Community Events for Marketers on Salesforce

Attending Salesforce Trailblazer community events is a great way to learn a new skill, expand your professional network, and stay up to date with Salesforce news and best practices.

We were definitely missing in-person events during the dumpster fire that was 2020-2021. But something great happened, which is shining through as the silver lining to the situation.

Trailblazer Community groups chugged on by introducing more virtual events. And that opened the doors to people from all over the world to attend regional user group events. 

Now that geography isn’t a barrier to attending Salesforce user group meetings, we’re seeing an uptick in virtual meetings for regional groups that are inviting speakers who live outside the group’s base region. At the same time, the world is opening up again to in-person meetings, too.

What that means for all of you is that it’s a wonderful time to be part of the Salesforce community.

Upcoming events marketers on Salesforce will want to attend

There’s a nicely balanced mix of in-person and virtual events coming up in May and June 2022 that you’ll probably want to attend. Here’s a list of the ones we’re watching.

May 13, 2022 | Recorido de marketing B2B usando Pardot | Salesforce Marketer Group (Marketing Cloud), Mexico City, MX

This is a big one for Spanish-speaking marketers. Marcos Duran of Sercante is teaming up with the Mexico City Salesforce Marketer Group to provide an introductory tour of Pardot for Spanish-speaking Marketing Cloud users. 

Sign up to attend

May 16, 2022 | Marketing careers path with Pardot and Marketing Cloud | Salesforce Marketer Group (Pardot), Dubai, UAE

Join the third Dubai Pardot user group meeting to get the insights on Salesforce marketing careers path with Andrea Tarrell; CEO of Sercante, her Pardot Product Director; Erin Duncan and her SFMC Product Director; Kirsten Schlau.

Come and meet some new fellow trailblazers and find out what updates you get to look forward to!

Sign up to attend

May 17-19, 2022 | Tableau Conference | Las Vegas, NV, US

Experience the magic of Tableau Conference, and see why it’s the destination to celebrate the power of data with the world’s largest data community.

Learn from peers and experts. Get inspired by data success stories. Discover how data-driven insights can take your business to new heights. Kick back and have fun with the DataFam. It all happens at Tableau Conference, however you choose to attend.

Sign up to attend

May 24, 2022 | In Person Happy Hour! | Salesforce Marketer Group (Pardot), Austin, US

Austin, Texas, area Salesforce community members, let’s all meet up at The Grove in downtown Austin. The group will cover heavy appetizers and first drink for the first 12 people.

Parking is nearby or a valet in front of the restaurant is available.

Sign up to attend

May 25, 2022 | Einstein on SFMC what do people think? | Salesforce Marketer Group (Marketing Cloud), Dublin, IE

Let’s discuss Einstein experience and how people are using it in Salesforce Marketing Cloud. We’ll also discuss upcoming releases.

Sign up to attend

May 26, 2022 | Pardot Re-Brand (MCAE) & ’22 Summer Release Insights (in person) | Salesforce Marketer Group (Pardot), Irvine, US

We are excited to host our first in-person meet-up of 2022! Join us for a casual networking lunch with other Pardot users in the OC area. Learn about the new Pardot re-brand and insights on the ’22 Summer Release. Lunch will be provided.

Sign up to attend

May 26, 2022 | Pardot Name Changes, Summer ’22 Releases and Datorama | Salesforce Marketer Group (Pardot), Sydney, AU

Join us for this month’s virtual user group to learn more about the recent Salesforce name changes for 6 products, including renaming Pardot to Marketing Cloud Account Engagement.

We will also share the Summer’22 Releases for Pardot and have Andrew Duong from Salesforce taking us through a demonstration of Marketing Cloud Intelligence, formerly known as Datorama.

Sign up to attend

June 2, 2022 | Summer ‘22 Release + Pardot Rebrand Virtual Meeting | Salesforce Marketer Group (Pardot), Atlanta, US

Join the Atlanta Pardot User Group for an overview of what’s coming in the Summer ‘22 release, a revisit of the biggest features from the Spring ‘22 release, and Pardot’s rebrand to “Marketing Cloud Account Engagement.” We’ll also discuss plans to get back to in-person user group meetings and future topics!

Sign up to attend

June 8-9, 2022 | Salesforce Connections | Chicago, IL, US

It’s happening, Trailblazer. We’re bringing back the industry leaders, innovators, change makers and forward thinkers, unlocking connection as we navigate the future together. From marketing to commerce, digital experiences, communities, industries, and beyond, there’s something for everyone here. Skill up with hands-on training. Hear the latest insights and trends at luminary sessions and keynotes. Cross paths with like-minded professionals and network with your community.

Sign up to attend

June 16, 2022 | World Tour London | London, UK

Come along, we’re taking customer success on the road and around the globe. Discover new ways to connect with customers, dive into the latest innovations, and get together with fellow Trailblazers. Join us in person or stream highlights live and on demand on Salesforce+.

Sign up to attend

June 23, 2022 | World Tour New York | New York, NY, US

There’s nothing quite like being in a room of energetic, like-minded people ready to transform the world. Join us in person to hear firsthand stories of customer success, wowing customers with Customer 360, the benefits of going net zero, and how inclusive policies are just good business.

Sign up to attend

C’mon — Sign up for Salesforce community events!

Bottom line, get yourself out there and sign up for Salesforce community events. We promise you’ll connect with likeminded people, expand your skills and knowledge surrounding the Salesforce platform, and probably share a few laughs.

Did we miss your event? While we make every effort to find all the events marketers on Salesforce care about, we’re human, ya know. 

Share the details of your event in the comments below and we’ll add it to our list! Or tell us which event you’re most excited about.

Original article: Community Events for Marketers on Salesforce

©2022 The Spot. All Rights Reserved.

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By |2022-05-09T18:22:00+00:00May 9th, 2022|Categories: Community, Events|

Salesforce TrailblazerDX: Must-See Sessions for Marketers

In-person Salesforce conferences are back in 2022, and we’re getting ready for TrailblazerDX (formerly TrailheaDX) — which is the big event for anyone who builds on the Salesforce platform using developer or declarative solutions.

TrailblazerDX is taking place April 27-28, 2022, in San Francisco as well as virtually through Salesforce+ live streams and on demand after the event ends. 

TrailheadDX rebrand to TrailblazerDX

Salesforce is always rebranding things. Onward and upward, right?

TrailblazerDX is the conference formerly known as TrailheaDX.

In the past, this was known as the Salesforce conference event for developers and solution architects. But things have changed. 

The conference now casts a wider net with content for anyone interested in the nuts and bolts of the Salesforce platform. That can include Salesforce admins and general users, consultants, and analysts in addition to developers and architects.

If you’re a marketer or support a marketing team from any one of those roles and nerd out about the backend of Salesforce, then there’s a good chance you’ll want to catch a few TrailblazerDX sessions this year.

Marketing-focused TrailblazerDX sessions

We’re always on the lookout for sessions our fellow marketers should catch. 

You’ll want to attend these sessions if you’re attending TrailblazerDX in real life this year. Or, check out the full schedule of sessions you can watch virtually on Salesforce+.

Build Marketing Integrations with Account Engagement V5 API

Okay, okay. We’re especially excited for this session, not just because Sercante VP of Technology Adam Erstelle is part of it, but because the Marketing Cloud Account Engagement V5 API is a game changer for all of us looking to build on the platform. (Did we mention Sercante is a MC Account Engagement PDO?)

Adam is teaming up with Christopher Cornett and Adil Delawalla, both from Salesforce, to present the fifth version of the Marketing Cloud Account Engagement (Pardot) API.

Marketers are using an average of 12 separate tools in their tech stacks to power their marketing strategies. This new Account Engagement API further opens the door to integrate martech products with MC Account Engagement (Pardot).

Session description

Account Engagement (formerly Pardot) has a new API built from the ground up with ease of integration in mind. Build marketing assets, manage metadata, and create custom activities easier than ever.

In-Person | Thursday, Apr 28 | 12:00 PM – 12:40 PM PDT

Build Connected Commerce and Marketing with Flexibility and Ease

Catch the fairy swag-mother herself, Guilda Hilaire, along with several teammates from Salesforce and Timber Fontijn, Solution Architect for Shoeby, to learn how they build connected e-commerce experiences from the ground up.

Session description

Develop connected digital experiences that attract and convert customers — and keep them coming back. Discover new tools purpose-built for developers, designed to make your work fun and easy.

In-Person and Virtual | Thursday, Apr 28 | 2:00 PM – 3:00 PM PDT

Analytics with Salesforce CDP and Tableau

Salesforce Senior Product Manager Mark Rabins understands the challenges marketers face when working with organizational data that isn’t clean and mapped properly in Salesforce CDP. He’ll walk you through a solution to ease that burden.

Session description

Salesforce Customer Data Platform stores a lot of data from across your enterprise. As a result, users can now build visualizations and cleanse their data for analytics.

In-Person | Wednesday, Apr 27 | 12:30 PM – 1:10 PM PDT

Architect with Intention: Ethical Risk Assessments

User experience design is a new frontier we’re all navigating through trial and error. Leah Koshiyama and Rick Munoz are joining forces to walk us through lessons they’ve learned while incorporating ethical and inclusive elements in Salesforce products. It’s a must-see session for product marketing professionals.

They’ll show you how designing inclusive and ethical user experiences is a collaborative process that touches all areas of the product development lifecycle. And you’ll learn why that’s what makes it so exciting for organizations to adopt.

I wish more people appreciated that inherent in design is the essential value of considering everyone’s experience. Inclusive, accessible design makes experiences better for everyone!

Rick Munoz, UI/UX Principal, Salesforce

Session Description

Learn to identify ethical risk areas in the product design and development process (tasks, interactions, hand-offs), and what can be done to mitigate risks to build more ethically and inclusively.

In-Person | Wednesday, Apr 27 | 2:30 PM – 3:10 PM PDT

Complex Messaging and Journeys with CDP and Marketing Cloud

Parimi Srinivas and Dawn Ratcliff from the Salesforce product management team are going to walk us through an advanced solution to achieve complex messaging goals through the integration of Salesforce CDP and Marketing Cloud.

Session description

Enable marketers to maintain brand and GEO boundaries while integrating Salesforce CDP and Messaging and Journeys.

In-Person | Wednesday, Apr 27 | 1:30 PM – 1:50 PM PDT

Salesforce on Salesforce: Our Slack for Sales Journey

Recently, Salesforce released a game-changer solution that integrates Sales Cloud with Slack. In this session, Lissa Smith and Jenny Tran walk you through the ‘why’ behind the solution so you can get excited about it.

Session description

Learn about our Slack for Sales journey at Salesforce: how we rolled out the new Sales Cloud for Slack app, key sales use cases, our low-code solutions, successes, challenges, and what’s next.

In-Person | Wednesday, Apr 27 | 2:30 PM – 3:10 PM PDT

TrailblazerDX 2022 Musical Guest: Weezer

Did we mention Weezer is the TDX musical guest this year? 

Those of us who aren’t attending IRL are fighting the FOMO in hopes that their performance will be broadcast live on Salesforce+.
Image: Salesforce

See you at TDX 2022!

So, TrailheaDX was known as the developer conference, but TrailblazerDX opens the doors for everyone on the Salesforce platform to learn how it works. 

And while marketers don’t always get the attention they deserve, we see lots of exciting things on the horizon for our pals. It’s especially evident at this year’s TrailblazerDX conference.

If you’re lucky enough to catch TrailblazerDX in person this year, remember to attend the Build Marketing Integrations with Account Engagement V5 API session. You’ll learn more about building custom integrations with Marketing Cloud Account Engagement (Pardot), and you can say “hi” to our favorite MCAE API experts.

Have a favorite memory from TrailblazerDX? Tell us about it in the comments.

Original article: Salesforce TrailblazerDX: Must-See Sessions for Marketers

©2022 The Spot. All Rights Reserved.

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By |2022-04-22T19:36:21+00:00April 22nd, 2022|Categories: Community, Events, revive|

Nonprofits on Salesforce: How to leverage Pardot for marketing and more

Nonprofits that are using Salesforce have much to gain by incorporating Pardot into their marketing strategy. 

But, isn’t Pardot only meant for teams following a B2B marketing strategy? While Pardot is built for B2B marketers, lots of nonprofits follow the business-to-business marketing model to deliver a diverse range of services to communities.

Here’s how nonprofits of many shapes and sizes use Pardot to drive marketing, fundraising, and volunteer management strategies.

Why use Pardot instead of other marketing automation platforms?

Missions of all nonprofit organizations of the world are as diverse as the communities they serve. With that in mind, the marketing automation platform you choose must meet the specific needs of your team. You may already be using an email marketing platform like Mailchimp, Constant Contact, or HubSpot. And migrating to Pardot may be the thing you’ve been looking for to scale your marketing efforts and open departmental silos at your organization.

Pardot is a lead generation and nurturing tool that falls under the Salesforce umbrella.

Here are three main questions you should ask yourself when determining if Pardot is right for your organization.

  1. Does your organization already have a Salesforce org in place?
  2. What is your marketing team trying to achieve?
  3. What resources are available to your organization?

Take a few minutes to consider these questions. Pardot is a powerful tool, but it can only make teams successful when it’s the right tool for the job.

Pardot for nonprofits on Salesforce

If your organization is already a Salesforce customer, then using Pardot for marketing may be the right choice for you. Pardot is built on the Salesforce platform. That means, it’s fairly easy to pass data from Pardot to other Salesforce clouds that are connected to your org.

One of the advantages of using a combination of Salesforce clouds is the ability to view Salesforce as the single source of truth when checking on the health of your organization. It also makes it easy to gather valuable reporting data you can use to show the results of your work and the impact your organization has on the community.

You can see Pardot data inside other Salesforce products, like Sales Cloud, Nonprofit Success Pack, Nonprofit Cloud. Philanthropy Cloud, and Education Cloud. This creates a connection between marketing and other teams at your organization, whether they’re fundraising, sales, or volunteer recruiting teams. 

For example, content from Pardot is available inside Salesforce. That means your marketing team can control branding and content usage in other departments and create consistent experiences for everyone.

However, you can still use Pardot at your nonprofit organization if you’re not on Salesforce. Check out this article to learn more.

What Pardot does for marketing teams at nonprofits

Pardot works great for small teams, which means it may be ideal for smaller nonprofits with limited resources. Beyond connecting teams that use Salesforce by eliminating data silos, Pardot provides nonprofits with the tools they need to nurture prospects throughout long engagement cycles.

Pardot Dashboard View

Marketers at nonprofits use Pardot for many reasons. But here are the main ones:

Fundraising and Donor Communications

Many nonprofits rely on individuals and companies to provide the funding they need to accomplish their organizational mission. Pardot allows nonprofits to track engagement with prospective and existing donors so they can see the results of specific marketing campaigns. They can adjust their marketing strategies to focus on the types of campaigns that result in the greatest fundraising success.

The engagements these nonprofits track are related to content and email marketing efforts. Nonprofit organizations leverage their website, social media, Pardot landing pages, paid advertisements and other marketing channels to generate interest in their organization. 

Pardot collects engagement data as people interact with the organization’s content. After nurturing prospective donors for an extended period of time, fundraising teams can use the engagement data reporting to pinpoint the most interested individuals and companies. Then, they can swoop in at the perfect time because they know when prospective donors are most likely to make a donation. And, they have rich data they can use for impact reporting and budget justification.

Volunteer Recruitment and Management

Engagement studio program

Recruiting volunteers and managing the day-to-day operations of a nonprofit organization is no easy task. In general, the teams at nonprofits wear many hats and do what they do more out of passion than pay grade. That’s where Pardot comes in. It’s a versatile tool built to ease the burden for small marketing teams with limited resources.

Pardot can help to recruit and manage volunteers for nonprofits similar to the way it tracks prospective donors. You can pull volunteers into Pardot by uploading their information through a .csv file or syncing to a custom field in Salesforce. 

You can also gather prospective volunteer data in Pardot. To do that, you create a conversion point, like a form on a ‘Become a Volunteer’ page on your website. Then, create a Pardot campaign for that form so you know people in that campaign have interest in volunteering for your organization.

Once they decide to start volunteering, you can use Pardot for onboarding and to keep them informed and engaged after they join. Pardot Engagement Studio allows you to create automated journeys for your volunteers. Then, they get the communications they need in the right place and at the right time based on engagement activity.

You can even track whether or not volunteers are getting proper training. For example, using a Pardot Engagement Studio Program, you can send emails containing training sessions recorded through Zoom over a 30-day period for new volunteers as they join your organization. The Pardot-Zoom integration allows you to see whether or not new volunteers watch the training videos. Then, you can understand the effectiveness of the training and adjust your strategy accordingly.

Fundraising Events

Nonprofits use fundraising events to get the community involved by promoting a culture of giving. These events are often the culmination of all the hard work teams endure throughout the year, and they drive budgetary allocations for the entire organization. 

Things have changed in recent years for nonprofit organizations that use event-based fundraising tactics. Giving the option to participate in events virtually has become commonplace and essential for many organizations. That’s where Pardot becomes a game-changer.

Pardot is ideal for all types of events — in person, virtual, or hybrid. You can track prospect engagement in all of these situations using Pardot, and marketing automation makes it easy to build a journey that builds excitement while providing essential information for your event.

But how can you track in-person event attendance, you ask? Since Pardot is built on the Salesforce platform, you can enlist the help of a Salesforce developer to build custom apps. Then, in-person attendees can use the app to check in to the event and specific presentations. Or, you can use a third-party event platform to host a hybrid event. This allows you to pull engagement data from the platform into Pardot through integrations.

Resources for nonprofits marketing with Pardot

Now that you know how Pardot works for marketing teams at nonprofits, you can start thinking about your next steps. Evaluate your current marketing processes to identify what’s working, what isn’t, and where there are opportunities for improvement. Then, you can start to explore Pardot to weigh it against other marketing automation tools available and see if it’s a good fit.

Keep it going with these resources to learn more about nonprofit marketing with Pardot:

Tell us how your organization is handling marketing and donor communications in the comments. And reach out to Sercante to see if Pardot is the right option to take your organizational goals to the next level.

The post Nonprofits on Salesforce: How to leverage Pardot for marketing and more appeared first on The Spot For Pardot.

ParDreamin’ 2021 Demo Jam Recap: Products to Extend Pardot

The final day of ParDreamin’ 2021 kicked off with the second annual Demo Jam, which highlighted sponsors’ products by showing how Pardot customers can extend the capabilities of their technology stack through integration. 

Each participant had three minutes to present their product demo. Then, demo jam attendees weighed in with their votes at the end of the session. We crowned the Demo Jam Champion at the end thanks to everyone’s votes and sent a trophy to the winner.

This year’s Demo Jam winner was Feedotter, which was presented by Feedotter Founder Andy Thiemer.

ParDreamin’ Demo Jam Rules

Each participant had 3 minutes to demo their product and wow the audience. Then at the end of the Demo Jam, the audience voted for their favorite product. Since Sercante won the 2020 Demo Jam, Adam Erstelle had 5 minutes to present but was not eligible to win the 2021 competition.

2021 ParDreamin’ Demo Jam Participants

Sercante’s own Richard Feist and Courtney Cerniglia shared Demo Jam hosting duties and provided welcome comic relief while giving away swag to attendees throughout the competition. 

Here’s who presented their products to compete for the best Pardot solution:

SaaScend

SaaScend empowers go-to-market teams to hit their ultimate revenue potential by combining revenue operations domain expertise with cutting-edge go-to-market technologies so teams can focus on scaling revenue. With over 300 clients in the last four years, SaaScend is creating a SaaS-plus-services platform for revenue operations, partnering with clients to guide, coach, and manage their go-to-market technology stack for years.

Craig Jordan is the Founder of SaaScend, the RevOps Consulting Firm partnering with SaaS startups to scale and grow their businesses with systems, data, strategy, and people. A revenue operations expert who has worked with over 300 companies, his background includes over 10 years of experience as a marketing leader, entrepreneur, coach, and a technology strategist. Craig is fueled by his passion for guiding go-to-market teams to success and has been a guest speaker for several industry webinars, conferences, and events.

Qualified

Qualified is the conversational sales and marketing platform for revenue teams that use Salesforce. Leading B2B brands like Adobe, Bitly, SurveyMonkey, ThoughtSpot and VMware trust Qualified to grow their pipeline by tapping into their greatest asset — their corporate website — to identify their most valuable buyers, understand their intent, and instantly start a sales conversation. Qualified runs natively on Salesforce and is ranked #1 in its category on the Salesforce AppExchange.

FeedOtter

FeedOtter allows you to create personalized email newsletters and send automated blog emails from Pardot. With built-in templates for newsletters, blog digests, and employee emails, and easy-to-use interface, you can create and send emails in less than 15 minutes.

Andy Theimer is the founder of FeedOtter and enjoys building tech companies, marketing strategies, and anything radio-controlled. Specialties: tech, seo, saas, content marketing, influencer marketing, and marketing automation.

GetFeedback

GetFeedback is an agile CX platform for Salesforce that enables your team to start fast, and think big, so they can focus on what matters most — your customers.

Alan MacDougall is an engineering manager on the GetFeedback platform team handling their most high-value integrations. 

Sercante

Sercante offers Pardot and Salesforce consulting, support, and development services. We support growth-minded companies with strategy, technology and execution across every step of the lead-to-revenue process.

Adam Erstelle has 20 years of software and development team leadership experience and a knack for diving into new technologies and learning them quickly. At Sercante, he is the driving force behind all product development initiatives and works with Pardot, Sales Cloud, and Heroku, among other platforms.

ParDreamin 2021 Demo Jam Full Video Replay

You can relive the ParDreamin’ 2021 Demo Jam and all of Rich and Courtney’s regional colloquialisms by watching the full video replay below.

Learn More About Extending Pardot

Watch the Demo Jam Replay to see the demos and learn more about using integrations to extend Pardot functionality. However, the ParDreamin’ 2021 Demo Jam includes only a small portion of the seemingly endless ways you can get Pardot to do more so you can reach your goals. 

Here are more resources to learn about extending Pardot through integrations:

Have something in mind that you wish Pardot could do but you haven’t found the solution yet? Tell us about it in the comments below or reach out to Sercante Labs to see if we can help.

The post ParDreamin’ 2021 Demo Jam Recap: Products to Extend Pardot appeared first on The Spot For Pardot.

By |2021-11-23T21:28:34+00:00November 23rd, 2021|Categories: Events, Integration|

ParDreamies Best In Show Pardot Award Winner: Destined

The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.

ParDreamies Categories

The ParDreamin’ team created five categories to honor the teams behind the magic:

  1. Personalization Perfection: Right-time, right-message marketing
  2. Social Impact: Creating positive change through Pardot
  3. Grassroots Innovation: Scaling small business with Pardot
  4. Extending Pardot: API-driven solutions
  5. Best in Show

Here’s the solution that won the ParDreamies 2021 Pardot award for the Best in Show category, which recognizes the overall winner among all ParDreamies award submissions. The ParDreamies Best in Show award went to Destined, which was submitted by Tammy Begley and Claudia Hoops.

Best in Show with Destined

Understanding who your prospects are and how they might interact with your brand presents a challenge to even the most seasoned marketers. The team at Destined saw opportunities in that challenge.

The ParDreamies Best in Show award goes to the team at Destined for building a fun icon-driven landing page their prospects use to profile themselves. Prospects use the landing page to provide information about themselves so Destined can send them on a personalized journey through a Pardot Engagement Studio Program.

Quick Facts:

  • Automates prospect profiling
  • Enables easy prospect segmentation
  • Empowers prospects to tell brands what they’re looking for
  • Combines Pardot forms, landing pages, scoring and grading, and engagement studio programs

About the Award-Winning Solution

Destined is a premier Salesforce consulting partner based in Australia. They do great work in the Pardot space and have several amazing marketing champions. 

With a client from the property industry, the team at Destined workshopped the criteria of an ideal client and put a Pardot grading profile together. As a result, we built an engaging, icons-driven profiling landing page for prospects to self-identify and build their own profiles. Anyone who signs up for the newsletter is added to a welcome journey within Pardot Engagement Studio. The objective of this journey is to build rapport and trust so the prospect profiles can grade them.

They built an easy and engaging way to automate the collection of information rather than for a sales team member to ask these questions over the phone to then find out that the person they are talking to wasn’t ready to buy. 

Challenge the team wanted to solve

Australia’s property industry is very competitive. As a property developer, you want to collect as much information as possible about your potential buyers. It is imperative that sales teams can quickly follow up with clients who are ready to buy, have finance approved, and are high budget investors. 

At the same time, it likely makes sense to send prospects who are still saving and might be looking to buy in 12+ months on an educational nurture campaign. The profiling page automates the gathering of this information in an engaging way.

Hurdles they overcame during the project

There were no major hurdles to overcome other than coming up with the idea in the first place on how to build an engaging landing page that prospects actually want to complete. 

Pardot forms and landing pages helped the team to build an engaging profile page. They used Pardot’s profile feature to build the criteria of the property developer’s ideal client profile. Then, they built automation rules to trigger the grading. And finally, they built a welcome journey as a Pardot Engagement Studio Program with the profile page as a call to action to gather the information from our prospects.

Results after implementing the solution

To date, the team has seen a 34% conversion rate on average. This is for customers who have been put onto the welcome journey and who have profiled themselves and have met the MQL threshold of being the right client.

Learn more and keep it going

The project was a huge success, but it took several people and a great deal of expertise and resources to make it happen. Here are resources you can use to replicate the project in your own Pardot instance or get inspiration to do something similar.

Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way. 

The post ParDreamies Best In Show Pardot Award Winner: Destined appeared first on The Spot For Pardot.

ParDreamies Social Impact Pardot Award Winner: Lexipol

The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.

The ParDreamin’ team created five categories to honor the teams behind the magic:

  1. Personalization Perfection: Right-time, right-message marketing
  2. Social Impact: Creating positive change through Pardot
  3. Grassroots Innovation: Scaling small business with Pardot
  4. Extending Pardot: API-driven solutions
  5. Best in Show

Perhaps the greatest side effect of the awards is the opportunity to share the winning solutions so others can replicate them in their own Pardot instances. Here’s the solution that won the ParDreamies 2021 Pardot award for the Social Impact category, which recognizes teams that utilize Pardot to affect positive social change. The ParDreamies Social Impact award went to Lexipol, which was submitted by Miriam Childs and Julian Janssen.

Social Impact with Lexipol

Lexipol is a Texas-based company that provides policy manuals, training bulletins, and consulting services to law enforcement agencies, fire departments, and other public safety departments. 

The team at Lexipol sprang into action in March 2020 and utilized Pardot to launch a Coronavirus Learning & Policy Center. This was a resource designed to give public safety agencies free access to industry-specific COVID-19 online learning courses, policies and news to assist in their response on the front lines of the pandemic and to help their communities during a particularly challenging time.

To add an extra hurdle, the company was evolving from a recent merger. This project represented one of the first times they offered these solutions under one brand, which in turn helped demonstrate how the merged entities could add value and deliver on their brand promise.

Quick Facts: 

  • Pardot was critical in promoting and tracking success.
  • List emails and social posts informed the market of the site, highlighting critical information via dynamic segmentation.
  • Pardot files hosted and tracked policy documents available on the microsite.
  • Scoring and connected campaigns allowed leveraging of interaction data.
  • Per Einstein AI campaign influence, these efforts influenced 2,445 opportunities to date.

Challenge the team wanted to solve

At the onset of the COVID-19 pandemic, Lexipol, the leader in policy, training and wellness support for public safety and local government, recognized the urgent need for pandemic-related resources in public safety agencies who were tasked with executing many of the public health responses necessary in the pandemic. The team at Lexipol investigated opportunities to help public servants safely succeed in helping their communities during a particularly challenging time.

Hurdles they overcame during the project

Internally, Lexipol innovated by pooling relevant resources across product lines, consolidating them in a unified place and providing free access to any agency, whether or not they were a current customer. Evolving from a recent merger, this project represented one of the first times they offered these solutions under one brand. In turn, the project demonstrates how Lexipol uniquely provides comprehensive solutions to help agencies serve their communities in times of critical stress.

Results after implementing the solution

Compiling resources across systems and unifying access through a free online environment presented a challenge. However, the product was incredibly successful in helping first responders access critical resources to address the challenges of the pandemic.

List emails and social posts informed first responders of the site, and they highlighted critical information via dynamic segmentation. Additionally, scoring and connected campaigns allowed leveraging of interaction data to help sales and services teams follow up with agencies that benefited from the resource. This process contributed significantly to  converting prospects to customers while helping existing customers adopt additional solutions.

Over the course of the campaign, over 13,000 courses were accessed, 17,000 policies downloaded, and 1,700+ agency leaders requested online learning access be set up for their agency. Per Einstein attribution’s campaign influence model, these efforts influenced 2,445 opportunities to date.

Learn more and keep it going

The project was a huge success, but it took several people and a great deal of expertise and resources to make it happen. Here are resources you can use to replicate the project in your own Pardot instance or get inspiration to do something similar.

Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way. 

The post ParDreamies Social Impact Pardot Award Winner: Lexipol appeared first on The Spot For Pardot.

By |2021-11-16T16:53:35+00:00November 16th, 2021|Categories: Campaigns, Content Marketing, Data Management, Design, Events|

ParDreamies Grassroots Innovation Pardot Award Winner: BrandEd Holdings

The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.

The ParDreamin’ team created five categories to honor the teams behind the magic:

  1. Personalization Perfection: Right-time, right-message marketing
  2. Social Impact: Creating positive change through Pardot
  3. Grassroots Innovation: Scaling small business with Pardot
  4. Extending Pardot: API-driven solutions
  5. Best in Show

Perhaps the greatest side effect of the awards is the opportunity to share the winning solutions so others can replicate them in their own Pardot instances. Here’s the solution that won the ParDreamies 2021 Pardot award for the Grassroots Innovation category, which recognizes small teams with a big impact using Pardot.

Grassroots innovation with BrandEd

The team at BrandEd Holdings successfully migrated from siloed data systems to implement Pardot at their organization with a team of only two full-time employees in 60 days. The project is especially impressive because they also changed the way their department handles leads to optimize their entire marketing process and strategy. They did this all while using the Pardot Sandbox and implementing multiple business units and multiple product interests for each business unit.

Quick Facts: 

  • Complicated requirements – multiple business units, multiple products within each unit, tailored user journeys based on business unit/product choices, and tracking path for each customer-business unit-product combination 
  • More than 70% of their prospects select more than 1 program of interest, so communication needs to be coherent and unduplicated as much as possible.
  • Some Pardot features did not meet our requirements, so they devised creative solutions.
  • Utilized Pardot Sandbox to validate functionality

Challenge the team wanted to solve

BrandEd works with non-traditional educational brands to turn their knowledge bases into educational offerings. The company has two sub-entities within one umbrella organization.  Data for the sub-entities needed to be segregated for tracking purposes and day-to-day management, but it ultimately needs to be aggregated. 

BrandEd also has multiple products within each sub-entity, which means a lead could be interested in more than one. As a result, communication needs to be coherent and unduplicated, as much as possible.

Additionally, teams were completing a great deal of work manually that could be automated through Pardot. For example, the teams were using Outlook for sending emails when they could send marketing emails through Pardot and capture valuable reporting metrics.

Hurdles they overcame during the project

The team at BrandEd implemented Pardot Business Units, a relatively new concept, as well as figured out a way to capture, track and manage multiple product interests for the same lead record (i.e., allowing prospects to select more than one program of interest upon form submission), and map them to Salesforce. And they did all of this in-house with no consulting help, besides Sercante Training coursework.

  • They had two full-time employees; one who had never worked with Pardot.
  • There was limited material for the Pardot Sandbox and Pardot Business Unit set up.
  • The team reimagined their marketing strategy as they were implementing.

Results after implementing the solution

After the 60-day implementation, the small-but-mighty team celebrated their successes. They implemented Pardot so that it would work seamlessly for multiple business units and products, and their Pardot instance allows them to track the user journey in Salesforce and Pardot.

After implementation, the team enjoyed the confidence of knowing everything will work as expected. That’s because they utilized the Pardot Sandbox to validate functionality.

And finally, they discovered how important their work is to optimize the process for selecting more than one program of interest. The BrandEd team found that more than 70% of their prospects select more than one program of interest. If they had not designed a creative solution (sans code development), they would have had to create multiple lead records in Salesforce and prospect records in Pardot to solve that issue.

Learn more and keep it going

The project was a huge success, but it took several people and a great deal of expertise and resources to make it happen. Here are resources you can use to replicate the project in your own Pardot instance or get inspiration to do something similar.

Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way. 

The post ParDreamies Grassroots Innovation Pardot Award Winner: BrandEd Holdings appeared first on The Spot For Pardot.

By |2021-11-15T20:08:54+00:00November 15th, 2021|Categories: Data Management, Email Marketing, Events, Pardot Business Units, Salesforce|

ParDreamies Extending Pardot Award Winner: LexisNexis Canada

The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.

The ParDreamin’ team created five categories to honor the teams behind the magic:

  1. Personalization Perfection: Right-time, right-message marketing
  2. Social Impact: Creating positive change through Pardot
  3. Grassroots Innovation: Scaling small business with Pardot
  4. Extending Pardot: API-driven solutions
  5. Best in Show

Perhaps the greatest side effect of the awards is the opportunity to share the winning solutions so others can replicate them in their own Pardot instances. Here’s the solution that won the ParDreamies 2021 Pardot award for the Extending Pardot category, which recognizes API-driven solutions.

Extending Pardot with LexisNexis Canada

The team at LexisNexis Canada, a leading global provider of legal, regulatory and business information and analytics tools, was encountering the problem related to siloed data,  So, they developed a solution to pull product subscription information into Pardot. This allows the team’s  marketers to pull their own campaign lists, which reduces list turnaround time and miscommunication errors. They can now see fresh data for 12 products, and drill down to “module level” subscriptions for their two flagship products.

Quick Facts: 

  • The Pardot v4 Batch Import API 
  • Pardot custom fields 
  • Developers delivered work in four waves
  • Automated QA testing
  • Formal refactoring phase
  • Navigated Pardot switch to OAuth

Challenge the team wanted to solve

For as long as LexisNexis Canada had a marketing automation tool, they relied on an external data team to pull campaign lists. However, 30% of their requests were simple product status updates, like “I want a list of everyone who cancelled their subscription to Product X, within geography Y.” The team’s marketing director, Collin Smith, wanted to put product subscription information into Pardot, thus allowing marketers to pull their own campaign lists. The team aimed to reduce list turnaround time and decrease miscommunication errors.

Hurdles they overcame during the project

The main obstacle: handling risks and complexity. Prior to this project start, this exact mission was attempted in the past. And it failed. The systems at LexisNexis Canada are complex because they’ve been in business so long (since before 1995, which is ancient for a software company!).

The team handled the risks and complexity of the project by delivering work in waves with close involvement from marketing stakeholders.

Other major obstacles included discovering which non-obvious data points were vital for the project, handling the Pardot switch to OAuth, and dealing with users who change their email addresses.

ParDreamies 2021 Pardot Award Winners - LexisNexis Canada

Results after implementing the solution

The team at LexisNexis Canada unlocked the ability to see 81,000 additional subscription data points inside Pardot. Marketers from the company can also see 45,000 “subscription modules” and 32,000 extra demographic details about Pardot prospects. This is information that was hidden from them before the solution implementation.

Marketing managers and coordinators can now create lists on their own in under ten minutes. This is in contrast with the old way that took three days and involved an external team.

The Pardot v4 Batch Import API was key to getting this work done.

The project was submitted by Jacob Filipp, and the team handling the project included:

  • Programming – Alla Fradkin
  • Database work – Corey Heasley
  • Marketing director – Collin Smith

Learn more and keep it going

The project was a huge success, but it took several people and a great deal of expertise and resources to make it happen. Here are resources you can use to replicate the project in your own Pardot instance or get inspiration to do something similar.

Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way.

The post ParDreamies Extending Pardot Award Winner: LexisNexis Canada appeared first on The Spot For Pardot.

By |2021-11-12T18:50:45+00:00November 12th, 2021|Categories: Data Management, Email Marketing, Events, Integration, Salesforce|

ParDreamies Personalization Perfection Pardot Award Winner: Restaurant 365

The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.

The ParDreamin’ team created five categories to honor the teams behind the magic:

  1. Personalization Perfection: Right-time, right-message marketing
  2. Social Impact: Creating positive change through Pardot
  3. Grassroots Innovation: Scaling small business with Pardot
  4. Extending Pardot: API-driven solutions
  5. Best in Show
Personalization Perfection

Perhaps the greatest side effect of the awards is the opportunity to share the winning solutions so others can replicate them in their own Pardot instances. Here’s the solution that won the ParDreamies 2021 Pardot award for the Personalization Perfection category, which recognizes right-time, right message marketing solutions.

Personalization Perfection Pardot Campaign with Restaurant 365

Things have been out of sorts for most industries in the past two years, but the restaurant industry is among one of the hardest hit by the coronavirus pandemic. Restaurants around the world had no choice but to switch to take-out only or close completely. At the same time, many restaurants were experiencing staffing shortages and had to increase their prices due to rising food costs.

Restaurant 365 is an all-in-one restaurant management platform that serves independent restaurants, multi-concept restaurant groups, franchises, and accounting firms. The Restaurant 365 platform is the leading all-in-one, restaurant-specific, cloud-based accounting, inventory, scheduling, payroll and HR solution to simplify day-to-day restaurant operations, lower cost of goods sold (CoGS) and optimize labor costs.

Pardot Campaign Solution Summary

Senior Marketing Operations Manager Brittany Rhyme saw the challenges restaurants were facing. She wanted to ease the burden for them using the power of the Pardot platform and personalization enhancements to create optimal and engaging experiences for existing clients and prospects.

She accomplished these goals by creating a quiz-style interactive experience via the Outgrow and Pardot integration paired with a personalized and interactive experience using custom fields and dynamic content on Pardot Landing Pages.

Hurdles to Implementing Campaign Solution

The two main hurdles Brittany experienced while managing the project were related to cross-departmental contribution and implementation. 

She had to work across departments to get the campaign created, which required her to sync with CSM and product teams to perfect the quiz content (questions and results). While this slowed the implementation process, it was an essential part of the campaign’s success.

Additionally, the sales teams were eager to test the quiz, and they forwarded the email with the landing page results to other team members. Email forwarding caused results in the landing page dynamic content to fail. She addressed that challenge by implementing campaign training for internal teams.

Landing Page (Dynamic Content + Custom Fields)

Pardot Campaign Results

The campaign has been successful in reaching several reporting metric goals Brittany and her team had for the project. 

Perhaps the greatest result was an increased outbound lead flow to the sales development representative (SDR) team during a quarter that typically has low prospect engagement (Q3). This was the team’s first try at this type of interactive content, and the new type of helpful quiz-style content allowed them to generate net new leads to the database.

The team saw equally impressive reporting metrics for other goals as well. The Pardot campaign helped the team to crush their objectives and key results (OKR) goals as well as their overall marketing qualified lead (MQL) goal. 

They also experience unexpected results. The campaign helped to “wake the dead” in terms of stagnant/lost opportunities in the database with the engaging quiz content. 

OKR Achieved: 79 quiz completions/50 goal

Learn more and keep it going

Now that you’ve learned about the campaign solution, you can take that knowledge and use it in your own Pardot instance. Here are a few resources to help you replicate the project.

Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way.

The post ParDreamies Personalization Perfection Pardot Award Winner: Restaurant 365 appeared first on The Spot For Pardot.

By |2021-11-11T11:42:44+00:00November 11th, 2021|Categories: Campaigns, Email Marketing, Events, Integration|

Announcing the 2021 ParDreamies Pardot Award Winners

People do really cool stuff in Pardot, and the ParDreamin’ team is recognizing them for it with the first-ever ParDreamies Pardot Awards. The ParDreamies honor community members for finding creative and thoughtful methods to reach business goals using the power of the Pardot platform. 

Individuals submitted their stories as independent consultants, on behalf of their clients as part of an agency, and as in-house Pardot admins and marketing professionals. Then, we announced the winners of the ParDreamies Awards during the ParDreamin’ VIP After Party on October 28, 2021.

Here are the winners of the 2021 ParDreamies Pardot Awards.

ParDreamies 2021 Best in Show Award

Each ParDreamies submission entered the race to take all the glory by winning the ParDreamies 2021 Best in Show Award. The ParDreamin’ team considered each entry for their respective category, but the most innovative stories rose to the top to battle it out for Best in Show Pardot Award.

With that in mind, we are pleased to announce the overall winner for the ParDreamies 2021 Best in Show Award…

The fun way to profile your prospects

Submitted by Claudia Hoops for Destined

ParDreamies 2021 Pardot Award Winners - Destined

Summary:

Understanding who your prospects are and how they might interact with your brand presents a challenge to even the most seasoned marketers. The team at Destined saw opportunities in that challenge.

The ParDreamies Best in Show award goes to the team at Destined for building a fun icon-driven landing page their prospects use to profile themselves. Prospects use the landing page to provide information about themselves so Destined can send them on a personalized journey through a Pardot Engagement Studio Program.

Quick Facts:

  • Automates prospect profiling
  • Enables easy prospect segmentation
  • Empowers prospects to tell brands what they’re looking for
  • Combines Pardot forms, landing pages, scoring and grading, and engagement studio programs

ParDreamies 2021 Personalization Perfection Award

The best marketers know their audience and they know how to use technology to deliver messaging at the perfect time and in the perfect channel. The Personalization Perfection Award celebrates that perfection by recognizing right-time, right-message marketing achieved using the power of the Pardot platform. 

And the Personalization Perfection Award goes to…

Engaging prospects with quiz-style content

Submitted by Brittany Rhyme for Restaurant365

ParDreamies 2021 Pardot Award Winners - Restaurant 365

Summary:

Engage your prospect database using quiz-style content via the Outgrow + Pardot integration and creating an interactive experience using custom fields and dynamic content on Pardot Landing Pages.

Quick Facts: 

  • Outgrow + Pardot integration
  • Dynamic Content 
  • Custom Fields
  • Pardot Landing Pages 

ParDreamies 2021 Social Impact Award

While the past two years have been challenging for everyone, nonprofit organizations that serve the world’s most vulnerable populations were stretched to the limits while demand for services increased. One team rose to the challenge and found innovative ways to use Pardot to continue providing essential services.

The 2021 ParDreamies Social Impact Award recognizes an organization that creates positive social change through Pardot, and this year it goes to…

COVID-19 Learning & Policy Center

Submitted by Miriam Childs for Lexipol

ParDreamies 2021 Pardot Award Winners - Lexipol

Summary:

In March 2020, Lexipol utilized Pardot to provide targeted promotion and follow-up of our Coronavirus Learning & Policy Center. The resource is designed to give public safety agencies free access to industry-specific COVID-19 online learning courses, policies and news to assist in their response on the front lines of the pandemic.

Quick Facts: 

  • Pardot was critical in promoting and tracking success.
  • List emails and social posts informed the market of the site, highlighting critical information via dynamic segmentation.
  • Pardot files hosted and tracked policy documents are available on the microsite.
  • Scoring and connected campaigns allowed leveraging of interaction data.
  • Per Einstein AI campaign influence, these efforts influenced 2,445 opportunities to date.

ParDreamies 2021 Grassroots Innovation Award

Marketers are known for wearing many hats, and that’s especially true for marketers working for small businesses. But small business marketers using Pardot have an advantage because they have the power to automate that which can’t be accomplished manually by a small team.

That scrappy innovation is what led one (tiny) in-house team to implement new Pardot features to reduce workloads and prevent duplication of tasks. The winner of the ParDreamies 2021 Grassroots Innovation Award is… 

In-house Implementation: Business Units, Sandbox and Multiple Product Interests

Submitted by Pooja Goel for BrandEd

ParDreamies 2021 Pardot Award Winners - BrandEd

Summary:

The BrandEd team implemented Pardot Business Units and built a way to capture, track and manage multiple product interests for the same lead record (i.e. allowing prospects to select more than one program of interest upon form submission), and map them to Salesforce. BrandEd completed the project in approximately 60 days with a team of only two full-time employees who had no prior Pardot knowledge. 

Quick Facts: 

  • Complicated requirements – multiple business units, multiple products within each unit, tailored user journeys based on business unit/product choices, and tracking path for each customer-business unit-product combination 
  • More than 70% of prospects select more than one program of interest, so communication needs to be coherent and unduplicated, as much as possible.
  • Some Pardot features did not meet the team’s requirements so they devised creative solutions.
  • Utilized Pardot Sandbox to validate functionality

ParDreamies 2021 Extending Pardot Award

The ways companies and organizations use Pardot to achieve their goals is endless. That’s what makes Pardot integrations essential to teams of all shapes and sizes. Some teams use Pardot native features to collect prospect data, while others have their own industry-specific tools they hope will play nice with the platform.

One company leveraged the Pardot API to bring prospect subscription data into their marketing team’s hands so they can take the next steps. All this Pardot API innovation earned this company the 2021 ParDreamies Extending Pardot Award, which recognizes teams leveraging API-driven solutions. And the winner is…

Project Octopus: Bringing customer subscription status into Pardot

Submitted by Jacob Filipp for LexisNexis Canada

ParDreamies 2021 Pardot Award Winners - LexisNexis Canada

Summary:

The team at LexisNexis Canada was encountering the problem of “I want a list of everyone who cancelled their subscription to Product X, within geography Y.”  So, they developed a solution to put product subscription information into Pardot. This allows the team’s  marketers to pull their own campaign lists, which reduces list turnaround time and miscommunication errors.

Quick Facts: 

  • The Pardot v4 Batch Import API 
  • Pardot custom fields 
  • Developers delivered work in four waves
  • Automated QA testing
  • Formal refactoring phase
  • Navigated Pardot’s switch to OAuth

Pardot Award Honorable Mentions

We had many amazing stories and solution submissions from Pardot professionals in the community. So, of course, choosing the winners was challenging. 

Here are the honorable mentions from the ParDreamies award submissions. These solutions are all helpful in their own right, and they deserve recognition.

Honorable Mention: Hot Job Email Using Dynamic Content 

Submitted by BJ Dodenbier for Flexcare Medical Staffing

ParDreamies 2021 Pardot Award Winners

A weekly email FlexCare Staffing sent to their prospects wasn’t getting the results they hoped because the relevant information wasn’t immediately obvious to readers. That prompted the team to take action through personalization.

Email personalization, which was achieved using Pardot Dynamic Content, created a better experience for readers by bringing the information they wanted to see to the top of the email.

FlexCare sends two primary emails every week with each email showing  the top-paying assignments of the week for each group.: 

  • Hot jobs for traveling nurses
  • Hot jobs for traveling allied clinicians

When these emails originated, they included the top 13 jobs for each group regardless of the recipient’s primary specialty. To provide a more personalized experience for the recipients of these emails, Flexcare Staffing redesigned the emails to show only the top-paying jobs for each clinician’s primary specialty. The updates lead to better engagement with prospects by significantly increasing click-through rates for the emails.

Honorable Mention: Pardot Business Card Scanner App from MarCloud Technologies

Submitted by Tom Ryan for MarCloud Technologies

ParDreamies 2021 Pardot Award Winners - MarCloud

Physical business cards give a personal tangible touch when forming business relationships, but they can be difficult to keep organized when you’re collecting them on a large scale at in-person events and conferences. That’s where the Pardot Business Card Scanner App from MarCloud Technologies becomes a game changer.

Most businesses that use Pardot also use Salesforce as their CRM. However, the data held in these two systems can become inconsistent, particularly when the sales team enters cold prospects straight into Salesforce thus bypassing Pardot altogether. 

The team at MarCloud saw an opportunity to create a business card scanner app that allows professionals to instantly add prospects they meet offline into Pardot. This aligns sales and marketing teams by ensuring the correct treatment of new prospects and saves time.

When MarCloud set out to create the world’s first ‘Pardot Business Card Scanner’ app, they had no idea if it would be possible. Integrating with the Pardot API is difficult, but they were able to deliver an app that:

  • Sends prospect data directly into Pardot lists, campaigns, and custom fields
  • Works without WiFi
  • Recognises multiple languages

Since launching in August 2021, the app has had over 45 iOS downloads and 25 Android downloads with global corporations making direct contact regarding paid plans.

Honorable Mention: Drop email templates like they’re HOT!

Submitted by Tammy Begley for Destined 

ParDreamies 2021 Pardot Award Winners - Destined email templates

While the new drag-and-drop Pardot Email Template Builder does make building emails in Salesforce a lot easier, it still requires a certain amount of time and effort for the marketing team to design, build and tweak them. That’s where the team at Destined decided to make the process easier for busy marketers.

The innovative team at Destined built email template packages that can be installed into a Salesforce org and ready to use in less than 15 minutes. Marketing teams just need to rebrand the templates, and then they are ready to use.

When Pardot announced the extensibility feature for the drag-and-drop email template builder that allows marketers to use pre-built components from the Salesforce AppExchange, Destined jumped at it. The developer team at Destined converted the company’s entire email template gallery into install packages that can go straight into any Salesforce org. Destined is the first Salesforce Partner in the world to have used the Pardot Email Template Builder extensibility feature to create install packages for download and use, and the project was featured at Dreamforce ‘21 in the Marketing Roadmap session.

The new Email Template Builder will be available to be used across all other Salesforce clouds, too. That means a company will have the power to deliver consistent branding and messaging from any Salesforce platform.

Honorable Mention: Pardot Forms: Customized content download on selection criteria

Submitted by Pankaj Verma for Accenture

ParDreamies 2021 Pardot Award Winners - Accenture

An Accenture client wanted to provide the best experience for their prospects by delivering relevant content to them with instant gratification built in. That’s where the team at Accenture swooped in with JavaScript magic to save the day.

The client has multiple product and service lines, which means prospects have specific needs when interacting with the company. Prospects visiting the client’s website encounter a form that gauges their interest area to determine those specific needs. So, the team at Accenture suggested the client use dynamic content in an email that’s triggered when prospects complete the form. However, the Accenture client wanted to deliver relevant content to prospects in real time rather than in an email to reduce the number of clicks for prospects.

So, the team at Accenture solved the challenge by introducing JavaScript Thank You Code and custom field values to the form that triggers an automatic content download based on prospect interest area. 

The hurdle was to have JavaScript code working within the Thankyou code of Pardot forms. The code had to pick the value and automatically download the personalized asset on form submission after prospects select their interest area from the radio button and drop-down menu. The team ultimately had to refine their approach of providing multiple selection criteria. 

The result of the project was a more personalized experience for prospects with instant gratification built in. After enabling the solution, conversion rates significantly increased for the form and leads were directed more efficiently based on assets consumed by them.

Honorable Mention: Pardot + Salesforce = Personalization Perfection

Submitted by Cara Woo for Cloudtegic

Cloudtegic

A Cloudtegic client using multiple Salesforce clouds was dealing with sync issues and lack of personalization options that made account journeys inconsistent for prospects. So, a consultant from Cloudtegic took six journeys out of Salesforce Marketing Cloud and duplicated them in Pardot to create a seamless experience that behaves and syncs as expected.

Using a combination of custom objects, formula fields, flows and automation rules, the Cloudtegic consultant was able to create fully personalized and automated account status journeys including:

  • Account-activated emails
  • Welcome emails
  • Account executive introduction emails
  • Account cancellation emails

Formula fields are generally not recommended for any use within Pardot because they do not trigger a sync. So, the consultant created a process builder that looked for the criteria of those formula fields to be created and/or edited. Then, she created a secondary field called “Pardot Sync” that uses Boolean to check from true to false and back again whenever changes are made on the account. This forces a sync between Salesforce & Pardot, and it clears the path to use personalization from custom objects in Pardot Dynamic Content.

The biggest hurdle she faced was the timeline. She only had three weeks to take six account journeys out of Salesforce Marketing Cloud and duplicate them in Pardot. These three weeks included scoping, building and testing. Due to the client’s flexibility and the consultant’s drive to get it done, they met their deadline with time to spare to deploy the changes in production.

The project touched nearly every feature of Pardot. The ability to sync with custom objects, the seamless sync between Pardot & Salesforce, and the ability to use Pardot Sandboxes and custom objects in automation rules all made this project a success. Additionally, the project likely saved the client budget in the long run while contributing to ROI by creating personalized experiences for prospects.

Honorable Mention: Next-Level Email Marketing Design for Brand Awareness by InterWorks

Submitted by Jenny Parnell for InterWorks

InterWorks

One team was searching for the perfect digital hub to house all of their marketing assets in addition to providing email marketing capabilities and robust reporting metrics. That search led the team to adopt Pardot for the organization. 

Since adopting Pardot as a home base for digital brand awareness and demand generation, the InterWorks Marketing Team has been maximizing their experiments with design. Their monthly blog newsletters, product updates, customer message and webinar communications all received custom designs, curated content and engaging themes. These custom emails hit inboxes and are undeniably stunning while also relaying vital information to their contact base to help grow the business.

The hurdles involved in this initiative included establishing a monthly cadence on multiple levels of their marketing funnel with limited time and resources to customize the content and design. 

In 2021, the team delivered nearly 500,000 messages to their contacts. They currently hold 13,000 active contacts for brand awareness and average 1,200 active prospects monthly. The team’s click-through rate is above industry-average at around 5%. 

Pardot has given InterWorks a digital home base to manage their marketing funnel. From email marketing, to webinar integrations with Zoom, replay integrations with Wistia, and customer insights integrations with Salesforce, they now have a better understanding of their contact base, which is vital to their global marketing strategy. 

The world of marketing and design is subjective. Pardot has enabled the team to become data-driven and confident in their creative approaches to drive interest in their brand.

Honorable Mention: Custom Pardot / Zoom Integration

Submitted by Julia Hoffman for FARO / Sercante Labs

ParDreamies 2021 Pardot Award Winners - FARO and Sercante Labs

FARO hosts 300+ webinars a year via Zoom. The Zoom-provided integration provides basic list management that can sync to Pardot from a Zoom registration page, but FARO was looking for a way to host webinar registration landing pages on their event website and automate a confirmation email using a Pardot template. Furthermore, there was a desire to send reminder and follow-up emails directly from Pardot in nine different languages.

FARO worked with Sercante to build a custom Pardot and Zoom integration that streamlined FARO’s webinar process. The solution accomplished that by allowing all of the participant management (confirmation emails, reminders, pre- and post-webinar action items) to take place in Pardot rather than Zoom. By using email templates with dynamic content, the team significantly decreased the amount of time required for weekly email design and by making the process more automated, webinar attendees are passed to sales days sooner.

The build included email templates with dynamic content to allow us to reuse assets, as well as an API that syncs data from Zoom to Pardot to automate records being upgraded from Registered to Attended. A Pardot engagement studio program template and process was created for scheduled execution of pre- and post webinar actions, supported in nine different languages.

Since FARO began using the solution from Sercante in April: 76 Webinars have been hosted; 9,215 Records processed via the integration, with approximately 30% of those then being updated from Registered to Attended via the integration; Resulting in 127 Closed Won Opportunities and $1.1M in revenue from those efforts.

Honorable Mention: Driving Business and Investment across the African Continent

By Africa Events Limited

African Investments Limited

Africa is a fragmented continent split into 54 economies, each of sub-scale size. Global businesses want to operate in Africa, but deciding who to deal with is complex, time consuming and expensive. Africa Events Limited launched a Salesforce-Pardot solution in 2021 to meet these challenges. The solution is set to become one of Africa’s most important business tools. Additionally, the team hosts a physical event, AFSIC – Investing in Africa, which has become one of the African continent’s most important investment events.

African Investments Limited developed a scalable system that will increasingly drive business and investment across the entire African continent by combining matching business requirements in all sectors of Africa’s 54 countries.

The team believes they have produced the first pan-African multi-sector, multi-country Pardot Business Opportunities Dashboard solution allowing companies to promote investment and business opportunities not just within Africa, but also as export opportunities to global companies. This is entirely new ground as they are not aware of a competitor doing anything similar. Business opportunities, and their growing network are shown at www.invest-in-africa.co.

Pardot is the company’s main communication tool. They use it to trigger email templates that are sent to 100,000+ of Africa’s most important business executives and investors. 

Honorable Mention: Leading & Inspiring Career Growth in the Pardot Community

By Ben Lamothe for BDO Digital

People working in the Salesforce ecosystem will typically choose to specialize in a specific platform. The path to becoming a Salesforce developer/architect/admin/analyst is fairly well established and clear to follow. The same can’t be said for someone who wants to work in marketing automation and has a passion for nonprofits or education, for example. Ben Lamothe sought to provide insight for those people and to hear from people working in those jobs today.

Ben’s Salesforce mentees were seeking a path into the ecosystem focused on the core Salesforce platform. It made him realize the path to becoming a Pardot professional is less than clear. That led to the decision to host a four-part Pardot Career Paths panel focused on the different career paths available for a Pardot expert/user/admin in marketing operations and automation at B2B and B2C companies; education organizations and institutions; nonprofits; and as independent consultant or with a Salesforce Partner. More than 20 Pardot professionals participated as panelists. They shared their career paths and answered questions from more than 340 attendees.

You don’t go to school for marketing automation. Instead, Pardot has passionate community users and platform evangelists to provide guidance. The Pardot community helped to achieve the goal of making the four panels happen.

Thanks to everyone who shared their Pardot stories

While the purpose of the first-ever ParDreamies Pardot Award Show was to recognize people for their amazing achievements, we’re presenting these stories with another motive. 

Understanding all of the possibilities within Pardot can be difficult to grasp. We hope that presenting these challenges and the solutions marketing professionals built to solve them helps others to do the same. Reading real-world examples of Pardot solutions is a great way to get the gears moving and ideas flowing.Have you built a really cool Pardot solution that may be helpful to solve challenges marketers face? Tell us about it in the comments below. And remember to sign up for the ParDreamin’ newsletter so you know when we open ParDreamies Pardot Award submissions in 2022.

The post Announcing the 2021 ParDreamies Pardot Award Winners appeared first on The Spot For Pardot.

By |2021-11-01T20:28:23+00:00November 1st, 2021|Categories: Career, Content Marketing, Email Marketing, Events, Non-Traditional Use Cases, Salesforce|