Speaker 0: Hi, everyone. And welcome to today’s session on supporting your customer success team with Pardot. I’m Jennifer from Sercante, and I’m very pleased to be introducing our speaker, Kelly Meador. So without further ado, Kelly, take it away. Speaker 1: Thank you so much, Jennifer. Hope everyone is having an awesome Friday. Um, so today, uh, actually, let me do a small introduction. Apologize about that. Uh, my name is Kelly Meador, and I’m a Salesforce Marketing Architect with Envisage Solutions. Um, I’ve been a Pardot consultant since 2015. Uh, I was first introduced to Pardot in 2012 when I was researching different marketing automation tools for a nonprofit that I was working with at the time. Um, honestly, it’s been such an amazing experience watching both the tool and the community grow with Pardot. Um, so I’m super happy to be speaking here today. Go ahead and jump to the next slide. Um, so there have been some great sessions this year at ParDreamin about the flexibility of using Pardot, not just as a lead generation tool, um, but a true marketing automation tool that can be used for a wide variety of business use cases. Um, if you haven’t already, I definitely recommend checking out the recording by Vicky Mortez Henry. Um, the session was called Not Just for Marketers: How to Adopt Pardot Throughout Your Entire Business if you didn’t make her presentation live. It’s really awesome. Um, in my session, we’re going to be discussing a use case. Uh, we’re going to be teaming up with our customer success team to really drive engagement during an onboarding session. And we’ll jump to the next slide to get to the case scenario. Um, awesome. So our case scenario today, uh, with using Pardot is we’re going to use gamification to increase actionable steps. Um, so we’re teaming up with our customer success team, and we want to increase our onboarding engagement with new customers. Um, our CST team would like to give out swag based on onboarding points and really encouraging our customers to complete the full onboarding experience. Um, for this use case, we’re going to say with 25 points, you’ll be able to get a T-shirt. If we have 50 points, you’ll be able to get a a reusable water bottle. And then if you’ve reached 100 points, uh, you’ll get a custom swag box at the end, which, I mean, who doesn’t love custom swag boxes? I do. Cool. So what kind of tools are we going to be using within Pardot? Um, we’re going to be using custom fields. We’re going to be using our page actions. We’re going to be using custom redirects, uh, dynamic content. So for those of you that might be on a Growth Edition or you’re on an edition that doesn’t have dynamic content, we can still do a lot of really cool gamification here. Um, but just bypass the dynamic content part. You’ll be using more HML, um, in there to pull in the points. Um, we’re also going to be utilizing our email templates. And then, um, to drive the whole program, we’ll be going into, um, Engagement Studio. And, yes, I want some swag too, Logan. So going over to the next slide. The first thing that we want to be able to do is we want to be able to create a new custom field. We’re going to use this custom field to track our engagement points. Um, so when you go in there, uh, you, um, and you have to you have admin access within Pardot. You’re going to create a new field, and this can stay within Pardot. We don’t have to, um, add it within Salesforce, but this is going to collect the points over time, uh, dependent on, um, uh, what their onboarding process is. So, um, this should be a number field. We can then use this field, um, both for our dynamic content selection. Uh, we can also use it on page actions and different automation rules. Uh, you’ll also be able to pull in this field with HML, uh, uh, to let our customers know where they stand point-wise. Uh, and this really creates demand for wanting to reach the next step and goal. If you let them know where they’re at, how many points they have, um, then they’ll, um, want to drive to be able to get to that next level. So you’ll create your custom field in here. Again, make sure that it’s number, um, a number field. And then we’re going to jump over to our page actions. So, uh, page actions, uh, in my opinion, are super underutilized within Pardot, and I think they’re one of the cooler aspects of Pardot. Uh, what a page action does is it lets us capture specific pages on our website, if you have a learning management system, if you have a partner portal. Um, think of a web presence, um, outside of your website that you can use page actions with. Um, the one note with page actions is we want to make sure that we have our tracking code placed on that website. So our Pardot tracking code that we can get from the Pardot campaign, um, to use page actions, we need to make sure that that we have that tracking code placed. Um, within page actions, when you put in your URL, you’re going to see and I know it’s kind of hard to see from the slide here, but there’s a little green checkbox that that’s right there. And that says, okay. We found this URL. Uh, we’re able to track people who go to this URL. Um, on the completion actions, uh, this is where you can if they go to this specific page, um, on your website, let’s just say through the onboarding session, um, you want them to go to certain onboarding pages. You’ll want to mark those pages in the page action, and then you can add completion actions to it. So we’re going to, um, drive the score up higher. So it could be 10 points, 15 points, um, but you want to make sure that you’re adding points, um, so people can start, uh, getting to that, uh, so people can start getting to, um, uh, to whatever that that area that we want them to get to, uh, for point-wise. So if it’s 25 points, 50 points, 100 points. Um, so we’ll make sure that we add that on our page action. And then the next thing that we can utilize here is custom redirects. Um, so custom redirects are awesome because, uh, let’s just say, um, we do onboarding with with a series of PDFs, um, and we’re we’re not particularly able to place tracking code on our learning management system or, uh, tracking code within our partner portal, um, we can still use custom redirects, and it will still be able to track within Pardot, um, who clicked on those custom redirects. And, again, um, we can add a completion action to increase that score. So you can use custom redirects. Did you miss the points recording piece? Um, correct. This does not mess with lead scoring at all. This is a separate field that we would have. Um, and I can jump back real quick, but, um, basically, what we would be doing is we would be, um, adding a custom field to collect these points. It has nothing to do with lead scoring. So then on the completion action, uh, we would again choose that gamification score, and then we can choose how we want, um, those points to be adjusted. And, again, you can, uh, you can use your completion actions for this, and then don’t forget to utilize UTMs on these completion actions. Um, this is a great way, and I’m not going to dive too deep today into the reporting aspect of this. Um, but think about your reporting with Connected Campaigns, um, and then grabbing that UTM information, um, for reporting later on. So custom redirects, use them on your PDFs. You can use them on your website, on your email templates. Anything where you can click, uh, that’s where you can use your custom redirects. And this is where we get into the fun stuff. Uh, we get into dynamic content. So this is where you’re going to display your engagement points. So, um, why is this important? We can use the gamification score for our different variations. So you have your default variation, and then we can use a variation for people who have less than 25 points, people who have less than 50 points, and then people who have less than 100 points. Um, don’t forget when you’re creating these variations, um, get creative. We can put badges in here. Um, think about Trailhead. We all love, you know, having Ranger status or having Gold status. Um, get fun in here. Um, people are driven by by point. People are driven to get to the next stage. Um, so for this example, I’m just showing a a little award in there. Um, and then you can also pull in through HML, um, their actual gamification score. And then, um, because we know that they might be less than 50 points, we can say, you know, once you’ve reached the 50 score, you’ll then be able to, um, you’ll then be able to get the reusable, uh, water bottle. Um, so, again, drive them to take that next action, and you can do that in your different tiers, um, or in your different gamification points. And then let’s see what this dynamic content looks like within an email template. Um, so right here, you can see that I’m using the dynamic content. I’m pulling in the onboarding score. So let’s just say this was my first onboarding email sent out. Um, you can see that they have the little badge, and then you can see, you know, hey, Trailblazer. You currently have 40 points, so it’s bringing in, um, our prospect’s points right there. We did a little preview of what it would look like for them. And then we say, when you reach 50 points, you can then get your reusable, um, water bottle, uh, which is awesome. So don’t forget, though, with dynamic content, I’m just showing you a preview here of what it looks like in an email, but you can use this on your website. You can use it on your LMS. Uh, you can use it on your partner portal. Um, so you can bring in that same tag. And as long as you have tracking, again, placed on there, you can bring in the dynamic content. So when they log in to see their next steps, they can see their onboarding score right there. So they know, um, what, uh, what their next, uh, points that they need to have. Alright. Just looking at Dave. Do you recommend recommendations for fulfillment? Do you have a drop ship vendor used to send your swag? So there’s a lot of different options out there. I’m I’m not going to say a particular vendor. Uh, we can definitely chat offline about it. Um, but there are integrations right within Salesforce too. So if you’re keeping this onboarding score within say, you map it into Salesforce, um, then once they reach that particular score, it could auto send for them, um, whatever, uh, vendor relationship you have. So there are vendors out there that do that, um, which is pretty fun. Um, okay. So going back to dynamic content, uh, make sure you use it on your website as well, anywhere where you want to, um, be able to continue to, um, uh, push that onboarding score and what their next steps are. So how do we drive this full process? It’s going to be using Engagement Studio. Um, so a lot of times we’ll use Engagement Studios for lead generation, um, uh, you know, putting someone through a particular program. It could be a webinar program. We can use the same thing for our customer onboarding. So you can bring in, um, uh, your list of people who onboard. You can have your introduction email of these are the steps that they need to take for onboarding. And don’t forget, you can use your segmentation rules based on the gamification score. So if you want to send them particular, um, messages depending on where they are score-wise, you can do that within your Engagement Studio. When they reach a particular score, um, you can send a notification to their rep, for instance, or their customer success rep. Uh, you can send a notification in there. You can add you can add them to a particular campaign in Salesforce. Uh, so there’s a lot of power in Engagement Studio. One of the things I definitely recommend is mapping this out with your customer success team, um, ahead of time. So, uh, beyond the computers, get together in a room if you can or a group Zoom chat. Um, bring the whiteboard and really map out what is this process going to be, um, especially for scoring scenarios. I notice a lot of times in general, people will have an arbitrary number of, like, let’s say 100 points, and they can get the swag box. But what do they have to do to reach that 100 points? Is it going to two webinars and downloading a PDF? Is it, um, going through the onboarding process of your learning management system? So what are the actual, um, engagements that they have to take to be able to get to those particular scores, whether it’s the 25 score, the 50 score, or the 100 score. So what would that process look like? Because you want to make it attainable. Um, you don’t want people to be like, man, I’ve done all these things, and I still only have, like, 15 points. I really want that T-shirt. Um, so, uh, you want to make sure it’s an attainable, um, score. So map out your scoring scenarios with your team. Um, have the different, uh, show the different ways that they can get there. Um, don’t forget also in the Engagement Studio, um, if if people, um, aren’t aren’t getting the points you want, you can have them on list. And so you can also, um, reengage them on the list if they don’t have let’s say they got to 75 points and they’re so close to getting to 100 points, but they’ve already finished the onboarding, um, uh, the onboarding, uh, nurture program. You can put them onto, uh, last chance program. Um, so from that list, if they only have 75 points, um, put them on the last chance saying, hey. You know, we know that your onboarding is technically done, but you still have a chance to win that swag box, Um, complete these steps. Alright. So, again, a couple of different strategies and really the Q&A. Um, work with your customer success team. Um, this won’t um, work unless you’re hand-in-hand with them and their processes. Uh, they usually have a program that they’ve set up, um, for their onboarding, but how can we take it up a step, um, and use Pardot? Um, if you are doing ABM or ABX, how can you bring that account-based marketing strategy into the onboarding process? Again, um, it it the the whole ABM doesn’t stop once they become a customer. Uh, we want to continue to engage them. We want to continue to have, uh, uh, that singular, uh, feel throughout the whole process, whether it’s, um, talking to a BDR, talking to their sales manager, and then talking to their customer success team. Uh, we really want to make sure that it’s aligned appropriately. Um, map out the actionable strategies, those scoring scenarios. Um, and then definitely don’t open the floodgates. Uh, you want to have a control group or a demo group. Um, after you have this all set up, you have your custom redirects in place. You have your email templates, your dynamic content. Um, you know, if you have a couple of customers that love, um, uh, being introduced to new things or demoing, bring those customers in because they’re going to give you honest feedback. Um, if you aren’t able to bring demo customers in, um, bring other people within your organization because they’ll also give you honest feedback. Make sure it’s not just people, um, within your customer success team. You want people who haven’t been through the process, um, and you want to get that honest feedback. You’ll see that there can be hiccups. Um, you want to know what those hiccups are. So, um, when we did our control group, for instance, um, we realized that we didn’t have certain page actions set up on on on pages that we really needed them to be on. So we went back and we had those set up. We also, uh, did our onboarding too quickly within the engagement program. So we slowed that down a little bit. Um, when we got our feedback, it was we were moving them too fast. Um, so we slowed that onboarding process. And then don’t forget setting up Connected Campaigns for more in-depth reporting. Um, every one of those emails could have a Connected Campaign for your nurture program. Um, you all your page actions, your dynamic content, any automation rules you might have, you can have that, um, assigned to that Connected Campaign too so that we can really see and get that full reporting, um, which is awesome with, uh, print SF is really awesome. Um, good good, uh, chat there, Logan. Um, but really make sure with your Connected Campaigns, um, what are your goals there so that way you can bring your reporting in on it. And with that being said, I’m going to open it up for any questions that people might have about, um, how you can set up the gamification, um, with your customer success team or if there were any other questions that you might have had, um, about the process of what we did here. I’m looking at the Q&A. I’m not seeing anything yet. Speaker 0: If you do have any questions for Kelly, uh, please feel free to type them in the chat. Speaker 1: Alright. Courtney says they have Sendoso for direct mail efforts. Uh, they’ll put a handwritten note in with the swag box, and it integrates with SF. Yeah. So for Salesforce, those are great. Um, Print FS, or Print SF, Send360, Sendoso. A lot of those have awesome integrations with the account and campaign object. And, again, you can map that gamification score, um, into into Salesforce as well so it could trigger once they get to that gamification score so they can send out the swag box. Um, Print SF is a vendor, um, that integrates into your Salesforce instance that can give out swag boxes, um, letters, Amazon gift cards. You name it. I’m sure that they, um, okay. Thank you, Logan. So I guess they’re now Send360. So but they’ve been around for quite a while, uh, and and they’re great to to have. And thank you, Karen. I hope you have an awesome weekend as well. Any other questions that y’all might have? I hope you were able to get some new ideas from this session, um, and be able to bring it back into your own Pardot instance. Uh, you can really get creative, um, with it. And, again, it doesn’t just have to be for lead generation. We can use it for all kinds of different business use cases with, um, within your own org. Dave, do you ever use gamification scoring to onboard new coworkers’ employees? Absolutely. 100%. Um, the the other session that was on, I believe, on Wednesday kind of goes into the the whole onboarding your own employees. Um, how do you get them to open up the emails? Um, and it’s really, like, leaving nuggets of information, like, they won’t be able to do, um, the next step, um, unless they get that email. So, yes, you can definitely onboard coworkers and employees. Uh, is there a way you can extend this beyond onboarding to engagement ongoing? Um, absolutely, Courtney. It really depends on on what you’re trying to do. What’s that end goal, um, that you have? You can use gamification for so much. Um, for instance, I had a client, um, where they wanted devices online. Um, so how how how do you get someone to put these devices online and so many devices online? Uh, you can gamify that, and you can say, alright. You have 15 devices online. You need to get another 10 more before you get $x$. And then you can also kind of pit them against each other too. Um, so if you have, uh, people within a certain area, you can say, alright. This group has gotten, you know, this much score. They put this many devices online. What about you? This is where you’re currently at. So you can kind of get them to compete with each other. Um, and especially if you have a learning management system, uh, you can get really creative and fun with that, or maybe a partner portal. I hope that answered your question, Courtney. Speaker 0: All right, we do have a couple more minutes if anybody wants to pop any last-minute questions into the chat. Otherwise, I’ll I’ll talk for 30 seconds to give you a chance to get them in. Um, thank you so much, Kelly, for joining us today. That was a really amazing session. Um, if folks do have questions, um, after the live broadcast ends, is there somewhere they can reach out to you? Speaker 1: Absolutely. Um, so I’m on LinkedIn. Um, I also have a Facebook group, um, for Pardot Success. So, you can join the Facebook group, um, or you can hit me up at my website as well, kellymeador.com. Um, so, uh, definitely if you guys have more questions, uh, feel free to reach out anytime. Speaker 0: Thanks so much. Um, I also want to say thanks again to all of our sponsors. Uh, we couldn’t put ParDreamin on without their support. If you haven’t already, please go and visit our sponsor booth and portal. Um, and we we hope to see you around for the rest of the day. Thanks so much, everyone. Speaker 1: Thank you so much.