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 Best in Show category, which recognizes the overall winner among all ParDreamies award submissions. The ParDreamies Best in Show award went to Destined, which was submitted by Tammy Begley and Claudia Hoops.
Best in Show with Destined
Understanding who your prospects are and how they might interact with your brand presents a challenge to even the most seasoned marketers. The team at Destined saw opportunities in that challenge.
The ParDreamies Best in Show award goes to the team at Destined for building a fun icon-driven landing page prospects can use to profile themselves. Prospects use the landing page to provide information about themselves so Destined’s clients can take them on a personalized journey through a Pardot Engagement Studio Program.
- Automates prospect profiling
- Enables easy prospect segmentation
- Empowers prospects to tell brands what they’re looking for
- Combines Pardot forms, landing pages, scoring and grading, and engagement studio programs
About the award-winning solution
Destined is a premier Salesforce consulting partner based in Australia. They do great work in the Pardot space and have several amazing marketing champions.
With a client from the property industry, the team at Destined workshopped the criteria of an ideal client and put a Pardot grading profile together. As a result, we built an engaging, icons-driven profiling landing page for prospects to self-identify and build their own profiles. Anyone who signs up for the newsletter is added to a welcome journey within Pardot Engagement Studio. The objective of this journey is to build rapport and trust so the prospect profiles can grade them.
They built an easy and engaging way to automate the collection of information rather than for a sales team member to ask these questions over the phone to then find out that the person they are talking to wasn’t ready to buy.
Challenge the team wanted to solve
Australia’s property industry is very competitive. As a property developer, you want to collect as much information as possible about your potential buyers. It is imperative that sales teams can quickly follow up with clients who are ready to buy, have finance approved, and are high budget investors.
At the same time, it likely makes sense to send prospects who are still saving and might be looking to buy in 12+ months on an educational nurture campaign. The profiling page automates the gathering of this information in an engaging way.
Hurdles they overcame during the project
There were no major hurdles to overcome other than coming up with the idea in the first place on how to build an engaging landing page that prospects actually want to complete.
Pardot forms and landing pages helped the team to build an engaging profile page. They used Pardot’s profile feature to build the criteria of the property developer’s ideal client profile. Then, they built automation rules to trigger the grading. And finally, they built a welcome journey as a Pardot Engagement Studio Program with the profile page as a call to action to gather the information from our prospects.
Results after implementing the solution
To date, the team has seen a 34% conversion rate on average. This is for customers who have been put onto the welcome journey and who have profiled themselves and have met the MQL threshold of being the right client.
Learn more and keep it going
The project was a huge success, but it took several people and a great deal of expertise and resources to make it happen. Here are resources you can use to replicate the project in your own Pardot instance or get inspiration to do something similar.
- 15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins
- How to be Successful with the Pardot Drag-and-Drop Landing Page Builder
- Pardot and Salesforce Marketing Reporting: A 101 Guide
- Q&A: Everything You Need to Know about Pardot Engagement Studio
Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way.