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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