Personalizing Your Prospect’s Experience
TJ Gephart (@TJGephart) Vincent Migliore (@PardotVincent)
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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)
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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?
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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
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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.
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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
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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
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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.
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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
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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.
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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.
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When Creating Dynamic Landing Page Content
• Have a purpose
• Have a plan
• Use your own CSS
• Test, test, test!
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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
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Page Actions
A completion action when a cookied prospect comes to a
specific page on your site.
It’s another data point.
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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
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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)
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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
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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
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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.
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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
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Thank You! You have now successfully completed this
course. Please take a minute to fill out an
evaluation of your course experience. You
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