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As known, Pardot comes with automation rules that allow you to perform certain marketing and sales actions based on criteria that you specify. These rules allow you to perform specific tasks to help you achieve your marketing goals. Automation rules make your job easier in various ways, like Lead qualification, assignment, task creation, assigning to your sales representatives, applying tags, adding to campaigns, etc.
Today, I am going to share with you 3 ways to use automation that might help you understand the power of Pardot Automation.
Pardot Automation Rules
1. IMPROVE YOUR LEAD QUALIFICATION MODEL
“Automation rules are a powerful way to customize your scoring and grading models. Consider customizing your global, baseline scoring rules, while using automation rules as an additional layer of measuring and responding to customer engagement and intent. You might look at prospects who meet a certain scoring threshold in addition to specific, tracked activities to do things like:
Increment score even higher. The combination of certain activities may be even more valuable and indicative of buying intent, wherein the whole is greater than the sum of its parts.
Create a task in Salesforce for the assigned rep. Sales will find great value in real-time alerts through Salesforce Engage. Up the ante by automating task creation for sales users when their Leads or Contacts are especially engaged and ready to buy.
Alert a member of the marketing team. This is a way to proactively alert marketing to affirm the effectiveness of their lead qualification model or to encourage them to revisit their model to regularly improve and iterate.”
2. CUSTOMIZE AUTORESPONDER EMAILS
Autoresponder Emails are emails that are triggered automatically whenever the prospect engages with your marketing assets.
“Increase personalization and content engagement by sending custom autoresponder emails to prospects who complete forms. Automation rules can be configured to assess field criteria in combination with form submission data to push specific autoresponder emails to prospects who complete forms.”
Autoresponder emails can be used:
After prospects submit a form on your website, they will receive an autoresponder welcome email.
A prospect submits a form to download a file on your website and receives an autoresponder email with a link to download the file.
A confirmation email for event registration.
Last but not least, here is a simple follow-up email.
3. WELCOME SERIES FOR NEWLY PROSPECTS
“When new prospects are created, you could create an automation rule that adds them to a list that feeds a Welcome Series Engagement Program.”
For example, when a prospect signs up for a blog newsletter, the action of signing up triggers a welcome email, and after that, you can start a journey program with them.
Follow these steps to create a Welcome Journey program for new prospects.
Step 1, add a competition action on form, choose action add to List, and select a list for the subscriber which you want to add after fill-up the form.
Here you can check the Screenshot of Completion Action
Note, this process will add prospects to the list when they fill-up the form.
Step 2, Now, create an Engagement Program and select that list as a Recipient list in the program.
Note:
Suppression List: This will allow you to add those prospects list which you do not want to include in your journey.
Send email during business hours allows you to send emails at specific times, or you can skip that part.
Allow prospects to enter the program more, this option will allow prospects to re-enter into that program if they exist by clicking on the unsubscribe link.
Here you can check the screenshot of the Welcome Journey Program
Note: You can add as many actions, triggers, and rules in your program as per your needs.
If you need help setting up the Automation, you can get in touch with us here.
E your email game with expert guidance on crafting effective templates for various purposes. From captivating subject lines to persuasive content, learn how to create emails that resonate with your audience and drive results.
As known, Pardot makes it easier for B2B marketers to send personalized emails to their customers. But that doesn’t mean marketers used one type of email to approach when they were planning to send emails to their customers.
First, make sure which type of email you are going to send to your customer like the emails should be related to the customer’s interest in your products/services.
If you’re looking for some guidelines when it comes to email design, or worried about which style of email performs best for certain types of messages, check out a few of the email examples below.
1. EVENT EMAIL
Are you going to launch an event for your product or service? No worries, then the Event Email is the best solution for you.
But you should follow some trick to make your email attractive,your email should be informative and important information should be at the top, always include your company logo, add call to action, and key points that you’d like readers to take away from your email like event name, date, and time information).
By using Pardot you can add more features in your email like, countdown timers, promo videos. This gives you a chance to be more creating excitement around your event.
2. WEBINAR FOLLOW-UP EMAIL
Follow-up emails — when you want to increase your engagement with those audiences who have attended your webinar then follow-up emails are the best solutions for you. Based on their past actions, you have a picture of what type of content and resource they are interested in. so you can use this technique to follow-up with the audience to provide them with the related articles, informative blogs, e-books, or other important information.
Tip: If you know your readers’ interests, send them content that’s specifically related to those interests. Don’t just send a thank you email — add value by including additional content that your recipients might find useful based on the recipient’s past actions
3. TRAINING EVENTS EMAIL
Do you have several upcoming events that you want to share with your audience? then use an email template that provides the exact information your clients, customers, and prospects are looking for — don’t make your content lengthy, intimidating, and difficult to read. Focus on creating a design that is simple, appealing, and easy to read.
also, don’t forget your mobile audience. Make sure your template is well-optimized for mobile devices, and use CTAs that are prominent, clear, and easy to work on a mobile device. In today’s day and age, your readers are often just going to be skimming your emails for important, relevant points. Calls to action need to stand out and should be emphasized by either color, placement, size, or a border.
4. FEEDBACK EMAIL
When you want to gather qualitative opinions from customers after attending an event, buying a product, using the service then Feedback emails are the solutions for you. It contributes to building customer loyalty and helps marketers gather valuable insights and use them to improve the product.
Use a template that breaks content into easy-to-read sections and drives attention to your calls-to-action. Make sure CTAs are clear and direct, such as “Take the survey” or “Leave a review.”
Feedback emails should make it easy for your customers to engage with you in the way they most prefer. So don’t forget to include a “Contact us” option and social media links. The “Contact Us” section and social share buttons are often neglected during email template design. It’s important that your email recipients can contact you with any questions or comments. Missing either of these elements can hinder communication between your clients and company, your clients and potential clients, or your prospects and company (depending on the type of email).
5. NURTURE JOURNEY EMAIL
The best way to create a relationship between your product/services and your consumers is the Lead Nurturing Process. It will help you to give you a proper idea of whether the lead is interested in your product or not.
always focus on providing value to your reader. This is where the powerful personalization capabilities of marketing automation really take the stage. Tailor the content you send based on their individual interests and past behaviors. And keep individual emails limited to the most important content your audience wants to see and read. You can always link them out to more resources. If you are sending emails to prospects who are in the early stages of the buying cycle, keep your content light and educational. Focus on thought leadership articles and blog posts instead of promoting late-stage sales collateral like buyers guides, white papers, and recorded webinars.
Finally, make sure to optimize your send times, so your emails are hitting your reader’s inbox at the right moment.
If you need help setting up the Pardot, you can get in touch with us here.
Salesforce gives you intelligence with the help of Einstein Bots to support your customers effectively and efficiently. Build and manage Einstein Bots to ease the load on your service agents. Bots can handle routine requests and free your agents to handle more complex issues. Bots can also gather pre-chat information to save your agents time.
What is Bots?
Bots are your allies in the race to resolve support cases fast. They can even prevent them from being opened in the first place!
Bots reduce chat duration by helping customers self-direct immediately, and resolving common issues without waiting to “get in the queue.”
Bots save your agents time (and thus, your company money), allowing agents to devote more time to complex problem-solving and consequential customer interactions.
Most importantly, bots can be trained to understand human language—and respond intelligently—through Natural-Language Processing (NLP).
You can use Einstein Bot Wizard to create an Einstein Bot
To get more details on Einstein Bots and its setup, Please visit Salesforce help article here
Use artificial intelligence to score your leads by how well they fit your company’s successful conversion patterns. Give your sales team access to scores that help them prioritize leads. Turn on Einstein Lead Scoring, and then decide which conversion milestone to use and if you want Einstein to omit any leads or ignore any fields.
Einstein analyzes your past leads, including any custom fields, to determine which current leads have the most in common with leads that have previously converted. By default, Einstein scores your leads using all lead fields. If your admin is certain a field doesn’t affect lead quality, they can tell Einstein to ignore the field.
Based on its data analysis, Einstein creates a predictive model for your organization. Einstein reanalyzes your lead data every 10 days and refreshes your scores. So if new trends emerge, Einstein won’t miss them.
The lead score appears in the Einstein Score component on lead detail pages. The component also shows sales reps which of the lead’s fields had the greatest influence on its score (1). Depending on the lead, fields with positive or negative influences can appear. Fields that aren’t listed in the Einstein Score component still influence the score, but less than the fields listed.
When you or your users add the Einstein Score field to list views, hovering over a score (1) displays the top factors (2) behind the score. When sales reps focus on leads with higher scores, they’re likely to convert more of them to opportunities. The lock (3) indicates that the score is read-only.
