If you’re a current Salesforce user, you may be hearing a lot about Pardot these days. Perhaps you are using MailChimp, Campaign Monitor, or Constant Contact to send mass emails. If you happen to be using both Salesforce and an email tool, then you’re going to be especially excited to learn about Pardot!

So, what is Pardot?

At its core, Pardot is a lead generation and nurturing system. A Salesforce product (it’s part of the Marketing Cloud), Pardot enables organizations to track and measure the effectiveness of their communications, gain insight on user behavior, and personalize content across campaigns based on any number of specific criteria. You’ve heard the axiom, Right Place, Right Time. With Pardot, you can be confident that you’re speaking to the right person at the right time with the right language.

Marketing Automation Primer

Before we start rattling off Pardot functionality, let’s review marketing automation quickly. You may be familiar with some or all of these principles and you may have systems in place to manage some!

List Segmentation

Lists are…well, lists. Comprised of email addresses with, hopefully, additional information about each person like address, preferences, purchasing history, birthday, etc. If you’re using a CRM like Salesforce, you likely have custom fields that you’ve created to support your business process. You may just be getting started with list building and have only a couple fields of data for each person. No biggie! Pardot will help you gather more data quickly.

It’s data that allows you to segment your lists or “slice and dice” as database geeks like to say. Perhaps you are having an event in Los Angeles and you want to invite only the portion of your audience who resides in southern California or a series of zip codes. You may want to narrow that audience even more and only invite people who have donated to your organization in the last 18 months. Another example is segmenting by audience persona – donors vs. volunteers vs. staff – or members who are coming up on renewal. If you have the data to support these ideas, there’s really no limit to how creative you can be with segmenting.

Scoring and Grading

Scoring is a method of assigning a numerical score to users based on their unique behavior. It’s a qualifying measure and provides up-to-date feedback on their interactions with your materials (website, emails, social posts, landing pages, etc.). Scoring is directly tied to lead nurturing in several ways. As a prospect (potential donor, volunteer, employee, member, etc.) indicates greater levels of interest in your organization, the way you speak to them will change. Prospects who engage with every email newsletter and frequently share your assets may be considered “super users” and you can leverage their connection abilities to more broadly distribute certain kinds of content. Users who repeatedly engage with pages or posts about donating or getting involved should be more quickly connected to someone in Development than a prospect who is indicating that they may not become a donor. Grading is a letter grade representation of how qualified the individual is or how they align with user personas appropriate for your organization. In the nonprofit world, grading can be a bit tough to wrap one’s head around. If you consider a typical B2B scenario, a company’s ideal consumer persona may look something like: Job title = VP, C Suite; Location = California; Company Size = $20M or greater; Project Revenue = > $250K. As Pardot gathers data about the user, they are graded once they meet or fail these (or other custom) criteria. Pardot allows administrators to create custom profiles and this can be helpful when used in conjunction with grading. Consider the demographic attributes that help make up user personas relevant to your organization. What does a major donor look like? A volunteer? An employee?

Dynamic content

The last piece of the marketing automation puzzle builds on everything we just discussed. You’re learning more and more about your users through information they have provided to you both directly and captured by your marketing automation system. You’re able to segment lists and do the slice and dice game. Now, consider the power of talking to different segments, well, differently! A marketing automation tool like Pardot gives you the opportunity to swap out subject lines, entire sections of content, even associated images – use one opening paragraph in an email with more formal language for a segment of older, major donors for instance and replace that paragraph with more casual language for the rest of your list. Or send a monthly newsletter that dynamically displays member-oriented content for up-to-date members and member benefits for users who haven’t become members yet. In other words, use the data you’ve been collecting, the power of automation, and the utility of dynamic content to speak personally, at scale.

Published On: September 21st, 2020 / Categories: Uncategorized /

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