This document provides guidance on personalizing experiences for prospects using Pardot. It discusses targeting prospects based on their buyer persona such as marketing, executive, or IT roles. It also discusses personalizing based on a prospect's interests, lifecycle stage, and location. The document then covers personalizing forms by limiting fields and using dependent fields. It discusses optimizing landing pages and emails through testing subjects lines, content, and images. The goal is to provide a relevant, helpful experience for prospects at each touchpoint using the data available in Pardot.

1. Personalizing Your
Prospect’s Experience
TJ Gephart (@TJGephart)
Vincent Migliore (@PardotVincent)
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2. Introductions
1. Name
2. Role at your company
3. How long you have been using Pardot
4. Goals & Expectations for this session
5. Personal Fun Fact(s)
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3. Personalization:
The Foundation

5. #ET13B2B

6. Targeting

7. Prospect’s Buyer Persona
Marketing User vs Executive User vs IT User
Marketing: What can I learn? How does it help me do my
job? What do YOU want to see?
Executive: What value/ROI does this provide?
IT: How do I implement this? What resources do I need?
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8. Persona Thoughts
Might not be easy to define
• CEOs of small companies running marketing
Actions are more important than someone’s title
• It shows their interest.
Re-evaluate your lead qualification
• How well are you using scoring and grading
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9. Speaking of Interests
What do you already know about their interests?
Tailor what they see based on what you know they want
• Ex: Are they interested in a specific product?
Optimize the content based on this interaction.
• Use tools like A/B testing.
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10. Prospect’s Lifecycle Stage
Prospects or Customers?
Opportunity for upgrading customers
•
Base criteria off score or grade
Lower the score, more education
Higher the score, calls to action
•
•
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11. Location
Advertise directly to folks when events are happening in
their backyard.
Offering in-person demos vs scheduling a call
Quotes/Case-Studies from local clients
Pro Tip: Use auto-geography identification by IP
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13. Personalizing
Your Forms

14. POLL: How many fields is
optimal to ask on a general
form?

15. POLL: How many actual fields
are you currently using on your
general form?

16. What Not To Do!
Pretend this is for a
general whitepaper
download:
1. How many fields on
this form would you
keep?
2. How many “levels”
of progressive profiling
would you use here?

17. Form Notes
There is a 5% decrease in completion for every field over
4 fields you have on a form.
Track behavior, not their ability to fill out a long form.
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18. Dependent Fields
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19. Dependent Fields
To setup, edit the initial field that needs to be completed.
• Ex: If country is US or Canada, ask for State/Province
• Edit Country field to set up dependency
No Nesting
• Can’t make a field dependent upon another dependent
field
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20. Live Example:
Dependent Fields

21. Forms & Gated Content
• Don't make it hard for interested people!
• Replace a form with a one-click download
• Customize thank you content based on their response
Submit

22. Landing
Pages

23. Landing Page Statistics
Over 50% of people who visit your landing page will leave
after 10 seconds.
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24. Set Yourself Up for Success
• Keep branding consistent and avoid any confusion
• Use limited links and reduce any chance that they will
become distracted and navigate away
• Always serve up relevant content. Not bait and switch.
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25. When Creating Dynamic Landing Page Content
• Have a purpose
• Have a plan
• Use your own CSS
• Test, test, test!
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26. Interests
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27. Multivariate Testing
You can always improve through testing!
Headline - keep it short and direct
Offer - demo, free consultation, whitepaper
Images - demo screenshot, whitepaper pages
Questions Asked - department vs job title
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28. Live Example:
Multivariate Testing

29. Page Actions
A completion action when a cookied prospect comes to a
specific page on your site.
It’s another data point.
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30. Live Example:
Page Actions

31. Personalizing
Your Emails

32. General Advice
• Make the content relevant to who you are sending to.
• Be ethical and honest in your messages
• Make your messages about quick wins.
• Ex: If you have X problem, this is how you solve it
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33. Subject Lines
• How to make email relevant & engaging before they
even open the email.
• 33% of email recipients open email based on subject
line alone. (Convince & Convert via Salesforce.com)
• Recipients often only read the subject line or the first
few lines of an email. Include your CTA first.
• Subject lines fewer than 10 characters long had an
open rate of 58%. (Adestra July 2012 Report)
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34. Variable Tags
• Great for adding in details you know about the person
from their prospect record
• Works in the subject line
• Use default mail merge values to cover all the bases
• Testing using test lists
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35. Live Example:
Default Mail Merge Values

36. Live Example:
Test Lists

37. Chaser Emails (Dynamic Forwards)

38. When Creating Dynamic Email Content
Be aware of the "creep factor" when using names and
other sensitive info.
Timing is key!
- 2am on the weekend feels automated
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39. A/B Testing in Pardot
1. List splitting
2. Separate Email Templates
3. Compare Rules
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40. General Advice
• Write an email like you’d write to your mom.
• Don’t overuse HTML.
• Make it personal.
• Keep a consistent point of contact (from assigned user)
• Don’t overdo the customization. Just 1-3 dynamic
pieces.
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41. General Advice
Make the content relevant to who you are sending to.
• Which of these points are relevant?
Be ethical and honest in your messages
• Subject line & email content actual align
Make your messages about quick wins.
• If you have X problem, this is how you solve it
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42. Thank You!
You have now successfully completed this
course. Please take a minute to fill out an
evaluation of your course experience. You
can find it on the Connections app!
Don’t have the app? Ask your instructor for a paper evaluation.

43. Register for Office Hours:
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44. Q&A