Pardot Life Hacks

An Innovative Leader, United States Army Veteran, Director of Innovative Technology at America’s Warrior Partnership, Dannielle Pope, discusses her Pardot journey and lessons learned along the way. Takeaways * Dannielle’s favorite Pardot Life Hack: Utilizing the recycle bin for ultimate organization and evaluating relevant content. * Approach your Pardot organization with your team from a conversational standpoint. This helps pinpoint what is working and what actions or tools are no longer applicable. * As marketers we can often get distracted by the “Shiny Tool” syndrome. Before buying new technology , plan and discuss with your team their capacity and the end goals for using it. * Using Pardot on the Salesforce platform, presents a single source of truth that gives your team a full view of the customer journey from the first click, to closed won, and renewal. * Automating what you can in the buyer's journey frees up time for your team to focus on building those relationships and adding the human touch. * Career Advice: Things will come into your life when it needs to. Useful Links * LinkedIn: https://www.linkedin.com/in/dmpope/ [https://www.linkedin.com/in/dmpope/] * Twitter: https://twitter.com/the_danni_pope [https://twitter.com/the_danni_pope] * America’s Warrior Partnership: https://www.americaswarriorpartnership.org [https://www.americaswarriorpartnership.org/] Shout Outs * 46:34 Lauren Zolp * 47:02 Kate & Hector Perez Social * #PardotRecycleBin * #Veteran * #MarketingAutomation * #TrailblazerTalk * #Salesforce * #Pardot * #SalesforceCertified * #PardotLifeHackers * #SalesforceOhana Ways to Tune In * iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 [https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195] * Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan [https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan] * Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr [https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr] * iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ [https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/] * Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 [https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16] * YouTube - https://youtu.be/GN4y5DPFQH4 [https://youtu.be/GN4y5DPFQH4]

A 3x Salesforce Certified Ohana Member, Salesforce Marketing Champion, Marketing Technology Optimist, Senior Marketing Operations and Automation Manager at Quentic, Isabelle Theilen, discusses best practices while being a marketing team of one. Takeaways * Isabelle’s favorite Pardot Life Hack: Tagging assets for organization and reporting. * If you are a marketing team of one, look to the communities such as Pardot slack channels or user groups to bounce ideas off of, ask questions, or find solutions. * Asset templates are a great way to save time and add structure for your campaigns, especially when you are a team one. * When planning the marketing initiatives that will help achieve the business goals for the year, consider using a roadmap. Define the priorities for the year and then for each quarter and share with leadership. * “Be confident. You are the master of your system. Don’t let others push you around. It’s all about transparency and communication.” ~Isabelle * Make sales feel involved and acknowledge their ideas to promote sales and marketing alignment. * Career Advice: Be proud of what you have accomplished. Useful Links * LinkedIn: https://www.linkedin.com/in/isabelletheilen/ [https://www.linkedin.com/in/isabelletheilen/] * Quentic: https://www.quentic.com [https://www.quentic.com/] Shout Outs * 52:11 Jenna Molby * 52:38 Sara McNamara * 53.05 Lucy Mazalon Social * #MarketingChampion * #PardotTags * #Roadmaps * #Communication * #Community * #SalesMarketingAlignment * #TrailblazerTalk * #Salesforce * #Pardot * #SalesforceCertified * #PardotLifeHackers * #SalesforceOhana Ways to Tune In * iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 [https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195] * Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan [https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan] * Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr [https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr] * iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ [https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/] * Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 [https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16] * YouTube - https://youtu.be/2yMfY2XD3xc [https://youtu.be/2yMfY2XD3xc]

A Salesforce Marketing Champion, Irvine Pardot User Group Co-Leader, Marketing Campaign Manager at Restaurant365, Brittany Rhyme, chats about paid digital advertising and how it ties in with your overall marketing automation strategy. Takeaways * Brittany’s favorite Pardot Life Hack: Using Engagement Studio in conjunction with ad campaigns to track which ad creatives are the most successful and which content is resonating with each persona. * Before developing a new ad campaign, focus on who the audience is, analyze historical data, look to see what content has been successful in the past, and have a clear campaign goal. * Understanding your buyer personas and where they are is key to having a successful ad campaign. * Switch up the content and update your ad copy when testing with your ads campaign. This avoids the “billboard effect” by frequently refreshing the wording in your content. * Put yourself in the shoes of your target audience. Refer back to customer stories to really get in the buyer’s mindset while writing ads. * “It takes a certain level of creativity to write ads. You just need to think back to your persona, who you are talking to, and what you are offering them versus what you are trying to get them to do.” ~Brittany * Career Advice: Speak at a Pardot User Group. Share with the community! Useful Links * LinkedIn: https://www.linkedin.com/in/brittanyrhyme/ [https://www.linkedin.com/in/brittanyrhyme/] * Twitter: https://twitter.com/brittanyrhyme [https://twitter.com/brittanyrhyme] * Restaurant365: https://www.restaurant365.com [https://www.restaurant365.com/] * Pardot Landing Pages vs. LinkedIn Lead Gen Forms: https://thespotforpardot.com/2019/03/21/linkedin-advertising-should-you-use-pardot-landing-pages-or-linkedin-lead-gen-forms/ [https://thespotforpardot.com/2019/03/21/linkedin-advertising-should-you-use-pardot-landing-pages-or-linkedin-lead-gen-forms/] Shout Outs * 23:14 Ben LaMothe * 38:51 Stephanie (Yen) Lin * 39:56 Dede Sabey * 41:57 Irvine Pardot User Group Social * #MarketingChampion * #Ads * #PPC * #Personas * #PaidAdverts * #EngagementStudio * #TrailblazerTalk * #Salesforce * #Pardot * #SalesforceCertified * #PardotLifeHackers * #SalesforceOhana Ways to Tune In * iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 [https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195] * Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan [https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan] * Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr [https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr] * iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ [https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/] * Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 [https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16] * YouTube - https://youtu.be/Xw6vZgcSV9A [https://youtu.be/Xw6vZgcSV9A]

A Marketing Strategist, Salesforce Pardot Expert, Speaker, Senior Solution Engineer at Salesforce, Kathryn Ryan, shares her expert knowledge of best practices in creating an account based marketing strategy and how to leverage tech stack for execution. Takeaways * Kathryn’s favorite Pardot Life Hack: B2B marketing analytics tools, including reporting on assets such as custom redirects. It allows you to see campaign performance in one spot whether it originated in Pardot or not. * Know your prospect’s buying committee and their role on it. This is an extra level of personalization in the buyer’s journey and important to getting the right content to the right people. * Before starting your ABM strategy you’ll need to: 1. Define your target audience and what type of content you would like to send. 2. Look to see what is resonating with your audience. Ex. Who is heavily engaged with certain topics? 3. Timing is key. Ex. Did they attend your webinar recently? * Putting Dynamic Content on your website or in emails is impactful from an ABM standpoint because it allows your viewers to see something that is customized to them. * Nurture campaigns with Pardot Engagement Studio are a great way to keep your target accounts engaged after they first interact with your marketing. * Do not feel like you have to do it alone when starting your ABM initiative. There are plenty of resources out there and having a partner to share the workload is great for a successful setup. * Align your internal teams before reaching out to disengaged accounts. Bring in multiple people to figure out connections and find what matters to the prospect to grow that relationship. Useful Links * LinkedIn: https://www.linkedin.com/in/kathrynryan1/ [https://www.linkedin.com/in/kathrynryan1/] * Salesforce: https://www.salesforce.com [https://www.salesforce.com/] Shout Outs * 43:28 Lauren Ax * 43:29 Lori Payne Social * #AccountBasedMarketing * #DynamicContent * #EngagementStudio * #TrailblazerTalk * #Salesforce * #Pardot * #SalesforceCertified * #PardotLifeHackers * #SalesforceOhana Ways to Tune In * iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 [https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195] * Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan [https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan] * Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr [https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr] * iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ [https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/] * Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 [https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16] * YouTube - https://youtu.be/5uGhvtqWhdw [https://youtu.be/5uGhvtqWhdw]

A Salesforce Marketing Champion, 5x Salesforce Certified Ohana Member, Portland Oregon Nonprofit User Group Co-Leader, Writer, Marketing Automation Solution Consultant at Traction on Demand, Jacqueline Fassett, shares her expert knowledge in Moves Management for the nonprofit sector and expands on how the approach translates into account based marketing for the B2B space. Takeaways * Jacqueline’s favorite Pardot Life Hack: honing in on your email preference center. This will save you time, improve your relationship with prospects, and create a good brand reputation. * Put yourself in the shoes of the prospects before sending out email communication. Is the message you are about to send personalized and relevant to their buyer’s journey? * Moves Management can be translated to ABM on the B2B side. Just as you would identify and qualify target accounts and then nurture them with the goal of turning them into bigger customers, this is the exact same thing with moves management. * With Moves Management, start by identifying the major donors who have a high engagement, the ones who have subscribed to your content and attended your events, as these will be easier to approach. Then enter those who are less engaged into a nurture campaign with the attempt to warm them up for your development team. * When creating a moves management strategy, start at the beginning, strategize on tools or technology features to leverage, and discuss who you are targeting and why. * “Getting a well-rounded look at how prepared an organization is for marketing automation is going to help decide which tool to go after and when/how to use it. It’s more than just a budget conversation.”~Jacqueline * Career Advice: Make self-care a priority as you grow your career. Useful Links * Twitter: https://twitter.com/jdfassett [https://twitter.com/jdfassett] * LinkedIn: https://www.linkedin.com/in/jacqueline-fassett/ [https://www.linkedin.com/in/jacqueline-fassett/] * Traction on Demand: https://tractionondemand.com [https://tractionondemand.com/] * Blog article: https://www.jacquelinefassett.com/inspiration/what-apps-do-you-need-for-moves-management/ [https://www.jacquelinefassett.com/inspiration/what-apps-do-you-need-for-moves-management/] * Personal Website: https://www.jacquelinefassett.com [https://www.jacquelinefassett.com/] Shout Outs * 49:58 Kirsten Kippen * 50:13 Lara Black * 50:31 Portland, OR Pardot User Group Social * #MarketingChampion * #EmailMarketing * #MovesManagement * #TrailblazerTalk * #Salesforce * #Pardot * #SalesforceCertified * #PardotLifeHackers * #SalesforceOhana Ways to Tune In * iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 [https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195] * Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan [https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan] * Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr [https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr] * iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ [https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/] * Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 [https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16] * YouTube - https://youtu.be/f8tAmH57zuc [https://youtu.be/f8tAmH57zuc]