Does your organization need to communicate more effectively at scale? This overview by Karin Tracy will help you and your team understand how you can use the marketing automation tools in Saleforce’s Pardot and Marketing Cloud to ensure your users only get the information they need at the time they need it.
In this talk, Karin introduces marketing automation and covers how you can use it with different functionalities within the SalesForce ecosystem, including email marketing, landing pages, forms, and segmentation, and how by using customer data appropriately, you can increase your ROI on marketing, fundraising, and member initiatives.
Karin goes on to introduce six different ways charities and businesses can use marketing automation, as well as touching on how organizations can start implementing these even without a serious software upgrade.
Karin is VP of Marketing at Fíonta, a company that enables associations, nonprofits, and foundation clients to use the latest strategies and solutions, including Pardot and Marketing Cloud.
What You Will Learn
- Introduction: The data companies hold on customers and their responsibility to use it properly [00:00:59]
- What is marketing automation (and what it isn’t) and why it is important [00:08:50]
- Functionality within the SalesForce ecosystem (Pardot, Marketing Cloud, Social Studio, Ad Studio) [00:12:44]
- Email Marketing [00:15:11]
- Landing Pages [00:25:44]
- Forms [00:28:45]
- Campaign Management [00:33:51]
- Lead Generation & Lead Nurturing [00:34:55]
- Lists / Segmentations [00:37:11]
- Scoring / Grading [00:42:23]
- Social Media, Text/SMS [00:45:10]
- Analytics and Reporting [00:47:24]
- Six ways to use Marketing Automation - renewals, events, communications, reporting, webinars, & advocacy [00:50:29]
- Enabling automation without a serious software upgrade [00:58:35]
- Resources [00:59:52]
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[00:00:00] Alright. Welcome to another XForce Data Summit presentation. Today we're delighted to have Karen Tracy, who is the vice president of marketing at Fíonta. They specialize in nonprofits and associations, and she has a lot of interesting information for us, especially with the COVID crisis going on, Nonprofits are struggling and hopefully some of her ideas will help you if you're a nonprofit group or nonprofit number. Anyway, here's Karen.
[00:00:45] Hey, thanks, Leonard. Hi everyone. Good afternoon, and I hope you're well and safe, more importantly than anything. So today we're going to be talking about marketing automation, personalized communication at scale.
[00:00:59] Leonard gave a really nice introduction. My name, my title, where I work. I'm a Pardot consultant, but that's only a snippet really of who I am As a person, right? So I'm a wife. I've been married for almost 21 years now. I'm a sister. The younger sister who lives in Canada. I'm an aunt of seven nieces and nephews, and they're my pride and joy.
[00:01:28] I love pets. I have a kitten. I have two pugs. I live in downtown Los Angeles. That's my favorite freeway exit. That's something only people in Los Angeles would understand. And, every once in a while, in the olden days, I liked to get out of Los Angeles and spend time outdoors. And that's a picture of me hiking at the Grand Canyon a couple of years ago, I’m in the very right part of that picture there.
[00:01:54] So why do I tell you all of this? Getting personal real fast here, but what I like to think about as a marketer is all of the various characteristics that make up one of my constituents for someone that I'm talking to, because no one is ever just who they appear to be at face value or the first time you meet them.
[00:02:18] So let's dive a little bit deeper into what I would look like then, to a marketer. So I work in marketing at VP level, I've been around a while. My industry is nonprofit technology. I'm getting real honest here, I’m 44, I'm a cis female. I live in Los Angeles, my relationships that I alluded to on the previous slide.
[00:02:45] Here's the whole cattle call, all of my things, right? You can get a pretty good idea from a relatively small amount of data what I'm like. A person who drives, and this is new for me, I used to drive a Subaru, and now I drive a Mini. Does that mean I've changed time? All those other things have stayed the same.
[00:03:10] But the kind of audience member that drives a Subaru is very different than the kind of audience member that drives a giant GMC truck, for instance. What this means to us as a marketer, is that with relatively little effort these days with marketing automation tools, we are able to gather so much information, almost a frightening amount of information if you think about it from the individual standpoint.
[00:03:40]. But that’s our job, to be responsible with the information that we collect, but we can gather so much information so quickly. Many of these items are just things I would fill out in a form, for instance. And with this info, you have the ability now to take communications to a whole new level.
[00:04:00] No longer, everyone knows this, but the days of spray and pray, email blasts are over. All I want to see in a communication to me, the only feeling that I want to get, is that the person talking to me is talking to me. They're not talking at me and they're saying things that are important to me. They're delivering the right information at the right time.
[00:04:24] And most importantly, if I were to see someone else's email, from the same organization, the same company, it wouldn't be the same because it shouldn't be the same.
[00:04:36] Okay. I work in the nonprofit world. We talked about constituents, members, donors, volunteers, a lot, sub-in whatever works for you here. But what I think this illustrates is that very quickly I have been able to gather a single view of this constituent, and I can act on any single one of these elements or characteristics to personalize communications.
[00:04:59] Okay. So very quickly, I work for a company called Fíonta. We were founded in 2001 and next year will be 20. We are women owned, women- majority workforce. We're headquartered in Washington, D C we have staff across the country. We work with associations, nonprofits and foundation clients, and to boot or to date, we've worked with over a thousand of them.
[00:05:24] We are a proud salesforce.org premium partner. We work on salesforce.com projects, two different sort of partner affiliations, but all within the Salesforce technology stack, and we're services partners with a company called Fonteva which does events and events management and association management.
[00:05:42] Here's just a few clients that we've worked for. These are, this is literally just a smattering from last year, but some names may pop out to you. What I hope you can take away from this is that I feel like we work for the good guys, and so we're enabling, the technology that we help our clients to enable ultimately helping the world.
[00:06:06] Okay, so today we're going to talk a lot about marketing automation. We're going to cover what marketing automation is, what it is not, features of a marketing automation system. And I'll be very transparent here, this is a Salesforce conference, I'm a salesforce.org premium partner, I will be talking about Pardot and Marketing Cloud.
[00:06:28] There are many, many other marketing automation systems on the market. And, I would encourage any organization looking to make a major investment like this is to do their research. But what I will be talking about specifically, and more specifically demoing is within Pardot.
[00:06:47] We'll talk about the features of the marketing automation system, six use cases for marketing automation, resources and how to convince your boss of the ROI. This is key, right? If your boss doesn't get why this is important, you're not going to get the money to do this or the internal support or the adoption. And then ways to enable automation without a serious software upgrade if your company cannot yet justify the initial investment against that ROI.
[00:07:20] Okay, so let's just level set here real quickly. If I were in person with you, I would say raise your hands, keep your hands up. But we're doing this digitally. Is your organization sending one-off marketing emails like a monthly newsletter? Yes. I'm imagining all virtual hands are up. Are you automating those emails?
[00:07:42] Are you creating welcome or onboarding series, renewal campaigns, triggered emails, a series of emails? Are you creating landing pages or driving traffic through organic or paid ads to pages that are specifically optimized for higher conversion? Are you managing event communications from start to finish through email or multichannel outreach: email, SMS, social, et cetera, without having to pop in at any point and the press send?
[00:08:10] Very importantly, are you segmenting your list by a minimum demographic information like city state or other unique to you, to your use case criteria? Are you using marketing automation to score leads by likelihood to convert? So are you looking at scoring and grading prospects? And are you able to measure the ROI and the revenue contribution of individual campaigns? I tie this back to being able to go back to your boss and say, all of the online events that we put on last year contributed X amount towards overall rev.
[00:08:50] Okay, so let's do a high level definition here. What is marketing automation? And I really like this definition, full credit to HubSpot, I think this is the definitive definition of marketing automation and I've gone ahead and bolded the words here that really sing to me. So a tactic that allows companies, or nonprofits, foundations, to nurture prospects using highly personalized valuable content that helps convert these prospects into leads and turn those leads into customers.
[00:09:32] So nurturing, delivering personalized content, and converting prospects to customers. So that could also be prospects to donors, prospects to volunteers. Getting people over a finish line. And then of course, being able to extend the conversation throughout the lifetime of that constituent. You don't stop talking to someone just because they've bought from you once or they've become a member because at some point they could not be a member.
[00:10:03] But this definition succinctly describes why the investment in marketing automation is important. Okay, so let's lean in on automation. High-level ability to automate repetitive tasks, regaining precious time staff time is at such a premium. And I find that almost always staff can be better leveraged to work on things that are at a higher skillset than the types of things that they're able to automate.
[00:10:38] You're able to market across channels, and perhaps most importantly, target members or constituents where they are. I said earlier, when I get an email, I want to feel like I am being talked to. And you know what? I'm pretty savvy. I'm a marketer. I know that someone didn't handcraft an email to me. That's fine.
[00:10:58] I actually really enjoy knowing that they used the tools that are out there and the information that they have about me to give me a premium experience. And the world is pretty savvy these days, my clients’ donors know when there’s a financial ask in a general way, they feel warm when it's asked in a personalized specific way.
[00:11:25] Okay. There's a few things that marketing automation is not. It is not just an email tool. All you need to do is send emails? You can use a smaller system. It certainly doesn't benefit only in the marketing team. For my clients specifically, we in kickoff meetings, are people in development, are people in tech? Are people in the executive board? It is not one size fits all, there is a spectrum, as I referred to, of marketing automation systems.
[00:11:57]. It is certainly not a tool for you to spam or, frankly, behave in an icky way like a big brother way. It's not unfortunately set-it-and-forget, while you certainly can automate ongoing tasks and rules and so on and so forth. You have to check in on it. You have to do spring cleaning and you have to maintain and help it thrive, not just survive.
[00:12:27] And sadly, it is not a magic wand. It's not going to immediately, double your revenue or solve all your problems. You know, it's just not, I'm sorry. Well, they're going to stick with me after learning that it's not magic.
[00:12:44] Let's do a quick spin through functionality available within the Salesforce ecosystem. So I'm talking about Pardot, Marketing Cloud and add-ons like Social Studio, Ad Studio, Journey Builders as well. Top of the list there, you know, marketing journeys and engagement paths triggered series, the ability to quickly spin up landing pages for ads.
[00:13:12] Create forms and manage forms, manage campaigns fromthe top down or bottom up, lead gen and lead nurturing, Pardot is on sort of the first half of the spectrum, if you will. Lead gen, lead nurturing, Marketing Cloud typically sits on the right side of that spectrum, the lifetime of the constituent, although there was a fairly large overlap in terms of features after leads have been gotten and nurtured
[00:13:23] Lists and segmentation, nothing more important in my mind than being able to segment your prospects. Scoring and grading, a key part of lead nurturing. Social media management, text and SMS communications, native, in this case, CRM integration with Salesforce.
[00:14:07] Using Ad Studio, the ability to create advertising audiences, lookalikes, manage all your advertising from within the same tool where all of your prospects and leads live, and then all back to that precious ROI. The ability to have both out-of-the-box analytics, customized analytics, reports that can be shared within certain teams, shared throughout the company through chatter, et cetera.
[00:14:35] Okay. We're going to go through bullet by bullet here of the features, and you'll see that there's a little section on the right part of the slide with some facts. I find these are helpful ROI-defending facts. Everything is hyperlinked to the original source. And when you get the PowerPoint after this, you have full access to it. I won't go through all of the factoids, but they're there for you.
[00:15:11] Okay. So email marketing. At its minimum, the ability to use email to send your promotional or transactional, sometimes called operational emails - changes to terms of service or receipts.
[00:15:29] The ability to pull in potentially, offline marcomm like direct mail pieces. Triggered emails, email journeys, and part of their engagement paths in marketing conduct called journeys, AB testing and dynamic content. And of course, knowing that you're delivering everything in a mobile optimized manner.
[00:15:52] So I've got the ‘Did you knows’ here, we're going to pop out now and actually look in Pardot at a couple of these features within email marketing. So give me one moment just to pull up that. So when we think about email composition, I'm showing you here is if I were creating a new email, a new list email, that's an email that goes to a list or lists of people as opposed to a one off email. Pardot and Marketing Cloud can also do one offs, say from sales managers or individual sales staff, or in my world, the development team for instance.
[00:16:30] And so all emails within Pardot offer A/B testing right out of the box. The ability to denote that this is an operational email, thus bypassing their recipients opt out status. That's what I just mentioned. Like if you need to send an updated terms of service or a receipt for something, there's a small, relatively small list of reasons, scenarios in which you can send an operational email without being a spammer.
[00:17:02] So let's just go ahead and look at a couple of the abilities around marketing automation in Pardot's email system. I can have multiple templates, templates to support my brand and different initiatives. We'll go ahead and choose a template and you can see right away here, I have a content area. As soon as I click in here, I have an editing area.
[00:17:35] This is just like you would expect or see in any other tool where you have a pretty robust WIZIWIG series of controls. And I can drag and drop these rows around, I can have images, like obviously you can do all the things that you can do in any marketing system. But here I, right off the bat, can start managing my A/B testing.
[00:18:04] So what might I want to A/B test? I might want to check for, I might want to test for opens. So I edit, I do a different subject line in A than I do in B, or a sender - are my emails more likely to be opened if they come from the executive director of an org, or, just the org itself, or another individual person?
[00:18:26] I can test for click-throughs by changing content within the body or images. I can further personalize by using the Advanced Subject Composer where I can add an emoji. So if you're an emoji-friendly kind of company, or this works for your brand, you know, play around. Do identical subject lines, but one with, you know, the cool shades emoji get more emails opened or not.
[00:19:03] I can take advantage of some of that data that I learned about my client or my constituents. Like, say me, I just bought a mini. Maybe you are sending an email out and you have a field called make of car and if someone has a mini, if the criteria is met, you want to put it in one subject line. If the criteria is not met you want to put in a different subject line.
[00:19:33] Or maybe you just simply want to see what it would be like if you started with a first name. If it says “Karen, blah, blah, blah, blah”, is Karen more likely to open it Then if it just says “blah, blah, blah”? Those are two really important types of personalization that I just mentioned.
[00:20:00] Merge fields, variable tags, we used to call a mail merge. That is pulling in content that lives within a field. That field can be in Salesforce. That field can relate to a custom object in Salesforce, pulling in literally what the response is in that field and plopping it in place of the variable tag.
[00:20:27] So how do my clients use it? In donation emails. Thank you so much for your donation of - and the field is the previous year’s donation value. So thank you so much for your donation of $500 perhaps this year you could give, and this is something kind of cool that we've done, that plus 10%. So that's a formula field in Salesforce then writes to a field, a field in Salesforce that gets mapped to Pardotthat says thank you for your donation of $500, then something about giving $550 with some great language about how much more impact that will make.That's merge fields.
[00:21:06] Dynamic content, like I said, is the ability to actually serve different content based on whether the person does or does not meet the criteria and criteria always relates to fields.
[00:21:18] So sending out an email with a skyline, a beautiful skyline photo at the top, and if the state of the recipient is New York, let's do a Manhattan skyline. If the recipient is in California, let's do the beach. It's the same email. So compose once and sort of let the power of dynamic content personalize each one of the emails that go out.
[00:21:50] You do not have to create two emails with two separate lists. Your California list and your New York list, for instance. I go through, I test my email. Pardot comes with Litmus built-in so I can render out my emails to see what they'll look like in Gmail, on a Mac versus Outlook on a PC versus my phone.
[00:22:14] I go back to my CSS team, we do some tweaks, we finally get it looking perfect everywhere, including Outlook, and then we're ready to send.
[00:22:23] The process for sending emails in Marketing Cloud is very similar. So I have a list that my email is going to, I might have more than one list. I might have lists I want to use as a suppression list. There's no such thing as just a suppression list. Any listing product can be used as a sending list or a suppression list.
[00:22:43] So all of my members, minus this particular subset that I've made a list for. Again, I showed you here how, explained how you could decide you're testing for opens based on who's sending it or based on the subject line. You get another chance to make these decisions here.
[00:23:06] You have some decisions to make around your A/B test. How long do you want it to run? One day, two days a week? What criteria are you using to determine said winner, and what percentage of the audience do you want to use for testing? It's a sliding scale. It only goes up to 50. And as I'm sliding this around, if I had real lists attached, it would tell me how many subscribers I'll be testing to.
[00:23:27] And then the real jewel of these products is the ability to add completion actions. So, I'll talk about completion actions or I'll reference them again because in Pardot you can add completion actions to a lot of different types of assets.
[00:23:44] So the first one is the email. Take action when a prospect opens this email, do a certain thing, right? So we've got a big list of things that can be done when someone opens the email. Most importantly, add them to a campaign in Salesforce, because, as I'll show you a little bit later, the move now is to do all of your reporting in Salesforce. And there's actually a talk later today about reporting in Salesforce, which I'm stoked about too.
[00:24:16] But if you're watching this one, you might want to watch that one. But when someone opens this email, I know they're interested in this topic, add them to the CRM campaign that relates to this topic. Adjust their score, for instance, maybe this is a really important email. If I get them to open it, I want to give them 10 tacks or points.
[00:24:33] Notify a user. That means create a lead in Salesforce and start working this. Add tags, remove tags, so on and so forth. Lots of different options for completion actions. And I can do that on emails for when someone opens, clicks, and clicks say a specific link, or unsubscribes from this email.
[00:24:55] If you have a huge list, maybe you don't want to be notified when someone unsubs, but you might want to add a tag They'll automatically be marked as unsubscribed, but maybe you want to add a little bit of information about what that email was or some way of identifying these people who unsubbed, or maybe you're like me and you want to get an email every time someone unsubs so you can pout for two minutes and then figure out what you can do better and move on.
[00:25:26] Okay. So that is a real fast look at emailing. So we talked about some pretty specific personalization things there, right? And functionality, A/B testing, merge tags, variable tags, dynamic content completion actions.
[00:25:44] Okay, so let's pop back into PowerPoint and talk about landing pages. So landing pages are optimized for conversion, and my clients take advantage of Google Grants. In the corporate world, especially if you're spending real money not Google's money in a Google Grant, but real, actual money like my company does on ads, you want to know that you are sending them to a page where they are more likely to convert.
[00:26:15] Than if you send them to a page on your website that's got all this other navigation and it has all these, you know, like, ‘Oh, squirrel’ - and then I'm gone and I don't do the thing that you literally just paid Google to try and have me do.
[00:26:28] So provide a reason for someone to give you their information. Another thing about being a marketer is that I don't like filling out forms because I know what's going to happen as soon as I fill out a form, I'm going to get a phone call or I'm going to be on an email series that, you know, I might care about, well, it depends on how they do, but you know, we're probably going to end up unsubscribing at some point.
[00:26:51] So, I am, and like I said, people are getting a lot savvier, are savvy now. Give them a reason to fill out a form and give you their precious information, whether that's a coupon code, some kind of discount or a BOGO or, in the B2B world, a white paper or access to a previously recorded webinar.
[00:27:15] I don't just ask for someone's info in exchange for it. No. Okay. And then we've got some little factoids here. Now, key elements of a landing page. Not a big ask over here on the left. Just tell me what you want me to do and why I should do it, and then give me a form to fill it out. So we've got a set. -Salesforce uses their own tools pretty darn well here, right? So this is a landing page created by, I think, Marketing Cloud, promoting a future event, which unfortunately has been postponed.
[00:27:55] Here is a slightly different landing page where they're just asking me to give my information again to access a webinar that's already been put out there. So here's a way of gating your content. Great. The webinar, record it, offer it. It's the carrot offer in exchange.
[00:28:15] Now, one thing I want you to see is that next to my name and every single one of these fields, there's a green checkmark, and it's already filled in. I didn't fill this in in advance. We're gonna look at forms in a second, and I'm going to tell you how Salesforce already knows all this info about me, and I will guarantee you that if I click submit my phone will ring in about 10 minutes and they will ask me, it will be someone from Salesforce asking me if I want to learn more about maximizing ROI because they are on it.
[00:28:45] Forms. So it's, you know, most simple - a form is the way that someone converts. Marketing Cloud and Pardot both drop a cookie. They are paying attention to everything you've done even before they know who you are and they know what your IP address is. You can get a little bit of information and part of it I can tell, you'll see in a moment how many visitors I have and you kind of see where they come from.
[00:29:15] Like I could tell that I had a visitor from Los Angeles, but I don't know who it is. I know what they did. Pardot is paying attention and tracking all of the behavior, but until that person fills out a form and gives me their email address, Pardot can't sync up that behavior that's been tracked by the cookie and a person.
[00:29:36] So the way that happens is contact forms: sign up for a newsletter, register for a webinar, or register for an event, donate, buy something, et cetera. What's your first general conversion? It’s a newsletter. I mean, that's your easiest ask. Forms can have completion actions. So I just showed you guys, completion actions and emails forms essentially rely on completion actions.
[00:30:03] If you fill out a form and there are no completion actions, literally nothing will happen. Pardot needs to know what you want to do with that information. That's not a hundred percent true - it'll create a prospect record, even if there's no completion actions, but nothing will happen after that, that person won't get an auto responder email or that person won't become a lead. So on and so forth.
[00:30:24] I like to point this particular factor right out. I think everyone knows this. You know, this as a user too. Ask them the minimum amount of information that you need to get people over the finish line that first time.
[00:30:40] So let's look now at a Pardot form, a native Pardot form. I'm showing you here the contact form on my website. If I go in and edit it, this is just like if I was creating a new form, I have total control over the fields that are in the form, labels - labels are free form, fields are at minimum Pardot fields. Most of these fields map to a field in Salesforce because my contact form is my main lead gen form.
[00:31:23] So one of the completion actions on this form, really the most important one, is to assign it to a user. Lisa Rau is our head of business development, I choose to assign it to her. A lead is created. She is notified by email and gets a notification and chatter that a new lead has been created so she can start to work that lead.
[00:31:48] I think getting someone to fill out this project form, it's a big deal, so I want to give that individual 50 points. Every organization will come up with their own scoring system and what score, what the threshold is at which point if someone hasn’t actually done the thing you want them to do, bought the thing, became a member, donated, whatever, you may decide that there is a threshold at which point you determine that they are so ripe to do that, that you want to work them in Salesforce, you want to work them as a real lead.
[00:32:26] So you may say that score is a hundred points for your organization. So if this were a different kind of form, someone filled out a form, this is for a webinar, and I thought this was a big deal, and I gave him 50 points, 50 points closer to actually ultimately making their way into Salesforce.
[00:33:42] I do add a tag about the behavior here. Tags can be used in the future to personalize content or segment lists. So my two favorite things here are supported by tags. And then there's a bunch of other people in the company, myself included, who wants to know when someone filled out this form. We're not assigned to the lead in Salesforce, but we are notified.
[00:33:08] When a change is made to this form in Pardot it is automatically reflected on my website because it is just an embed. An embed code is provided every time you create a form, have your web developer put that on your site, the two are linked forever. r.
[00:33:30] You also can use third party forms with Pardot by using what's called a Form Handler. So all of the data that comes in through that third party form - maybe you've already created really customized forms and you have a complicated workflow or conditional logic - you can parse all that info through Pardot, but keep your third party form, external.
[00:33:51] Okie dokie. Let's keep going. Campaign management. If you are a marketer, or if you were tasked with putting together a, there is a need, a pain point that needs to be solved, and this is the way that you're going to talk about it, and these are the assets that will support it, and these are the lists that you need. You need obviously to tie them all together in some sort of overarching campaign.
[00:34:19] So the big move these days is to manage all of your campaigns within Salesforce, because you can then ascribe or track multitouch attribution. From the millisecond someone becomes acquainted with your assets on your website, Pardot drops that cookie, but it still doesn't know who it is all the way through. That closed one opportunity, every single campaign that influenced that purchase or that donation or that membership is all tracked in Salesforce and all reportable within Salesforce.
[00:34:55] And we're gonna look at a couple of those reports a little bit. Okay. So marketing automation tool. When we think of our funnel, we've got lead gen up here at the top, the ToFu, which I love because I’m vegan. We want to generate awareness. We're attracting, here's a use case for my clients, we want to attract and engage potential members.
[00:35:18] And we're going to do that with our websites, certainly blogs - less technical blogs like tip sheets, those sort of 14 ways to do this, or 13 ways to spring clean. We're not at the white paper level yet, especially if you're like perhaps in B2B and selling software.
[00:35:36] I want to know, as a software example, I want to know what it does, but I don't want to know how it does it yet because right now I've been tasked with finding a software that does this and I, right now, just need to check the boxes. Does it do this? Yes. yes, yes. Does it do this? Yes, yes, yes. So I will probably as a user interact with landing pages. You as an organization will use custom redirects or UTM codes or some sort of tracked link.
[00:36:08] Likely that that's how it may be I originally, and you're on Twitter, through a tracked link and so Pardot or Marketing Cloud is gathering all this information. It's just giving them more info about what this person is doing, but they're still at the top of the funnel.
[00:36:20] So perhaps I’ve actually got them now to sign up for an email newsletter series. I'm going to start promoting webinars or white papers that match what I think this person is all about. And I've learned more about what this person is all about as they start to move down cause they've done more and more things. I know all the pages they looked at on my website.
[00:36:42] Now using page actions, I can assign a higher score. I can bump up people's score if they look at certain pages. So are they looking at a feature set? If I'm talking about the software thing. Are they looking at what the features are and the pricing page? If they hit that pricing page maybe I give them an extra 20 points or something. So I'm learning, learning, learning. I'm able to hone my personalization even more as I move them down that funnel.
[00:37:11] Lists & segmentation. So at the top of the hour I said that this is sort of, I think that, I mean it's, personalization and segmentation. Those are the two, but I love segmenting lists. It makes me feel very powerful because I like to put myself in the recipient's shoes.
[00:37:32] Like I said, I like to know that what I'm getting is personalized for me. So how are you gathering all the information that you need to segment? You've got these form submissions that are coming in. You've been tracking engagement. So you see how this all is building on itself. I've been tracking people's web engagement. I've been tracking landing pages they look at. Downloads. I know info about them from what they've told me already. I might have psychographic info or demographic info, and I might've asked very specific questions in a form.
[00:38:04] So let's pop back into Pardot. One thing I forgot to tell you guys about in fields, which shows up here, I've referenced this, these all have little check marks because Pardot and Marketing Cloud forms allow you to gather more and more info every time someone comes back. This is called progressive profiling.
[00:38:26] So this particular field, pardon, form. This is all the fields that they want from me. They actually are not asking for anything more. But if, say, you have a contact form that in an ideal world might be 10 fields long, like 10 data points is actually what your salespeople, we'll tell you that they need in order to really get out there and make an impact.
[00:38:52] But you know that no one's going to fill out a form that has 10 fields. You can use progressive profiling, which means after I filled out the form once, and I've given you like say the first four, the next time I interact with any form on your website, I'm probably not gonna interact with that same form because I've already done that.
[00:39:12] Then when I come back because I clicked on a webinar link and an email and I have to give my info again, instead of asking me to retell you what my job title is, because that's annoying that I have to type it in twice, it doesn't bother it to show me that field. It asks me what my industry is, and maybe that's a dropdown, and then you make one or two of those fields required. So you're gathering more and more info, and that helps illuminate your marketing and content strategy as people move down the funnel.
[00:39:44] So let's just look quickly at what - oh, I'm sorry. I think I didn't have that tab open - what segmentation looks like in Pardot. I'm not gonna spend too much time on this, but I will show you that it is, really a very simple process to create a criteria-driven list. And this is what I help a lot of my clients with. Oops. It's gonna yell at me. I've already made a hundred of these.
[00:40:17] These types of criteria choices you'll see all over the place in Pardot. This is how you - and Marketing Cloud - this is how you personalize content as well. Segmentation, personalization: it's all based on form fields. Work behavior or scores, or, great. So you see, you've got this big long list here, and I'm now going to say I want to create a list of, say all my current members who live in Georgia because I'm having an event. It's in Atlanta. I don't think anyone else is going to travel across state lines for this event, and it’s for members only.
[00:40:59] So I'll look to the CRM, sorry - I'll look to the custom field. It maps out to my CRM that says they are a current member. And then I'll also say that they have to be in Georgia. We don't use the dropdown list, but this can be a drop down list. And then I just hit Run Rules and it looks out to Salesforce. It says, okay, here's my members, current members, here's my people in Georgia, create this list.
[00:41:33] I'm not going to send an invitation for a month. Jane Doe leaves Georgia and moves to New York, she automatically falls out of that list. So that is, even though I said it's not set-it-and-forget-it, that is one of the lovely examples of how automating saves time, because you're no longer asking someone to pull lists from Salesforce or from somewhere else, from your membership directory, hoping that that info is up-to-date as well
[00:42:03] When Salesforce is the center of your universe there is a certainty that info is correct and up-to-date and Pardot and Marketing Cutter are looking straight to that original information so you can feel very, very secure. You are creating personalization, segmentation based on real time information.
[00:42:23] Scoring, grading. Any salesperson will tell you that most of their decisions about how to actually - if you know, in the olden days and they went in, set a meeting and sit down and talk to you, they want to know what kind of stuff you're interested in and how likely you are to buy the thing I'm selling you. Software, a vacuum cleaner, anything, right?
[00:42:52] Scoring is how interested someone is in me, how much they've engaged with the things I've put out there. Grading is how apt a fit this particular prospect is to do the thing I want them to do, to buy the vacuum cleaner or to become a member.
[00:43:10] And without a whole lot of work, because this is all happening behind the scenes in Pardot. Scoring / Grading, by the way, is unique to Pardot. It's not included in Marketing Cloud. Without very much work on my end. And without much time, a quadrant becomes very clear.
[00:43:30] High score, high grade people, they're going to go right up to Salesforce to be worked. High score, low grade, they're interested in me, but I don't think right now that they're, they're like, they don't match a buyer persona. Maybe their job title is, junior level but they've looked at a lot of stuff on my website. I can make an assumption that they have been asked to research, but they don't have buying power.
[00:44:00] It does not mean that they're not a lead and that I don't want to nurture them, but I might, I'm definitely going to talk to them in a different way than I'm going to talk to my upper right quadrant. My lower left quadrant, low score, they don't pay attention to me. Low grade, they're not a buyer. I can put those guys on ice basically. Maybe I'll do a re-engagement campaign in a year or something, but I might not. That to me would be about the last thing I ever felt like doing.
[00:44:36] Top left is high grade. This person looks good, but for whatever reason, they are not engaging with me. And that to me is like the sweet spot because top right, easy peasy, top left is where you actually start to get pretty creative, because that means the onus is on you as the marketer to speak differently, to try different tactics.
[00:44:46] And this is what I think is so fun about what we do is that there's a real art to it, right? So I can think, is it the language? Is it the cadence? Is it the type of events that we're holding and, you know, try, try again. So there's richness in that top left quadrant, but that's where the work is.
[00:45:10] Okay. Social Studio, a tool that can be added on or used in conjunction with Marketing Cloud or Pardot, allows for social media management. Posting, reporting, listening, social listening, the ability to create lookalike audiences for your social ads and then with Ad Studio to do advertising on LinkedIn, Facebook, Google, et cetera. I don't have to tell you guys about the value of social, obviously - oopsy doodles.
[00:45:43] Integrating text and SMS. I think we all know what this feels like. And I will tell you that I'm a thousand times less annoyed as a user to get a text than I am an email. 98% of SMS are opened compared to 15, you know, 15 to 20%, maybe you send out something really good to get 25% open rate.
[00:46:03] Marketing Cloud journeys can natively integrate SMS messaging. Pardot engagement paths can utilize text messaging. but the text message third party app is integrated with Salesforce, there's a little bit of back and forth.
[00:46:23] Now this is a Salesforce conference here. I don't need, probably don't need to explain what a 360-degree view of constituent behavior is because we've all bought it, right? Salesforce is the sun or the center of our universe, and with Salesforce native tools, I, as has anyone in my organization, have the ability to really understand that full view of what my constituents or my buyers, my volunteers are, my donors are doing.
[00:46:54] Okay. And then Ad Studio, advertising audiences, lookalikes, being able to suppress certain audience segments from paid ads. So don't show ads to people who have already just bought this thing. I feel like I see this all the time, so people are not using their tools correctly. Or find new-to-you prospects by using lookalikes for your current best buyers or best donors or however you define that.
[00:47:24] Analytics and reporting. This is the ‘my boss wants to know what the ROI is on all of the events from last year and he wants it on his desk, like she wants it on her desk a minute ago.’
[00:47:36] The ability to really dig into the data. I mentioned how fun it is to be a marketer because you got to be very creative, but we're also really data-driven people. Which is why I think we're so great because we're left brain, right brain. So you know, there's the adage you can't measure, pardon, manage what you can't measure, and this measurement is a key area where B2B marketers are struggling.
[00:48:05] So let's look, pop back out, have a look at different ways that we can measure and display data. What I have up on my screen right now, I've taken the dollar numbers out here, but this is just an out-of-the-box campaign report in Salesforce where I am able to look at campaigns.
[00:48:29] 2018 Dreamforce brought us the following opportunities, attached to the following accounts. This is just such an easy way to scan, especially if you get that question from your boss, ‘How did 2019 Dreamforce perform?’ If you've been using your campaigns correctly it is all right here and this is just a native, completely non-customized out-of-the-box opportunity report.
[00:49:00] Pardot has introduced Einstein Analytics Studio over the past couple of years and this is available with the middle and the top tier of Pardot, not unfortunately, the lower tier, but these are fully-customizable dashboards within Salesforce that look out to Pardot for engagement info and Sales Cloud for sales info.
[00:49:26] So this here is a marketing pipeline. The displays, all of the I/O of the ops we have in our pipe right now, average days to convert, revenue by campaign. So this is a screenshot obviously, cause I blurred out the dates. But, if I were to click any one of these guys, everything will rejigger. So I can, if I click revenue by campaign for Salesforce.org account executives, all of my engagement that's related to that campaign below will change as well. So, my number of emails I sent will change, the forms that those people in that campaign engaged with will change..
[00:50:05] Einstein Analytics Studio comes with five dashboards out of the box that cover, without customization, really almost all the needs that a VD and a marketing team will need, and your data geeks can just pop that hood real fast and get in there and start tweaking these data sets as well. So if this doesn't work for your particular business use case, you can make it work.
[00:50:29] So six ways to use marketing automation, and I'll go kind of quickly through these because they're well explained here, and they all tie back to things that we have already learned here now.
[00:50:44] So we've got event management, for instance. You might have a third party event tool, Eventbrite or something, or you use something else, or maybe you use Pardot forms entirely as your event tool because you know you can create landing pages and forms. You have a bunch of emails that need to go out about an event, you want to track the behavior for people Do they open those emails? Do they RSVP? Did they actually show up, et cetera. I can do all of that using Pardot's Engagement Studio tool or Marketing Cloud's Journey Builder, easily building out these structures.
[00:51:23] So I have a fundraising dinner for, one of my, one of my clients has an in-person - not right now - an in-person fundraising event and they know that they're going to send a couple emails to save the date and they're going to send an invite, and then we're going to wait a little while to see if that email was opened.
[00:51:42] So here's our point to listen. If they didn't open the email, I said before my adage, try, try again. They didn't open email - that one's real easy to me because that means the subject line was not engaging enough. I'm going to send those people an email with different subject lines, I don't have to bother to change the content cause I couldn't even get them to open the email in the first place.
[00:52:01] And if they did open it, well first I'm going to see if they actually did the thing I want them to do, which is RSVP. So you see now here I have a different icon, so, pencil icon, which is looking out to Salesforce for changing the field. So did this person RSVP? If they did, yay, keep them down the path. If they didn't, keep trying.
[00:52:20] So I might get to the end here where there's a segment of people, I just cannot get them to come to this darn fundraising event. And because this is meaningful, not because I'm spiteful, I'm going to adjust their score. I’ll knock them down by 10 because they didn't do the thing that I needed them to do.
[00:52:44] But if they did come, I'm going to up their score by 20 or something like that. I can also, after the event, feed in my attendee list, because you know, your registrants are always going to be more than your attendees. Send those attendees a followup survey. This is a repeatable. If you can think of a repeatable kind of series, you can create it once and use it over and over and seed it however you want.
[00:53:16] Change your emails. I have this fundraising dinner every single year. Next year, you know, I'm going to set my marketing team to creating new emails for the 2021 dinner, and all I do is swap those out. If I seed it with a list, say, that's always last year's registrants, attendees, and maybe like the special group that those same people will be there, so I can reuse this guy over and over.
[00:53:44] Renewals. Many of my clients are associations, so they rely on membership renewals, it’s a huge part, the dues are a huge part of their revenue stream. What we do a lot, with Engagement Path, Engagement studio is help clients set up renewal paths.
[00:54:31] So start a renewal when someone is within 60 days of lapsing. You don't want to tell them at the last second, you want to give the time, right? So it creates a dynamic list that populates that list when someone is 60 days out from being a lapsed member, or that would be 305 days after they last joined or they first joined, for instance.
[00:54:23] Send them down that path, and like I said, try something. If it doesn't work, try something else. Make your ask a little bit more urgent. If it's about a donation appeal, start talking more about the immediate impact that the nonprofit will be able to reap based on this donation.
[00:54:40] Remove those people the second they do the thing you want, well, of course you will thank them. You might go down a little path thanking them, but as soon as they do that thing, take them off that path. And what's so great about this, repeatable renewables is that the next time they hit 305 days past their membership, they'll go right back down that path again.
[00:55:00] Communicating with constituents, being able to identify the kind of constituent, right? So we've talked about dynamic lists, looking out to the CRM for criteria, targeting them. Maybe I'm creating an onboarding series for constituents. That's your engagement path right there. Being able to identify super members or underperforming members and then engage with them directly, change their score based on whether they do the thing or don't do the thing, and integrate surveys into communications
[00:55:26]. I mean, I cannot overstate how important it is to ask your customers, clients, the constituents, et cetera, what they need and what they want. Because they will tell you and they will tell you, and what they tell you will often not be what you think it's going to be.
[00:55:43] And, reporting. So, the ability to do, like I said, this closed group reporting from the very second someone starts to engage with your, with your product, your tool, your service, all the way through that closed one opportunity and being able to tie it constituents back to that initial touch.
[00:55:59] So you can say at the end of the year, those events were really worth our time, or that particular event that we spent $50,000 on the trade show booth and all of the travel yielded nothing. I am going to think really differently about what my budget looks like next year. If I can say with certainty that that particular trade show did absolutely nothing for us because I'd rather spend that $50,000 somewhere else.
[00:56:24] And then lastly, webinars. We conduct a monthly webinar series at Fíonta and we run it all through Pardot. It's natively connected. I'm sorry, not natively, it's connected directly to Zoom, which we use for our webinars. So I can gather all of the information about who is looking at that Zoom page, who was registered and who actually attends.
[00:56:46] I can add a tag or up the score of someone who attends and down the score of somebody who said they were going to come but doesn't attend. This is a great way to educate your staff, for instance, about, I mean, anything, changes in HR, or bring like an annual report to life for donors and of course to be able to track and measure every step they've taken.
[00:57:11] And I must say right now, especially because of Covid, one of the silver linings, I think, is that because we're not going places and we're not having one-on-one conversations, you're not having meetings with people in the same way that you use to in a sales cycle. Everything is digital.
[00:57:34] So that actually for us means that we're going to have so much more data about engagement with constituents during this unique timeframe than we ever would have had. And it's really important for us to treat that, to be responsible with what we learn. And to treat that with respect. It's like I said, it's a silver lining in a horrific pandemic.
[00:57:58] But, really for the first time, everything your consumers are doing is online, and if you're not set up yet to be tracking that, now's the time.
[00:58:10] And then lastly, advocacy. I'm touching on segmentation here, scoring, landing pages, like being able to provide information about talking points and legislative processes, using dynamic lists & dynamic content to send emails to policymakers, for instance. Okay. I'm not going to read all the bullet points for you guys because you'll have this document.
[00:58:35] Really quickly. Enabling automation without a serious software upgrade. If your company or org just doesn't have the budget, or also very importantly, the internal resources to support a tool like Pardot or Marketing Cloud, think about ways that you can start to do this yourself a little bit.
[00:58:53] Like segmentation, even if you have to do it manually. If you do nothing else, I encourage you to look at your data and think about ways that you could start using light segmentation based on what you already know because I suspect you already know quite a lot.
[00:59:10] A/B testing. Again, like I said, even if you have to do it manually, even if the marketing intern has to sit there and put numbers into an Excel spreadsheet at the end of the day, at the end of the test, start trying next year and to learn a lot.
[00:59:23] Set up triggered auto responders. That is a one and done. Don't leave people hanging if they sign up for your newsletter, make sure there's an autoresponder that goes back to them, tells them what, say the cadence of that newsletter is, and give some information.
[00:59:37] And maybe try and set up that first automation. So maybe it's internal as well. Onboarding - work with HR to set up just like three emails that HR would normally have to send out individually to new hires.
[00:59:52] Okay. So I end this with a couple of slides with resources. Again, these are all linked for you guys. ROI calculator on Pardot's website is great. This particular article on Forbes about marketing automation, I think it's really helpful. And because forms and landing pages are so important, they get their own page here.
[01:00:14] The Unbounce landing page course, it was actually really fun to take. It's not a lot of work, but I asked my staff to review it with some frequency because we build a lot of landing pages for clients.
[01:00:26] Great. Well, gosh, I'm not wearing my watch, but I think we're right about at time. So, Leonard, do you have any questions for me?
[01:00:40] Yeah, I just have a quick one for you, Karen. Hopefully quick. I'm a nonprofit. I'm salesforce.org. I've got my little free, 5-10 or fewer users in my Salesforce.org Cloud and, you know, losing my mind because now I've got to go all digital and I really need to work on my constituents.
[01:01:03] What can I get for free or a little money from Salesforce that can help me automate my marketing. Can I get Pardot or Sales Cloud on the same nonprofit track?
[01:01:14] You mentioned NPSP, the nonprofit success pack, which many of our smaller nonprofits are able to buy. 501c3s are able to take advantage and receive 10 free licenses per year and a hefty discount on licenses 11 and beyond. And, Salesforce offers very generous nonprofit discounts from both Pardot and Marketing Cloud.
[01:01:36] So those kinds of conversations need to take place between your organization and your Salesforce AE, but if you already have a nonprofit success pack, you have a Salesforce AE. And then, like I said, if you're not ready for the, both the financial investment of Pardot or Marketing Cloud or have the internal resources set up to manage that because it's a technology project, right?
[01:01:58] So there's a set number of hours at minimum that a consultant like me is going to need your time because you as a client are always going to know your processes better than me. If you don't have, if you don't have that flexibility, like I said, look at that slide that I posted with ideas for how you could potentially start with the data you already have and use a system that you probably are already invested in your MailChimp or Constant Contact.
[01:02:29] Great. You know, Karen, it's always a pleasure to talk to somebody who really knows their stuff and it's clear that you really do and thank you so much for your time and effort and I hope people got something out of it cause there's a lot to get.
[01:02:42] Great. Thank you, and I encourage anyone to reach out to me, ktracy@Fíonta.com, check us out at Fíonta.com I will, Pardot will be dropping a cookie and tracking if that bothers you.
[01:02:52] We can only hope that it does after watching this presentation. All right. Thank you very much, Leonard. Thanks to everyone. Thank you, Karen. Bye. Bye.
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