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Posted on: 30 Sep 2021
In Salesforce Pardot – a very popular marketing automation tool among associations – personalization is an out-of-the-box feature. Pardot uses Handlebar Merge Language (HML) to easily add Pardot Prospect or Account field information into an email. A Pardot Prospect maps to the corresponding Salesforce Contact record.
Posted on: 18 Jun 2021
Many associations want to quantify how engaged their prospects or members are with the organization. While this is ideal, many associations do not have an integrated system that can look at how the user engages across multiple platforms – web, marketing, and CRM. Various marketing tools have the capability of scoring users based on engagement, but the key is to track engagement across platforms
Posted on: 17 Dec 2020
Forms are very common features on association websites to collect information from visitors, regardless of if they are members or not. The information gathered on forms can help turn anonymous visitors into identified prospects. For example, when a visitor provides an email address in the form while signing up for a free newsletter, you will be able to capture the name and contact information of that user. Therefore, forms serve as ideal lead generation tools.
Posted on: 05 Nov 2020
In today’s age of social media and digital transformation, email is often overlooked as a marketing tool to effectively use to reach members. Email campaigns are an inexpensive option for associations to reach a large group of members and are even still relied upon as the primary form of communication.