January 2019 - UK B2B Marketers Group Trailblazer Community
How to manage events and webinars using Pardot for B2B Marketing, including invites, registrations, reminders and follow-ups. Presented by Sarah Kelleher and Matt Lincoln from Nebula Consulting
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Rock Your Events and Webinars with Pardot
1. Rock Your Events
and Webinars
with Pardot
Sarah Kelleher
Matt Lincoln
29th January 2019
2. About Us
Sarah Kelleher
Certified Pardot Consultant
8 years Marketing Automation Experience
Events, Publishing and Consultancy
4½ years at Nebula
Matt Lincoln
Certified Pardot Consultant
4 years Marketing Automation Experience
IT, Professional Services and Manufacturing
1½ years at Nebula
3. Planning
Event Timeline
Tech Setup
List Management
Invite Lists
Registration Lists
Attendee Lists
Agenda
Capturing Registrations
& Attendees
Pardot Forms
External Data
Communications
Invites
Reminders
Follow-up
5. Event Timeline
Invites
❖ Dynamic Lists
❖ List Emails
❖ Engagement
Studio
Registration
❖ Pardot Forms
❖ Landing Pages
❖ CRM Visible Lists
❖ Salesforce
Campaigns
Event / Webinar
❖ Attendance List
❖ Salesforce
Campaigns
Follow-up
❖ Engagement
Studio
❖ Sales Alignment
6. Preparation
What to think about
❖ Data Quality
❖ Pardot Connectors e.g. GoToWebinar or Eventbrite
❖ External Systems
❖ Salesforce Connector
❖ Custom fields e.g. Dietary Requirements
❖ Goal / Purpose
10. Attendee Lists
❖ Use Dynamic Lists to
quickly and easily
create follow-up lists for
Attended and Absent
prospects using
information from your
webinar connector
❖ Use Static Lists when registrations are captured by
Pardot Forms, Custom Redirects or Prospect Imports
11. Salesforce Campaigns
❖ Associate “statuses” with SF
leads or contacts
❖ Track influence of events on
Opportunities and Revenue
❖ Single view of all registrations /
attendees / no-shows
12. List Management
Our top tips:
❖ Build a dynamic list to target relevant prospects opted in
to your webinar/event communications
❖ Don’t forget to suppress prospects who have already
registered if you’re sending multiple invites
❖ Only invite prospects who have given consent
15. Capturing Registrations
Registrations
exported from
3rd party
system
Webinar
connector
used with
Pardot form
“Register for
webinar”
completion
action
Pardot Prospect
Import (+ Add to
list)
OR
Registrations
from Pardot
form / custom
redirect
Add to list / Add
to Salesforce
Campaign
OR
16. Pardot Forms
Pardot Registration Form
❖ Create your Pardot Form
❖ Add a Completion Action: Add to List (static registrations list)
❖ Optional: Register for webinar
❖ Optional: Add to CRM Campaign with Status of ‘Registered’
❖ Add your form to a Pardot Landing Page or your website
17. Pardot Custom Redirects
RSVP Email: Event
❖ Create your Yes / No Custom
Redirects
❖ Add a Completion Action: Add to List
(static registrations list)
❖ Optional: Add to CRM Campaign with
Status of ‘Registered’
18. External Data
Pardot Prospect Imports
❖ Registrations can also be
manually imported into Pardot
in a .csv file
❖ Remember to add prospects to
a list which can be used as a
suppression list for further
invites
19. Capturing Attendees
.csv file with
attendees
(e.g. barcode
scanner)
Custom
Lightning
component
Update SF
Campaign
Member Status
Pardot Prospect
Import (+ Add to
list)
OR
Pardot form
with Kiosk
Mode / CRM
Visible List
Add to list /
Update SF
Campaign
Member Status
OR
20. Capturing Registrations
Our top tips:
❖ Check if your Pardot account has any scoring adjustments for
webinar registrations/attendance
❖ Scoring adjustments for webinars will count on top of the Pardot
form submission
❖ Consider using Form Handlers to remove reliance on data imports
22. Event Emails
Invites
❖ List Emails
❖ Engagement
Studio
Registration
❖ Autoresponders
❖ Webinar
Connector
Event / Webinar
❖ Scheduled
Reminders
❖ Engagement
Studio
Follow-up
❖ Engagement
Studio
23. Invite Emails
List Emails or Engagement Studio
❖ Include key information high up your emails
❖ Clear call-to-actions
❖ Segmented by industry / customer type etc.
❖ Mixture of HTML and personal sales emails
❖ Exclude registrants (and optionally declines) from future invites
24. Registration Confirmation
Unique
Registration
Link
Pardot Form /
Custom
Redirect
Pardot
Autoresponder
Third Party
Email
AND / OR
Key Info
❖ Date / Time
❖ Location / map
❖ Speakers
❖ Agenda
❖ Additional info e.g.
dietary requirements /
session selection
25. Reminder Emails
List Emails or ‘On Date’ Engagement
Studio
❖ For unique attendee links / tickets, use
third-party emails
❖ 2 weeks = new speakers, benefits, hotels
❖ 1 week = location, benefits, final agenda
❖ 1 or 2 days = basic reminder, key info, map,
timings
26. Follow-up Emails
Our top tips:
❖ Remember your goal
❖ Use key info e.g. sessions they
attended or industry to nurture
❖ Work closely with sales to
identify hot leads
❖ Get the first email sent as soon as
possible after the event
Attended?
Thanks for
attending
Sorry we
missed you
Sales Task /
AlertNurture
Hot Leads
YesNo
27. Coming Soon!
Our How To Guides
• Mastering your Webinars with Pardot
• Drive Great Results from your Events
with Pardot
Subscribe to our newsletter to be the first to
get these great guides!
nebulaconsulting.co.uk/insights
28. Any Questions?
Learn More
• nebulaconsulting.co.uk/insights
• pardot@nebulaconsulting.co.uk
@nebconsult @we_are_nebula Nebula
Consulting Ltd
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