The following is part two in a series about leveraging Pardot for growth.

For some, the past few months have been impossibly challenging. For others, new ways to operate as a business have emerged.

It’s time to look to the future. The goal is to come back stronger with technology and processes that are resilient to change. This is the next normal.

In part one of this blog series, we discussed the phases we are all going through and the role of marketing in these times through the lens of the COVID-19 Response Playbook.

Stabilize, reopen, and grow may seem like a simple framework, but the journey through these phases may not always be a simple one. It might be helpful to further consider the three tracks by breaking them down into four customer-centric capabilities.

Framework chart, stabilize, reopen, grow

In this second part of this series, we’ll cover how Pardot can help your business grow through improved messaging and content, data segmentation, and campaign distribution.

Messaging & Content

Striking the right balance with messaging has been crucial during this period of flux. Out of respect for customers and their changing circumstances, many marketers have made their messaging more empathetic.

As we move from the stabilize phase to the grow phase, it’s time to consider whether your messaging will need to change again. The answer is likely yes — it’s time to market reimagined products, and recognize where your customers are in their paths to recovery.

Snippets 

Fortunately, there’s a new Pardot feature that can help you make quick changes to your messaging — Snippets. Pardot Snippets are reusable blocks of text, images, dates, or links that can be pulled into multiple Pardot emails, forms, and landing pages. 

Snippets offer a great opportunity to centralize content management. Updates made in the Snippet Editor cascade down to all the Pardot marketing assets using a particular Snippet — making content updates quick and consistent. As a result, creating and embedding Snippets is a time investment that pays itself back whenever messaging needs to be updated. 

Dynamic Content 

Advanced dynamic content is another content feature offered by Pardot— allowing marketers to display different content variations based on prospect data.  

Although your organization is likely well on its way to the next normal, the situation may be different for some people in your prospect database. You can use dynamic content to display information that’s relevant to them. For example, you can share helpful policies or tailor content to different regions or countries. You can even change dynamic content based on your B2B prospects’ industries, since different industries are impacted differently by the pandemic. 

A/B Testing 

It’s always important to share the right messages. Make sure prospects will connect with your email subject lines and content by running A/B tests to see how well your messaging will perform. Running A/B tests in Engagement Studio will show you what your clicks and open rates will look like.

Data Segmentation

During the grow phase of recovery, it’s essential to consider who you should target. Which audiences are the best fit for your products or services right now? Which markets are likely to be active? You should decide whether you want to target a demographic data match, or a behavioral match: 

Demographic Targeting

Demographic data describes who the prospect is and the type of organization they work for. If you set up Pardot grading, you’ve already honed in on your target demographic. This could include their job title, their industry, their company’s annual revenue, and how many people their organization employs. 

Where any products or services have been adapted, repeat this prospect profiling exercise to ensure your grading framework still reflects your target audience.

Behavioral Targeting

Behavioral match is determined by prospect activity. This is arguably more important than a demographic match, during the grow phase. This revisits the idea that specific groups of people in your prospect database could experience different situations. 

First, determine whether the prospect is active. Pardot displays prospect status, which updates based on whether a prospect has been making tracked activities — such as email opens, website visits, and more. You can use this to determine if prospects have been away from work. 

Next, you should consult your Salesforce opportunity data. Opportunities contain a wealth of behavioral information that is regularly underutilized. Marketing can absolutely have a role in kick-starting the opportunity pipeline. To find out if any opportunities have remained stuck in a stage for too long, use the Opportunity Trends standard report in Salesforce. This report can offer rich information about where pipeline bottlenecks lie. Then, use Engagement Studio to run nurture campaigns and reignite dormant opportunities.

Campaign Distribution

The grow phase of recovery is your organization’s opportunity to rebuild your customer journey from the ground up to reflect your reimagined products or services — and improve customer experiences. Automated email is a great way to do this.

Automated Email Journeys

Have you set up Pardot Engagement Studio programs that cater to prospects’ needs at each stage of their journey? If not, it’s time to review your journeys. First, review which Engagement Studio programs are covering each phase, from discovery to onboarding to retention.

Then, assess whether the speed of the customer journey has changed in recent months.  Check your Salesforce reports to determine your average lead and opportunity velocity. This information will influence the volume and frequency of emails you should send through Engagement Studio.

In conclusion, by taking the time to implement the tools discussed in this article, you’ll be able to use Pardot to help your organization seamlessly move through each recovery phase — and pave a successful road to future growth. 

This blog post is an adaptation of the original, published on The Drip.

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