Goals

Implement a modern, intuitive marketing automation solution to boost member engagement

LeadingAge collaborates closely with its 5,000 members and partners on applied research, advocacy, education, and community-building initiatives spanning the full range of aging and disability services as it works to be the trusted voice for aging in the United States.


Fíonta began working with LeadingAge in 2018, and the organization engaged with us again when it needed to communicate with members more effectively during the Covid-19 public health crisis that disproportionately affected seniors.

Pardot emails help support LeadingAge’s annual meeting; customized templates differentiate unique programs

Challenges

Overly complicated tool no longer fulfilled LeadingAge’s requirements

  • LeadingAge’s legacy marketing automation solution was hard for staff to use and no longer met the organization’s growing needs for mass email management.
  • The legacy solution was not well integrated with LeadingAge’s core Salesforce Constituent Relationship Management (CRM) solution, resulting in issues with sync between the two platforms and record duplication.
  • Reports were difficult to access, making ROI on marketing efforts harder to determine.
Dynamic List Rules in Pardot
LeadingAge utilizes Pardot Dynamic List Rules to segment prospects by myriad criteria and automates inclusion or exclusion from important lists like All Members

Solutions and Results

Pardot powers strategic marketing efforts across teams, leading to increased engagement

  • LeadingAge and Fíonta worked collaboratively to surface all potential uses for Pardot, define project priorities, and plan for integration with the core Salesforce CRM.
  • Fíonta created customized templates for various marketing assets and provided tailored Pardot training, allowing the LeadingAge team to hit the ground running with Pardot.
  • Pardot is now in use by several teams across the organization, and seamless integration with Salesforce means that staff have new confidence in their clean data.
  • All data and engagement efforts are now effortlessly tracked to Contacts and Campaigns, and LeadingAge staff can easily report on and analyze marketing ROI using Pardot’s native reporting functionality.
Leading Age and Pardot
Pardot enables LeadingAge to easily segment its audience and to personalize email with relevant information based on constituent data and previous engagement history