Pardot Life Hacks

Getting Started with ABM - Pardot Life Hacks - #45

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A Marketing Strategist, Salesforce Pardot Expert, Speaker, Senior Solution Engineer at Salesforce, Kathryn Ryan, shares her expert knowledge of best practices in creating an account based marketing strategy and how to leverage tech stack for execution.

 

Takeaways

  • Kathryn’s favorite Pardot Life Hack: B2B marketing analytics tools, including reporting on assets such as custom redirects. It allows you to see campaign performance in one spot whether it originated in Pardot or not.
  • Know your prospect’s buying committee and their role on it. This is an extra level of personalization in the buyer’s journey and important to getting the right content to the right people.
  • Before starting your ABM strategy you’ll need to:
    1. Define your target audience and what type of content you would like to send. 
  • Look to see what is resonating with your audience. Ex. Who is heavily engaged with certain topics?
  • Timing is key. Ex. Did they attend your webinar recently?
    • Putting Dynamic Content on your website or in emails is impactful from an ABM standpoint because it allows your viewers to see something that is customized to them.
  • Nurture campaigns with Pardot Engagement Studio are a great way to keep your target accounts engaged after they first interact with your marketing.
  • Do not feel like you have to do it alone when starting your ABM initiative. There are plenty of resources out there and having a partner to share the workload is great for a successful setup.
  • Align your internal teams before reaching out to disengaged accounts. Bring in multiple people to figure out connections and find what matters to the prospect to grow that relationship.

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    Useful Links

    • LinkedIn: https://www.linkedin.com/in/kathrynryan1/
  • Salesforce: https://www.salesforce.com

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    Shout Outs

    • 43:28 Lauren Ax
  • 43:29 Lori Payne

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    Social

    • #AccountBasedMarketing
  • #DynamicContent
  • #EngagementStudio
  • #TrailblazerTalk
  • #Salesforce
  • #Pardot
  • #SalesforceCertified
  • #PardotLifeHackers
  • #SalesforceOhana

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