Setting Up Drip Programs/Nurture Streams in Pardot + Overview of APP Laws

Setting up Drip Programs/

Nurture Streams in Pardot

Understanding the essential elements of every drip programand the relationship between them.

Tweet about how awesome @dennisgraham7 and this presentation is!

A quick background about me

• I’m a new Pardot user (formerly a Marketo user)• I needed to overcome 2 challenges

1. Understand how Pardot works2. Teach someone else how to use Pardot/marketing automation (without

making them confused)


Essential elements of every drip programAll the tools and menu can be overwhelming, but here are the essentials you need to know:• Assets (email templates, landing pages, forms)• Lists (user segments you’re sending to)• Automation rules (for moving users in and out of lists) • The actual Drip Programs (to send out emails in a controlled manner)• Your CRM (i.e. Salesforce.com) and ensuring it captures all the

necessary data you need to segment your audience.


Before you get started…

• Figure out what nurture streams you’re going to send• They don’t have to be used for just leads in a pre-sales context• They can be used for existing customers to educate and upsell

• Brain storm with your team, what emails need to be sent to your leads/customers, why and when.• Get your customer support and sales people on-board, because they know what

problems customers are having better than anyone.

• Ensure your CRM has the necessary information needed to segment your audience. (Basically ensure you’re capturing the why and when info)• i.e. If you want to send an automated email to remind users their free trial is finishing

up in 1 week, but your CRM doesn’t know if the user is using a free trial… You‘ have issues.


Assets

Emails.• Drip programs must use templates

Landing Page• You may also want to use forms


ListsWhat’s a List?• A List will contain the email addresses of the Prospect that will be emailed. In other words a

“segment” of users that have been qualified by marketing/sales to receive comms.For Drip Programs you will essentially use one or both of the following Lists:• Dynamic Lists: these lists will automatically prepopulate and depopulate based on the

criteria you create. The downside to these lists; you cannot manually add or remove users from this List.

• (Normal) Lists: You can manually and automatically add Prospect into or remove from (normal) Lists.

When creating lists, write down how a prospect should get onto a list and also when the prospect should get off the list. This will help immensely when creating the Automation Rules and Drip Programs.


Automation rulesWhat are Automation Rules?• Automation rules allow you to perform certain marketing and sales

actions based on criteria that you specify. For example, automatically assign all prospects to your sales team based on lead scores, send emails, add people to and from lists.• In the context of Drip Programs, use Automation Rules to move

prospects in and out of Lists.


When creating Automation Rules, write down the criteria for when a user Should be added to and removed from a List.

Use the same naming convention for your Automation Lists, as for the Emailsand Drip Programs.

Drip Programs

What are Drip Programs?• Drip Programs (also known as lead nurturing programs) allows

correspondence to be sent to the prospects on a specific list at specific intervals based on time or prospect activities.


Use multiple Drip Programs for non-linear nurture streams.

Only use Drip Programs to send emails. You could use Automation Rules, but this will ensure you’re only looking in the one place when making changes.

Relationship between all the elements• First, create Emails Templates and Landing Pages• Next, create your Lists. (Using the same naming convention as your Email Templates / Landing Pages).

The lists will be empty at first.• Next create Automation Rules that dictate when users should be added to and removed from Lists.

(Pro tip: You can’t create an Automation Rule based on a value being changed. But you can add users with specific field values to interim Lists, then create an Automation Rule for users in an interim List to trigger an Action when that field value equals something different)

• Unless the users are removed from Lists within a Drip Program, also create Automation Rules to remove users from Lists. Usually when you remove them from one List, you’ll find yourself adding them to a new List

• Use Drip Programs to send Emails (from Email Templates) to your Lists (which are segmented based on your CRM data). Only send emails from Drip Programs (not Automation Rules) to ensure when you need to adjust rules, they’re found in the one place.

• Use the same naming convention between Email Templates, Lists, Automation Rules and Drip Programs… So you don’t ask yourself “Which email is meant to be sent again?”


Priceless tips• You will make mistakes, so don’t worry about it.• Get your team to participate by being added to Lists (to ensure they receive messages as expected)• Beware of loops (users being added to the same list multiple times, because they meet the same

criteria multiple times during their customer life cycle – and find ways to close the loops)• Naming conventions 1: Name your related Assets, Lists, Automation Rules and Drip Program the

same name!• Naming conventions 2: Group names (of all your Pardot assets) by

a) Starting them with the same wordb) Use numbers after the same word for sequential emails


Questions?


New Privacy LawsGet ready to update your privacy policy!


Lawyer


Not a Lawyer

Who do the new laws affect?

• Government agencies, not for profits and companies with annual turn over $3 million.• A list of other organizations with annual turn over under $3 million

http://www.oaic.gov.au/privacy/who-is-covered-by-privacy

So there’s a good chance these laws affect you. Furthermore, most of these changes are not new, but there’s now more power to enforce the new laws (which include fines up to $1.7 million)




What are these laws all about?

Being more transparent about what you do with information and giving people greater control of what’s going to happen with their data. The key aspects of the laws:1. What personal information is collected and from where?2. Why do you collect personal information and how do you use it?3. When and to whom will you disclose personal information?4. How secure is the information about your users?5. How can users access and correct information about them?


What should your organisation be doing?1. Access your customer data usage (what’s collected, for what purpose,

where it’s stored and how you communicated with customers)2. Get your privacy policy in in place (ensure it’s “clearly expressed”, notify

users when data is collected and what’s the process for opting out.)3. Develop a data handling process (1. Train staff in handling data

2. potentially invest in technologies that help you stay compliant 3. Review and tighten access to data)

4. Beware of the detail (there’s no one-size-fits-all solution. So consult your lawyers. For example, if you resell the services of another business and share data with them, you must also know and state how the data is being used by them)


Resources

Privacy Principles Fact Sheet: http://www.oaic.gov.au/privacy/privacy-resources/privacy-fact-sheets/other/privacy-fact-sheet-17-australian-privacy-principles Who’s covered by the new lawshttp://www.oaic.gov.au/privacy/who-is-covered-by-privacy Examples of good privacy policieshttp://www.virginactive.com.au/images/library/legalstuff/Privacy%20Policy.pdf https://ninefold.com/privacy-policy/


http://www.oaic.gov.au/privacy/privacy-resources/privacy-fact-sheets/other/privacy-fact-sheet-17-australian-privacy-principles




http://www.virginactive.com.au/images/library/legalstuff/Privacy%20Policy.pdf



https://ninefold.com/privacy-policy/



Setting Up Drip Programs/Nurture Streams in Pardot + Overview of APP Laws

Marketing

Transcript of Setting Up Drip Programs/Nurture Streams in Pardot + Overview of APP Laws