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Pardot Pro Features Overview Extra Bells & Whistles That Will Get You More Sales & Leads Pardot Pro Features Overview Extra bells & whistles that will get you more sales & leads A Pardot Client Advocate Topical Office Hours Clare Kelly EMEA Client Advocate Pardot, Salesforce The Client Advocates help our customers achieve their marketing goals by providing Pardot strategy, marketing automation best practices, and industry trends. Next topical session: ‘Game Changer: 3 strategies to shorten your buyer journey’ Friday 15th April, 6pm GMT (register for recording) Check our calendar for all upcoming sessions! http://www2.pardot.com/advocates The Pardot Client Advocates Adam Waid Ginny Richardson Nicole Conley Molly Morris Futrell Kylie Nickles Richard Lewis Hannah Freeman Camille Barnet Dane McKinley Lindsay Stanford Caitlin Clark Howell Jazmyne Dodd Cristi Moscoso Paymaun “P$” Rezai Rob Valdez Jessica Williams Ami Kamei Jessica Marsh Cole McIntyre Virginia Baaklini Clare Kelly Leigh Falgoust David DiGiammarino Samantha Pang Whitney Rudeseal Pro Features Overview Businesses that personalize web With Pardot Pro Edition, you have access to: experiences see an average 19% ● Advanced Dynamic Content (avail as increase in sales. separate add on to Standard) ● Multivariate Landing Page Testing (addon) (MarketingProfs) ● Email A/B Testing (only Pro & Ultimate) ● Advanced Email Analytics + Email Rendering and Preview Analysis (addon) ● Google Adwords Connector (addon) ● Chat Support ● Social Profiling & Lookups (addon) ● Increased file storage, more SEO keyword and competitor monitoring ● Unlimited emails per month ● 10,000 mailable contacts ● File Hosting: 500 MB (standard 100MB) Advanced Testing Pro and Ultimate accounts have access to: ● AB Testing for emails ● Multivariate Testing for Landing Pages ● Advanced Email Analytics (Rendering and Spam Analysis) AB Email Testing AB Testing for emails allows you to change elements in your email, segment your recipient list into a test audience and winning audience, and then use the email’s engagement data to automatically determine and distribute the winning email. How to use A/B Email Testing Want to improve open rates? ● Test out your subject lines ● Try using variable tags in your subject line Want to improve click-thru-rate? ● Test out your copy and call to action ● Have your call to action near the top of your email ● Give prospects a reason (value proposition) to click through for more ● Use Dynamic Content for more advanced personalization and usage AB Email Testing: Test Subject Line example Best to change one thing only. Subject line, winner has most opens. AB Email Testing: Demo in Pardot Cute puppy or cute puppy? Multivariate Testing ● Optimize your conversion points by placing two landing pages side by side and seeing which one performs better ● Unlike AB testing, this doesn’t automatically determine a “winner” ● Instead you choose prev created landing pages and weight each. Recommend only changing one variable ○ Headline / CTA / Layout ● When a prospect clicks on the link provided, they will be taken to one of the pages ● You can then view reports on which one is performing better and optimize pages accordingly How to use Multivariate Testing Multivariate testing explained Advanced Email Analytics Have great-looking emails with high delivery rates: ● Email Client rendering previews to see how your emails look across a variety of clients and browsers ● Subject line preview across a variety of clients and browsers ● Spam analysis of email content ● Pay attention to spam filter flags - this can help ensure you make it into the most inboxes ● Learn more about Advanced Email Analytics here ● Preview these features in this video Advanced Dynamic Content Pardot’s Dynamic Content allows you to set multiple content variations and tailor call-outs, messages, or other areas of your website / Emails / Landing pages based on existing data populated in prospect fields. (More information) Advanced Dynamic Content By displaying only the most relevant information to each viewer, your calls to action become more persuasive and the web experience more personalized. Adapt content in landing pages and emails based on various criteria you set, offering a more personalized customer experience with much higher conversion rates and better qualified leads! 2 Cool Ways to Start Using Dynamic Content Today 5 Incredible Examples of Personalized Marketing How to Create Dynamic Content ● Convert warmer prospects: Higher score shows a pricing CTA, less score shows a webinar ● Personalise website: Include the name of your company in web page bases on IP ● Personalise emails: Instead of showing same events to each email recipient, display local events ● Easily keep content up to date: Update content in emails/landing pages at once Dynamic Content example: Call to Action (Cust or not) Dynamic Content: Email with CTA customer or not Dynamic content Dynamic Content example: Show Event based on location Dynamic Content example: Add prospects company name Dynamic Content example: Change CTA based on Score Dynamic Content example: Based on CRM system Google AdWords Tracks prospects that reach you through paid search. Using cost data from AdWords and opportunity data from your CRM, you can determine your true cost per qualified lead and search engine marketing ROI (More information) Google AdWords Pardot can connect with your Google AdWords account and track prospects that reach you through paid search. You can tie cost data from AdWords to opportunity data from your CRM to determine your true cost per qualified lead and search engine marketing ROI. ● How to setup Google AdWords FinalURL ● Paid Search Report ● Training on Pardot & AdWords ● Tracking AdWords Conversions on Forms ● 6 Copywriting Tips for Attention-Grabbing Adwords Ads Custom Redirects Use custom redirects anywhere you’d like to bring link click data back into Pardot. Ex. Social Posts, 3rd Party Banner Ads, QR Codes, AdWords, Blog Posts, Partner Sites, etc. ● Automate processes ● Bringing data from Google AdWords and other marketing channels into Pardot ● Utilize Custom Redirects on your website to notify assigned users of engagement, etc. Incorporating Custom Redirects on specific urls or links you include in emails can provide insight into how your audience is engaging with specific links + allow you to take action on any clicks. Check out the various triggers you can automate on Prospect Actions Chat Support Clients with Pro and Ultimate editions can use in-app chat to contact support. Clients with Ultimate edition can get return-call phone support. (More information) In-App Live Chat Support Clients with Pro and Ultimate editions can use in- app chat to contact one of our support experts directly with realtime live chat messaging. Click here for more info Clients with Ultimate edition can get return-call phone support. Our support team is available Monday through Friday, between 9am GMT and 8pm EST. Tips: ● Grant the Support team access to your account prior to contacting them ● Detail step by step your issue / use case ● For help with your CRM, your CRM support team are best to answer those queries Social Profiling & Lookups Pardot checks all prospects for their profile names and links at LinkedIn, Twitter, Facebook, and Klout. If publicly available, the system may also pull location data and a snippet or summary about the prospect. If any social profiles are found, their corresponding icons will be displayed next to the prospect’s name. (More information) Social Profile & Lookups Pardot checks all prospects for their profile names and links at LinkedIn, Twitter, Facebook, and Klout. If publicly available, the system may also pull location data and a snippet or summary about the prospect. If any social profiles are found, their corresponding icons will be displayed next to the prospect’s name. This feature is available in Pardot Pro and Ultimate Edition accounts and social data is provided by FullContact. This data is viewable in your CRM More info and setup Social lookup connector thank y u What Questions Do You Have? Happy to answer questions big or small! :) For more info or Engage demo email us at [email protected] thank y u Pardot Office Hours Live, daily calls with the Pardot Client Services teams MEET THE PARDOT JOIN TOPICAL PARDOT 101 CLIENT ADVOCATES WEBINARS ​ FRI 1ST APR 2016 OPEN SESSIONS Lead Generation 11:30Am GMT Strategize with the Client CRM Integration Advocate team Pardot at Events Register on our calendar, link TEAM INTRO CALLS Database Management below! The essentials in 15 minutes Google AdWords & Analytics Compliance & Deliverability + LOADS MORE! NEW USER CALLS Lead Nurturing Ramp up or refresh http://www2.pardot.com/advocates What’s Next Ready for more Want to go deeper with Get Serious. Virtual Training? even more training? Get Certified. Sign-up for weekly Access additional training Earn the Salesforce PardotNow live trainings at materials at www.pardot.com/training Certified Pardot Specialist http://www2.pardot.com/advocates credential and showcase your expertise. www.pardot.com/user-certification Free Training at www.pardot.com/training Join the Pardot Success Community www2.pardot. com/success.
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