Dodge worked closely with CASIS in selecting Pardot, a salesforce.com company as the ideal marketing automation solution and implementing the system over the course of four weeks.
Dodge helped synchronize the system with the existing customer relation management (CRM) tool, Salesforce CRM. As opposed to setting up the system with a basic out-of-the-box method, Dodge engaged in a number of conversations with different CASIS teams, gathering input from multiple verticals, in order to secure organizational wide buy-in, as well as empower employees to use the system for a variety of communication efforts.
In addition to syncing the CRM to its marketing automation tool, Dodge developed a tracking strategy on the website and hosted content to automatically segment identified visitors based on the actions they take. Tracking identified visitors based on website and content engagement allows CASIS to support campaigns around specific interests.
CASIS hosted a great deal of content to support researcher, business and educator interest on its website. To better evaluate what pieces of content were performing the best in each segment, Dodge uploaded all available downloadable materials from the website into Pardot. Once uploaded, Dodge used the Pardot-provided functionality and customized the URLs to feature keywords that would inform the prospect of what to expect in the document. Hosting content in Pardot also allows CASIS to easily link through social postings and emails to encourage audience engagement.
Throughout implementation, Dodge focused on setting the ground work for four campaigns that were identified by CASIS. With four campaigns on the immediate roadmap, Dodge used Pardot functionality to automate qualifying prospects for specific communication tracks. With the themes of the campaigns outlined, the Dodge marketing team worked with the in-house creative and digital teams to develop a HTML email template and a landing page template. The mobile responsive templates were designed to CASIS brand standards and in such a way that CASIS team members could easily customize and reuse for future campaigns. This aligned with one of the main focuses of implementation, which was empowering CASIS to take ownership of the system.