March 10, 2020
As Jennifer Lynn Schneider takes trailblazers through the marketing to sales lead Hand-Off Series, she brings in a guest to discuss Pardot Einstein and the powerful features of the product that aligns marketing and sales.
A Technological Expert in Analysis and Product Management, fellow Salesforce Ohana member, and Product Manager at Salesforce, Alon Shvo, takes listeners through each feature of Pardot Einstein and describes how they can be leveraged for gaining marketing insights to align with sales and focusing in on driving more revenue for the company.
- Pardot Einstein is a set of AI driven features helping marketers to market and sell smarter.
- The Behavior Scoring Feature of Pardot Einstein is an intent model that uses machine learning to identify marketing engagement patterns of prospects and the likelihood that their patterns will result in an opportunity for sales.
- Behavioral scoring is on a scale of 1 - 100 to eliminate the guesswork of what a score of 250 or 500 means.
- If you do not have engagement history enabled for your sales reps to see the marketing campaigns that leads have engaged with, you are taking away their ability to leverage the past experiences that the prospect has had with your brand.
- Einstein Lead Scoring takes data from the lead object such as title and industry, and analyzes the historical data of the profile of leads that have converted into opportunities in the past, then it compares this data to the leads you currently have. It allows teams to see which leads are the most likely to convert, so you can focus on what really drives revenue.
- Do not try and push as many prospects to sales as possible, you want to push leads that are ready to buy.
- If you have prospects in Pardot that are not synced to Salesforce, you will not be able to utilize lead scoring for those prospects, because lead scoring operates from the lead object in Salesforce.
- Campaign Insights analyzes prospect engagement activity with your campaigns and the audience characteristics, to provide key performance insights about the campaign.
- There are two sides to attribution. The attribution that drives visitor conversion to prospects and then the attribution that contributes revenue to the company.
Connect with Alon:
March 3, 2020
Have your out of the box B2BMA Dashboards disappeared even though your user permissions and connected app settings have not changed?
Jennifer Lynn Schneider presents a how to guide that takes Admins through considerations and step by step actions to resolve this issue. This process depends on your App version, how your user permission sets are allocated, and also whether or not custom dashboards have been created, so tune in and let’s get your out of the box dashboards back!
February 25, 2020
Does your team have a defined process of what the journey looks like for a net new lead to become a qualified sales ready lead? Do you know when the hand-off to sales should occur?
Jennifer Lynn Schneider presents the first of the three-episode Hand-Off Tactical Series from marketing to sales, starting with net new and existing leads. If your marketing and sales teams are not aligned, and a process is not articulated, there will only be frustration and lost opportunities.
Tune in because this episode is filled with ideas and of course, life hacks, for how marketers can leverage their assets to qualify leads and how the Salesforce Path feature can help define your business processes.
- Understanding how your Salesforce lead object is configured and what role it plays into the business process should be a foundational part of your marketing actions.
- Consider using a net new lead marketing queue to separate out the lead records that still need to be further enriched with more data and are not quite sales ready.
- Path allows your team to create instructions and draw attention to key fields that need to be completed prior to the next status. This helps streamline training for marketing and sales and articulates the lead hand-off process.
- Sales and marketing need to understand what lead fields are required before an opportunity is created, so they can both align their processes to further enrich the lead record.
- Use dynamic lists and engagement studio nurture programs to gather information for required lead fields. If a lead expresses they are interested in a particular product, but you still do not know their company, then they can be entered into a nurture program about their product of interest, while your team can get to know more about them.
- When you have required lead fields in your database, do not try and ask for all of these fields at once on a form. Use the Pardot progressive profiling feature as it will ask for new information every time a prospect returns to that form.
- If you are not using conversational marketing, consider it, because you can also leverage this to answer questions and further enrich lead records that are still lacking the required information.
- Use the lead Path feature within Salesforce to align lead statuses and create a clear concise process for your company.
- Always add guidance for each step that is on your Path. - This is a great space to define what the status means and who is responsible for gathering the information.
- Determine who will own the Path process. - Use quarterly reviews of adoption and reporting to help define the updates. The team using the current Path process should provide their feedback which should drive the necessary updates.
- Align page layouts to support Path and sales processes, with sections that are labeled accordingly.
- Be sure to set your sync behavior of the established lead fields appropriately in Pardot. - For example, lead source should always use Salesforce’s value, so that Pardot cannot overwrite the information if a value is already there. However, a last touch field sync would need to be the most recently updated value, so that it can overwrite each time.
February 19, 2020
Bitly is updating their authentication methods, which means you will need to update the connector settings in Pardot if you want to continue to use this connector.
The update needs to be made by March 1st, so tune into this #PardotLifeHack QuickTip from Jennifer Lynn Schneider, as she walks you through the steps for updating the Bitly connector settings in Pardot.
February 11, 2020
If you were to ask your marketing and sales teams a question, would they give you the same answer? Are your teams aligned, or do they have different goals?
As marketing works hard to nurture leads to move them along in their buyer’s journey, what does the hand-off process to sales look like? Does your team have one established?
Jennifer Lynn Schneider discusses this conundrum with 3x Salesforce Certified Ohana Member, Marketing Strategist, and Technology Consultant, Henrik Becker, to talk through some of the problems that organizations face and best practices for creating an established hand-off process.
- Have marketing and sales get on the same page about what both departments are working toward to battle against silos.
- Dedicate the time to put a process in place and to have on-going training for your team to have a polished lead to opportunity, marketing to sales, hand-off.
- If each department has a different answer to a question about your company goals, your team is not aligned.
- “You can’t automate a process that is not there.” - Henrik Becker
- Marketing automation done well, should make prospects feel like they are being taken care of.
- As a marketer, be strategic, take a step back and ask why are you doing this particular marketing activity? What goal is this activity trying to achieve?
- Think about the customer journey you want to create when designing your marketing touchpoints for prospects. If you were the prospect, what kind of journey would you want to have?
- Don’t hesitate to begin the process of aligning your marketing and sales teams, you have to start somewhere.
- Bring your digital marketers into your B2B demand gen process. - Show them how they are impacting sales and revenue with dashboards and reporting and then designate them responsibilities that tie into your Salesforce campaigns.
February 4, 2020
Jennifer Lynn Schneider delivers this special of Products We Love, featuring Qualified.com, the #1 live chat and chatbot platform for Salesforce Pardot. Find out why Jennifer loves the platform so much and what it can do for your marketing and sales teams to engage with your ideal buyers in real time.
January 28, 2020
Jennifer Lynn Schneider presents this QuickTip on how to prepare your org for the Lightning Experience. Salesforce has extended the critical update until the end of the month, January 31st, for when your users with the lightning experience user permission will see the “Switch to Lightning Experience” link.
Have you been avoiding switching to lightning because you feel your org or your users are not quite ready? This QuickTip provides some great ideas, best practices, and of course life hacks, to get your house in order for when the lightning experience comes.
- Process training is the #1 overlooked action by most companies and it is the #1 thing that will hold you back. - Not preparing your organization and end users can hold up essential processes such as ROI reporting and attribution. To keep everything running as it should, take the time to train your team.
January 21, 2020
Jennifer Lynn Schneider provided her suggestions for *How to Pick the Right Partner, now she gives her top suggestions for How to be a Great Client.
Do you want to know what will help your partner succeed in their project for your business and how to best collaborate with them? Check out this episode to hear the other side of the story.
*#16 How to Pick the Right Partner - https://www.pardotlifehacks.com/e/how-to-pick-the-right-partner-pardot-life-hacks-16/
Jennifer’s Top Suggestions for How to be a Great Client
- Be clear, honest, and decisive about what you want in the scoping process. Having multiple scoping calls is for your benefit as specific services need to be determined.
- Have a realistic budget for the services you request. Prioritize your requests to align with your company goals. Target your business’ top three pain points to make your budget worth while.
- Be willing to take expert advice and recognize when an industry expert gives that advice. Remember that a good partner will challenge you.
- Complete the homework or prep work that your partner recommends on time. The partner is often at a stand still on the project until your prep work is complete.
- Please pay on time. Missed payments could delay your project and your partner can get booked up in the time that they are waiting for your payment. This is not helpful to either party.
- Respect SLAs and use communication tools put in place. Your lack of preparation is not your partner's emergency. The more you use them as a scapegoat the less likely you are to receive the budget you need to hire them for future projects.
- Be a good human and embrace empathy. Your partner is just like you and has a life outside of work.
- Plan and execute with a big picture in mind.
- Don’t be afraid to make changes and fail. True trailblazers adopt new features, experience early bumps, but also have the chance to discover a work around, before everyone else that may be playing things safe.
- Keep your partner in the center of your business and introduce them to decision makers. Most clients don’t take full advantage of their industry experts.
- Your tech stack is not a box. - It is not something you build and then leave. Think of your tech stack as a garden that you have to keep up and that needs to change as your priorities do for your business.
- Set 1-3 objectives on your scope of work and then allow for a bank of hours to handle things that come up. - Consider doing this especially if you cannot clearly explain what you need to your partner.
- Don’t be afraid to hold objective meetings prior to meeting with your partners. - Work with your operations and sales teams to learn their priorities, so that you can all align on what should be done with the budget that you have.
- If you lack time management or resources to complete the work, ask your partner to set up times to meet with you, to work on it together. - Just keep in mind that this could possibly delay your timeline.
- As the POC for your partner, fully understand the payment terms of your SOW and know your internal accounting process. - If payment takes three weeks to process, then start the process three weeks in advance.
- If you have to use email to communicate, create a folder with rules for all communication to go in there regarding your project. - Establish subject lines that trigger urgent needs, so that all parties are aware of the communication protocols.
- Slow and steady wins the race. A project that has a well-thought out plan, typically has a slower start. - There needs to be time for setting up the project management tool and building a timeline. This will result in a bigger payoff.
- Don’t be afraid to be an early adopter. - Expect that there will be bumps along the way and set expectations with your leadership ahead of time.
- Your partner is an extension of your skills and leadership. - They are not there to take your job, but to help you and your business succeed.
January 17, 2020
Jennifer Lynn Schneider presents this QuickTip on what to expect and what to do now that the Chrome Browser default is going live on February 4, 2020 and how it can affect your tracking and reporting with Pardot.
January 14, 2020
Having the right partner at your side can be the difference between feeling supported or frustrated when dealing with your tech stack. However, with so many partners out there and the stress of purchasing new technology it can be difficult to discern for who the right partner is.
To help ease the process, Jennifer Lynn Schneider gives her top considerations for choosing the right partner for your business needs. She encourages listeners to look beyond budget, tactical skill, and quick promises, and to think about their business strategy, and investment in your company.
Jennifer’s Top Considerations for picking the right partner
- Do they specialize or are they a jack of all trades? Does their specialized skill align with your business needs?
- Do they have a competitive edge in the industry, that sets them apart from the rest?
- Do they have process and project analysis methods? This gives you insight into their experience. Find out what tools they use for project management.
- Do their culture and values align with your company’s?
- Do they have reference and credibility in the industry?
- Is the partner invested in your business’ future and push you out of your comfort zone? Do they provide multiple options for how your business could execute processes? Their drive to push your team to be the best will show how much they care.
- Are they focused on budget alone to win your business? Offering a cheaper deal could lead to cutting corners and not allocating for the appropriate amount of hours needed to properly execute a project. Beware of deals that are too good to be true.
- Do they understand the technical and business side of your company?
- Do they have empathy? How does this partner vocalize your business needs? What is their tone like on calls with you?
- What is their team structure that can support you?
- “The right partner is not just a transaction…” - Jennifer Lynn Schneider
- Find conferences or events in your area where a potential partner will be speaking. - This allows you to meet the team, before you meet the team. If they are not speaking at an event, check their social media, blog, or podcasts. What kind of thought leadership are they putting out to the community?
- Do not take a potential partner’s word for it, do your own research. - Talk to their customers and find out how the partner communicates and supports the goals of their customers. Ask their customers how the partner responds to adversity.
- Don’t be swayed by shiny squirrels and demos. - Your team’s goal is to improve your business, not adopt new technology for tech’s sake. Be sure that this is the right time for your business to adopt new technology, so that your efforts are scalable.