you don’t need to use a single line of code – it’s all friendly, easily readable logic.
Dynamic Lists become even more powerful when paired with Automation Rules. With this pairing, you get complicated logic with powerful actions.
If this is your first foray into dynamic lists, start by creating a dynamic list of your competitors. Then, use an automation rule to mark each of your competitors as “hard bounced.” With this setup, as your competitors try to download your gated content, they will be automatically added to your competitors list and also be prevented from getting anything else in the future.
Jacqueline Fassett, Idealist Consulting
Documentation is key! Keeping an organized document for all the specific ways your organization uses Pardot will save you and your team so much time and nix those repeat conversations.
Start by outlining your data hygiene and management practices. Consider: When and how do you import prospects? What fields are necessary when importing? When and how do you delete prospect?
Next, review and document how you create and use all your Pardot assets like forms, social posts, landing pages, and emails. Don’t forget to include naming conventions and where your users can find help online or in your office. Each organization uses Pardot differently, so take your time to document your instance’s practices.
Becka Miller, Marketing Consultant
Tags are my favorite tool for organizing things in Pardot. You can import a list and add a tag to the prospects and or to the list you create on import. You can tag campaigns, landing pages, email templates, images…you get the picture.
The way tags come in handy, other than just labelling the heck out of everything, is when you want to sort. Yes there are folders, but with tags, you can go into any table and filter by the tags you have applied to all of your different assets. You can tag your assets with a month (or season) and year and then filter a table of emails by a certain time of year to find assets you sent out in the past during the same time of the year.
If you have multiple divisions in your company, you can tag your assets based on division. You can also tag by subject or product – get creative! I read once in a blog tags are the Swiss Army Knife of Pardot and I agree. I am a total tag junkie!
Hopefully these quick tips help you take your marketing automation skills to the next level. Do you have a tip that you would like to share with us on a future blog post? Comment here and we will connect with you!