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5 Ways to tell you’re being Successful with Pardot

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Audaxium is regularly asking to take a look at a client’s Pardot account and provide feedback.  We’ve seen it all.

So here’s 5 things we quickly assess to see how well you’re doing with Pardot.  There are several other things we look for as well. But we’ll save those for later.

1 – You’re Organized

Pardot has a lot going on. It can do great things for you, but if you can’t find what you need, it’ll be frustrating.  One of the first things we do is look at your naming/tagging/folder convention for your lists, campaigns, landing pages, forms and emails.  If they’re well named, tagged, and put in a logical folder, then we know that you’re paying attention and can navigate around smoothly.  Random campaign names are a clear signal that you’re not attacking marketing automation in a systematic way.

2 – You’ve nailed Segmentation

Your segmentation strategy is the single most important thing you do when planning your digital marketing efforts.  We’ll look to see if you have an appropriate number of public (opt in) lists.  We’re looking to see that many of your lists are dynamic and automatically update themselves, thereby driving certain automation like drip programs.  Static lists should primarily be used for one-off events and programs and rarely get re-used.

3 – Everything is Responsive

Are your landing pages and email templates responsive? More and more people are opening your emails on their phones.  Are your landing pages and email templates working in the new Pardot editors?  If you’re still just slamming raw HTML into your templates, they probably need a refresh.

4 – Maximum use of Automation

A great Pardot system runs itself to a large degree.  We should see several to many Automation Rules and several Page Actions.  These should be helping you with several things, the main ones being segmentation and prospect assignment. Not using Automation Rules in Pardot is like not using formulas in Excel.

5 – Prospects are Highly Engaged

Two things we always like to check are, how many prospects have been engaged with marketing content in the last 90 days, and, what percent of your prospect list is still mailable?  These numbers are going to be unique to your database depending on how old it is, and the demographic of your prospects, but these metrics are important to track over time.  If less than half your database is mailable, and only 5% have been engaged in your content in the last 90 days, then we need to ask some tough questions.  If you’ve got great content, and an enthusiastic customer base, and you don’t overwhelm them with email, an 80% mailable rate, and a 30% 90 day engagement rate would be perfectly reasonable.

If you’ve got all the above figured out, you’re probably doing great.  But if not, find some time in your calendar and get cracking!

The post 5 Ways to tell you’re being Successful with Pardot appeared first on Audaxium.


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