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 Social Impact category, which recognizes teams that utilize Pardot to affect positive social change. The ParDreamies Social Impact award went to Lexipol, which was submitted by Miriam Childs and Julian Janssen.
Social Impact with Lexipol
Lexipol is a Texas-based company that provides policy manuals, training bulletins, and consulting services to law enforcement agencies, fire departments, and other public safety departments.
The team at Lexipol sprang into action in March 2020 and utilized Pardot to launch a Coronavirus Learning & Policy Center. This was a resource designed to give public safety agencies free access to industry-specific COVID-19 online learning courses, policies and news to assist in their response on the front lines of the pandemic and to help their communities during a particularly challenging time.
To add an extra hurdle, the company was evolving from a recent merger. This project represented one of the first times they offered these solutions under one brand, which in turn helped demonstrate how the merged entities could add value and deliver on their brand promise.
- Pardot was critical in promoting and tracking success.
- List emails and social posts informed the market of the site, highlighting critical information via dynamic segmentation.
- Pardot files hosted and tracked policy documents available on the microsite.
- Scoring and connected campaigns allowed leveraging of interaction data.
- Per Einstein AI campaign influence, these efforts influenced 2,445 opportunities to date.
Challenge the team wanted to solve
At the onset of the COVID-19 pandemic, Lexipol, the leader in policy, training and wellness support for public safety and local government, recognized the urgent need for pandemic-related resources in public safety agencies who were tasked with executing many of the public health responses necessary in the pandemic. The team at Lexipol investigated opportunities to help public servants safely succeed in helping their communities during a particularly challenging time.
Hurdles they overcame during the project
Internally, Lexipol innovated by pooling relevant resources across product lines, consolidating them in a unified place and providing free access to any agency, whether or not they were a current customer. Evolving from a recent merger, this project represented one of the first times they offered these solutions under one brand. In turn, the project demonstrates how Lexipol uniquely provides comprehensive solutions to help agencies serve their communities in times of critical stress.
Results after implementing the solution
Compiling resources across systems and unifying access through a free online environment presented a challenge. However, the product was incredibly successful in helping first responders access critical resources to address the challenges of the pandemic.
List emails and social posts informed first responders of the site, and they highlighted critical information via dynamic segmentation. Additionally, scoring and connected campaigns allowed leveraging of interaction data to help sales and services teams follow up with agencies that benefited from the resource. This process contributed significantly to converting prospects to customers while helping existing customers adopt additional solutions.
Over the course of the campaign, over 13,000 courses were accessed, 17,000 policies downloaded, and 1,700+ agency leaders requested online learning access be set up for their agency. Per Einstein attribution’s campaign influence model, these efforts influenced 2,445 opportunities to date.
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.
- Coronavirus Learning & Policy Center (see the solution)
- Pardot and Salesforce Marketing Reporting: A 101 Guide
- How to be Successful with the Pardot Drag-and-Drop Landing Page Builder
- Connected Campaigns & Campaign Influence: How to Use Them to Get to the Metrics that Matter
- 15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins
Going to try this on your own? Tell us about it in the comments or reach out to Sercante for help along the way.