If you’re already using Pardot, then you know that Marketing Automation is an indispensable tool for executing on your modern marketing strategy. But the majority of modern marketers still feel that they’re not using the technology to its full potential. In this presentation, Pardot expert Hannah Freeman reveals various hacks for getting better results out of your Pardot software, as well as the correct pronunciation of Pardot (it’s “Par-DOT”, like polka “dot”!).

1. @uberflip#uberwebinar
MARKETING AUTOMATION HACKS:
Hannah Freeman
Sr. Client Advocate, Pardot
@hfreeman25
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

2. @uberflip#MAHacks
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)

3. @uberflip#MAHacks
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)

4. @uberflip#MAHacks
How Uberflip & Pardot Work Together
Stay Tuned For The Demo
CONVERT, CONNECT AND UNDERSTAND LEADS

5. @uberflip#MAHacks
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

6. @uberflip#MAHacks
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

8. @uberflip#MAHacks
• 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

9. @uberflip#MAHacks
• 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

10. @uberflip#MAHacks
• 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

11. @uberflip#MAHacks
• 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.

12. @uberflip#MAHacks
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 !
!

13. @uberflip#MAHacks
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

15. @uberflip#MAHacks
Hack #3
Include a note that you’ll be
emailing the content
• Leverage the auto-responder
• Email valuable assets !
instead of redirecting!

16. @uberflip#MAHacks
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

17. @uberflip#MAHacks
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!

18. @uberflip#MAHacks
• 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

19. @uberflip#MAHacks
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”

23. @uberflip#MAHacks
Quick Content Ideas
!
• RSS Readers
• Google Alerts
• Recycle ideas!
• Share content from other
experts
• Update old posts
• Invite partners and
customers to help

24. @uberflip#MAHacks
• 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

25. @uberflip#MAHacks
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

26. @uberflip#MAHacks

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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

29. @uberflip#MAHacks
• 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

30. @uberflip#MAHacks
Resource Center Blog Upgrade Content
Library
Sales Enablement
UBERFLIP USE CASES

31. @uberflip#MAHacks
Supercharge Your
Content
• Sync Contacts
• Progressive Profiling
• Track Buyer Journey
• Trigger Campaigns
• Gate Premium Content
• Enhance Lead Scoring

32. @wistia @uberflip!
THE UBERFLIP EXPERIENCE

33. @uberflip#MAHacks
QUESTION TIME!
Hannah Freeman
Sr. Client Advocate, Pardot
@hfreeman25
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com