About Jacqueline Fassett

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So far Jacqueline Fassett has created 3 blog entries.

A Case for Creating Your Own Ethical Marketing Standards with Pardot

This is a question that motivates me:

How does your company make the world a better place through technology?

Asking this question is what lead me to start or join in on the philanthropic efforts at all of my previous employers. It’s led me to push hard for previous employers to adopt ethical marketing standards with their marketing automation. And it’s a conversation I regularly have with my Salesforce and Pardot clients.

To me, it’s a necessary question to ask before I launch any new marketing campaign. 

Ethical Marketing is my Driving Force: Could it be Yours?

Ethical marketing motives all that I do with marketing and marketing automation, like Pardot. It’s a reason I tweet, read, and give talks about ethical marketing for all kinds of organizations. As a consultant, and previously a Pardot admin, I’ve used this do-gooder lens to drive my decisions and better advise my clients. 

I believe ethical marketing is not just a way of the future or a passing trend. Ethical marketing is now a standard that many consumers look for when making a purchase. 

Whether they are marketers making a platform investment or a customer making a purchase — knowing that a company is going to take care of our data will drive us towards one company over another. 

So, What is “Ethical Marketing”?

..and how does this apply to Pardot, a B2B platform that’s pretty neutral?

I define ethical marketing as marketing that inherently tries to be good, just, and honest with their efforts while addressing their business’s needs. 

It’s a shift from solely helping your Sales team win, to honoring your prospect’s data while winning. 

First, let’s acknowledge this is tricky stuff. It can certainly be a grey area. And it’s different for every person and organization based on their values, use cases, and so many more factors. But this is where you and/or your organization can take a stance to make the world a better place. 

I really like this paragraph defining what ethical marketing is, from Dan Shewan,

“To put this another way, ethical marketing isn’t a strategy; it’s a philosophy. It includes everything from ensuring advertisements are honest and trustworthy, to building strong relationships with consumers through a set of shared values. Companies with a focus on ethical marketing evaluate their decisions from a business perspective (i.e. whether a particular marketing initiative will deliver the desired return) as well as a moral perspective (i.e. whether a decision is “right” or morally sound).”

What Does Salesforce Say About Ethical Marketing?

“We know that technology is not inherently good or bad; it’s what we do with it that matters. And that’s why we’re making the ethical and humane use of technology a strategic focus at Salesforce.” -MARC BENIOFF, CHAIRMAN AND CO-CEO, SALESFORCE

While I see Salesforce as putting the ball back in the court of their customers (rightfully so) to use their technology for good, they are also giving them the tools to do better through many of the best practices they teach on Trailhead.

Their actions and investments also speak volumes. You can see where their head is at through their formation departments like the Office of Ethical and Humane Use and the Office of Equality.

They speak a lot about “inclusive marketing”. I see ethical marketing and inclusive marketing as two different but highly aligned initiatives. 

Before I dive into how you can implement ethical marketing into your Salesforce and Pardot instances, let me introduce you to something I’ve read and shared a lot- a wonderful blog post on inclusive marketing written by Alexandra Legend Siegel, Head of Equality Content & Narrative at Salesforce. 

Ok, but Why Should I Consider Ethical Marketing?

Let’s start with this infographic from a Salesforce research survey from October 2018 that surveyed over 2000 American consumers:

Credit: https://www.salesforce.com/company/ethical-and-humane-use/

To me, the stat that speaks the most to the benefits of practicing ethical marketing is:

“69% of consumers say they spend more money with companies who demonstrate good ethics.”

It’s a simple equation of be good + do good = do more business. 

And to take this one step further, from that same survey 86% of consumers say they are more loyal to companies who demonstrate good ethics. 

Not only will ethical marketing help you earn more paying customers, but it can also help you earn their loyalty so they continue to be a paying customer. 

Want to learn more about putting this into action for your business?  Email me at jacqueline@sercante.com or subscribe to this blog at the bottom of the page — we’ll be posting several other blogs on this topic, including practical tips to get started.

By |2019-12-02T06:54:47+00:00December 2nd, 2019|Categories: Uncategorized|0 Comments

Dancing with Sercante Stars: Support Keisha & a Great Cause at Partner Strictly on Dec. 9!

Sercante’s own Keisha Sethi will be cha cha’ing her way towards victory in the Strictly Tech Christmas Extravaganza this year!  Salesforce Partner Events is hosting a dance competition to raise money for Sports Traider in an evening of glitz and glamour on December 9.  Local tech talent are training together to compete for the Strictly Tech Dancing couple award.

Sports Traider is a charity which helps young people in local communities get into sports. Sports Traider uses the proceeds generated from used and discounted sports kit shops to fund coaching, access to facilities, and transportation to get young, less fortunate, talented individuals on the path to becoming aspiring athletes.

How It’s Going: An Update on the Grueling Preparation

Keisha Sethi, one of our London-based CRM & Marketing Automation Strategists, will be joining forces and dancing with Chris Harvey from Third Republic.

Here’s a little GIF of the practice – it’s serious business:

Here’s a quick update from Keisha:

“We have now learnt our group dance & all the main Cha Cha Cha steps.  We’ve chosen for our song for the night. Our dance is currently 1:20 long, and we still have to add in another 20.

I’d be lying to you if I said it was easy to remember all those steps. During those 4 hours of training, we recite the steps about 20 times and continuously add more.

After a whole day of working through Pardot imports, email builds and tech work though, it’s a wonderful way to end the night. We currently have two more lessons left before the big event!

I’ve got my dance shoes, the dress is still pending, but it will be an awesome night!”

Help Us Raise Money & Donate

The Sercante team are proud to have Keisha representing us to support this worthy cause.

Sports Traider is a wonderful charity that helps young, less fortunate children get on the right path towards their fitness and sports goals – a foundation which will serve them for life.

This is a cause near and dear to Keisha’s heart.  Keisha has been involved in fitness and helping others with their health and training efforts since the age of 15, and cites fitness as tool to help improve overall mindset, life journey, and physical skills.  Keisha hopes to raise money so Sports Traider can help the youth in local communities get into sports and productive activities in their spare time.

Please help us raise awareness and money for this amazing charity – the more the merrier!

Click here to sign up to attend to the event, and click here to donate and show your support.

Questions?  Inspirational tango tips?  Words of waltzing wisdom?  Let’s hear them in the comments!

By |2019-11-13T09:51:03+00:00November 12th, 2019|Categories: Uncategorized|0 Comments

Let’s Meet at Dreamforce

Dreamforce is around the corner, and we could not be more excited. We’ll be sending 14 of our Pardot experts to San Francisco to help make it the biggest year ever for Pardot at Dreamforce. 

We’re excited to meet many of our Pardot friends in real life. If you’re attending Dreamforce, keep an eye out for us! We might have a dragon friend (or 3) for you to take home. 

Find Us Leading Sessions

We’ll be leading 5 sessions this year, ranging from how to improve your Pardot chops to promoting gender equality within the Salesforce ecosystem. 

Find Us at the Genius Bar

Looking to brainstorm how to improve your sales or automation processes? Want to brainstorm ideas for how to optimize your Pardot instance or use that new martech tool you purchased this year? Or just generally need some Pardot advice? 

The Pardot Genius Bar is the spot for you. You can book your 1-on-1 session with a Pardot expert here.  

Find us Moderating Circles of Success

We’re here to help you. And that means we’re not just talking on a stage or giving you personalized advice, but also helping you connect with your peers. 

Circles of Success are small group discussions on specific topics moderated by a Pardot expert. Below is a list of all the Circles of Success you can find us on:

Find us Playing with Puppies

It’s not all tech talk. We LOVE dogs. In fact, we call our own team’s furry friends the Sercante “Branch Managers”.   Ask for pictures if you see us. 🙂

And that’s why we can’t wait to take some play breaks with the Pawdot Puppies. All the dogs are available for adoption by the SPCA, a proud Pardot customer.

Check it out on:

Tuesday, November 19 and Wednesday, November 20th

11:00 AM – 2:00 AM at Amber India, 25 Yerba Buena Ln, San Francisco, CA

Find Us on the Dance Floor (!)

As Dreamforce comes to a close, we want to celebrate a week of learning and year of hard work. We’re proud to share we’ll be co-hosting the Pardot party this year. 

We welcome all of the B2B Marketing community to join us for Into the Blue – the B2B Marketing Bash. We’ve lined up San Francisco’s favorite yacht rock band, delicious drinks, nautical eats, and treasures you’ll have to see to believe. 

Into the Blue – the B2B Marketing Bash

Thursday, Nov. 21., from 7 PM – 12 AM at City Nights, 715 Harrison St.

RSVP for the B2B Bash here

Look forward to seeing you at the event!  If you’d like to carve out time to meet 1:1, please ping me at jacqueline@sercante.com or stop by the Genius Bar, and let’s connect!

By |2019-11-18T19:18:28+00:00November 8th, 2019|Categories: News, Sercante News|0 Comments