Marketing automation isn’t just a fancy word for email marketing.
Many elements go into a successful marketing automation project and some nonprofit organizations may find that they do not have all the required resources in-house. That’s where Fíonta comes in.
Nonprofit organizations are using tools like Marketing Cloud Account Engagement (formerly Pardot) to personalize communications with constituents, automate multi-step journeys, and better understand engagement across a variety of digital platforms. With Einstein AI, predictive insights can inform campaign development and identify the users most likely to perform a certain task (like donate or attend a fundraiser).
How can nonprofits use Marketing Cloud?
Segmentation. Marketing communication is more successful when the content is personalized and relevant to each prospect. Audience segmentation is core to Marketing Cloud Account Engagement (formerly Pardot) and Marketing Cloud Engagement (formerly Marketing Cloud Email Studio). 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).
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 and then create and thoroughly test templates to be used in Marketing Cloud Account Engagement.
Engagement Paths / Journeys. Engagement Studio and Journey Builder are two tools that 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.
Lead Scoring and Grading (Marketing Cloud Account Engagement only). All prospect behavior (website visits, email opens, webinar attendance, etc.) is tracked and scored, giving your organization insight into the interest level of any given user. Combine that score with a grade (based on a prospect’s profile), and your development team can quickly identify high-value prospects and their propensity to donate.
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.
Report configuration. Marketing Cloud Account Engagement 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 and make sure your team understands the meaning of each metric.
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 Marketing Cloud Account Engagement.
In addition to providing services to new Pardot and Marketing Cloud users, Fíonta offers flexible ongoing support options – supporting both nonprofit 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.