Pardot Spring Cleaning

March 23rd, 2018 - Posted by: in Content , Marketing automation

 

Spring is here and Q2 is right around the corner. It’s the perfect time to clean up your marketing efforts, including your Pardot instance. It doesn’t take much for your instance to get in disarray. You may be nearing your database limit, or you might have lost track of dormant prospects and want an easy way to identify them so you can follow up. There could even be a few competitors who found their way onto one of your email nurtures. So how do you handle all of these messes?

Have no fear – we’ve compiled tactics you can implement to get your instance shining like new. Here are 3 ways you can easily clean up your Pardot instance for Spring/Q2!

Use dynamic lists to identify dormant prospects

Over the months, your database has probably collected numerous leads: some are actioned quickly, while some of them might not be worth your time. The best way to identify dormant leads, whether you you want to reach back out or just remove in general, is by creating lists based on a specific timeframe. This will depend on your sale cycle but we recommend 90+ days of inactivity as a good place to start. Two options we recommend are:

  1. A list of Prospects who haven’t been active in 90+ days

    This list will capture leads who haven’t done anything based on the timeframe you set. This includes visiting your website, filling out a form, opening an email, etc.
  2. A list of Prospects who haven’t opened emails in 90+ days

    If you prefer to get more specific and only identify those who haven’t interacted with your emails, creating this dynamic list is the option for you.

Once you have these lists created, you can determine if you want to just get rid of these leads, or if you would prefer to follow up with them, which we highly recommend. The easiest way to do this is to perform a re-engagement campaign.

Send a re-engagement email

Now that you’ve identified prospects that haven’t interacted with your content in a while, it’s time to figure out what to do with them. You could simply perform a Permission Pass, providing your prospects an easy way to let you know if they want to opt out of your emails, or

if you want to collect more information from your sleeping prospects and possibly wake them up and move them through the funnel, we recommend running a re-engagement campaign. The goal of this campaign is to “shake” leads loose, allowing you to touch dormant prospects with an email asking if they still want to receive information from your business. It can be as simple as asking if they are still interested in being subscribed or if they prefer to unsubscribe from your content. You could take this a step further and provide a few other options for them to choose from in the form of custom redirects, such as:

  1. I’m interested in learning more about your product/service
  2. I want a free trial/demo of your product
  3. I’m not ready to talk to sales, but I still want to receive content from your brand
  4. I’m not the right person to make a purchasing decision

Once a prospect chooses a custom redirect, you can add that prospect to a specific list via a completion action on the custom redirect. You can use those lists to take action on those prospects, whether it’s have sales reach out to them, enroll them in a content nurture or long term nurture. etc.

Use automation rules to mark competitors as “Do Not Email”

When looking at your list of prospects, you may have noticed a few of your competitors that might have slipped in in order to see your marketing efforts. You can’t blame them from trying to do a little research on the competition, but you can stop them from receiving your emails using an automation rule.

For this automation rule, you simply need to identify any email domains you don’t want to send emails to, such as your competitors, that are currently not marked as “Do Not Email”. The action you will want this rule to take is “Change prospect default field: Do Not Email” to “Do Not Email”. You can also do this for other domains such as @gmail.com if you are looking for serious business inquiries.

Connect with us at SmartAcre to help clean up your marketing automation instance.

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