Marketing Automation for Associations

Many elements go into a successful marketing automation project and some nonprofit organizations may find that they do not have all the required in-house.

That’s where Fíonta comes in.

Salesforce Pardot for Nonprofits

Associations are using tools like Pardot and Marketing Cloud to personalize communications with members and other constituents, automate multi-step journeys, and better understand engagement across a variety of digital platforms. With Einstein AI for Pardot, predictive insights can inform campaign development and identify users most likely to perform a certain task (like become a member or attend a conference).

How can associations use Pardot or Marketing Cloud?

Marketing Cloud

List cleanup, migration, Salesforce sync. Your communications are only as good as your contacts list. Dirty data, sync issues with Salesforce, or missing fields degrade your overall list. We can perform a list audit and make recommendations for cleanup and migration, fix sync problems, and provide tips and best practices for list hygiene moving forward. This is especially helpful if you are planning a migration from MailChimp (or another email marketing system) to Pardot or Marketing Cloud.

Email and/or landing page template design/coding. If you do not have a developer on staff, you may find that extra assistance is needed to create new mobile-friendly email or landing page templates. Our design and development team can complement your existing brand, create, and thoroughly test templates to be used in Pardot or Marketing Cloud.

Segmentation. Marketing communication is more successful when the content is personalized and relevant. Audience segmentation is core to Pardot and Marketing Cloud. Using automation rules and dynamic lists, you can easily segment your prospects (constituents, members, donors, volunteers, etc.) by any field. Fíonta can get you set up with useful dynamic lists (e.g., all volunteers who attended at least two webinar training sessions within the last six months) and automation rules (e.g., raise the score of any user who views your Donate page online more than twice in a month).

Engagement Paths / Journeys. Engagement Studio (Pardot) and Journey Builder (Marketing Cloud) allow you to create custom user journeys or Engagement Paths with triggers to listen for certain behaviors or perform certain tasks based on user engagement. Fíonta offers end-to-end assistance, from planning and strategy to executing and reporting on engagement and ROI.

Forms. The only way to turn an unknown website visitor into an identified person is by gathering their email address. If your website form(s) are underperforming, there may be a user experience or coding issue. Fíonta’s User Experience (UX) team has expertise in form design and development and can advise on and implement improvements.

Lead Scoring and Grading (Pardot only). Allprospect behavior (website visits, email opens, webinar attendance, etc.) is tracked and scored, giving your organization insight into the interest level of a specific prospect. Combine that score with a grade (based on a prospect’s profile), and your membership team can quickly identify high-value prospects and propensity to convert.

Report configuration. Pardot has robust reporting functionality out of the box, but , your organization’s reporting needs may be unique and require custom reports. We can set up reports based on your Key Performance Indicators (KPIs) and make sure your team understands the meaning of each metric.

In addition to providing services to new Pardot and Marketing Cloud users, Fíonta offers flexible ongoing support options – supporting both association clients who need ad hoc assistance at any point along their marketing journey, and others who prefer to engage with Fíonta on a fixed monthly retainer.