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Bunda Fine Jewels is a 50-year-old family-owned business located in Sydney, Australia. Bunda is an internationally renowned fine jewellery house with a reputation for exquisite design and craftsmanship. 

When it comes to the types of jewellery sold by Bunda, purchasing decisions can take months and years — sometimes even decades. These long buying cycles and considered purchasing decisions require long-lasting customer relationships and a deep understanding of the customer experience.  

In an industry that previously relied heavily on catalogues and direct mail, Ben Bunda, Owner and Creative Director knew there was a huge opportunity to digitize the buying cycle and reach his customers where they spent most of their time: on their mobile phones. 

But because a white-glove customer experience is such a pivotal piece of the buyer’s journey in the fine jewellery industry, Ben needed a way to recreate the same high-end buying experience across his website and digital marketing presence.  

Building Relationships with Personalised Customer Experiences 

To help digitize his high-end brand, Ben hired Trent Hall, Senior Marketing and CRM Coordinator at Bunda. As a former Pardot consultant, Trent had years of experience helping clients be successful with marketing automation. Transitioning into a full-time position with Bunda allowed Trent to focus all of his attention and marketing creativity on the challenge of bringing a luxury buying experience to life across digital channels. 

Trent started with the Bunda website. “I built Bunda’s website with Pardot in mind, creating opportunities for dynamic content and scoring categories based on what our clients are viewing,” said Hall. By leveraging Connected Campaigns, Hall is also able to offer next-best offers based on previous purchases.  

“Right now, we’re really focused on personalising the website experience. When customers come to the site, we display different offers and content based on what they’ve purchased previously. For example, if a customer has recently bought an engagement ring, we know the next step in their buying journey is wedding bands. After they’ve purchased a band, we’ll start displaying offers for jewellery to wear on their actual wedding day, most likely our Keshi, Tahitian and South Sea Pearls. From there, we feature our upsell and cross sell offers — jewellery servicing and maintenance. And we continue the journey well into the future by staying top-of-mind through every major milestone, such as a big birthday or anniversary.” 

Eliminating Friction and Automating Follow-Up 

Trent is also experimenting with new ways to eliminate friction in the buying cycle. For example, once a customer or prospect is recognised by Pardot elements on their site, they no longer see any website forms. Instead, if a customer would like to receive information on a certain piece of jewellery, they simply see a button that says, “Click for Inquiry.” From there, a task is automatically created in Sales Cloud CRM for a sales rep to follow up.  

By eliminating as many steps as possible for customers and prospects, Bunda has seen an 80% increase in online product inquiries and has been able to translate that luxury buying experience to the web. “By decreasing the steps required to contact our sales team, we’re able to show our customers that we know who they are and we’re here to help them. Our customers are extremely important to us and a major part of our journey as a business. Pardot is enabling us to give them the same type of experience they’d receive if they visited our showroom floor — except now we’re able to deliver this on a mobile device.” 

Bringing Companies and Customers Together 

Ben Bunda is excited about the new ways his team is engaging customers with Pardot. “Creating a consistent brand experience has always been crucial, and we’ve been able to do that with Pardot. Now, I’m able to better understand how to connect with my customers and continue delivering world class service.” 

 To learn more about how to build an engaging website that generates qualified leads, download our e-book: How to Turn Your Website Into a Lead Generation Machine. 

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Spammers often obtain new IP addresses and send out as many emails as possible. Once they are blocked, spammers repeat the cycle — new IP address, send a ton of email, and get blocked again. 

Consequently, ISP (Internet Service Providers) limit the amount of emails they will accept from IPs with no sender reputation. Emails coming from a “cold” IP address raise eyebrows. ISPs closely observe the volume coming from these IP addresses. So, if you send an email to every prospect in your database right away, it is a red flag for spam monitors.

IP warming is the process of gradually increasing the volume of mail sent with a dedicated IP address. The goal is to build up approximately 30 days of desirable sending history. Ideal warm up schedules can vary greatly depending on a number of factors including: list age, list hygiene, spam reports, user engagement, domain reputation, content, domain distribution, and other factors. In this blog, we’ll show you what you should expect when warming up your IP.  

Before You Begin

Before you begin the warm up process, you’ll need to prepare your records and subscriber list. Here are some things you should check before sending out your first emails:

  • Update authentication records such as SPF/SenderID and DKIM/DomainKeys
  • Segmenting your current mailing list. Your most active subscribers and engaged subscribers should be the first recipients during the IP warm-up. 
  • Send emails that strengthen subscriber relationships, such as surveys or email confirmation.
  • Monitor your delivery metrics (such as complaint rates and bounce rates) closely.
Week 1: Build Consistency

During week one, show a consistent volume of sends. If you are a new sender and don’t have the volume for between 5,000-10,000 sends during this week, deliver a small amount of messages every day. 

Week 2: Gradually Increase Volume

If there were no deliverability issues during week one, add more recipients. You can double the volume of sends, keeping the subscriber selection criteria in mind. 

Week 3: Reach Maximum Volume

Double your sending volume every three to four days until you reach your maximum daily volume.

If deliverability problems occur, pause sending or reduce volumes. You can also stop sending to the mailbox providers where the issues are occurring. Resume sending after troubleshooting.

Get Started! 

Learn more about IP warm up for Pardot and Marketing Cloud.

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If you’re a Pardot admin, you likely understand the value of marketing automation build on the Salesforce platform. Features like the Pardot Lightning App, Salesforce User Sync, and Connected Campaigns have offered a better user experience and reduced admin time.

But in my opinion, the crown jewel of all these new feature is Engagement History. At its core, Engagement History allows marketing asset engagement data to live natively in Salesforce, which opens the door to building custom marketing asset reports, quickly viewing how individual prospects are interacting with your marketing assets from Salesforce records, and more easily sharing the success of your marketing initiatives with other Salesforce users.

Engagement History is easy to turn on and begin using, but as with any powerful new feature, it’s important to set a strong foundation for yourself now to achieve the results you want later. That’s where this post can help — I’ll walk you through the necessary steps to get Engagement History up and running and best practices to maximize its marketing insights.

Set the Foundation: Prerequisites

First things first — in order to get started with Engagement History, there are three things to you’ll need to have in place:

  1. The Pardot Lightning App has all the same functionality as Pardot Classic but gives you access to our latest features and a more streamlined user experience. Check out a few of the benefits of moving to Lightning here.
  2. Connected Campaigns can save admins and marketing users valuable time and opens the door to more robust reporting. It’s really the key link to making Engagement History work — when you align a marketing asset to a connected campaign allows those marketing asset metrics to live in Salesforce.
  3. Revisiting your campaign strategy, while not a firm prerequisite, is also suggested before flipping on the Engagement History feature. How you align marketing assets to campaigns will now impact where you view their engagement metrics in Salesforce and affect how meaningful the reports you build with this data will be.
Meet the Engagement History Feature Family

I’ve already given you a little insight into what Engagement History can offer you, but you might not know that Engagement History actually comes in a few different forms. I consider it to be a family of features with the same common goal: to give you more insight into how prospects are interacting with marketing assets from right within Salesforce.

Marketing Asset Records

Because Engagement History lets marketing asset data natively live in Salesforce, turning on the feature actually creates four new objects: Forms, Landing Pages, List Emails, and Marketing Links. This means marketing assets in Pardot will each have their own record page in Salesforce, complete with fields with engagement metrics and a related list showing all Leads and Contacts who have interacted with the asset.


For marketers, Campaigns kind of serve as the main hub for Engagement History. There are related lists (see below) you can add to campaign page layouts to quickly view related marketing assets and fields you can add to page layouts to see how all marketing assets aligned to the campaign have performed in total. And a new addition to the Engagement History family is the Engagement History Dashboard which allow certain users to access a dynamic dashboard to drill into engagement metrics (more on this later).

Leads, Contacts, and Accounts

Sales users will benefit from the Engagement History related list that can now be added to Lead, Contact, and Account page layouts. Here, they’ll be able to see all the marketing assets Leads and Contacts have interacted with, allowing them to quickly assess a prospect’s level and areas of interest to help guide future conversations.

Maximize Marketing Insights Through Reporting

The ability to view engagement metrics on a per-record level is helpful for sales and marketing team members alike. But Engagement History offers equal impact for marketing managers and executives, who may less frequently look at individual records and need more insights in order to shape marketing strategy. That’s where Engagement History reporting comes in.

Engagement History Dashboard

This is one of the newest Engagement History features, and one that will be built upon in future releases for even more reporting power. Its a prebuilt dashboard that’s added as a tab to Campaign records for easy access (just like your Details or Related List tabs).

Marketers can reference the dashboard to gauge which of their marketing assets are most successful, where sales team members can use it to see which Leads and Contacts are interacting and when they last engaged.

More powerful Salesforce Reports

As I mentioned above, Engagement History gives you access to four new objects in Salesforce (Forms, Landing Pages, List Emails, and Marketing Links), and just like any other custom object in Salesforce, you can build custom reports types with these objects to pull all their metrics into reports. The new engagement metric fields added to Campaigns (like total form submissions and total email opens) also extend the capabilities of any Campaign report. Below are a few examples of reports that you’d be able to build; see if any strike a chord with you or your marketing team:

  • Build custom marketing asset reports. Engagement History allows you to build custom report types for Forms, Landing Pages, List Emails, or Marketing Links and filter on any of their available fields. Want to compare three specific forms side by side? No problem, create a Forms custom report type and filter by name. Want to see which List Emails have had the highest open rates and compare their subject lines? Create a List Email custom report type and pull in the open rate and subject line fields.
  • Compare Campaign performance. By leveraging the new engagement metric fields on Campaigns or creating a custom report type combining Campaigns with Forms, Landing Pages, List Emails, or Marketing Links, you can easily stack up campaigns against one another to see which ones resonated most with prospects. This can be especially helpful if you have a larger marketing organization with several teams and departments and you want to share strategies. For example, build a Campaigns with List Emails custom report type to see which campaigns have the strongest email engagement. You can even pull in fields like subject line and sender to pick up on any effective content trends.
  • Leverage Customizable Campaign Influence and Engagement History. If you have Customizable Campaign Influence enabled in your Salesforce account, you can tie engagement metrics directly back to revenue. Use the Campaigns with Campaign Influence report type and reference the new engagement metric fields to see if there are any correlations between marketing asset performance and revenue share. Check out one example of this below.

Why Wait?

Whether you’re brand new to Pardot or a pro exploring new features, Engagement History will open new doors for your team. Everyone from sales team members to marketing executives can benefit from its insights, and the best part is, its all housed directly in the Salesforce platform. Use this guide and the resources linked above to get started.

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It was an incredible Connections for regulated industries marketers. With more than 30 dedicated sessions for both financial services and health and life science across our entire product portfolio, there were more opportunities to share best practices, network with peers, and engage with experts than ever before.

If you missed a few sessions, or weren’t able to make it to Chicago, we’ve compiled a list of our top takeaways that will help you up your digital marketing game.

Data. Data. Data.

From the keynote touting a 360 degree view of your customers to the regulated industries session where panelists discussed the challenges of maintaining data compliance, the importance of data-driven marketing was front and center. 

The message was clear: it’s no longer an option for marketers in regulated industries to use regulation as an excuse for bad marketing. 

Personalization is key and the path to personalization is paved with first-, second-, and third-party data.

At Wunderman Thompson Health, third party data plays a key role. According to William Martino, managing director at the agency, third party data is primarily used to enhance existing first-party data. 

For example, the agency will use first-party location data, paired with third-party weather data to make predictions about flu outbreaks or allergy prominence and adjust their offers accordingly.

Making sure you are using clean data is also key. In the panel discussion, Building a Lifeline with Patients and Providers, CRM Program Manager at Indiana University Health, Oliva Goh Kidder, implored the audience to “not build the plane while you fly it.” That was a major lesson learned for Goh Kidder and the IU Health team. “We were building journeys while we were trying to integrate data,” she said. 

“If I could have done it over again, I would have taken more time for discovery prior to implementation, and that would have reduced shift along the way.” 

Click here to see how companies like Farmers Insurance are using data to enhance personalization and drive marketing results.

Change Management is Critical

Let’s face it, change is hard for any industry, but it can sometimes feel nearly impossible for institutions unaccustomed to the pace of digital innovation. In the session Partnership is the Prescription for Success, Claire Loran from Otsuka described how her team implemented Marketing Cloud and pulled in data from several desperate systems using Mulesoft in just four months by partnering with Intouch B2D

Initially daunted by the scale and pace of the work, B2D jumped in focusing first on stakeholder alignment, a technical assessment, and road mapping. They went through an iterative execution phase where they worked to mitigate risk through a transparent approach that helped quell some of the stress that accompanies change.

“That level of transparency is critical to maintaining belief that the project will be successful,” said Paul Pierce, Senior Vice President of Development Services at Intouch.

Mike Sorice, Executive Director of Consumer Analytics and CRM at Mercy, felt similar pressures when moving the large hospital system toward a patient-focused digital marketing effort. “As much as we tried to anticipate the challenges, we underestimated the impact of everyone having their ‘cheese’ moved,” he said. 

Sorice recommends spending substantial time “reverse engineering the process” to better understand the downstream impacts of the changes you’re implementing.  

ABM is the strategy of choice

According to Constellation Research, 92% of companies have a plan to start an ABM program, but only 19% are confident in their ability to execute. In the session B2B Marketing in HLS: Grow HCP Relationships with Pardot, Danielle Freedman, a Product Marketing Manager at New England Biolabs, shared how her team scales personalized customer outreach with a small sales team.   

The company’s sales process frequently starts with a request for a sample, but the sales teams found it difficult to balance reaching out to key accounts and following up on the large number of samples distributed. 

To fix the problem, Freedman and her team created a simple nurture program that generated a series of automated follow-up emails that appeared as though they were sent from a sales rep. If a prospect responded to provide feedback on their free trial, the sales rep would get that response and have full visibility to how the prospect liked (or did not like) the trial. Now 100% of sample requests are being fully followed up with and sales can balance these tasks while also continuing to manage strategic account relationships. 

 “We picked Pardot for the tight integration with Salesforce,” she said. “It’s allowed us to overhaul our processes and get extremely efficient. Sales reps can now prioritize their follow-up and our customers always feel connected.”

Looking to get started with an ABM strategy? Download our account-based marketing guide. If you’re in health and life sciences organization, we have a new ebook especially for you.

Then, join us for our free webinar, Successful ABM Starts with Being Account-First, on July 16 at 1 p.m. ET. 

Sales and Marketing Alignment are Key to Success

At the end of the day your marketing efforts are meant to do one thing: bring in business, but if your sales and marketing are siloed, it’s very difficult to understand the true return on your investment. 

“Visibility across marketing and sales is critical,” said David Gore, Manager of CRM at Assurant, during the session Pardot for Financial Services: Relationship Marketing on the World’s #1 CRM. 

Aligning on a single platform as the single source of truth is critical to these efforts. It’s the only way to empower sales with the marketing insights and ability to run their own campaigns successfully.

In the session 7 Ways Financial Services Marketers can Lead Digital Transformation, President of DBS, Lisa Nicholas emphasized the importance of developing the back-end processes to handle incoming form submissions, phone calls, and chats. 

You might be crushing the lead funnel, but if you don’t have the processes in place to convert those leads, your work will stop short of the finish line.

Learn how Piedmont Healthcare increased the volume and quality of communications while enabling more personalized targeting, driving increased open rates and click throughs with a single source of truth on their consumer, patient and physician interactions. According to an independent ROI study, the provider recognized an 83% ROI with a payback of just 1.8 years.

Learn more in our upcoming webinar, Top 10 Takeaways from Connections 2019.

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Getting to know your website audience is an amazing luxury. By understanding the demographics of the prospects and customers viewing your website, B2B marketers can create hyper-personalised digital experiences that increase conversion rates and drive new business.

But oftentimes, when prospects engage with your website, it’s not their first time interacting with your brand. The buying cycle has drastically evolved and is no longer linear — prospects tend to follow what might seem like non-sequential steps in their purchasing journey before they ever become a customer. In fact, according to Gartner, “B2B buyers utilize both sales reps and the supplier website — equally.” 

In order to deliver the relevant and personalised experiences our customers have come to expect, marketing and sales teams must have a single source of truth for each and every customer record, whether they’re engaging with a sales rep or browsing the pricing page on our website. 

Create Unique Customer Experiences with Forms

How you collect data on your website impacts what you are currently able to report on, the amount of transparency you can provide between sales and marketing teams, and the level of personalised experience you can deliver to your customers. This can make a huge difference, and can allow you to go from the vague identity of “‘Visitor’ from ‘USA’” to actually syncing that visitor data to an existing contact in your database, increasing their digital score, understanding their propensity to buy, and notifying their assigned sales rep.

Forms are a great place to start when it comes to collecting the information needed to deliver these customised, unique experiences. The key is to make sure your forms integrate with your marketing automation platform, whether they’re hosted by you or a third party data source. Thankfully, for Pardot customers, this doesn’t require you to migrate all of your existing web forms, you can simply start with a Form Handler. 

Form Handlers are an alternative to Pardot forms. You might use a Form Handler instead of a Pardot Form when you want to:

  • Use a uniquely branded form layout
  • Post form submission data to more than one database
  • Integrate Pardot with your existing forms
  • Use a third-party form tool

Let’s look at how easy it is to facilitate personalised experiences by starting with Pardot Form Handlers. 

Build and Deploy a Form Handler Step 1: Understand Your Website

First of all, you will need to get a good understanding of your website. Depending on how your website is managed, you might need to reach out to your IT team for answers to questions like:  

  • Where is your website currently hosted?
  • Which CMS do you use?
  • Who can make updates to your website?

This will help you identify how you can add the code to your website that will enable you to deploy a Pardot Form Handler.  

Step 2: Configure and Map Custom Fields

Once you have a good understanding of how to make quick website updates, you will want to make sure you have already configured your custom fields in Salesforce and mapped them into the custom fields in Pardot so that they are available to be selected.

Step 3: Create Your Form Handler

The next step is creating the form handler itself. Start by navigating through the marketing tab to Forms and choose either Form Handler.

Once you click on the “Create New Form Handler” button, you’ll be taken to the Form Handler wizard.

The Form Handler wizard allows you to populate each field with the appropriate information and select Completion Actions to be triggered once someone submits the form.

An important step is mapping the fields on your web form to the corresponding fields in Pardot and your Salesforce. This ensures the data is passing correctly.  

Step 4: Update Your Code

Once you have saved the Form Handler, you will be able to retrieve it’s code, also known as the Form Action. This is what you will provide to your website developer or website support team who can make changes on the back end. If you use WordPress, check out this article for more information.

The final step is testing internally to ensure the data is passing through as expected and that the form actions you defined are populating correctly. You will also want to explore and understand the syncing of the Pardot record and Salesforce record.

Align Sales and Marketing Around a Single Source of Truth

So how do Forms and Form Handlers relate to your sales team? Within Salesforce, your sales reps will be able to see each and every Form their Leads or Contacts have submitted, along with any other Pardot-tracked activity. And with Salesforce Engage, this is taken a step further — reps will receive notifications in real time the moment a lead or contacts submits a form and whenever they engage with any of your digital assets. 

This level of insight provides the context sales teams need to create relevant conversations with their customers. They can prioritise the leads and contacts that are most engaged and reach out at exactly the right time with exactly the right offer.

With B2B Marketing Analytics, marketers can also track the Forms and Form Handlers that are generating the most leads, opportunities, and closed-won business. This data helps marketers visualise campaign ROI across the funnel to prioritise channels and programs that work best. 

As a Certified Salesforce consultant, I have worked with several Pardot customers and have seen first-hand the power that Pardot can bring when it comes to aligning marketing and sales with unified data. 

Expand your knowledge

Utilising Pardot Forms or Form Handlers from your website or landing page is integral to learning more about your visitors, creating personalised marketing experiences, aligning your sales and marketing efforts, and closing more deals.  

For more information on how the Pardot Forms work go to the online training modules to ensure you understand the difference between a Pardot Form and Pardot Form Handler and which use case is right for your website.

Do you have an interesting Form or Form Handler use case? Let us know in the comments below!

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B2B marketers know commerce has gone digital. By next year, 55% of B2B purchases will be made online. What’s more, 83% of B2B buyers expect their B2B marketing experience to be as creative and personalized as their consumer experiences. 

Thankfully, B2B marketers can leverage technology to meet these personalization expectations and provide unique online commerce experiences for buyers.

The B2B buying process can be manual, impersonal, and feel outdated

Meet Ruth. Ruth owns a restaurant and routinely buys the same items, in the same quantity every week for her restaurant. A typical purchase might be: 10 gallons of cooking oil, 15 gallons of tomato sauce, and 100 gallons of butter every week.

But Ruth is frustrated. Why? Because each every time she orders, she has to go through the same time-sucking buying process — she has to find a sales rep, pick a time during work hours, and fax an order over to the rep. She does this each and every week. 

Ruth knows there must be a better way. And there is with Salesforce B2B Commerce, Pardot B2B marketing automation, and Salesforce Engage!

Convert Buyers With Relevant Offers and Real-Time Insights

With B2B Commerce and Pardot, Ruth is able to make these routine purchases on her own time and from any device — which came in handy last week when an unexpected large party of guests cleaned out her supply of tomato sauce before she had time to restock.

Because Ruth loves how easy it is to buy from her suppliers digital storefront, powered by B2B Commerce, she now places all of her orders online. She’s started exploring new ingredients that are recommended for her based on past purchases. She’s even been receiving  personalized emails with discount codes for these products! Because this has been such a great customer experience, Ruth has decided to add these new products to her routine online purchases moving forward.

Ruth has also noticed better service from her supplier’s account manager, who is always reaching out at exactly the right time and knows all of Ruth’s current and past order info. Her account rep proactively reaches out if there’s ever an issue with her order fulfillment, which allows Ruth to adjust weekly menus before there’s a problem. It makes Ruth feel like her supplier truly values her as a customer.

Now, Ruth doesn’t have to budget time to think about her weekly order, browse through printed catalogs, or reach out to an account manager. Instead, she can focus on growing her business and serving happy customers. 

B2B E-Commerce can drive growth and lower costs

With Salesforce B2B Commerce and Pardot B2B Marketing, online buying is made easy. Check out this example of how B2B Commerce and Pardot can personalize the customer experience and increase conversion rates across the buyer journey.

Drive Online Revenue with B2B Commerce and Pardot

The B2B world is changing. B2B buyers have B2C expectations. Bad buying experiences cost companies money. “70% of companies have lost business because of ordering-specific pains”—(B2B Commerce report). 

With B2B Commerce and Pardot, customers are able to

  • Increase conversion rates across marketing channels
  • Increase average order sizes with recommended products
  • Lower cost-to-serve with convenient self-service ordering and personalized email campaigns

By connecting B2B commerce and marketing automation to your CRM, you’ll be able to power new buying experiences that your customers love. To learn more,  reach out to your Salesforce account team.

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Welcome to part one of our healthcare payer market blog series!

The healthcare payer market has never been more competitive. To win new group sales in today’s market, marketers must be able to deliver more value than their competition, from both a service and customer experience perspective.

Let’s dive into three key affecting trends payer group sales today.

Trend 1: Highly Saturated Employee Health Plan Market

The healthcare payer market is highly saturated, with most employers have longstanding payer relationships. In 2018, 88% of employees in large businesses (500+ employees) and 69% of private industry workers were offered medical care benefits, according the Bureau of Labor Statistics. This means that if your company is targeting enterprise businesses, your target accounts are probably already working with a competitor.

If you’re targeting new markets, you’re likely going to face an incumbent that has long-term relationships with the businesses in that area. In 91% of metropolitan areas, at least one insurer had an overall market share of 30% or higher, according to the American Medical Association.

Trend 2: New Entrants

There has been significant growth of new entrants into the payer space in recent years. Entrants are developing new business models that they believe can better serve potential members and steal market share.

CVS’s acquisition of Aetna allows Aetna to expand their reach and new drive revenue opportunities. New plans like Oscar are growing rapidly — Oscar grew their business to 8 states and 14 locations from 2012 – 2018.

Large corporations are branching into the payer market as well. Take, for example, the Amazon, Berkshire Hathaway, JPM Chase’s partnership Haven. If Haven proves to be successful, other enterprise corporations are likely to follow.

Trend 3: Increasing Customer Expectations

B2C companies like Amazon, Lyft, Warby Parker, and AirBnB have accelerated consumer expectations — not just in their own industries but across all industries. Consumers now expect this new elevated customer experience in every aspect of their day-to-day life, including their relationship with their health insurance company. And this goes beyond member engagement.

According to Salesforce’s State of the Connected Customer report, 69% of business buyers expect Amazon-like buying experiences. This means that the employers you work with expect to be able to engage with you where they want, when they want, how they want, on any channel, and on any device.

Payers that are winning market share are differentiating their customer experience both at the group sales and member level. In order to deliver a truly differentiated customer experience, marketing, sales, and service must be aligned. According to MarketingProfs, organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates.

In part two of this blog post, we are going to dive into three strategies that payers are leveraging to build a differentiated employer experience and drive tighter alignment between marketing and sales. Stay tuned!

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Pardot offers a great way to score your prospects with its out-of-the-box scoring model. You can add points to a prospect’s score when they open an email, click a link, access content, and much more. 

Although the baseline scoring model is a great place to start, it scores all content viewing behavior the same. However, as a marketer, you know that not all content is created equal. You know the prospect who has viewed a product pricing sheet is more sales ready than someone who views an industry white paper.

Before you dive into setting up a custom scoring model, engage with your sales team to agree what behaviors define a MQL/SQL, and what pieces of content have been effective in driving sales. Also, if you’ve already setup Connected Campaigns you can run a report to see which pieces have positively influenced sales to date.

Once you’ve identified the behaviors that indicate a qualified lead, Pardot gives you the ability to update the default scoring model to better align to your specific business needs. Below, we outline the steps for how you can create a custom scoring model that will help you identify your most engaged prospects.

Update Your Out-of-the-Box Scoring Model

To setup different scoring for different types of content you’ll need to do two things. First, we recommend updating up the baseline scoring model. At a high level the baseline scoring model enables you to weigh and score the behavior of prospects. 

For example, you might assign an email open 1 point but a link click in an email 2 points. You might also assign any time hosted content is viewed as 4 points because you view that as a stronger buying indicator than an email open or click. But again you know that not all emails opens or clicks and content views are created equal.

Add In Completion Actions

This is where Completion Actions come in. Completion Actions enable you to tweak the base scoring model in Pardot so that the score can more accurately reflect a specific piece of content, link, or form submission. 

To set up a completion action for a specific piece of content, open the file hosted in Pardot and click edit. In the Completion Actions section, select ‘Adjust Score’ and enter the appropriate number of points to weight the piece of content. In the pictures below you can see that the pricing sheet was given more points than the white paper.

Completion Actions can be used for more than just content to adjust scoring. Completion actions can be used in emails, forms, and links (i.e. custom redirects).

However, please note that it might not make sense to adjust the score for each form because you may want to reuse a form for multiple landing pages and use progressive profiling. In this case, you can create an Automation Rule in Pardot that adjusts the score based on both the form submission and landing page.

Simplify with Tags and Automation Rules

It might be a bit overwhelming to decide how much the score each piece of content should be adjusted. To simplify this you can leverage Tags and Automation Rules in Pardot.

For example, you could add a “High Funnel” tag to a prospect record when an industry white paper file is accessed. You could then have an Automation Rule to increases the Prospect’s score by 1 point. 

In addition, for a product pricing sheet you could have a “Low Funnel” tag added to a Prospect and an Automation Rule that increases the score by 3 points. If you go with this approach, ensure that you allow the Automation Rule to repeat.

By using the base scoring model and tweaking it with Completion Actions you can score each piece of content based upon where it falls in the sales funnel. The outcome will be better alignment between marketing with sales for the perfect prospect handoff!

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Over the next few weeks, we are going to dive into the best practices for email marketers (psst…check out all 50 here).

Marketers know that designing an email campaign combines art and science. Your campaign needs to have well structured HTML, but also include appealing and relevant content. Your campaign needs to use data to determine send time, but also include a witty subject line.

Ultimately, the basis of a good email marketing program is trust. Your subscribers trust that you won’t spam them. An email marketer is trusted to create content that’s thoughtful and relevant to subscribers’ interests. So, how do you make sure you’re building an email marketing culture that’s centered around trust?

The first step is to ask for permission.

Opt for Obvious Opt-ins

Think of the inbox as your customers’ home. Emailing people who never invited you over, or may not even know who you are, will lead to blocking and black listing.

Keep your opt-in boxes unchecked by default and always be explicit about what subscribers are going to receive! Under GDPR, customers have to agree to your terms and conditions and privacy policy. So make sure that information is accessible and clear.

There’s a lot of conversation about single opt-in versus double opt-in. However, when you keep trust at the forefront of your strategy, you’ll see that you don’t have to use single opt-in or double opt-in exclusively. Tailor your messaging and opt-in type based on acquisition source.

A subscriber entering their email at check out and selecting an unchecked opt-in with terms and conditions and a clear privacy policy is an active acquisition source. The subscriber has made it known that they are interested in your brand and receiving messaging. A double opt-in here would just create friction–send them a welcome email!

A subscriber that has entered their email to receive a white paper, however, would be a good candidate for a double opt-in. Share your privacy policy as well as information of what they should expect if they decide to opt-in.

Opt for Painless Opt-outs

You never want to hear or see a goodbye, but an unsubscribe is better than a spam complaint. Since we are creating an email program based on trust, you should make it painless for customers to unsubscribe. A good opt-out requires only one click.

Trust also means giving your customers options. Maybe they would prefer to only receive updates once a month, or maybe they just want information around a specific product or vertical! Let them choose the frequency and consistency of the content instead of opting-out completely.

Recently, Target Marketing Mag posted an article on email migration and included the following quote:

Now let’s think about what they’re up against. As of 2018, 39% of all inbound mail was spam, with 26% of those messages including malware. In their own twisted way, spammers are essentially the dark side version of email marketers. They are results driven and will employ any and all tactics that will help them drive better metrics.

Spammers are the dark side of email marketers, because they do not put trust at the center of all their content and messaging. Stay in the light!

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Today’s B2B marketers know that marketing technology is rapidly evolving — we are now more connected than ever before.

These technological innovations have allowed marketers to create incredibly differentiated customer experiences across new and exciting interactive channels. For example, last year, the Pardot marketing team ran an entire sales enablement campaign powered by virtual reality. And earlier this year, we jumped into the podcast space with the launch of Marketing Trends.

With countless ways to interact with each other and our customers, it’s an exciting time to be a marketer!

But this technological innovation has also dramatically changed our customers’ expectations. Our buyers expect every single interaction across all devices to be personalized. And those buyers bring those same expectations of personalization to work with them every day.

So what does this mean for the B2B marketer? This was the question we set out to answer at Connections 2019, the event that brings together leaders across marketing, commerce and service. During Tuesday morning’s Pardot Super Session, B2B Marketing on the World’s #1 CRM, we dug into understand how the role of the B2B marketer is changing and the implications of this shift across marketing, sales and service.

Marketing and Sales are Divided

Because B2B buyers make decisions as a collective unit, B2B marketers have the challenging task of interacting with each key stakeholder in a personalized, targeted way. But this isn’t always easy.

Marketing, sales, and service teams are oftentimes divided, with each team is using different processes, technology stacks, and metrics to achieve success. This makes it incredibly difficult to do important things like:

    • Align on common goals using metrics that matter
    • Leverage artificial intelligence and machine learning to make decisions
    • Execute account-based programs across large organizations with several key stakeholders

Because marketers owns the the entire customer experience, they need a platform that lets them do this across marketing, sales, and sometimes even service.

Salesforce for B2B Marketing is Built on the World’s #1 CRM

Salesforce for B2B Marketing is built on the world’s #1 CRM, which gives marketers an account-centric view of the customer powered by Einstein artificial intelligence.

With Salesforce for B2B Marketing, customers have a single platform where they can orchestrate personalized experiences for every buyer and account across marketing, sales and service. Marketers can use the solution to do things like drive broad-based marketing programs that engage buyers and close deals. They can also use the same suite to orchestrate account-centric programs that help grow key account relationships faster than ever before.

This is extremely powerful because it means marketers can execute 100% of their B2B marketing strategies entirely in Salesforce.

And having one single source of truth means customers can harness the power of artificial intelligence (AI). This gives B2B marketers valuable time back in their day because Einstein AI is recognizing important trends and helping teams make data-driven decisions.

Not only does this unified view help cross-functional teams align, it also means important data and metrics are all in one place. This means marketers can accurately report on their data to understand metrics like which campaigns and channels are driving the most pipeline or which events are helping to close the most deals. Sales teams can see the same exact reports, which helps the entire organization understand the way marketing is contributing to revenue growth.

Trailblazers in B2B Marketing are Leading the Way

Trailblazers in B2B marketing are reshaping their companies and accelerating their careers by focusing on what counts: delivering personalized experiences for their buyers. They’re able to accomplish this by aligning their teams, giving everyone a single view of the buying center, and enabling every customer facing role to work toward joint pipeline and revenue goals.

We’re continuously inspired by our customers with how they use our technology to transform their business and their careers.

To learn more about the best lessons learned at Connections 2019, join us for our upcoming webinar:

Top 10 Takeaways from Connections 2019
Thursday, July 11th, 2019 at 11 AM PT / 2 PM ET

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