Posts Tagged ‘pardot’

Personalising with Pardot will engage your audience, this is how!

Friday, June 26th, 2020

Check out these 3 methods to personalise with Pardot for optimal engagement

By 2020 most businesses have experienced the beneficial results of personalising their marketing communications, and even the customers have evolved to expect it now.  According to Salesforce’s State of the Connected Customer report, 84% of customers say being treated like a person, not a number, is very important to winning their business.

 This insight comes as no surprise to those who keep up with the marketing trends, especially those who use marketing automation to aid their efforts.  With this in mind, we wanted to share three methods of using Pardot to personalise your messaging and with it — achieve more desirable results.



Master Email Marketing with Pardot

Friday, June 12th, 2020
Learn best practices to back your efforts

Email is still the primary marketing channel for most businesses, as it’s proving to be the most effective — with an average ROI of 3,800%.  Even with the rise of newer channels, email is still going strong. According to the Salesforce State of Marketing Report; email use has grown by 11% in 2020.  But not all emails yield results. 

To become a Pardot email marketing pro, and ensure impressive results, follow our list of email marketing practices we have devised for you below.


Email Marketing Best Practice with Pardot


Crafting effective and reusable emails

Not every email you sent will serve the same goal, but that doesn’t mean that the best practice shouldn’t apply. We’ve listed our tips that will help you build better emails in Pardot, regardless of your objective.


  • Make emails mobile-responsiveResponsive templates use CSS to resize your emails when viewed on mobile devices. Pardot includes several responsive layouts that you can use, however, make sure to check the email responsiveness by clicking Open in Popup and then manually resizing the window to get the email view.



  • Take note of the subject line, relevancy and the call to actionThe most attractive subject lines are short and to the point. Also, make sure that the subject line fairly represents the contents of the email body; otherwise, your readers might get confused. If you’re practising using misleading subject lines, it’s is only a matter of time when your prospect or customer will unsubscribe. And lastly, a clear call-to-action within the email is unavoidable. A good CTA will instantly convey the value of clicking on it, it will catch the eye of the reader, and ideally, it will indicate urgency.



  • Build email templatesCreating reusable templates in Pardot is a time-saving practice that will benefit every organisation. With an email template, you can create text and HTML email designs and reuse them for engagement programs, autoresponders, one-to-one emails, or list emails. Pardot will guide you through creating the templates, and after you design it, you can use it as a base to personalise the email for each recipient.



Testing the emails

Pardot A/B tests can effectively compare two versions of an email against different segments. The platform will then store the engagement data so you can quickly determine the best way forward.

As a best practice, change only one element at a time, as making many changes can create difficulty when pinpointing the factors that moved the needle. 

You can test numerous elements within the email, here are some ideas to start:

  • The wording of your email copy and its length
  • The subject line and the name of the sender (A generic sender vs a specific sender) 
  • Images (position and design)
  • Place and form of the links and the CTA’s


Reporting on email engagement

In Pardot, the List Email Report breaks down the most significant data about your sent emails. The reports will include the number of emails sent, unique clicks, unique click rate, total clicks, and overall click rate.

Make sure to create a practice that digs deeper into the email KPI’s. Reporting on particular elements of the email can help set performance benchmarks for future email marketing efforts. 


Final Thoughts

Email marketing is more than just automating email send-outs. Even if you build a successful campaign once, it doesn’t guarantee that the next time you run a similar campaign, it will drive the same results.  There are a lot of moving parts when it comes to email marketing, and it’s your job to optimise them for optimal results.

If you are struggling to create a clear email marketing practice with Pardot, or are looking to expand your efforts, get in touch with our team here at Cloud Orca.  We have many more nuggets of wisdom up our sleeves.


Pardot Lead Qualification: Setting-up the lead scoring and lead grading system

Friday, June 5th, 2020

Every conversation about Pardot somehow circles back to its robust lead qualification features.

Pardot’s lead qualification helps businesses identify the leads that are ready to buy through its lead scoring and grading system. This way, companies can prioritise required actions, so the lead ends up becoming a customer.  

The benefits of qualifying leads with Pardot include saved time for the sales reps, on top of improved collaboration with the marketing department. However, introducing the scoring and grading system in a business can sometimes be tricky, primarily if the marketing and sales are not used to working together.

For this reason, we wanted to provide a simple framework that will support your lead qualification journey. 


What are Pardot’s Lead Score and Lead Grade?

The lead score describes the level of interest the customer shows for your product or service. To take an example, scoring the lead will include assigning points to particular website behaviour that signals purchase readiness, along with the engagement level or email open rates.

The lead grade, however, represents the level of interest your business has in the lead. In other words, the lead grade shows if a lead is your target customer. For instance, if a website lead spends most its time browsing the career’s page, chances are – this is not your ideal buyer.


3 steps to setting-up Pardot’s lead scoring and lead grading system

Pardot comes with a default lead scoring and grading system that companies can apply to start their scoring and grading process.

However, eventually, we recommend customising it by following our three steps.


  • Get the sales and marketing team talking

To optimise the scoring and grading system, we always recommend to first get your sales reps in the same room with the marketing team to share their experience with lead management. This step is vital because what marketing registers as ‘buyers behaviour’ might not reflect the experience that the sales team have when they engage with leads.  Clarifying everybody’s standpoint will help better qualify leads for the overall business benefit.


  • Examine the customer journey

Examination of the customer journey is easily done by making an inventory of your marketing collateral and dividing it into the journey stages. Any specific website page, form, email newsletter or downloadable material you have can trigger leads to either interact with you or not. This reaction can uncover some valuable insights and give you an indication of the lead’s interest or purchase power.


  • Optimise continuously

Analysing and then optimising your actions is not only the best practice but also – necessary. As your marketing efforts evolve, so will the customer’s behaviour and therefore, new scores should be added to your lead qualification practice. The truth is, every next time you optimise the process, your lead qualification practice will become better. As you collect more data, you will be able to look for patterns and critical indicators you might have missed before. We recommend our clients to revisit their lead qualification system after a few months, just in case.


Final thoughts

There are many ‘best practices’ of using Pardot; however, every business should find its way of adjusting the platform to fit its needs.  To get the best out of Pardot’s lead scoring and grading system, make sure it reflects your business’ operational model and always follows your customer throughout their journey with your company.


If you need help with tailoring Pardot to fit your marketing endeavours, connect with our team here at Cloud Orca and get a piece of expert’s advice!