Published on October 21, 2013
Personalizing Your Prospect’s Experience TJ Gephart (@TJGephart) Vincent Migliore (@PardotVincent) #ET13B2B
Introductions 1. Name 2. Role at your company 3. How long you have been using Pardot 4. Goals & Expectations for this session 5. Personal Fun Fact(s) #ET13B2B
Personalization: The Foundation
Prospect’s Buyer Persona Marketing User vs Executive User vs IT User Marketing: What can I learn? How does it help me do my job? What do YOU want to see? Executive: What value/ROI does this provide? IT: How do I implement this? What resources do I need? #ET13B2B
Persona Thoughts Might not be easy to define • CEOs of small companies running marketing Actions are more important than someone’s title • It shows their interest. Re-evaluate your lead qualification • How well are you using scoring and grading #ET13B2B
Speaking of Interests What do you already know about their interests? Tailor what they see based on what you know they want • Ex: Are they interested in a specific product? Optimize the content based on this interaction. • Use tools like A/B testing. #ET13B2B
Prospect’s Lifecycle Stage Prospects or Customers? Opportunity for upgrading customers • Base criteria off score or grade Lower the score, more education Higher the score, calls to action • • #ET13B2B
Location Advertise directly to folks when events are happening in their backyard. Offering in-person demos vs scheduling a call Quotes/Case-Studies from local clients Pro Tip: Use auto-geography identification by IP #ET13B2B
Personalizing Your Forms
POLL: How many fields is optimal to ask on a general form?
POLL: How many actual fields are you currently using on your general form?
What Not To Do! Pretend this is for a general whitepaper download: 1. How many fields on this form would you keep? 2. How many “levels” of progressive profiling would you use here?
Form Notes There is a 5% decrease in completion for every field over 4 fields you have on a form. Track behavior, not their ability to fill out a long form. #ET13B2B
Dependent Fields #ET13B2B
Dependent Fields To setup, edit the initial field that needs to be completed. • Ex: If country is US or Canada, ask for State/Province • Edit Country field to set up dependency No Nesting • Can’t make a field dependent upon another dependent field #ET13B2B
Live Example: Dependent Fields
Forms & Gated Content • Don't make it hard for interested people! • Replace a form with a one-click download • Customize thank you content based on their response Submit
Landing Page Statistics Over 50% of people who visit your landing page will leave after 10 seconds. #ET13B2B
Set Yourself Up for Success • Keep branding consistent and avoid any confusion • Use limited links and reduce any chance that they will become distracted and navigate away • Always serve up relevant content. Not bait and switch. #ET13B2B
When Creating Dynamic Landing Page Content • Have a purpose • Have a plan • Use your own CSS • Test, test, test! #ET13B2B
Multivariate Testing You can always improve through testing! Headline - keep it short and direct Offer - demo, free consultation, whitepaper Images - demo screenshot, whitepaper pages Questions Asked - department vs job title #ET13B2B
Live Example: Multivariate Testing
Page Actions A completion action when a cookied prospect comes to a specific page on your site. It’s another data point. #ET13B2B
Live Example: Page Actions
Personalizing Your Emails
General Advice • Make the content relevant to who you are sending to. • Be ethical and honest in your messages • Make your messages about quick wins. • Ex: If you have X problem, this is how you solve it #ET13B2B
Subject Lines • How to make email relevant & engaging before they even open the email. • 33% of email recipients open email based on subject line alone. (Convince & Convert via Salesforce.com) • Recipients often only read the subject line or the first few lines of an email. Include your CTA first. • Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report) #ET13B2B
Variable Tags • Great for adding in details you know about the person from their prospect record • Works in the subject line • Use default mail merge values to cover all the bases • Testing using test lists #ET13B2B
Live Example: Default Mail Merge Values
Live Example: Test Lists
Chaser Emails (Dynamic Forwards)
When Creating Dynamic Email Content Be aware of the "creep factor" when using names and other sensitive info. Timing is key! - 2am on the weekend feels automated #ET13B2B
A/B Testing in Pardot 1. List splitting 2. Separate Email Templates 3. Compare Rules #ET13B2B
General Advice • Write an email like you’d write to your mom. • Don’t overuse HTML. • Make it personal. • Keep a consistent point of contact (from assigned user) • Don’t overdo the customization. Just 1-3 dynamic pieces. #ET13B2B
General Advice Make the content relevant to who you are sending to. • Which of these points are relevant? Be ethical and honest in your messages • Subject line & email content actual align Make your messages about quick wins. • If you have X problem, this is how you solve it #ET13B2B
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