Kylie Nickles, Senior Client Advocate at Pardot, will be providing her best marketing automation tips and tricks in her new two-part series on the Pardot blog.
Last week, we covered tips and tricks for a marketing team of one to consider when planning several campaigns at the same time. When running several campaigns at once, planning is key. From ensuring your naming convention allows you to easily put the pieces together, to making sure you’re targeting the appropriate audience – there are a lot of things to consider. While planning is an important aspect of campaign development, equally as important is maintaining the efforts you worked so hard to put together. In this half of our multiple-campaign management best practices, we’ll focus on maintaining and reporting on the campaigns you have running.
1. Create frequency rules to avoid overlap and flooding your prospects’ inboxes.
A sometimes underutilized feature is the ability to develop recency and frequency lists. These lists are an admin’s best friend if you’re running several campaigns at the same time. We often see clients make one list as their master, but taking a step back and evaluating what campaigns you have running may shed light on a need for more than one recency and frequency list. For example, if running a net new prospect nurturing campaign with the goal of identifying what product the prospect may be interested in, you may build out a recency list to have a greater span of time to not flood the inbox while also ruling out any prospects who have an identified interest. If creating a list for existing clients, perhaps the threshold of emails within a span of time is lower as to continually provide updates and relevant information to maintain a positive relationship with your prospect.
2. Acknowledge and embrace the potential of list send emails.
While we love having automated campaigns doing the heavy lifting for campaigns, it’s important to identify communication that is more appropriate for a list send. If there is information regarding a new product, an upgrade, or an invitation to an event or webinar, that could be an excellent time to supplement the campaigns you have running with a list send. List sends are great for a number of reasons: you can develop them on the fly, you can customize completion actions based on engagement, and you can conduct A/B tests. A list send email can also support your drip campaign efforts; if an email in your drip isn’t performing well, consider conducting an A/B test to try something new. If the new layout, call-to-action, or subject line performs better, reflect that change in your drip email template.
3. Empower your sales reps with new features.
A main focus of Pardot is aligning sales and marketing to work together. Providing sales with the best possible leads based on criteria that they have defined is what sets the stage for an effective and cohesive relationship between the two departments (and more closed deals, of course). With the recent release of Salesforce Engage, sales reps can run their own one-to-many campaigns. Empowering your sales reps with marketing-developed and approved emails frees up time for the marketing team to focus on content creation and generating new leads. Additionally, all of the interaction with Engage-sent emails are captured and tracked in Pardot.
4. Use Pardot and Salesfore campaigns together for continuous reporting.
While running several campaigns at once, it can be daunting to report on the performance of each effort individually. Pardot campaigns are used to record the first time a prospect engaged with your marketing efforts, which is an important metric to establish. The native integration with Salesforce campaigns is a great way to gain additional insight on the performance of each individual campaign. Salesforce campaigns can easily be run independently or fall under an “umbrella” Pardot campaign, while keeping your reporting in one tool — Pardot. An example would be having an overarching trade show campaign in Pardot, and creating Salesforce campaigns for each individual show. Unique completion actions tied to individual trade shows can assign prospects to the individual Salesforce campaign as responded, attending, or whatever additional parameters you may be using. Salesforce campaigns are a great way to see ROI on related touch points, providing an opportunity to assess the performance of campaigns to make informed decisions on future efforts.
As the summer draws to an end and marketing teams tend to start ramping up efforts for the fall and end of year, hopefully these tips and tricks will prove valuable to optimize efforts and develop reporting for those efforts. In the meantime, be sure to take advantage of the Open Office Hours sessions hosted by the Client Advocate team if you have questions around these strategies or best practices!