Example Pardot Compendium - Pardot Consulting

Example Pardot Compendium

Contents Ph ase 1

Ph ase 2

En gagem en t St u dio

1. File Hierarchy map

9. Forms

18. Engagement Studio

2. Profile & Persona

10. Pardot Links to Assets

Nurturing Strings

3. Competitor Analysis

11. Lists

19. Engagement Studio

4. Customer Journey Map

12. Prospect Lists

Overview

5. Lead Management Map

13. User groups

20. Engagement Studio Map

6. Custom Fields

14. Scoring

7. Field Standardisation

15. Data Snapshots

8. Campaign Benchmarking

16. Email Review

Report

17. Reporting

Training

^

Phase 1

1. File Hierarchy Map

This file structure is designed to be scalable. At a top level, we can score content based on categories. It would be beneficial to add another layer (folder) of scoring based on the content they are engaging with, for a more detailed insight. Once more detailed campaigns are set up, they can sit in the industry specific folder (We've provided examples below).

Campaign X folder

Scoring category

Folder Campaign Y folder

Campaign Z folder

-Email - Custom redirects - Dynamic content - Landing Pages - Forms - Automation rules - Lists -Email - Custom redirects - Dynamic content - Landing Pages - Forms - Automation rules - Lists -Email - Custom redirects - Dynamic content - Landing Pages - Forms - Automation rules - Lists

Campaign X folder

Scoring category

Folder

Campaign Y folder

Campaign Z folder


Campaign X folder

Scoring category

Folder

Campaign Y folder

Campaign Z folder


Scoring category

General Website scoring category

Scoring category

Folder

General Website

Folder

-Email - Custom redirects - Dynamic content - Landing Pages - Forms - Automation rules - Lists

- Forms - Custom Redirects - General downloads - Dynamic Content - Automation rules

-Email - Custom redirects - Dynamic content - Landing Pages - Forms - Automation rules - Lists

Subscription folder

Scoring category

Blog/Newsletter

- Campaign -Email - Custom redirects

zTest folder

This test folder can be used for all testing. Name this folder 'zTest' so that it sits at the bottom of the list.

Uncategorized

Ideally, this folder will only include layout templates as every asset will be linked to a campaign or category.

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2. Profile & Persona

Saf e assu m pt ion s f or FD/ FC Job t it le: Finance Controller / Finance Director / Export Manager.

- Highly experienced individual with 10-19+ years experience in finance. Rarely changes role.

Locat ion : UK based,. - Average Salary: 74K - 190K (£96,632).

Per son a

Year s t r adin g: 15-20 years. - Typically have degrees in economics or accounting. Com pan y t u r n over : £15-20 million. Th e Per son : Predominantly male aged 40-60.

- Top business challenges include reducing costs, company growth and streamlining processes in a cost effective way.

- They measure success primarily based on cost savings.

Pr of ile f or gr adin g

Employees = 20+ Increase grade by 3/3

UK based = Yes Increase grade by 1/3

Annual revenue = £2mill-100mill Increase grade by 3/3 Are you an Importer/Exporter? = Importer OR Exporter Increase grade by 3/3

Job Title = includes words: 'Finance Director/Controller/Manager ', 'Export/Purchasing manager ', 'Treasury/Treasurer ', 'Head of Accounts', 'CFO'. Increase grade by 3/3

Which markets you operate in = If 1 or more Increase grade by 3/3

Ownership = Private/Public Parent, Owner UK Increase grade by 3/3

3. Competitor Analysis

Marketing automation

^

No marketing automation tool

Social community

LinkedIn: 100 followers Twitter: 100 followers Youtube: 100 subscribers



Other tools

Adroll - Retargeting Intercom - Instant messenger

CrazyEgg - Heatmap tool Adobe Analytics - Web analytics

CrazyEgg - Heatmap tool Adobe Analytics - Web analytics

Web pages

Web pages - 217

Web pages - 189

Web pages - 490

Home meta description

META DESCRIPTON

META DESCRIPTON

META DESCRIPTON

^

4. Customer Journey Map Have they acquired over 100 points?

Create task for prospects w/100+ points & Grade above C

No

Pardot 1-1 emails

Engagement Studio Organic traffic

MQL

Website blog

Grade AGrade C- Grade C-B+ & above & below

Email Marketing

Sales team follow up

Sales £££ See Lead Management Map

MQL Prospect segmentation via dynamic lists

Landing page(s)

Progressive forms

Pardot to update customer profile/score/grade

2-6 months

Create task for prospects w/100+ points & grade Aor above

^

5. Lead Management Map

Internal sales team pre-qualify over the phone - same day

Appointment Booked & Sat

App Accredited

Prospect spoken to sales team

Sales $$$

If volume over £300k/year Qualified face-to-face. App sent. (1-2 weeks)

Application received within 1 week (2-3 weeks depending on delays from client)

Up to 4 weeks (no delays)

App sent to Compliance for on-boarding and checks. (3 days)

^

6. Custom fields Current fields

New Pardot fields to be added

Are you an importer/exporter?

UK based?

Which markets do you operate in?

Ownership

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7. Field Standardisation Fields

Data Format

Annual Revenue

Number (no punctuation) e.g 100000

Employees

Number (no punctuation) E.g 1000

Are you an Importer/Exporter?

Checkbox: - Importer - Exporter - Importer and Exporter - Neither

Which markets do you operate in?

Checkbox: - Asia - Europe - North America - South America - Africa - Asia Pacific

Annual Trading £

Number (no punctuation) e.g 100000

Ownership

Dropdown: - Private Parent - Public Parent - UK Owner Based

8. Campaign benchmarking report

[Target audience profile]

Prospect list: Record count - x Data source - record Criteria (e.g. company size, sector, location etc)

^

Program level goals: - Contain forms within Pardot to enable progressive profiling - Contain landing pages within Pardot to enable better nurturing - Restructure folder taxonomy for more efficient campaign management and make better use of scoring categories - Addressed custom fields to be created in Pardot so that the system is integrated with Salesforce - Customer journey is mapped from first thematic touch point through to Sale - Management of leads between marketing and sales is considered and mapped out - Incorporate dynamic content into program - Get propsect lifecycle report setup and working - Setup Engagement Program

N.b. There must be at least one Contact record listed under the standard Contact Roles related list on the Opportunity. The contact role must be synched with a Pardot Prospect.

^

Phase 2

Landing Page Form

9. Forms

First Name (Links to 'First Name')

Company (Links to 'Company')

Last Name (Links to 'Last Name')

We would like to use your contact information for marketing purposes (Links to 'Agreed to be mailed')

Email (Links to 'Email')

Phone (Links to 'Phone')

I have read and agree with the privacy policy (Links to 'Privacy Policy Agreement')

Completed Actions

Set sou r ce t o: Marketing

Assign t o u ser : J

Not if y: Marketing notification

Set sou r ce cam paign :

Set cu st om f ield t o: Privacy policy confirmed

Ch an ge lead r ecor d t ype t o : Lead

Add t o list :

Add t ag: Payments LP Form

Completed Actions

Name (Links to 'First Name')

Newsletter Form

Set sou r ce cam paign : FORM Newsletter Sign-Up

Email (Links to 'Email') Add t ag: subscriber

14. Scor in g

^

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15. Database Snapshot 67,459 total prospects

22,166 Unmailable Prospects (of which 11,246 Unsubscribed)

There are a lot of unmailable prospects. These can be deleted in Pardot if they are not needed (this won't effect their presence on Salesforce) and if they become active, Pardot will pick them out of the recycle bin and make them active again. Fortunately, only 318 of these are part of the daily market report list.

63,907 Never Active Prospects

23,696 Assigned Prospects

This will not be an issue once Engagement Studios are created for each key customer group.

35,290 Records not in Salesforce

3,555 Active Prospects

Database Snapshot (as of 03/04/17) 68,346 total prospects

22,596 Unmailable Prospects (of which 11,493 Unsubscribed)

63,929 Never Active Prospects

27,787 Assigned Prospects

35,383 Records not in Salesforce

4,417 Active Prospects

Corporate Acquisition Engagement Studio

18. En gagem en t St u dio Nu r t u r in g St r in gs

^

^

19. En gagem en t St u dio Over view Engagement Studio Prospects already on Pardot List of Landing pages Prospect list

Emails

100 points+

Organic & other Visitors (PPC, Facebook etc.)

Landing page(s)

Progressive form

Content Downloads

Grade >D Scoring

Set Profile to 'Biz'

Landing Pages and Progressive form

Grade C's

Grade B's

Scoring

Grade A's

Assign to sales (location based)

^

En gagem en t St u dio M ap Automation rule running in the background will take any prospects from this Engagement Studio and distribute them to the relevant sales when a score of over 100 is attained. A tag is added called 'Been through acquisition nurturing'

Send emails between the hours of 9-5 Tag: Started corporate acquisition program

*Progressive profiling: Order of questions asked in each form. Form 1) - Job title - Current provider Form 2) - Ownership - Are you an importer/exporter?

Score is reset to 0 & given profile

Suppression list: 'Prospects over 100 points and assigned automatically'

- Prospects already on Pardot - ICS - New prospect add to nurture program Dynamic list: sign ups from web form

Form 3) - What markets operated in - Annual trading Form 4) - Annual revenue - Employees Scoring Custom redirect click: 3 Email open: 1 File acces: 10 Form error: -5 Form submission: 30 Landing page error: -5 Landing page success: 30 Page view: 3 Visitor session: 3

Send Email 1: Acquisition full HTML template

Lan din g page: Screenshot of video linking to page incuding Video with sign up form

Week 1 Wait 7 days Send Email 2: Acquisition full HTML template

If anyone signs up at any point during program:

Lin k 1 Web Blog post :

Lin k 2 Web page: Sign up to platform Cu st om r edir ect (Add 30 poin t s)

Blog lin k s t o sign u p page Com plet es Bu sin ess sign u p f or m

Add tag 'Business sign up form'

No

Wait 3 days Did prospect click the specific link to the blog?

Adds to dynamic suppression list: sign ups from web form

Yes

Add tag: Viewed @BLOGNAME@ Blog

Removed from ES program

Week 2

Wait 4 days Send Email 3: Acquisition content download * Lan din g page Downloadable content:

No

Wait 3 days Did prospect complete the landing page?

No

Yes

Is current provider 'Bank'?

Follow up template Send plain text email selling benefits of services

Assign to sales (Set score 100) Schedule task to call

Week 3

Wait 4 days Send Email 4: Acquisition content download

* Lan din g page Downloadable content:

No

Wait 3 days Is grade above B?

Yes Follow up template Send plain text email selling benefits

Assign to sales (Set score 100) Schedule task to call

Week 4 Wait 4 days Send Email 5: Acquisition content download Lan din g Page: Case study 1

Lan din g Page: Case study 2

Dynamic content here showing case study most relevant. Perhaps show case study based on whether prospect is importer/exporter?

Week 6

Wait 14 days Send Email 6: Acquisition full HTML

UK survey (outputs: analysis/write-up

Use longer form as it's a big content download

Wait u p t o 7 days Did prospect complete the landing page?

No Add tag 'Been through corporate ES'

For these prospects, it would be worth building a slower nurturing program to feed them useful content 1-4 times a month to keep Co at front of mind.

Add to list 'Prospects been through nurturing, didn't convert'

End

Yes

Assign to sales (Add score 100) Schedule task to call

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Tr ain in g Delet in g u n m ailable pr ospect s

Every month, the number of unmailable prospects should be checked and removed to ensure EarthportFX aren't charged unnecessarily for extra data storage space. NOTE: Removing prospects simply keeps them in the recycle bin, if the prospect becomes active again then Pardot will pull them from the recycle bin. Steps:

1.

1. Log in to pardot and navigate to 'Prospects > Prospect lists' on the left hand side.

2.

2. Make sure that 'Unmailable prospects' is selected from the dropdown and the duration 'All-Time' is chosen.

3. Click the checkbox as shown in the diagram to the left, which will select all of the prospects on the page. Following this, click the hyperlink which tells you how many prospects in total will be selected. This will select everyone in the list.

4. At the bottom of the list, choose 'Delete' from the dropdown list and then click 'Go'. These prospects will now be sent to the recycle bin. You can remove them from the recycle bin at any time.

3.

4.

Sen din g leads t o n u r t u r in g pr ogr am

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Sales will want to make sure that any leads that aren't ready, they're being nurtured. It makes sense that any prospect who goes through the acquisition drip and speaks to sales, is then sent to the next program instead of being places back into the acquisition on. In terms of a process, all sales need to do is send prospects to the list ''. Here's how the automation works: NOTE: Enagement Program needs to be built. This is the logic that gets them there.

If tag is 'Been through acquisition nurturing'

Sales send prospect into list from Salesforce

Passive Engagement Program

Passive Engagement Program

Sales - add to nurture program' list

If no tag is present

No tag send to Acquisition: Tagged so send to passive engagement program Score is reset by these automation rules.

Prospect list

Acquisition Program

User Gr ou ps If someone from the sales team is on holiday or not present, you can remove them from their user group and replace them so no leads are waiting to be assigned. Here's how to do it:

Steps:

1.

1. Log in to pardot and navigate to 'Admin > User management > Users'. Select the user who is away, and click 'Edit Groups'

2.

2. Untick the user from the groups that they are associated to.

3. Go back to the 'Users' screen. Now tick the user who will replace the person who is away and scroll down to the bottom. Choose 'Add users to group' from the dropdown, select the relevant area and click 'Go'.

3.

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Tom Ryan | Founder & Certified Pardot Consultant | 07800897425 | [email protected]

www.marcloudconsulting.com