@uberflip #uberwebinar MARKETING AUTOMATION HACKS: Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25 Hana Abaza VP Marketing, Uberflip @hanaabaza
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MARKETING AUTOMATION HACKS:
Hannah Freeman Sr. Client Advocate, Pardot @hfreeman25
Hana Abaza VP Marketing, Uberflip @hanaabaza
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
@uberflip
!#MAHacks
!
How Uberflip & Pardot Work Together
Stay Tuned For The Demo
CONVERT, CONNECT AND UNDERSTAND LEADS
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MEET THE EXPERT
Hannah Freeman
Pardot
Street Cred:
• Client Advocate at Pardot since March 2014
• Salesforce Certified Pardot Consultant
• Helped hundreds of clients (and counting) develop
a Pardot strategy to achieve their marketing goals
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LET’S GET HACKING!
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Hack #1
Know where to
focus in your report
Focus on 3 key email metrics:
• Delivery Rate
• Open Rate
• Click Through Rate
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• List Quality and Data Cleanliness
• Shoot for above 90% delivery
• Check your Sender Score
• Pro-Tip: Get confirmed opt-ins!
Delivery Rate!!
Paste in your sending IP at
senderscore.org for a quick report
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• Subject Line
• 20% is roughly average
• Conduct A/B Testing
• Pro-Tip: Try using variable tags
Open Rate!!
Run a quick AB Test on your subject line b
efore sending it out to the whole list
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• Copy / Call to Action
• 2 - 4% is roughly average
• Conduct A/B Testing on CTA
• Pro-Tip: Use dynamic content!
Click Through Rate!!
Vary content based on field values, score, or grade
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• Perform easy global updates with Dynamic Content
• Keeps promotions up-to-date across channels
• Cuts down on admin time
Bonus Hack!!
Quickly promote
up-coming webinars
on your site, blog,
emails, etc.
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Hack #2 Use completion actions to automate
segmentation, increase score, etc
• Track every link
• Use custom redirects for:
ü Third Party Ads
ü Blog Posts
ü Social Posts
ü Partner Sites
ü QR Codes
ü Direct Mail !!
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Check out the custom redirect in my
own signature
A few clever uses!!
• Dynamic Calls to Action
• Yes / No Poll
• Confirmed Opt-In
• Employee Email Signatures
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• Connect Google Analytics
• Append UTM parameters
• Auto-populate lead source
For the data-driven users!
After you connect Analytics,
parameter fields will appear in the editor
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Hack #3
Include a note that you’ll be
emailing the content
• Leverage the auto-responder
• Email valuable assets !instead of redirecting!
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Bonus Tip: Perfect Your Forms !
• Use email validation rules
• Dynamically swap out forms
• Use multivariate testing
• Keep it short
• Gather new info each visit
Verify an email is not from an ISP or free
provider to capture more business emails
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Hack #4 What the rep will
see in your CRM
• It’s a two-way street:
• Develop a prospect
feedback loop
• Kick it off with CRM Visible
Lists!
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• Avoid slick HTML templates
• Use rich-text formatting
• Use variable tags to fill in the account rep’s signature!
Keep it Personal !
Personalized email that
looks like it’s coming from
their account rep
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Sneak in Marketing Content !
• Create a fake forward
• “Fwd:” or “Re:” in the subject line
Looks like a personal
forward of a
marketing email
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Set, Forget, Sell !
• Determine the Cadence
• Automate notifications
• Voila!
Sample template for a
sales nurturing drip
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Hack #5 Stage-specific content ideas
• Lead Score = Buying Stage
• Grade = Buyer Persona
• What about cold lists?
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The 3-2-1 !
• Begin with Stage 3 content and
move backwards
• Use a drip program to automate this
Check for link clicks after each email to let
the prospect “choose their own adventure”
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Quick Content Ideas !
• RSS Readers
• Google Alerts
• Recycle ideas!
• Share content from other
experts
• Update old posts
• Invite partners and
customers to help
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• Unique Page Visits
• Downloads / Form Submissions
• Source
• Social Media Interactions
• Influence and ROI
• Growth
Content Metrics that Matter !
Build a Campaign Influence Report in Salesforce
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RESOURCES
Lead Nurture Lab (Sample Templates)
www.pardot.com/nurturing-lab
Pardot and Salesforce ROI Reporting
www.pardot.com/faqs/best-practices/best-practices-pardot-salesforce-campaign-roi
Dynamic Content Overview
www.pardot.com/faqs/emails/advanced-dynamic-content
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We put the ability to manage and leverage the content experience in the marketer’s hands.
UBERFLIP PUTS MARKETERS IN CONTROL
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Connect your content:
To a beautiful, optimized front-end experience that is:
With built-in tools to:
RESPONSIVEDISCOVERABLE SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEADS
ORGANIZED PERSONALIZED
HOW IT WORKS
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• Auto update• Smart filters• Scheduling
• Content score• Uberflip metrics• Marketing Automation
• Create CTAs• Gate Content• Marketing Automation
• Aggregate• Curate• Personalize
Manage Content
Generate Leads
Automate Process
Deliver Insights
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Resource Center Blog Upgrade Content Library
Sales Enablement
UBERFLIP USE CASES
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Supercharge Your Content
• Sync Contacts
• Progressive Profiling
• Track Buyer Journey
• Trigger Campaigns
• Gate Premium Content
• Enhance Lead Scoring
@wistia @uberflip!
THE UBERFLIP EXPERIENCE
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QUESTION TIME!
Hannah Freeman Sr. Client Advocate, Pardot
@hfreeman25
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com