Marketing Automation: Personalized Communication at Scale

Welcome to another X Force Data Summit presentation. Today, we're delighted to have Karen Tracy, who's the Vice President of Marketing at Fionta. They specialize in nonprofits and associations, and she has a lot of interesting information for us, especially with the COVID crisis going on. Nonprofits are struggling, and hopefully some of her ideas will help you if you're a nonprofit member. So with that, we're a nonprofit member. Anyway, here's Karen.

Great. Thanks, Leonard. Hi, everyone. Good afternoon, and I hope you're well and safe, more importantly than anything.

So today, we're going to be talking about marketing automation personalized communication at scale.

Leonard gave a really nice introduction, my name, my title, where I work. I'm a Pardot consultant. But that's only a snippet really of who I am as a person, right? So I'm a wife.

I've been married for almost twenty one years now. I'm a sister, a younger sister who lives in Canada. I'm an aunt of seven nieces and nephews, and they're my pride and joy. I love pets.

I have a kitten. I have two pugs. I live in downtown Los Angeles. That's my favorite freeway exit.

That's something only people in Los Angeles would understand.

And every once in a while, in the olden days, I liked to get out of Los Angeles and spend time outdoors. And that's a picture of me hiking at the Grand Canyon a couple of years ago. I'm in the very right part of that picture there.

So why do I tell you all of this?

Getting personal real fast here. But what I like to think about as a marketer is all of the various characteristics that make up one of my constituents or someone that I'm talking to because no one is ever just who they appear to be at face value or at the first time you meet them. So let's dive a little bit deeper into what I would look like then to a marketer.

So I work in marketing.

I'm at a V level. I've been around a while. My industry is nonprofit technology. I'm getting real honest here.

I'm forty four. I'm a cis female. I live in Los Angeles. My relationships that I alluded to on the previous slide.

Here's the whole cattle call of all of my things, right?

You can get a pretty good idea from a relatively small amount of data what I'm like.

A person who drives, this is new for me, I used to drive a Subaru and now I drive a Mini.

Does that mean I've changed a ton? All those other things have stayed the same. Right? But the kind of audience member that drives a Subaru is very different than the kind of audience member that drives a giant GMC truck, for instance.

What this means to us as a marketer is that with relatively little effort these days with marketing automation tools, we are able to gather so much information, almost a frightening amount of information if you think about it from the individual standpoint, but that's our job to be responsible with information that we collect. But we can gather so much information so quickly.

Many of these items are just things I would fill out in a form, for instance.

And with this info, you have the ability now to take communications to a whole new level. No longer everyone knows this, but the days of like spray and pray email blasts are over.

All I want to see in a communication to me, the only feeling that I want to get is that the person talking to me is talking to me. They're not talking at me, and they're saying things that are important to me. They're delivering the right information at the right time, and most importantly, if I were to someone else's email, it would from the same organization or the same company, it wouldn't be the same because it shouldn't be the same.

Okay.

I work in the nonprofit world. We talk about constituents, members, donors, volunteers a lot. Sub in whatever works for you here. But what I think this illustrates is that very quickly, I have been able to gather a single view of this constituent and I can act on any single one of these elements or characteristics to personalize communication. Okay.

So very quickly, I work for a company called Fionta. We were founded in two thousand and one. So next year will be twenty. We are women owned, women majority workforce. We're headquartered in Washington, DC. We have staff across the country.

We work with associations, nonprofits, and foundation clients. And to boot, or to date, we've worked with over a thousand of them.

We are a proud Salesforce dot org premium partner. We work on Salesforce dot com projects, two different sort of partner affiliations, but all within the Salesforce technology stack. And we're services partners with a company called Fontiva, which does events events management and association management.

Here's just a few clients that we've worked for. These are literally just a smattering from last year, but some names may pop out to you.

What I hope you can take away from this is that I feel like we work for the good guys. And so we're enabled the technology that we help our clients to enable is ultimately helping the world.

Okay. So today we're going to talk a lot about marketing automation.

We're gonna cover what marketing automation is, what it is not, features of a marketing automation system.

And I'll be very transparent here. This is a Salesforce conference. I'm a Salesforce dot org premium partner. I will be talking about Pardot and Marketing Cloud. There are many, many other marketing automation systems on the market, and, I would encourage any organization looking to make a major investment like this is to do their research. But what I will be talking about specifically and more specifically demoing is within Pardot.

We'll talk about the features of marketing automation system, six use cases for marketing automation, resources, and how to convince your boss of the ROI.

This is key. Right? If your boss doesn't get why this is important, you're not going get the money to do this or the internal support or the adoption.

And then ways to enable automation without, say, a serious software upgrade if your company or org cannot yet justify that, the initial investment against that ROI.

Okay. So let's just level set here real quickly. If I were in person with you, I would say raise your hands, keep your hands up, but we're doing this digitally. So is your organization sending one off marketing emails like a monthly newsletter?

Yes. I'm imagining all virtual hands are up. Are you automating those emails? Are you creating welcome or onboarding series, renewal campaigns, triggered emails, a series of emails?

Are you creating landing pages or driving traffic through organic or paid ads to pages that are specifically optimized for higher conversion?

Are you managing event communications from start to finish through email or multichannel outreach, email, SMS, social, etcetera, without having to pop in at any point and press send?

Very importantly, are you segmenting your list by a minimum demographic information, like city, state, or other unique to you to your use case criteria?

Are you using marketing automation to score leads by likelihood to convert? So are you looking at scoring and grading of prospects?

And are you able to measure the ROI and the revenue contribution of individual campaigns? I tie this back to being able to go back to your boss and say, all of the online events that we put on last year contributed x amount towards overall rev.

Okay. So let's do high level definition here.

What is automate automate what? What is marketing automation? I really like this definition.

It's full credit to HubSpot, I think this is the definitive definition of marketing automation.

And I've gone ahead and bolded the words here that really sing to me. So a tactic that allows companies, boards, nonprofits, foundations to nurture prospects using highly personalized, valuable content that helps convert these prospects into leads and turn those leads into customers. So nurturing, delivering personalized content, and converting prospects to customers. So that could also be prospects to donors, prospects to volunteers, getting people over a finish line.

And then, of course, being able to extend the conversation throughout the lifetime of that constituent, you don't stop talking to someone just because they've bought from you once or they've become a member because at some point they will not be a, they could not be a member. But this definition, I think succinctly describes why the investment in marketing automation is important.

Okay, so let's lean in on automation.

High level, ability to automate repetitive tasks, regaining precious time, staff time is at such a premium, and I find that almost always staff can be better leveraged to work on things that are at a higher skill set than the types of things that they're able to automate.

You're able to market across channels, and perhaps most importantly, members or constituents where they are. I said earlier, when I get an email, I want to feel like I am being talked to. And you know what? I'm pretty savvy. I'm a marketer. I know that someone didn't handcraft an email to me. That's fine.

I actually really enjoy knowing that they used the tools that are out there and the information that they have about me to give me a premium experience.

And the world is pretty savvy these days.

My clients' donors know when they're being asked to in a when there's an ask, a financial ask in a general way, but they feel warm when it's asked in a personalized specific way.

Okay. There's a few things that marketing automation is not. It is not just an email tool. If all you need to do is send emails, you can use a smaller system.

It certainly doesn't benefit only the marketing team.

For my clients specifically, we in kickoff meetings, are people in development, are people in tech, are people on the executive board.

It is not one size fits all. There is a spectrum as I referred to of marketing automation systems.

It is certainly not a tool for you to spam or, frankly, behave in an icky way, like a big brother way.

It's not unfortunately said it and forget it. While you certainly can automate ongoing tasks and rules and so on and so forth, you have to check-in on it. You have to do spring cleaning and you have to maintain and help it thrive, not just survive.

And sadly, is not. It's not a magic wand. It's not going to immediately double your revenue or solve all your problems. You know, it's just not. I'm sorry.

Well, if you're gonna stick with me after learning that it's not magic, let's do a quick spin through functionality available within the Salesforce ecosystem. Ecosystem. So I'm talking about Pardot, Marketing Cloud, and add ons like Social Studio, Ad Studio, Journey Builders as well.

Top of the list there, email marketing. Journeys and engagement paths triggered series.

The ability to quickly spin up landing pages for ads, create forms and manage forms, manage campaigns from the top down or bottom up.

Lead gen and lead nurturing, Pardot is on sort of the first half of the spectrum, you will. Lead gen, lead nurturing, Marketing Cloud typically sits on the right side of that spectrum, the lifetime of the constituent, although there is a fairly large overlap in terms of features after leads have been gotten and nurtured.

Lists and segmentation, nothing more important in my mind than being able to segment your segment your prospects.

Scoring and grading, key part of lead lead nurturing.

Social media management, text and SMS communications, native, in this case, CRM integration with Salesforce. Using Ad Studio, the ability to create advertising audiences, look alikes, manage all your advertising from within the same tool where all of your prospects and leads live, and then all back to that precious ROI, the ability to have both out of the box analytics, customized analytics, reports that can be shared within certain teams, shared throughout the company, through Chatter, etcetera.

Okay.

We're going to go through bullet by bullet here of features. And I will you'll see that there's a little section on the right part of the slide with some facts.

I find these are helpful ROI kinds of defending facts. Everything is hyperlinked to the original source.

And when you get the PowerPoint after this, you have full access. I won't go through all of the factoids, but they're there for you.

Okay, so email marketing.

Its minimum, the ability to use email to send your promotional or transactional communications or transactional, otherwise sometimes called operational emails, changes to terms of service or receipts, whatever.

The ability to pull in potentially offline mark on like direct mail pieces, triggered emails, email journeys, and part of their engagement paths in marketing, they're called journeys, AB testing and dynamic content, and of course, knowing that you're delivering everything in a mobile optimized manner. So I've got the did you knows here. We're going to pop out now and actually look in Pardot at a couple of these features within email marketing. So give me one moment just to pull up that.

So when we think about email composition, I'm showing you here as if I were creating a new email, a new list email, that's an email that goes to a list or lists of people as opposed to a one off email. Pardot can also Pardot and Marketing Cloud can also do one offs, say from sales managers or individual sales staff or develop in my world, the development team, for instance. And so all emails within Pardot offer AB testing right out of the box, offer the ability to create to denote that this is an operational email, thus bypassing the recipient's opt out status. That's what I just mentioned, like if you need to send update to terms of service or a receipt for something. There's a small, relatively small list of reasons why or scenarios in which you can send an operational email without being a spammer.

So let's just go ahead and look at a couple of the abilities around marketing automation in Pardot's email system.

I can have multiple templates, templates to support my brand and different initiatives.

I will go ahead and choose a template.

And you can see right away here, I have a content area.

As soon as I click in here, I have an editing area. This is just like you would expect or see in any other tool where you have a pretty robust WYSIWYG series of controls.

And I can drag and drop these rows around. I can have images.

Obviously, you can do all the things that you can do in any marketing system.

But here I, right off the bat, can start managing my AB testing.

So what might I want to AB test? I might want to check for I might want to test for opens. So I edit I do a different subject line in A than I do in B. I might or a sender. Are my emails more likely to be opened if they come from my executive the executive director of an org or just the org name itself or an individual another individual person?

I can test for click throughs by changing content within the body or images.

I can further personalize by using the advanced subject composer where I can add an emoji. So if you're an emoji friendly kind of company or this works for your brand, you know, play around. Does this this do identical subject lines, but one with, you know, the cool shades emoji get more emails opened or not?

I can take advantage of some of that data that I learned about my client or my constituent, like say me. I just bought a mini.

Maybe you are sending something, an email out, and you have a field called make of cart, and if someone has a mini, if the criteria is met, you want to put in one subject line. If the criteria is not met, you want to put in a different subject line. Or maybe you just simply want to see what it would be like if you started with a first name. If it says Karen, blah, blah, blah, blah, is Karen more likely to open it than if it just says blah, blah, blah.

Those are two really important types of personalization that I just mentioned. Merge fields, variable tags, we used to call them mail merge.

That is pulling in content that lives within a field. That field can be in part of. That field can be in Salesforce. That field can relate to a custom object in Salesforce.

Pulling in literally what the response is in that field and plopping it in place of the variable tag. So how do my clients use it a lot? In donation emails. Thank you so much for your donation of, and the field is previous year donation value. So thank you so much for your donation of five hundred dollars Perhaps this year you could give, and this is something kind of cool that we've done.

That plus ten percent. So that's a formula field in Salesforce, then writes to a field, a field in Salesforce that gets mapped to Pardot that says thank you for your donation of five hundred dollars something about giving five hundred fifty dollars was some great language about how much more impact that will make.

That's merge fields. Dynamic content, like I said, is the ability to actually serve different content based on whether the person does or does not meet the criteria, and criteria always relates to fields.

So sending out an email with a skyline, beautiful skyline photo at the top. And if the state of the recipient is New York, let's do a Manhattan skyline. If the recipient is California, let's do the beach.

It's the same email. So compose once and sort of let the power of dynamic content personalize each one of the emails that go out. You do not have to create two emails with two separate lists, your California list and your New York list, for instance.

I go through, I test my email, Pardot comes with litmus built in so I can render out my emails to see what they'll look like in Gmail on a Mac versus Outlook on a PC versus my phone. I go back to my CSS team. We do some tweaks. We finally get it looking perfect everywhere, including Outlook, and then we're ready to send.

The process for sending emails to Marketing Cloud is very similar. So I have a list that my email is going to. I might have more than one list. I might have lists I wanna use as suppression list. There's no such thing as just a suppression list. Any list in Pardot can be used as a sender, a sending list or a suppression list. So all of my members minus this particular subset that I've made a list for.

Again, showed you here how, or I explained how you could decide your testing for opens based on who's sending it, based on the subject line. You get like another chance to make these decisions here. You have some decisions to make around your AB test. How long do you want it to run?

One day, two days, a week? What criteria are you using to determine said winner? And what percentage of the audience do you want to use for testing? This is a sliding scale.

Yeah, it only goes up to fifty. And as I'm sliding this around, if I had real lists attached, it would tell me how many subscribers I'll be testing to.

And then the real jewel of these products is the ability to add completion actions.

So I'll talk about completion actions or I'll reference them again because in Pardot, you can add completion actions to a lot of different types of assets. So the first one is an email. Take action when a prospect opens this email, do a certain thing, right? So we've got a big list of things that can be done when someone opens the email.

Most importantly, add them to a campaign in Salesforce because I'll show you a little bit later. The move now is to doing all of your reporting in Salesforce, and there's actually a talk later today about reporting in Salesforce, which I'm stoked about too. But if you're watching this one, you might wanna watch that one.

But when someone opens this email, I know they're interested in this topic, add them to the CRM campaign that relates to this topic.

Adjust their score for instance. Maybe this is a really important email. If I got them to open it, I wanna give them ten extra points.

Notify a user. That means create a lead in Salesforce and start working this.

Add tags, remove tags, so on and so forth. Lots of different options for completion actions. And I can do that on emails for someone opens, clicks click down to click say specific link and unsubscribes from this email. If you have a huge list, maybe you don't care. You don't to be, you don't wanna be notified when someone unsubs, but you might wanna add a tag, they'll automatically be marked as unsubscribed, but maybe you want to add a little bit of information about what that email was or some way of identifying these people who unsubbed or maybe you're like me and you want to get an email every time someone unsubs so you can pout for two minutes and then, you know, figure out what you can do better and move on.

Okay, so that is a real fast look at emailing. So we talked about some pretty specific personalization things there, right? And functionality, AB testing, merge tags, variable tags, dynamic content completion actions.

Okay. So let's pop back into PowerPoint and talk about landing pages.

So landing pages optimized for conversion, and my clients take advantage of Google Grants. You in the for profit world, especially if you're spending real money, not Google's money in a Google Grant, but real actual money like my company does.

On ads, you want to know that you are sending them to a page where they are more likely to convert than if you send them to a page on your website that's got all this other navigation and it has all these, you know, like, oh, a squirrel. And then I am gone and I don't do the thing that you literally just paid Google to try and have me do.

So provide a reason for someone to give you their information.

Another thing about being a marketer is that I don't like filling out forms because I know what's going to happen as soon as I fill out a form. I'm gonna get a phone call or I'm going to be on an email series that, you know, I might care about it. Well, it depends on how they do, but, know, I'm probably end up unsubscribing at some point. So I am, and like I said, people are getting a lot savvier or are savvy now. Give them a reason to fill out a form and give you their precious information, whether that's a coupon code, you know, some kind of discount or a BOGO or in the B2B world, a white paper, to a previously recorded webinar.

Don't just ask for someone's info in exchange for nothing.

Okay. And then we've got some little factoids here. Now key elements of a landing page, not a big ask over here on the left. Just tell me what you want me to do and why I should do it and then give me a form to fill it out. So we've got a set.

Salesforce uses their own tools pretty darn well here. Right? So this is a landing page created by, think, Marketing Cloud actually, but promoting a future event, which unfortunately has been postponed.

Here is a slightly different landing page where they're just asking me to give my information again to access a webinar that's already been put out there. So here's a way of gating your content. Create the webinar, record it, offer it. It's the carrot, offering an exchange for info.

Now, one thing I want you to see is that next to my name and every single one of these fields, there's a green check mark and it's already filled in. I didn't fill this in in advance. We're going look at forms in a second, and I'm going to tell you how Salesforce already knows all this info about me. And I will guarantee you that if I click submit, my phone will ring in about ten minutes, and they will ask me, it'll be someone from Salesforce asking me if I want to learn more about maximizing ROI because they are on it.

Okay.

Forms. So at its, you know, most simple, a form is the way that someone converts.

Marketing Cloud and Pardot are both drop a cookie. They are paying attention to everything you've done even before they know who you are. They know what your IP address is. You can get a little bit of information and Pardot I can tell, you'll see in a moment how many visitors I have. I can kind of see where they come from. Like I could tell that I had a visitor from Los Angeles, but I don't know who it is. I know what they did.

Pardot is paying attention and tracking all of the behavior, but until that person fills out a form and gives me their email address, Pardot can't sync up that behavior that's been tracked by the cookie and a person. So the way that happens is contact forms, sign up for a newsletter, register for a webinar, register for an event, donate, buy something, etcetera.

What's your first general conversion is a newsletter. I mean, that's your easiest ask.

Forms can have completion actions. So I just showed you guys completion actions in emails.

Forms essentially rely on completion actions. If you fill out a form and there are no completion actions, literally nothing will happen.

Pardot needs to know what you want to do with that information.

That's not a hundred percent true. It'll create a prospect record even if there's no completion actions, but nothing will happen after that. Like that person won't get an autoresponder email or that person won't become a lead, so on and so forth.

I like to point this particular factoid out. I think everyone knows this, you know this as a user too.

Ask them the minimum amount of information that you need to get people over the finish line that first time.

So let's look now at a Pardot form, a native Pardot form.

I'm showing you here the contact form on my website.

If I go in and edit it, this is just like if I was creating a new form.

I have total control over the fields that are in the form.

Labels, their labels are free form. Fields are at minimum Pardot fields. Most of these fields map to a field in Salesforce because my contact form is my main lead gen form. So one of the completion actions on this form, really the most important one, is to assign it to a user.

Lisa Rao is our head of business development.

I choose to assign it to her. A lead is created. She is notified by email and gets a notification in Chatter that a new lead has been created so she can start to work that lead.

I think getting someone to fill out this contact form is a big deal. So I want to give that individual fifty points.

Every organization will come up with their own scoring system and what the threshold is at which point if someone hasn't actually done the thing you want them to do, bought the thing, became a member, donated, whatever. You may decide that there is a threshold at which point you determine that they are so ripe to do that, that you wanna work them in Salesforce. You wanna work them as a real lead.

So you may say that that score is a hundred points for your organization. So if this were a different kind of form, someone filled out a form, this is for a webinar and I thought this was a big deal and I gave them fifty points, they'd fifty points closer to actually ultimately making their way into Salesforce.

I can add a I do add a tag about the behavior here. Tags can be used in the future to personalize content or segment lists. So my two favorite things here are supported by tags.

And then there's a bunch of other people in the company, myself included, who want to know when someone filled out this form. We're not assigned to the lead in Salesforce, but we are notified.

Okay.

When a change is made to this form in Salesforce, pardon in Pardot, it is automatically reflected on my website because it is just an embed code. An embed code is provided every time you create a form, have your web developer put that on your site, the two are linked forever. You also can use third party forms with Pardot by using what's called a form handler. So all of the data that comes in through that third party form, maybe you've already created really customized forms. You have a complicated workflow or conditional logic.

You can parse all that info through Pardot, but keep your third party form external.

Okey dokey, let's keep going and campaign management.

If you are a marketer or if you are tasked with putting together, there is a need, a pain point that needs to be solved, and this is the way that you're going to talk about it, and these are the assets that will support it, and these are the lists that you need, you need obviously to tie them all together in some sort of overarching campaign. So the big move these days is to managing all of your campaigns within Salesforce because you can then ascribe or track multi touch attribution from the millisecond someone becomes acquainted with your assets on your website, Pardot drops that cookie, but it still doesn't know who it is all the way through that closed one opportunity. Every single campaign that influenced that purchase or that donation or that membership is all tracked in Salesforce and all reportable within Salesforce. I'm going to look at a couple of those reports in a little bit.

Okay, so marketing automation tool. When we think of our funnel, we've got lead gen up here at the top, the tofu, which I love because I'm a vegan.

We want to generate awareness. We're attracting, here's a use case for my clients. We want to attract and engage potential members. And we're going to do that with our website, certainly blogs, less technical blogs, like tip sheets, those sort of fourteen ways to miss or thirteen ways to spring clean or not, we're not at the white paper level yet, especially if you're like perhaps in B2B and selling software. I want to know as a software example, I wanna know what it does.

I don't want to know how it does it yet because right now I've been tasked with finding a software that does this. And right now I need just to check the boxes. Does it do this? Yes, it's yes. Does this one do yes? Yes, it's yes. So I will probably as a user interact with landing pages.

You as an organization will use custom redirects or UTM codes or some sort of tracked link likely that, you know, that's how maybe I originally found you on Twitter through a track link. And so Pardot or Marketing Cloud is gathering all this information. It's just giving me more and more more info about what this person is doing, but they're still at the top of the tunnel.

So perhaps I actually got them now to sign up for an email newsletter series. I'm going to start promoting webinars or white papers that match what I think this person is all about. And I've learned more about what this person is all about as they start to move down because they've done more and more things. I know all the pages they looked at on my website now.

Using page actions, I can assign higher score. I can bump up people's score if they look at certain pages. So are they looking at like a feature set if I'm talking about the software thing? Are they looking at what the features are and the pricing page?

If they hit that pricing page, maybe I give them an extra twenty points or something.

So I'm learning, learning, learning. I'm able to hone my personalization even more as I move them down that phone.

Listen segmentation. So at the top of the hour, I said that this is sort of, I think that, I mean, it's personalization and segmentation. Those are the two, but I love segmenting lists. It makes me feel very powerful because I like to think of the fact that I'm I like to put myself in the recipient shoes. Like I said, I'd like to know that what I'm getting is personalized for me.

So how are you gathering all the information that you need to segment? You've got these form submissions that are coming in. You've been tracking engagement. So you see how this all is building on itself.

I've been tracking people's web engagement. I've been tracking landing pages they look at, downloads. I know info about them from what they've told me already. I might have psychographic info or demographic info I might have asked very specific questions in a forum about.

So let's pop back into Pardot.

I one thing I forgot to tell you guys about in fields, which shows up here, I referenced this. These all have little check marks because Pardot and Marketing Cloud forms allow you to gather more and more info every time someone comes back. So this is called progressive profiling. So this particular field, pardon form, this is all the fields that they want from me. They actually are not asking for anything more.

But if, say, you have a contact form that in an ideal world might be ten fields long, like ten field data points is actually what your salespeople will tell you that they need in order to really get out there and make an impact, but you know that no one's going to fill out a form that has ten fields, you can use progressive profiling, which means after I've filled out the form once and I've given you, like say the first four, the next time I interact with any form on your website, I'm probably not going interact with that same form, right? Because I've already done that thing. Then when I come back, because I clicked on a webinar link and an email, and I have to give my info again, instead of asking me to retell you what my job title is because that's annoying that I've typed it in twice. It doesn't even bother to show me that field. It asks me what my industry is and maybe that's a dropdown.

You hope that, I mean, maybe, and then you make one or two of those fields required. So you're gathering more and more info and that illuminate your marketing and content strategy as people move down the funnel. Okay.

So let's just look quickly at what oh, I'm sorry, I think I didn't have that tab open.

What segmentation looks like in Pardot. And I'm not going to spend too much time on this, but I will show you that it is really a very simple process to create a criteria driven list. And this is what I help a lot of my clients with. Oops, it's going yell at me. I've already made a hundred of these.

These types of criteria choices you'll see all over the place in Pardot. This is how you and marketing. This is how you personalize content as well. So segmentation personalization is all based on form fields, work behavior or scores or grades.

So you see you've got this big long list here. And I'm now going to say, I want to create a list of say all my current members who live in Georgia. So I'm having an event. It's in Atlanta.

I don't think anyone else is going to travel across state lines for this event and it's for members only. So I'll look to the CRM.

Sorry, I'll look to the custom field that maps out to my CRM that says that they are a current member.

And then I'll also say that again, have to they have to be in Georgia. We don't use a dropdown list, this can be a dropdown list.

And then I just hit run rules and looks out to Salesforce, says, okay, here's my members, current members, here's my people in Georgia, create this list. I'm not going to send the invitation for a month. Jane Doe leaves Georgia, moves to New York. She automatically falls off that list. So that is, even though I said it's not set it and forget it, that is one of the lovely examples of how automating saves time because you're no longer asking someone to pull a list from Salesforce or from somewhere else from your membership directory, hoping that that info is up to date as well. Salesforce is the center of your universe.

There is a certainty that that info is correct and up to date and Pardot and Marketing Cloud are looking straight to that original information. So you can feel very secure that you are creating personalization segmentation based on real time information.

Scoring grading, any salesperson will tell you that most of their decisions about how to actually, you know, in the olden days, they were gonna set a meeting and sit down and talk to you, they wanna know what kind of stuff you're interested in and how likely you are to buy the thing I'm selling you, Software, a vacuum cleaner, anything, right?

Scoring is how interested someone is in me, what they how much they've engaged with the things I've put out there. Grading is how apt a fit this particular prospect is to do the thing I want them to do, to buy the vacuum cleaner or to become a member.

And without a whole lot of work, because this is all happening behind the scenes in Pardot, Squaring and grading, by the way, unique to Pardot. It's not included in marketing cloud.

Without very much work on my end and without much time, a quadrant becomes very clear.

High score, high grade people, they're going to go right up to Salesforce to be worked.

High score, low grade, they're interested in me, but I don't think right now that they're like, they don't match a buyer persona. Maybe their job title is junior level and, but they've looked at a lot of stuff on my website. I can make an assumption that they have been asked to research, but they don't have buying power. That does not mean that they're not a lead and that I don't wanna nurture them, but I might, I'm definitely gonna talk to them in a different way than I'm gonna talk to my upper right quadrant.

My lower left quadrant, low score, they don't pay attention to me, low grade, they're not a buyer. I can put those guys on ice basically. Maybe I'll do like a re engagement campaign in a year or something, but I might not. That to me would be like about the last thing I ever feel like doing.

Top left is high grade.

This person looks good, but for whatever reason they are not engaging with me. And that to me is like the sweet spot because top right, easy peasy, top left is where you actually start to get pretty creative because that means the onus is on you as the marketer to speak differently, to try different tactics. And this is what I think is so fun about what we do is that there's a real art to it, right? So I can think, it the language? Is it the cadence?

Is it the type of events that we're holding?

And try, try again. So there's richness in that top left quadrant, but that's where the work is.

Okay, Social Studio, a tool that can be added on or used in conjunction with Marketing Cloud or Pardot allows for full social media management, posting, reporting, listening, social listening, the ability to create lookalike audiences for your social ads, and then with Ad Studio to do advertising on LinkedIn, Facebook, Google, etc.

I don't have to tell you guys about the value of social, obviously. Integrating text and SMS. I think we all know what this feels like. And I will tell you that I'm a thousand times less annoyed as a user to get a text than I am an email.

And email messages, ninety eight percent of SMS are opened compared to fifteen to twenty percent maybe you send out something really good to get twenty five percent open rate.

Marketing Cloud Journeys can natively integrate SMS messaging. Pardot engagement paths can utilize text messaging, but the text message third party app is integrated with Salesforce.

There's a little bit of back and forth. Now this is a Salesforce conference here. I don't need, probably don't need to explain what a three sixty degree view of constituent behavior is because we've all bought it, right? Salesforce is the sun or the center of our universe. And with Salesforce native tools, I, as anyone in my organization, have the ability to really understand that full view of what my constituents or my buyers, my volunteers or my donors are doing. Okay, and then Ad Studio, advertising audiences, look alikes, being able to suppress certain audience segments from paid ads. So don't show ads to people who have already just bought this thing.

I feel like I see those all the time. So people are not using their tools correctly.

Or find new to you prospects by using lookalikes for your current best buyers or best donors or however you define that.

Analytics and reporting. This is the, my boss wants to know what the ROI is on all of the events from last year and he wants it on his desk, like she wants it on her desk a minute ago.

The ability to really dig in to the data.

I mentioned how fun it is to be a marketer because you get to be very creative, but we're also really data driven people. Which is why I think we're so great because we're left brain, right brain.

So there's the adage you can't measure, pardon, manage what you can't And this measurement is a key area where B2B marketers are struggling.

So let's look, pop back out, have a look at different ways that we can measure and display data.

What I have up on my screen right now, I've taken the dollar numbers out here, but this is just a out of the box campaign report in Salesforce where I am able to look at campaigns.

Twenty eighteen Dreamforce brought us the following opportunities attached to the following accounts. This is just such an easy way to scan, especially if get that question from your boss, how did twenty nineteen Dreamforce perform?

If you've been using your campaigns correctly, it is all right here. And this is just a native, completely non customized out of the box opportunity report.

Pardot has introduced Einstein Analytics Studio over the past couple of years. And this is available with the middle and the top tier of Pardot, unfortunately the lower tier, but these are fully customizable dashboards within Salesforce that look out to Pardot for engagement info and Sales Cloud for sales info. So this here is a marketing pipeline that displays all the ops we have in our pipe right now, average days to convert, revenue by campaign. So this is a screenshot, obviously, because I blurred out the deets. But if I were to click any one of these guys, everything will rejigger. So I can, if I click revenue by campaign for Salesforce dot org account executives, all of my engagement that's related to that campaign below will change as well. So my number of emails I sent will change, the forms that those people in that campaign engaged with will change.

Einstein Analytics Studio comes with five dashboards out of the box that cover without customization, really almost all the needs that a BD and a marketing team will need. And your data geeks can just like pop that hood real fast and get in there and start tweaking these data sets as well. So if this doesn't work for your particular business use case, you can make it work.

So six ways to use marketing automation.

And I'll go kind of quickly through these because they're well explained in here.

And they all tie back to things that we have already learned here now. So we've got event management, for instance, You might have a third party event tool, Eventbrite or something, or you use something else, or maybe you use Pardot forms entirely as your event tool because you know you can create landing pages and forms. You have a bunch of emails that need to go out about an event.

You wanna track the behavior for people. Do they open those emails? Do they RSVP? Do they actually show up, etcetera?

I can do all of that using Pardot's engagement studio tool or Marketing Cloud's journey builder, like easily building out these structures. So I have a fundraising dinner for one my clients has a in person, not right now, an in person fundraising event. And they know that they're going to send a couple emails to save the date, and they're going to send an invite, and then they're going to wait a little while to see if that email was opened. So here's our point to listen.

If they didn't open the email, I said before my adage, try try again, they didn't open the email.

That one's real easy to me because that means the subject line was not engaging enough. I'm gonna send those people an email with different subject line. I don't have to bother to change the content because I couldn't even get them to open the email in the first place. And if they did open it, well, first I'm gonna see if they actually did the thing I want them to do, which is RSVP. So you see now here, I have a different icon, this little pencil icon, which is looking out to Salesforce for a change in a field. So did this person RSVP? If they did, yay, keep them down the path if they didn't keep trying.

So I might get to the end here where there's a segment of people I just cannot get them to come to this darn fundraising event. And because this is meaningful, not because I'm spiteful, I'm going to adjust their score. I'm going to knock them down by ten because they didn't do the thing that I needed them to do.

But if they did come, I'm going to up their score by twenty or something like that. I can also, after the event, feed in my attendee list because, you know, your registrants is always going to be more than your attendees. Send those attendees a follow-up survey. This is a repeatable If you can think of a repeatable kind of series, you can create it once and use it over and over and seed it however you want.

Change your emails. I have this fundraising dinner every single year. Next year, I'm going to set my marketing team to creating new emails for the twenty twenty one dinner. And all I have do is swap those out.

If I seed it with a list, say that's always last year's registrants attendees and maybe like the special group, that those same people will be there. So I can reuse this guy over and over.

Renewals.

Many of my clients are associations, so they rely on membership renewals. It's huge part, the dues are a huge part of their revenue stream.

What we do a lot engagement path, engagement studio is help clients set up renewal paths. So start a renewal when someone is within sixty days of lapsing. You don't want to tell them at the last second, you want to give them time, right? So create a dynamic list that populates that list when someone is sixty days out from being a lapsed member, or that would be three zero five days after last joined or they first joined, for instance.

Send them down that path and like I said, try something. If it doesn't work, try something else. Make your ask a little bit more urgent. If it's about a donation appeal, start talking more about the immediate impact that the nonprofit will be able to reap based on this donation.

Remove those people the second they do the thing you want.

Well, of course, you will thank them. You might go down a little path thanking them, but as soon as they do that thing, take them off that path. And what's so great about this repeatable renewals is the next time they hit three zero five days past their membership, they'll go right back down that path again.

Communicating with constituents, being able to identify the kind of constituent, right? So we've talked about dynamic lists, looking out to the CRM for criteria, targeting them, maybe creating an onboarding series for constituents, that's your engagement path right there. Being able to identify super members or underperforming members and then engage with them directly, change their score based on whether they do the thing or don't do the thing. And integrate surveys into communications. I mean, I cannot overstate how important it is to ask your customers, clients, constituents, etcetera, what they need and what they want because they will tell you and they will tell you what they tell you will often not be what you think it's going to be.

And reporting, so the ability to do, like I said, this closed loop reporting from the very second someone starts to engage with product, your tool, your service all the way through that closed one opportunity. Being able to tie constituents back to that initial touch. So you can say at the end of the year, those events were really worth our time or that particular event that we spent fifty thousand dollars on the trade show booth and all of the travel yielded nothing. I am gonna think really differently about what my budget looks like next year. If I can say with certainty that that particular trade show did absolutely nothing for us because I'd rather spend that fifty thousand dollars somewhere else.

And then lastly, webinars.

We conduct a monthly webinar series at FeOnto and we run it all through Pardot. It's natively connected I'm sorry, not natively. It's connected directly to Zoom, which we use for our webinars. So I can gather all of the information about who is looking at that Zoom page, who is registering, who actually attends. I can add a tag or up the score of someone who attends and down the score of someone who said they were going come but doesn't attend. This is a great way to educate your staff, for instance, about, I mean, anything, changes in HR or bring like an annual report to life for donors.

And of course, to be able to track and measure every step they've taken. And I must say right now, especially because of COVID, one of the silver linings I think is that because we're not going places and we're not having one on one conversations, you're not having meetings with people in the same way that you used to in a sales cycle, everything is digital.

So that actually for us means that we're going to have so much more data about engagement with constituents during this unique timeframe than we ever would have had. And it's really important for us to treat that, to be responsible with what we learn and to treat that with respect. Like I said, it's a silver lining in a horrific pandemic, but really for the first time, everything your consumers are doing is online. And if you're not set up yet to be tracking that, now is the time.

And then lastly, advocacy.

I'm touching on segmentation here, scoring, landing pages, like being able to provide information about talking points and legislative processes, using dynamic listen dynamic content to send emails to policymakers, for instance.

Okay, I'm not going to read all the bullet points for you guys because you'll have this document.

Really quickly, enabling automation without a serious software upgrade, if your company or org is just doesn't have the budget, or also very importantly, the internal resources to support a tool like Pardot or Marketing Cloud, think about ways that you can start to do this yourself a little bit like segmentation. Even if you have to do it manually, if you do nothing else, I encourage you to look at your data and think about ways that you could start to do some light segmentation based on what you already know, because I suspect you already know quite a lot.

AB testing, again, like I said, even if you have to do it manually, even if the marketing intern has to sit there and like put numbers into an Excel spreadsheet at the end of the day, at the end of the test, start trying next, you're gonna learn a lot.

Set up triggered auto responders. That is a one and done. Don't leave people hanging. They sign up for your newsletter, make sure there's an autoresponder that goes back to them that tells them what say the cadence of that newsletter is and gives them information.

And maybe try and set up that first automation. So maybe it's internal as well, onboarding. Work with HR to set up just like three emails that HR would normally have to send out individually to new hires.

Okay, so I end this with a couple of slides with resources. Again, these are all links for you guys.

ROI calculator on Pardot's website is great. This particular article on Forbes about marketing automation, think is really helpful.

And because forms and landing pages are so important, they get their own page here. The unbalanced landing page course is actually really fun to take. It's not a lot of work, but I asked my staff to review it with some frequency because we build a lot of landing pages for clients.

Great. Well, gosh, I'm not wearing my watch, but I think we're right about at time.

So Leonard, do you have any questions for me or?

Yeah, I just have a quick one for you, Karen.

Hopefully quick.

I'm nonprofit, I'm Salesforce dot org. I've got my little free, I've ten or fewer users in my Salesforce dot org cloud and I'm losing my mind because now I've got to go all digital and I really need to work on my constituents.

What's what is sale? What can I get for free or a little money from Salesforce that can help me automate my marketing? Anything, I get Pardot or Sales Cloud and the same nonprofit track?

You mentioned NPSP, the nonprofit success pack, which many of our smaller nonprofits are able to five zero one C threes are able to take advantage and receive ten pre licenses per year and hefty discount on licenses eleven and beyond.

And Salesforce offers very generous nonprofit discounts on both Pardot and Marketing Cloud. So those kinds of conversations need to take place between your organization and your Salesforce AE. But if you already have a nonprofit success like you have a Salesforce AE.

And then like I said, if you're not ready for the both the financial investment of Pardot or Marketing Cloud, or have the internal resources set up to manage that because it's a technology project, right? So there's is a set number of hours at minimum that a consultant like me is going to need your time because you as a client are always going to know your processes better than me. You don't have If you don't have that flexibility, like I said, look at that slide that I posted with ideas for how you could potentially start with the data you already have and using a system that you probably are already invested in your Mailchimp or Constant Contact.

Great. You know, Karen, it's always a pleasure to talk to somebody who really knows their stuff and it's clear that you really do. And thank you so much for your time and effort. And I hope people got something out of it because there's a lot to get.

Great, thank And I encourage anyone to reach out to me, ktraceefioncha dot com. Check us out at fioncha dot com. Will, Pardot will be dropping a cookie and tracking her.

If that bothers you, check us out and get We can only hope, We can only hope that it does after watching this presentation.

All right. Thank you very much, Leonard. Thanks to everyone.

Thank you, Karen.

Bye bye.

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