About Jacqueline Fassett

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So far Jacqueline Fassett has created 6 blog entries.

Conversational Marketing: a Debrief of the Portland B2B Marketing User Group

You’ve probably heard about conversational marketing or, at the very least, experienced it. It’s that chat window that pops up allowing you to have a real-time conversation with a company when you’re visiting their website.

At a recent Portland, OR B2B Marketers User Group, we dove into a deep discussion about conversational marketing. Many of the members have conversational marketing set up at their company to varying degrees.

We all took the stance of how we, as a prospect (not as the marketer), have engaged with a chat window on a company’s website. And we dug into why we engaged, to see how this could make us better marketers.

Conversational marketing: a doorway to personalized content and human interaction

Think back to the last time you engaged with a chatbot.

Most Portland user group members reported being mostly likely to engage when they feel there’s a real person behind it personalizing the experience, waiting for you to reply. It was also rare that we ran into these high-quality, engaging chat windows.

The more we dug into our experiences, we noticed the chat windows we have engaged with were heavily using personalization to draw us in. They called out what we’d seen on their website already and tailored their content to what they knew about us. And they assured us we could talk to a real person.

The role of trust in prospect interaction

My biggest takeaway from the user group discussion was most people began engaging with a chat window when they knew there was a human behind it, earning their trust. The idea of having to staff a chatbot can be a tough pill to swallow, but it immediately earns trust when there’s a real person waiting to talk.

And in 2019, not having trust with a company can be a deal-breaker.

According to the 2019 Edelman Trust Barometer Special Report, only one-third of consumers trust the brands they buy. And 81% of survey respondents said trust is a deal-breaker when considering a purchase.

But, Edelman says:

“Brands can build trust by communicating with consumers through various platforms and voices, not with advertising alone.”

Introducing Qualified for conversational marketing 

Our user group meeting discussion had actually been sparked by a demo of Qualified, a conversational marketing app built specifically for Pardot.

Even though many people in the room had a conversational marketing tool already, I was surprised to see multiple people shake their head or say “wow” to just how much Qualified could do.

Qualified showed us how the tool helped add personalized content to the chat and brought in a real human at the right moment. Through Qualified’s tight integration with Pardot and added data enrichment from Clearbit, whoever was behind the tool had all the data they needed to make the experience tailored to the prospect- without ever having to ask the prospect for all of this information first.

4 ways Qualified helps build trust

Let’s talk specifics on how Qualified builds prospect trust:

1) Moving beyond text with voice calls

No more waiting for a form fill or sending over a calendar invite. With Qualified, you (or the prospect) can instantly start a voice call or screen share right through the chat window- going from chat to online meeting. Your team is right there the moment they want to talk, helping them get the information they need.

2) Starting conversations at the right time

With Qualified, you can allow the prospect to navigate your website and orient themselves before you initiate a conversation. Not only can your team use their LiveView feature to see exactly where within your website the visitor is, but your team can use Qualified to wait to start the conversation until they’ve navigated specific pages like your products page or pricing guide. 

3) Tailoring your chat to engage your top leads

Nowadays, we all expect communications to be personalized to our online activities. But with Qualified you can not only personalize the experience, but you can also prioritize your chats with top prospects and immediately route them to a real person- giving them the concierge service. What a fantastic way to grow trust and create an engaging brand. 

4) Using data enrichment to tailor your messages

Just like Pardot, Qualified uses GeoIP information to guess the location and even the company the prospect works for. Paired with just a prospect’s email address, you could unlock information on the prospect’s role in the company and company information. All of this data can help your team tailor their messages to speak the language of the prospect and their industry- quickly gaining their trust that you know their industry and could be a valuable asset to their business. 

Building better marketing that earns trust and drives growth 

In 2018, the average marketer has 20+ products in their martech stack. It’s overwhelming to consider owning and managing all of the data and tools at our fingertips. 

And that’s why using a tool like Qualified (or any conversational marketing product) should be a team effort. While one person will need to own it (like any of your marketing tools), it’s meant to help your team get in front of prospects the moment they come to you (or rather, your website). 

You and your team are doing the work to bring in qualified prospects to your site. Now your team can meet them when they arrive, building trust immediately through tailored messaging, personalized content recommendations, and a full stack of online meeting tools. 

What’s your experience with chatbots and conversational marketing? We’d love to learn how you’re using the tool to see growth and build trust.

By |2020-01-20T12:03:39+00:00January 6th, 2020|Categories: Uncategorized|0 Comments

9 Ethical Marketing Measures You Can Take with Pardot

If you’re sold on ethical marketing and ready to get started, here’s what you’ve come for. 

I’ve outlined 9 ways you can define your brand and use of Pardot in a more ethical manner.

1. Make sure your privacy policy is on your landing pages

For some businesses, it’s required by law to have and enforce a privacy policy when collecting data.  If you aren’t putting a visible link to your policies (or don’t have them) on your landing pages, you should start here. 

2. Don’t buy lists

Yes, of course, you shouldn’t do this. We all know that. But getting your boss or others on board with this idea can be really difficult in some spaces or organizations.

Here are the cut-and-dry points you can make to help you make the case against buying prospect lists:

  • You might be breaking the law (see GDPR, CCPA, or CASL) because those people did *not* give you explicit consent to start emailing them.

  • You might damage your sender reputation and sender score, meaning you might be marked as a spammer and never see an inbox again.

  • Your Pardot contract could be ended by Pardot due to violating its Permission Based Marketing Policy. We definitely don’t want that.

Can’t quit cold turkey? Pardot has a couple of alternatives to buying lists that will help wean your team off purchased lists. 

3. Learn to love AMPSEA

If you’re not familiar with the term AMPSEA, it stands for “Allowing Multiple Prospects with the Same Email Address.”

It’s the age-old argument of #teamampsea vs. #teamnoampsea. I’m staunchly Team AMPSEA. I know not everyone is, since it can cause messy data.

I’m Team AMPSEA because I believe ethical marketing means allowing your prospects to tell you who they are. I don’t believe ethical marketing happens when we get to decide that. 

AMPSEA not only allows for your prospects to control their preferences more, but it also allows for flexibility. This is really helpful in organizations that are not straight forward B2B (friendly reminder that all types of organizations use Pardot).

Finally, with AMPSEA, Pardot is aligning itself to Salesforce by allowing for multiple records with the same email. Obviously, this isn’t going away. And for other platforms and different types of clients (like nonprofits), this is long overdue. Streamlining platforms will make the work easier, the data better, and hopefully, allow for more Pardot growth.

4. Use and stick to your Email Preference Centers

Who doesn’t love transparency?! 

The people trying to hide things. 

Email Preference Centers (EPCs) are a godsend for those who want to create strong ethical marketing practices. The hardest part is not creating them, but sticking to emailing those lists on them.

One of my favorite activities with organizations looking to create ethical marketing processes with Pardot is to overhaul their use of Email Preference Centers. 

I see three main benefits to using them:

  • You’ll set clear expectations for your prospects. By allowing them to see what email lists they are on and why, you can build trust and loyalty. 
  • You’ll set clear expectations for your team. While you might be on board with ethical marketing, your time might need more time to understand and practice it. EPCs can help them get started by outlining the lists they should email, rather than the brand new ones they just created.
  • They truly allow your prospects to opt-in and opt-out. EPCs put the power back into the hands of your prospects. Through your proper use of them, prospects can own their consent and you might even find some good insights from this to further personalize and tailor your content. 

With a little extra planning, you can create a strong list of email communications your prospects can expect and easily manage. And a clear set of expectations for your internal team as well. 

5. Put the email footer area to good use

My best advice for any email marketer is to use open and honest language to state why someone is getting an email in an email footer. Here’s some copy to get you started:

“You’re receiving this email because…” 

“You joined our lists on MM/DD/YY when you signed up for X”

“Have you been forwarded this email? You can subscribe yourself here.”

Here’s an excellent example (and the replies to this are worth checking out as well.

Credit: https://twitter.com/rutdawson/status/1168436817110216705

6. Enable Pardot’s Tracking Opt-In Preferences feature
I see this as the easiest win of the whole list. This feature is that box that pops up asking for you to allow the website to track your activity. 

Without this feature enabled, you are not allowing your prospects to own their data preferences.

I highly recommend you use it, customize it for your company’s tone, and make it honest. 

7. Create Accessibility Standards

Roughly 15% of the world’s population live with a disability. Regardless of your stance on ethical marketing, making your digital marketing accessible to all with internet access should be a priority.

The infamous Pardot MVP and CEO of Sercante Andrea Tarrell wrote an excellent post on the Pardot blog breaking down 8 basic ways you make your content more accessible

8. Be mindful with your Image Files

I’m not telling you to find stock photos that look perfectly balanced with people who visually look diverse. 

I am telling you to try your hardest to be honest and kind with your images. 

  • No jokes at anyone’s expense
  • Keep gifs from flashing too much (and by too much, I mean less than 3 times per second- which can trigger seizures)
  • If you’re going to use stock images to portray your company, make it accurate. I still remember the email I received from a company that used rather diverse stock images, only to notice the company was comprised of all Caucasian men. 

9. Consider a double opt-in?

By no means do you have to do this, but if you want to give your prospects the ultimate control of their subscription, consider setting this up. It’s easier on other platforms but you can set this up in Pardot. 

Here’s a more in-depth article on the use cases for it and how to implement double opt-in with Pardot

When in doubt: communicate honestly

Not ready? Getting push back? Feeling overwhelmed?

Let’s take a step back and just think about how you can make small changes to make your communication with your prospects more transparent and honest.

More resources for creating your own ethical marketing standards

If you’re interested in this, I encourage you to learn more and form your own practices. Here are three digital resources you should check out. 

  • B the Change– the official blog of B Lab, who runs the B Corporation movement
  • Better Allies– run by Karen Catlin, an advocate for inclusivity, her newsletter and resources have expanded my marketing quite a bit. 
  • Business Ethics Highlight– highlighting the good and the bad, this news sources rounds up the latest in ethics and business.
By |2019-12-16T16:43:29+00:00December 16th, 2019|Categories: Uncategorized|0 Comments

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

Dreamforce 2019: Highlights, Photos & More!

Dreamforce 2019 has come to a close and Sercante would like to say “Thank You” to all of the clients, team members, and partners who helped make it our best Dreamforce yet.

In 2019, Dreamforce saw 200,000 people walk through the ceremonial arch to hear over 3,000 sessions. All in 5 days. With so much to do, Sercante showed up in full force to learn and connect with fellow Pardot users.

From helping Pardot users at the Genius Bar to co-hosting Into the Blue – the B2B Marketer’s Party, we had a blast doing all things Pardot.

Sercante by the Numbers:

1750 Sercante dragons handed out (and maybe a few coming to a user group near you!)
50+ hours at the Pardot Genius Bar
15 Circles of Success lead by our team
13 Sercante consultants on site
5 sessions where we presented our Pardot tips and tricks
1 amazing party

Caption: The Sercante team gather on the first day of Dreamforce 2019 (top left), the team at the FormAssembly Wine Happy Hour (top middle), CEO and Founder of Sercante Andrea Tarrell at her Women In Tech session (top right), Jacqueline Fassett holds a armful of Lil Handfuls, Sercante’s most popular swag item (bottom left), Sercante and Pardot’s B2B Marketer’s Party on Thursday (bottom middle), Bailey Bowman and Natasha Wetten at the Pardot Genius Bar (bottom right).

Sercante lead the way with Pardot sessions and expert advice

Our team of experts is all about sharing knowledge. We were grateful for the opportunity to lead many hours at the Pardot Genius Bar and 5 Dreamforce sessions, including:

But we don’t wait for Dreamforce to roll around to share our advice. We’re happy to bring our sessions to your local user groups in 2020. Just reach out at jacqueline@sercante.com

It shore was a great time at the B2B Marketer’s Party

This year we were honored to co-host the annual B2B Marketer’s Party alongside Pardot. We were excited to help B2B marketers celebrate the oceans of opportunity and share stories of digital transformation that will inspire us all in 2020.

From Mustache Harbor playing yacht rock to hand-shucked oysters, the B2B Marketer’s Party at Dreamforce 2019 was a great way to cap off Dreamforce.

And our photographer captured all the fun!

Click here to see photos from the party and learn about more highlights for B2B Marketer’s at Dreamforce 2019.

Start the new year off right with Sercante’s expert-led Pardot training programs

Ready to level up your Pardot & technical skills in 2020?

The best marketers never stop learning. If you’re ready to stretch your skills or make a career move, we’ve got you covered with two in-demand courses designed for current & future Pardot admins.

Check out our available courses below:

We can’t wait to see everyone at a future Salesforce event!

By |2020-01-12T17:48:19+00:00November 30th, 2019|Categories: News, Sercante News|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