Marketing Automation

Marketing Automation

Marketing automation isn’t just about sending emails to your constituents once in a while.

There are many elements that go into a successful marketing automation project. Some nonprofit organizations may find that they do not have all the required resources in-house.

Nonprofit organizations can use tools like Pardot and Marketing Cloud to personalize email communications with constituents, automate multi-step user journeys, and better understand engagement across a variety of digital platforms. With Einstein AI for Pardot, predictive insights can inform campaign development and identify the users most likely to perform a certain task such as donate or attend a fundraiser.

How can nonprofits use Pardot or Marketing Cloud”?

Segmentation. Marketing communication is more successful when the content is personalized and relevant to each prospect. Audience segmentation is core to Pardot and Marketing Cloud. Using automation rules and dynamic lists, you can easily segment your prospects (constituents, members, donors, volunteers, etc.) by any field. CommunityForce can get you set up with useful dynamic lists (i.e. , all volunteers who attended at least two webinar training sessions within the last six months) and automation rules (i.e., raise the score of any user who views your Donate page online more than twice in a month).

Email and/or landing page template design/coding. If you do not have a developer on staff, you may find that extra assistance is needed to create new mobile-friendly email or landing page templates. Our design and development team can complement your existing brand and then create and thoroughly test templates to be used in Pardot or Marketing Cloud.

Engagement Paths / Journeys. Engagement Studio (Pardot) and Journey Builder (Marketing Cloud) allow you to create custom user journeys or engagement paths with triggers to listen for certain behaviors or perform certain tasks based on user engagement. CommunityForce offers end-to-end assistance, from planning and strategy to executing and reporting on engagement and ROI.

Lead Scoring and Grading (Pardot only). All prospect behavior (website visits, email opens, webinar attendance, etc.) is tracked and scored, giving your organization insight into the interest level of any given user. Combine that score with a grade (based on a prospect’s profile), and your development team can quickly identify high-value prospects and propensity to donate.

Forms. The only way to turn an unknown website visitor into an identified person is by gathering their email address. If your website form(s) are underperforming, there may be a user experience or coding issue. Our User Experience (UX) team has expertise in form design and development and can advise on and implement improvements.

Report configuration. Pardot has robust reporting functionality out of the box – but your organization’s reporting needs may be unique and require custom reports. We can set up reports based on your key performance indicators and make sure your team understands the meaning of each metric.

List cleanup, migration, Salesforce sync. Your communications are only as good as your contacts list. Dirty data, sync issues with Salesforce, or missing fields degrade your overall list. We can perform a list audit and make recommendations for cleanup and migration, fix sync problems, and provide tips and best practices for list hygiene moving forward. This is especially helpful if you are planning a migration from MailChimp (or another email marketing system) to Pardot or Marketing Cloud.