Category: Blog

Blog

How to Take Your Marketing to the Next Level…

Salesforce’s physical offices may have been closed in 2020, but Pardot’s product team didn’t stop working. If anything, our product innovation accelerated last year! Pardot became easier to use with deeper analytics, more built-in artificial intelligence (AI), and new features to help your scale your marketing.

Here are five of Pardot’s most exciting 2020 product advancements that will help you take your marketing to the next level in 2021:

1. B2B MARKETING ANALYTICS PLUS

Using B2B Marketing Analytics Plus is like adding a data scientist to your marketing team. Powered by the most advanced AI capabilities, not only can you better understand the performance of past campaigns — you can also receive suggestions on what to do next to maximize your return on investment (ROI) at every stage of the funnel. For instance: predict how much engagement you’ll gain with planned campaigns. The new connectors allow marketers to pull in data from external systems, like Google Analytics.

2. ENGAGEMENT HISTORY DASHBOARDS

Get the relevant analytics and insights you need directly on account, lead, contact, opportunity, and campaign records. With Engagement History Dashboards, you can embed dashboards on these records that visualize marketing engagement and surface key insights.

Marketing users need to understand that their efforts are creating engagement, while sales needs to understand who’s engaging, identify strong leads, and build targeted account plans. These dashboards allow all users – marketing and sales alike – to see the same data and use that data to inform decisions. You’ll be able to understand trends and patterns in campaign engagement and gather details on the who, what, when, where, why, and how behind the engagement.

3. EINSTEIN ATTRIBUTION

Don’t calculate marketing attribution the way your grandmother did. Use a customized model created by Einstein learning to more accurately identify the most effective campaigns in your customer journeys. Einstein Attribution leaves rules-based influence models in the rearview mirror. It uses AI to develop a data-driven model that attributes revenue share based on your actual customers, their engagement, and your successes.

4. NEW PARDOT EMAIL EXPERIENCE

Pardot marketers now have a more streamlined and user-friendly end-to-end email experience that uses the power of the Lightning Platform. The redesigned email experience includes enhanced email design capabilities, preview and test options, and a configurable send experience. Marketers can build email content from templates and add images, HTML, plain text, and HML merge fields to customize them. You can save email content for reuse and view reports on content performance. Pardot’s new email experience also allows users to take advantage of Salesforce CMS.

5. DEVELOPER SANDBOXES FOR PARDOT

Testing, auditing, and configuring Pardot is now easier than ever. Admins and developers can use sandboxes to safely test Pardot in an isolated training environment before going to live production. This provides the staging ground developers need to make configuration or asset changes and ensure all IT governance needs are met.

Want to learn more? Join us Jan. 20 for a webinar to learn how marketers are leveraging Pardot’s latest and greatest capabilities to transform their marketing.

Blog

Dreaming of ParDreamin’ 2020

If you follow @Pardot on Twitter and happened to check your timeline between Dec. 8 and Dec. 11, you probably saw us tweeting excitedly about the ongoing events at ParDreamin’ 2020. This was one of the biggest Pardot-related virtual events ever, and it was great to get the Pardot community together to network, share tips and best practices, and get extra training on Pardot and Salesforce. 

The four days of ParDreamin’ 2020 were packed with informative sessions and keynotes. If you registered to attend ParDreamin’ 2020, all sessions will be streamable in the platform for 30 days. If you didn’t register, no worries. All sessions will become available for public streaming in early 2021. To be notified when the videos are public, you can join the email list on the ParDreamin’ 2020 website.

For now, let’s take a brief look back at all four days of ParDreamin’ 2020.

The Lead-Up: #MarketingChats

To generate engagement within the Pardot community and spread the word about ParDreamin’ 2020, we teamed up with our friends at Marketing Cloud to host a #MarketingChats Twitter event on December 3rd.

Responding to a series of fun questions posed by @MarketingCloud, we wove ParDreamin’ 2020 into the discussion. The entire event ended with a final tweet tagging @ParDreamin and featuring the #WheresParDragon hashtag.

If you participated in #MarketingChats, we hope you enjoyed the conversation — and that it may have inspired you to join us at ParDreamin’ 2020!

Dec. 8: Day One

ParDreamin’ 2020 started with a set of exciting and intensive workshops, including:

  • Bootcamp: Pardot Basics with Erin Duncan
  • Campaigns & ROI Reporting with Allie Capitelli
  • Essentials of Salesforce Reports & Dashboards with Mike Morris
  • Pardot Developer: API & Advanced Troubleshooting with Adam Erstelle
  • Scoring & Grading Workshop with Heather Rinke

Our thanks go out to all attendees — we hope you learned a lot and had fun with these workshops!

Dec. 9: Day Two

The second day of ParDreamin’ 2020 opened with Marketers Leading Through Change, an inspirational and insightful keynote presentation hosted by Mike Kostow, SVP and GM of Pardot. Mike was joined by Carrie Pena from BuildOn and Gail Moody-Byrd from Noodle.ai for a moving discussion about how companies can successfully overcome crisis situations and create innovative solutions to new problems. Throughout the pandemic, BuildOn and Noodle.ai have both used Pardot to share information with customers, build connections between internal teams, and solve problems in a changing business landscape.

This keynote was followed by a series of morning sessions, including:

  • Benchmark Your Pardot Database Health with Matt Lincoln
  • Deliverability vs. Mailability – Nightclub Guide for Pardot Marketers with Lucy Mazalon
  • Pardot & EDA: Solutioning for Higher Ed with Michelle Littlefield
  • Leads in Salesforce: And Why You May Be Doing It Wrong with Erick Mahle
  • More Than Martech: Wall-to-Wall Automation with Sara McNamara, David Kreitter, and Mike Creuzer
  • Syncing Salesforce Custom Objects with Pardot with Dan Umbro

In the afternoon, we held the Marketing’s Role in Digital Transformation Panel, and then settled in for these sessions:

  • 11 Key Insights About the New Pardot Email Builder with Jen Kazin
  • Getting Sophisticated with Scoring with Jessica Hope
  • Cool Handlebar Merge Language (HML) Tricks with Bill Fetter
  • Full Funnel Marketing with Auseh Britt
  • Passing Drivers Ed: How to Avoid a Crash as a First Time Pardot Admin with Marcos Duran

Dec. 10: Day Three

ParDreamin’ 2020’s third day opened with a Product Roadmap Keynote hosted by Kyle Skibbe and Prasanna Vijayakumar. If you’re the type of person who’s always wondering what’s next for Pardot, this one was for you! We’re so excited about the future of Pardot, and it was a big thrill to share our plans with the community.

You already know what came after the keynote — the morning sessions! Here’s what was on offer that morning:

  • How to Show Marketing’s Influence on Pipeline with Salesforce Campaigns with Ben Lamothe
  • No Ninjas, Unicorns or Rockstars: Real Career Options for Pardot Marketers with Holly Gage
  • Pushing the Boundaries of Marketing Measurability Towards True MROI with Jaime López
  • From Marketing to Support, Take Your Customers on a Journey Down the Appinium River with Steven Jacobson
  • Inside Out: 5 Personas of Email Marketing with Chris Zullo and Karmel James
  • The Recipe for Successful Lead Management with Jay Vira

After a well-deserved lunch break, we returned for the Enterprise Panel hosted by Luke Wotten, Rebecca White, and Lindzee Barrera. Then it was time for the afternoon sessions:

  • Always Be Testing: How Nonprofits Can Use Pardot to Increase Impact with Kirsten Kippen and Sheridan Marfil
  • Designing Pardot and Salesforce Solutions That Track ROI Off All Your Online Channels with Kristina Alexandra
  • Supercharge Pardot Insights with Datorama with Ryan Deshazer
  • The Hand-off Between Marketing & Sales Powered by Process, Salesforce & Pardot with Jennifer Schneider
  • Level Up Challenge: The One With Landing Pages! with Marcos Duran
  • Not Just for Customers: Use Pardot to Revolutionize New Hire Onboarding with Kate Lessard and Heidi Hodges

Dec. 11: Day Four

We may have saved the best for last — the final day of ParDreamin’ 2020 featured some of the most exciting sessions of all. Day four opened with a Demo Jam hosted by Celine Newsome and Mike Creuzer, showcasing products from sponsors of ParDreamin’ 2020. After that, we dove into a morning of exciting sessions, including:

  • Bad Data is the Plastic of the Marketing Ecosystem – How Much Should We Pay to Clean It Up? with Skip Fidura
  • Pardot Automation Rules to the Rescue with Thimuth Amarakoon
  • Building Custom Integrations with Pardot with Lauren Drugan and Mike Creuzer
  • GDPR, CASL, CAN-SPAM, Oh My! with Chloe Wilde
  • The Ugly Duckling – How 2020 Showed the Importance of Agile Ops Team in Traditional B2B Enterprise with Adele Heikkilä and Jaime Lopez
  • Snippets – Connected Campaigns Power Tool with Marianne Fields

The afternoon brought with it one of the most spectacular ParDreamin’ 2020 events: Transform ABM with the Power of the Platform hosted by Neha Shah and Meredith Brown, plus a fireside chat with Pardot co-founder Adam Blitzer and Mike Kostow, Pardot SVP and GM. It was incredible to hear Adam’s thoughts on the future of digital transformation — and Pardot’s place in it!

After the fireside chat, it was time for the final sessions of ParDreamin’ 2020:

  • Content That Converts with Ashley Anger
  • Deliver Richer Personalization Leveraging Pardot and Interaction Studio with Michael Roberts and Grace Izard
  • Pardot Sync Errors – Diagnosing, Solving, and Preventing Them with Lara Black
  • Bet You Didn’t Think You Could Put That in an Email! with Jacob Filipp
  • Dynamic Content: Personalization Taken to a New Level with Stephen Stouffer
  • The Future of Marketing is Conversational: Using Pardot + Conversational Marketing to Engage with Buyers in Real Time with Sean Whiteley

If you joined us at ParDreamin’ 2020, we hope you had just as much fun connecting with the Pardot community as we did! And if you missed it, there are still lots of virtual Pardot-related events on the horizon — stay tuned. 

We were proud to work with BuildOn at ParDreamin’ 2020 to raise funds toward building a school for a community in need. To give to BuildOn and help us reach this goal, please visit BuildOn’s donation page.

Blog

How Pardot Helps Marketers Comply with Today’s Privacy Regulations

Today, technology is integrated into nearly every part of our lives. From the tiny personal fitness trackers on our wrists to the major data centers powering the internet we use daily, computers of all shapes and sizes have become ubiquitous in modern society, achieving levels of scale and popularity that were the realm of science fiction just a decade or two ago.

However, our increasingly connected world is not without its challenges. The trail of information left by our digital actions can last forever. Power imbalances between those who generate data and those who collect it have the potential to lead to serious privacy and security issues. 

As a result, legislative bodies worldwide have passed regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) to give consumers more control over how their data is used and to penalize misuse.

To remain competitive while maintaining consumer trust, it’s up to today’s businesses to build compliance into their products and services. That’s just what we’re doing here at Pardot. 

Here’s how we’re helping our customers comply with existing and evolving privacy regulations and build tailored solutions to support requirements under different privacy frameworks. 

Obtaining Consent 

Consent is at the heart of our approach to marketing automation. As a result, we have a strict permission-based email marketing policy — but for added flexibility, we also offer our customers substantial configuration options for email consent collection and management. 

Pardot also supports recency and frequency automation rules to govern suppression, which sometimes prevents communications from reaching recipients. Different governance strategies can be employed for different groups at a customer, segment, offer, product, or channel level.

We also support alignment with web-tracking consent requirements like affirmative opt-in, and we provide features that ensure unsubscribe and opt-out are as easy as subscribe and opt-in.

Empowering Customers to Manage their Data

Pardot supports the right to know, the right to be forgotten, and the right to rectification by allowing our customers to:

  • search their records for personal data on a given data subject
  • correct records
  • permanently delete data subject records

Our customers can support these privacy use cases directly through our user interface, or they can implement custom privacy workflows through our software interfaces. These same features support privacy requirements like restrictions on processing and restrictions on sale of information.

To enable compliance with data portability requirements, Pardot provides the capability to export records in a comma-delineated format, and we allow record export through our software interfaces for customers who want to build their own portability workflows.

Incorporating Privacy-by-Design

Our software interfaces are rich enough to allow our customers to build implementations using privacy-by-design principles, and Pardot encrypts all data at rest by default across all customer accounts. Pardot encryption works alongside Salesforce Shield and network security best practices to protect data at rest and in transit across systems.

Privacy frameworks and regulations like GDPR enforce controls on how data controllers interface with data processors like Salesforce Pardot. We allow our customers to comply with these controls through non-technical features.

Our Data Processing Addendum to our Master Subscription Agreement defines how Salesforce legally complies with GDPR and CCPA through mechanisms like Binding Corporate Rules. Salesforce contractually guarantees important security controls and certifications to our customers, allowing our customers to comply transitively.

The Future of Privacy

The privacy landscape is evolving, from both legal and social perspectives. The issue is receiving wide support from a variety of people and legislators. This is a good thing for consumers and businesses alike. The principles embodied in new privacy laws will protect against privacy threats that have emerged in recent decades and many of the future threats to come.

Even before the current wave of privacy regulations, most B2B marketers were already focusing on prospects who provide their personal information willingly for the purpose of exploring a relationship. At Salesforce Pardot, we’re watching privacy trends to make sure we support our customers in the face of a changing legal, technical, and social environment. 

Protecting privacy always has been — and always will be — the right thing to do.

Keep Learning

What is mixed content and why should marketers care? Learn why browser vendors are changing the browser experience to discourage mixed content.

This blog post is part of our security, privacy, and technology series.

Blog

Protecting Your Email Stats from Bot Activity with Metrics…

Internet security is always evolving. As attack methods change, so do defense mechanisms. A few years ago, we saw a new development in email security. Some inbox providers started employing scanners that would click every link in an email to test its source. This is good news for email security — less risk in your inbox! — but terrible news for digital marketers, who saw click rates suddenly skyrocket to impossible percentages over 100% and watched unengaged prospects with lots of automated “scanner clicks” get passed along to confused and frustrated sales teams.

At first, these scanners were mostly coming from the same few IPs. So in the December 2018 Pardot release, we identified consistent email scanner IPs and packaged them as visitor filters out-of-the-box for all Pardot customers. But the problem didn’t go away. As this practice of protecting email recipients from malicious links gained popularity, we saw a proliferation of scanners on cloud hosts.

Now, a cloud host is tricky. When the activity’s IP can only be tracked to AWS or another public cloud provider, we can’t simply add that IP to a blocklist. Will clicks from cloud IPs always be scanners, or will they sometimes be customers? Will they be scanners this month and customers next month? Unlike IPs we can easily identify as belonging to security providers, we couldn’t just filter out all activity from public cloud IPs that sometimes acted like a security scanner.

But we can filter out activity from an IP when it is acting like a security scanner. So that’s exactly what we did.

We built Metrics Guard for Email to watch for activity that isn’t really part of your hard-earned metrics. This brand-new service monitors email clicks and opens to identify patterns that are clearly bot-based, and it keeps those activities out of Pardot entirely. In its first week, Metrics Guard for Email kept 2 million scanner clicks from inflating our marketers’ metrics and triggering actions that shouldn’t have happened.

The best part of this service is that it’s totally hands-off for you — no activation is required! Since early November, Metrics Guard for Email has been working behind the scenes to keep your engagement data clean so that your click metrics are accurate and only truly engaged prospects become qualified.

So send away, knowing that Metrics Guard for Email is serving engagement metrics you can trust.

Check out how to use email metrics to make data-driven decisions.

B2B Marketing

How to Turn Your Virtual Sales Team into Superstars…

Unprecedented times. The new normal. We all have our own least favorite catch phrases to describe what it’s like to live through a pandemic, just as we all have our own stories about how COVID-19 has impacted our day-to-day and professional lives. Eleven months into the year, I don’t think it’s necessary to spell out how work life has shifted, in-person engagements have dropped to all-time lows, and how so many people found new work spaces sitting somewhere in front of a Peloton.

What hasn’t changed in the midst of this pandemic and our global shift to working from home is what it takes for sales people to succeed — the ability to adapt. Adapting to fewer (if any) in-person visits, to meeting your customers where they are, to a world of yet-unknowns that will continue to crop up over time. And for those who learn to do this well, there’s a huge opportunity to not just succeed but excel.

Throughout my tech career I’ve worked with dozens of sales representatives. Over the past year, I’ve watched top performers struggle to close a single deal all month. I’ve seen sales people with traditionally challenging territories knock it out of the park. I’ve also had a lot of conversations with my sales reps. Here’s what I’m hearing:

What is the rest of the team doing to succeed? Why is it working for them but not me? Why is it that what used to work for me no longer works?

There’s no one-size-fits-all answer. That’s why adaptability is key. But it leaves an uncomfortable gray area when it comes to how we should change. What it comes down to is this:

How are you adapting to your customers’ needs? How are you adapting your sales process to our new digital-first world? Are you willing to make the changes necessary to succeed? 

As you ponder these questions, here are three ways that technology and insights can help you reach the right answers for you and your team.

1. Collaboration

The best sales reps are not lone wolves. For some, this isn’t a surprise. For others, it may be difficult to let go of being in control, trust others to get the job done, or admit that they aren’t always (and don’t have to be) the smartest person in the room.

There’s value in having multiple roles supporting the sales process. Realizing that you don’t have to go it alone can help you close bigger deals faster and smarter.

  • Understand the roles and functions that surround sales at your company. With this basic level of knowledge, you can’t collaborate effectively.
  • Take stock of where you get the most value. This may not be linear — think about what you need depending on the situation you’re in, or the stage of the sales process.
  • Provide feedback on what’s working well or what could work better. And be open to receiving and acting on feedback as well.

2. Insights & Intelligence

Once you’ve identified your key internal stakeholders and what they bring to the table, it’s important to put that information to work. One of my favorite synergies is when marketing and sales are truly aligned and build a holistic view of the customer journey together. By understanding where your customer has been and where they are now, you can help them get to where they’re going more effectively.

  • Familiarize yourself with your prospects’ activities before they land in your lead queue. When you understand the content that prospects are engaging with on your website and  through their inboxes, you can start identifying their interests before you ever talk to them.
  • Find your account champion. When you’re selling to a company, the purchasing decision typically sits with more than one person. Finding the right contact to facilitate introductions and help sell your product or services internally can make all the difference. If you have visibility into who’s engaging with your content, how much they’re engaging, and how they’re engaging, this knowledge can help you pinpoint how to start the conversation.
  • Invest in artificial intelligence (AI) to remove human bias from the equation and glean insights you may not have known to look for. AI can help uncover a subsegment of prospects that responds more positively to certain messages or identify leads that are most likely to convert into contacts. Using unbiased insights helps focus your efforts where they’ll have the most impact.

3. Organization

Juggling all of your accounts at different stages and with different business needs is hard enough. But when this information is stored in your mind or simply written down, it’s difficult to find, access, and share. Putting effort into the following can go a long way:

  • Use the tools at your disposal. Having a CRM doesn’t help you if you’re not actually using it. When you add and update key information, it helps everyone you’re collaborating with to stay on the same page, and empowers you to draw comparisons across accounts. When processes like lead funnel stages and opportunity statuses are standardized, you can easily look across all of your accounts and prospects to see where the needle is moving and where you’ve hit a roadblock.
  • Make the most of repeatable processes. Each account may need something slightly different, but that doesn’t mean you can’t learn from what’s worked in the past and make the necessary tweaks to get it to resonate. Once you know which campaigns helped to push opportunities across the finish line, you can use that knowledge to your advantage. For example, you can maintain a library of email templates that get the best responses. Learn, organize, and optimize.
  • Prioritize your time and effort. There are only so many hours in the day. If you’re ready to start your day with a call blitz, how will you ensure that you’re calling on the hottest prospects first? Using tools like lead scoring and organizing your CRM leads by top lead score first ensures that you’re reaching out in an order that makes sense for your business and is most likely to lead to success.

I’ll ask again: How are you adapting to your customers’ needs? How are you adapting your sales process to our digital-first world? Are you willing to make the changes necessary to succeed? 

Change is inevitable. So think about that last question. I’ve just laid out the key trends I’ve observed in my most resilient sales reps. It’s time for a bit of self-reflection to understand if you’re ready, willing, and able to adapt.

Register for our Dec. 16 Pardot-Like-a-Pro webinar to learn how to sell smarter with Pardot in 2021.

B2B Marketing

4 Phases to Launching New Products in an All-Digital…

In our all-digital world, launching a new product looks a little different than it used to — but there are still lots of ways to do it successfully. All it takes is the right tools and strategies and a lot of teamwork. Here are the four phases that were critical to launching Pardot Premium virtually.

  1. Prep 
  2. Enable 
  3. Launch & Amplify 
  4. Measure & Repeat 

Here’s a closer look at how we executed each phase.

PHASE 1: PREPARE THE PLAN AND BUILD A TEAM 

In a virtual environment, preparing for the launch, building a team, and over communicating the strategies with everyone involved was mission critical. 

First, we secured approval of our new product name and message from our leadership and clarified our vision for the key launch activities we wanted to execute. 

Next, we assembled a great team to ensure the launch would be successful. If you want to spread news about a new product, you have to teach the core group first, so they can incorporate the information and messaging into their own related initiatives. 

To build out the team, we recruited representatives from every line of business ranging from enablement gurus, solution engineers, product managers, and social media magicians to community leaders, partner representatives, sales leaders, analysts, campaign managers, and more.

With this Weekly Launch Quip Tracker Template as our guide, we met weekly on a virtual call to align on key deliverables and work as a unit to meet upcoming deadlines. 

PHASE 2: ENABLE SELLERS AND GO TO LAUNCH WITH THE RIGHT PROMO ASSETS

Our first set of deadlines involved our internal sellers. We hosted multiple training sessions where we enabled over 300 stakeholders, including more than 200 account executives and more than 85 solution engineers. Next, we made sure to enable key partners so that they were aware of the upcoming news and could help our customers realize the power of Pardot Premium. 

Then, it was time to go to launch. To get the word out, we held a successful press event that was attended by 10 global media outlets and 20 analysts. The event has received 10 pieces of coverage to date, including in ZDNet and MarTech Today.

After the press event, we shared the news about Pardot Premium on all of our news and social media channels — more than ten external assets in total. This included a data sheet, webpage updates, a new demo, and blog posts on both the Pardot blog and Salesforce blog

PHASE 3: KEEP AMPLIFYING AFTER LAUNCH

To bring our community of Pardot marketing champions into the conversation following the launch of Pardot Premium, we created a VIT Twitter campaign called #AskAdam. This gave our marketing champions the opportunity to ask Pardot founder and Salesforce executive, Adam Blitzer, questions about our products for a dedicated set of time, live on Twitter. It was also an engaging way to get the community involved and bring to light what was top of mind for customers and prospects. 

The campaign featured 15 different Trailblazers and champions, and it resulted in a total of 66,000 social impressions and 1,400 engagements. Many of our champions have an incredible social media following — and by sharing videos of our executives answering their questions, they helped spread the word about Pardot Premium.

On the sales side, after the launch of Pardot Premium, we ran broader sales training to help amplify the news across our entire sales team. This included a huge training session with hundreds of reps, for which we brought in industry leaders to discuss our customers’ most pressing needs and how Pardot Premium helps. This gave all our salespeople relevant talking points they could use to amplify our message.  

To maintain enthusiasm with our internal teams post-launch, we also started showcasing early-deal win stories. We had a net new deal close within seven days of the launch, which drummed up a lot of excitement — and now, we’re doing deal support and smaller enablements for sales teams that request it as we move to release Pardot Premium in other markets around the world. 

PHASE 4: MEASURE & REPEAT 

Of course, we have pipeline and revenue targets that we’re forecasting for this particular product. Every day we’re thinking about new and innovative ways to bring Pardot Premium to market. 

Every quarter, we build out a plan to continue with efforts that drive the most pipeline, and we’re delivering new programs, content, and support based on real-time feedback from our leadership, product, and sales teams. 

Even this post is an opportunity to amplify our launch efforts! I also hope it inspires other marketers who are launching products virtually. 

  • To help you in your virtual launch planning process, check out my Weekly Launch Quip Tracker Template and Weekly Launch Deck Template with examples from the Pardot Premium launch. 
  • To learn more about Pardot Premium, read the blog post or watch the demo.
B2B Marketing

How to Connect Virtual and In-Person Marketing Experiences in…

It’s an exciting time to be a marketer, but it’s also more complicated than ever before. There are more customers, more channels, and more opportunities to succeed and fail. But these are the challenges that marketers like Nick Runyon, CMO of PFL.com, thrive on.

PFL is a leading provider of tactile marketing automation and helps brands deliver special customer experiences by combining digital marketing efforts with physical direct mail. In the tactile marketing automation equation, gifts and swag plus great digital ads equals excellent customer memories. 

Nick recently appeared on the Marketing Trends podcast to talk about multichannel marketing. With two decades of marketing experience, he joined PFL in late 2019 — just in time for the tumultuous year that has been 2020. Here’s how he’s helped the company keep innovating as the marketplace has shifted to digital.

MAKE VIRTUAL ENGAGEMENT AS TACTILE AS YOU CAN

As everyone’s shifted to working from home, many B2B marketers’ prospects have dispersed. If your buyers are no longer in the office, how do you reach them? And once you figure out how to reach them, how do you create experiences that are engaging, valuable, and lead to reliable revenue streams for your company?

Zoom is one of PFL’s clients, and though millions of people are using the free version of Zoom, the company also has an interest in retaining paid customers. To help Zoom achieve this, PFL created customized, interactive landing pages and links that their sales team could send out on a one-off basis. 

Now, Zoom’s sales team sends those links to customers they’re interested in retaining. On the interactive landing page, the customer can explore the value they’d get from upgrading to a paid Zoom account, and choose from a list of customized swag kits to receive for free from Zoom — including items like drink coolers, webcams, microphones, and headphones.

Once the kit is delivered to the customer, Zoom’s sales representatives are immediately notified through PFL’s software, and they can follow up with an email or a phone call. By melding the physical and virtual worlds through gifts and ads, you can create truly compelling and personal experiences for your buyers.

PLUG SALES INTO THE MARKETING EQUATION

In our new all-digital marketing landscape, sales and marketing alignment is more important than ever. At PFL, it’s been really important for sales to plug into everything marketing is doing. The more they know about PFL’s customers, the more relevant their engagement can be. For example, if a customer’s profile says they’re a proud graduate of the University of Alabama and a big college football fan, sales teams can send them Crimson Tide-themed gifts. 

When you can give your customers the gift of a physical object that’s relevant and personalized to their interests, it shows that your marketing and sales teams are thinking about them and value their business. In Nick’s view, that’s a good place to be, and it sets your teams apart from less thoughtful or distracting marketing. 

But the gift doesn’t close the deal. What really matters is providing relevant service and delivering value to the right person with the right product at the right time. No matter how great your swag is, the customer experience across digital and physical channels is key.

MAKE YOUR MARKETING REMARKABLE

In B2B marketing, you have to generate real conversations, not just awareness. After all, it’s no good if a bunch of people know about your product but never talk about it together. To generate the conversations you need, your marketing needs to be remarkable. 

That’s where the value of a physical gift comes in. As Nick says, if there’s something in the room from your brand, that’s a conversation-starter. People want to know where the object came from and the story behind it — and that story has the potential to be a great story about your brand. 

Ultimately, a gift is never just a gift. It’s a storytelling device — especially now that almost every other form of marketing engagement has to take place digitally. A relevant, personalized gift has the power to tell an exciting story and set your brand apart. And with marketing automation, it’s easier to send those gifts at scale.

To get more insights about the power of marketing automation and relevant swag for your B2B buyers, listen to Nick Runyon’s episode of the Marketing Trends podcast.

Artificial Intelligence

Using AI to Create Data-Driven Campaigns to Drive Marketing…

Talk to any B2B marketer about the pain points of their jobs, and you’ll likely hear a common refrain: proving the success of a campaign. Determining the return on investment of a marketing campaign is often a challenge for marketing teams — leaving them scratching their heads and struggling to quantify their success. 

At Wärtsilä, they knew this struggle all too well. 

Wärtsilä is a global leader in smart technologies and complete lifecycle solutions for the marine and energy markets. Based in Finland, Wärtsilä manufactures and services large engines and other essential equipment for vessels and power plants worldwide. With clients all over the globe investing in Wärtsilä’s services, sales cycles can last years. 

Wärtsilä’s leaders found themselves with massive amounts of data compiled in multiple systems. The lack of unity in the data made it difficult for the team to see the full picture of their campaign efforts and draw insights from the results. Furthermore, the marketing team had trouble attributing sales success to the campaigns they were implementing.

Knowing they needed a way to connect the dots in their data to measure success and uncover better insights, Wärtsilä’s leaders tapped into Salesforce’s integrated service platform and began using Einstein Attribution to obtain AI-powered insights from their marketing campaigns.

Integrating marketing, sales, and service

Wärtsilä’s data was stored in multiple systems, which proved to be a huge roadblock for their team when trying to draw actionable insights from the results of marketing campaigns. The first step toward successful attribution measurement required integration of their marketing, sales, and service efforts.

Salesforce offered a single platform for all of Wärtsilä’s data. With Pardot, Sales Cloud, and Service Cloud working together to compile data into one source, the account teams were easily able to connect data from prospects, accounts, and more with Salesforce’s user-friendly interface. 

“Our campaign attribution was much more difficult before Einstein Attribution came into the picture. We used a home-grown model, working with massive data sets across multiple systems,” said Jaime López, General Manager for Marketing Operations at Wärtsilä and a Salesforce Trailblazer. “Salesforce not only allowed us to dig deeper into our data, but made the user experience seamless and easy to use.” 

Now that Wärtsilä’s teams were able to see all of their data in one integrated platform, they could begin to understand the impact of their campaigns, use those insights to boost sales, and prove the value of their marketing efforts.

Measuring ROI and attributing success

Salesforce’s integrated system gave Wärtsilä the strong foundation they needed to start making sense of their data. With the assistance of AI-powered insights from Einstein Attribution, including the new Data-Driven Model, they can better understand the effects of their marketing campaigns and draw actionable and profitable insights. 

Pardot enables Wärtsilä to dive into micro-level insights to uncover detailed findings about their marketing performance. This magnification of detail gives their team the information they need to have more meaningful conversations and spark new ideas.

“Leveraging Pardot’s B2BMA, we now have a much more complete view of ROI and can dive deeper on conversations at a micro level. Salesforce has taken our massive amounts of data across multiple systems and made it all seamless and easy to use . . . This helps us massively in trimming the sails and adjusting our marketing,” said Lopez.

Using Einstein Attribution, Wärtsilä was able to attribute 7x more revenue to various marketing campaigns when compared to the traditional models they had used in the past. The marketing team was also able to credit 8x more leads in Wärtsilä’s pipeline to their campaigns.

And the value of using Salesforce extends beyond their marketing campaigns. Using Service Cloud, Wärtsilä’s customer support team has been able to resolve cases more efficiently. They’re also able to quantify the impact of their customer service operations — even supporting an additional $150k in sales

Pardot’s user-friendly, easy-to-use platform meant Wärtsilä was able to quickly train 150+ users in 30+ companies. With more team members accessing the company’s data, they can approach their marketing, sales, and service as a unified front. As a result, Wärtsilä is capitalizing on their marketing campaigns to boost sales and accurately measure their success. 

  • Learn more about how Pardot’s marketing automation and Einstein Attribution can help define success for your campaigns.
  • Register for Pardreamin’ to learn how to implement the strategy, content, design assets, and technology you need to take your marketing to the next level. #ParDreamin2020
Translate »