All About…Pardot: January 2021

Happy new year! I’m sure you are, as am I, hoping for a year filled with positive action, health, and community. As I’m taking time to plan Fíonta’s marketing activities over 2021, I’m drawing inspiration from the 4-day ParDreamin’ event I was fortunate enough to attend in December. All presentations are available on demand and I’ve highlighted several below that may be of direct interest for our nonprofit and association clients.

Tell me, how are you planning to expand your organization’s use of Pardot this year? Will you migrate workflows and emails from Salesforce to Pardot Engagement Paths or commit to greater personalization in every email? Will you use Scoring to identify highly engaged users and find ways to leverage their loyalty? Will you undertake a spring cleaning and archive unused lists, automation rules, and tags? Whatever you do, do it with purpose!

Karin Tracy, Pardot Practice Lead / VP Marketing

EVENT: Marketing Automation Demo Day with ASAE

On Monday, January 25th, ASAE is hosting its first Marketing Automation Demo Day and I will be demoing Pardot. This one-day event is open to ASAE members and non-members alike. Watch this preview video for a sneak peek at the topics to be covered. Hint, we’ll be building a membership renewal engagement path together! More information and registration is available on ASAE’s website.

All ParDreamin’ videos are available to stream on YouTube. I’ve listed a few of the standout ones below. 

VIDEO: Getting Sophisticated with Scoring

Pardot Plus and above tiers allow for the addition of Custom Objects, that is to create custom fields in Pardot that map to Salesforce Custom Objects. Common examples amongst our clients are third-party Apps like Classy or Fonteva as well as custom developed Objects to manage enrollments or online learning. This video introduces several clever ideas for leveraging data in Pardot from Salesforce Custom Objects for segmentation and personalization.

VIDEO: Dynamic Content Personalization Taken to a New Level

While this is presented in a very B2B/B2C manner, ideas in this session can be applied to the nonprofit sector. Have a watch and let’s chat about ways we can personalize your website experience for prospects. Would serving different content on your donation page for smaller one-time donors versus recurring donors be meaningful? How about displaying relevant upcoming online learning based on member type?

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