The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. Winners of the ParDreamin’ awards get bragging rights for their team and company, a sweet swag pack, and a fancy trophy to remind them how awesome they are every day.
The ParDreamin’ team created five categories to honor the teams behind the magic:
- Personalization Perfection: Right-time, right-message marketing
- Social Impact: Creating positive change through Pardot
- Grassroots Innovation: Scaling small business with Pardot
- Extending Pardot: API-driven solutions
- Best in Show
Here’s the solution that won the ParDreamies 2021 Pardot award for the Personalization Perfection category, which recognizes right-time, right message marketing solutions.
Personalization Perfection Pardot Campaign with Restaurant 365
Things have been out of sorts for most industries in the past two years, but the restaurant industry is among one of the hardest hit by the coronavirus pandemic. Restaurants around the world had no choice but to switch to take-out only or close completely. At the same time, many restaurants were experiencing staffing shortages and had to increase their prices due to rising food costs.
Restaurant 365 is an all-in-one restaurant management platform that serves independent restaurants, multi-concept restaurant groups, franchises, and accounting firms. The Restaurant 365 platform is the leading all-in-one, restaurant-specific, cloud-based accounting, inventory, scheduling, payroll and HR solution to simplify day-to-day restaurant operations, lower cost of goods sold (CoGS) and optimize labor costs.
Pardot Campaign Solution Summary
Senior Marketing Operations Manager Brittany Rhyme saw the challenges restaurants were facing. She wanted to ease the burden for them using the power of the Pardot platform and personalization enhancements to create optimal and engaging experiences for existing clients and prospects.
She accomplished these goals by creating a quiz-style interactive experience via the Outgrow and Pardot integration paired with a personalized and interactive experience using custom fields and dynamic content on Pardot Landing Pages.
Hurdles to Implementing Campaign Solution
The two main hurdles Brittany experienced while managing the project were related to cross-departmental contribution and implementation.
She had to work across departments to get the campaign created, which required her to sync with CSM and product teams to perfect the quiz content (questions and results). While this slowed the implementation process, it was an essential part of the campaign’s success.
Additionally, the sales teams were eager to test the quiz, and they forwarded the email with the landing page results to other team members. Email forwarding caused results in the landing page dynamic content to fail. She addressed that challenge by implementing campaign training for internal teams.
Pardot Campaign Results
The campaign has been successful in reaching several reporting metric goals Brittany and her team had for the project.
Perhaps the greatest result was an increased outbound lead flow to the sales development representative (SDR) team during a quarter that typically has low prospect engagement (Q3). This was the team’s first try at this type of interactive content, and the new type of helpful quiz-style content allowed them to generate net new leads to the database.
The team saw equally impressive reporting metrics for other goals as well. The Pardot campaign helped the team to crush their objectives and key results (OKR) goals as well as their overall marketing qualified lead (MQL) goal.
They also experience unexpected results. The campaign helped to “wake the dead” in terms of stagnant/lost opportunities in the database with the engaging quiz content.
OKR Achieved: 79 quiz completions/50 goal
Learn more and keep it going
Now that you’ve learned about the campaign solution, you can take that knowledge and use it in your own Pardot instance. Here are a few resources to help you replicate the project.
- Restaurant 365 Solution in Full Detail – Brittany Rhyme presented the award-winning solution in greater detail for the Austin Pardot User Group, and the recording of that presentation is available here.
- Outgrow and Pardot integration documentation
Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way.