Well, good morning or good afternoon, depending on where you might be right now. I am at Tahoe Dreamin’, so I’m actually double dreaming today. What a life we get to lead!
I’m the VP of Marketing for a company called Fíonta. It’s like Fiona, but with a T in there, Fíonta. We were founded in March 2001, so we just celebrated our 20th anniversary. We were founded with the express intent of serving nonprofits and associations with best-in-class solutions and software. And it didn’t take us too long to determine that Salesforce was our technology of choice. We been in the partner ecosystem since 2006. And for the last several years, we have been a Salesforce.org Premium Partner. We have been lucky to have worked with over a thousand nonprofits, associations, and foundations in that time. We are women-owned, majority-women across the board, including our leadership and executive teams, which makes my heart swell. In 2020, we were certified as a Great Place to Work. And I think we certainly proved that to be true. When we heard our employees asking to stay a remote and we officially became a remote-first company earlier this year. And by the way, we are hiring. So if anyone is interested in being a Salesforce consultant, please check out our website in a career section. I am an east coast transplant. I am currently living my best sunny life in Los Angeles, my husband, and a rescue menagerie and outside of work, you will find me hiking, crafting, binging dark dramas, and eating more popcorn than you would imagine one person could eat.
So enough about me. Let’s talk about a recent product client and project. We get to work with this wonderful organization, DC-based org called LeadingAge. They are a member-based association who represent over 5,000 nonprofit aging services providers. And as you probably know, the aging community in the United States is enormous and growing every day. And LeadingAge is a true example of helping those who help others.
We worked closely with LeadingAge’s internal Salesforce team and their marketing department to migrate them from Marketo to Pardot, sync all of their marketing data with Salesforce, build lists, create email templates and landing pages, all of the normal elements of a project to bring their new Pardot instance into parody with the functionality they had become used to in Marketo. They had migrated to Salesforce about three or four years prior and had a really strong internal team. It was a delight to work with because the data in Salesforce was organized, well thought out, the structure was spot on. They had let their data in Marketo slide some so all of the cleanup work really was on the Marketo side, making sure that what we brought into Pardot was organized, clean, and then we could allow the power of Salesforce really to drive that marketing functionality.
During discovery, as we were cataloging assets that we would need to recreate like email templates and layout templates, and we learned about what they called their EHR resource library. And this library consisted of at the time 40 downloadable PDFs, they were research documents and in Marketo forms embedded on, well, you guessed it 40 separate pages of their member portal, which by the way, is experience cloud. The key functional element here was that the form automatically sent the user to download the resource that was associated with the web page that the form was embedded on.
So never one to let good gathered data, go to waste. Remember that that hidden field called Link_To_Use, Leading Age now knows what page the user was on, when they filled out the form, for the resource. And they can use that gathered info in myriad ways. Few examples, they can follow up with the user and gather feedback about the particular resource. So how helpful was this particular guide? They can follow up with a user or they can reach back out to the user and maybe send them additional. Like you may also like because you downloaded X, you may find Y interesting kinds of, soft cells of course, none of this information cost anything with the members. They can build lists for each area of interest. So quickly spin up a segmented list, a segmentation list, static or dynamic looking for this particular resource seltoolmed, because they will continue to market to people who are interested in this particular resource.
They can create an automation rule to add a tag based on that field data. We actually ended up doing this in a Completion Action on the form so that every resource downloaded did automatically become a tag that was added to the prospect record so that they could then do any additional functionality off that tag. They can send notifications to users, with the ‘U’ Salesforce users, when the field is populated, when the field is populated with a particular resource for Leading Age. So of these resources fell into certain areas of specialty that were managed by different Salesforce users. Users can receive notifications say when linked uses filled with seltoolmed, and then of course they could adjust the prospect score or grade based on the data in that field.
You can even change the text on a button depending on the asset type. So in a particular form, someone might sign up to watch a prerecorded webinar or download a resource. And the label on the button to do the thing could say, watch now, if they had selected a webinar, download now, if they had selected a resource. So really catering and personalizing the interaction and the engagement to exactly what the prospect is looking for. And because our Pardot community is both super smart and super generous, I’m happy to be able to share a couple of other ideas here from the spot for Pardot and Jenna Mobley. The spot for Pardot shared a super clever way to allow prospects, to register for multiple webinar events in one form, essentially to add multiple completion actions to a form that are tied to specific form elements. And then Jenna describes a way to really improve the overall look of your forms by hiding the labels above the form fields and adding placeholder labels within the field itself, which is a much cleaner design improved user experience.
Well, Karin, thank you very much of a great presentation. As you mentioned, we do have a couple minutes for questions, if there are any. One question that did come into shut side chair, Karin was asking for the code that you’ve shared. Several people have said, they’d love to see that code. So that’s something we can post. That would be excellent. If not, we can send it out later, but that would be a great thing to share.
I see Jay has asked a question. How much of this can and clients maintain on their own? I will give full props to my Leading Age clients that they are pretty darn savvy. That being said, you saw the area that I highlighted in yellow. So with just a modicum of training, essentially take this section, copy paste, replace these three little elements. And they already had a really strong taxonomy in place. So every resource guide had a name that matched the URL etc. But really any client, regardless of their tech savviness, as long as they can just look at code for two seconds and not freak out absolutely can maintain this and they have done. So, like I said, I think they’re up to 48 resources now.
I know fellow Sercante employee there, Marco through W3Schools and there is a resource and that’s I’ve used before too. That is a great source.
Yes. Thank you. Absolutely. That’s how I learned HTML in 1999!