Building a Pardot Trade Show Workflow for NRF
Increasing event registration and post-event engagement.
THE CHALLENGE
Nextail main challenge was to consolidate and automate the booth registration process and follow up.
Not having a consolidated and automated process was generating ROI tracking issues and some missed opportunities to connect.
THE APPROACH
A Clickconnect, we built a structure for Nextail for their event presence and booth visits. A smooth workflow can not only help with lead generation but also with lead nurturing after a tradeshow.
The workflow included:
- Creation of a high-converting landing page for registrations.
- Creation of form handler and integration with a landing page, inclusive of time slots for meetings at the Nextail booth.
- Audience segmentation by tiers.
- Creation of email flows: Invite emails, Reminders, Reminders for booth meetings, autoresponder confirmation email with calendar hold with the specific time slot selected and post-event follow up email linking to relevant content.
Outcome
ROI measurement
A clear ROI measurement process in place, to tie opportunities generated at the trade show to the corresponding event campaign in Pardot and Salesforce.
Empowering
Created a workflow that serves as a template for upcoming events so that the marketing team members can operate independently in the future. Landing pages, forms, and email resources can be replicated for future events.
Efficiency
A decrease in time spent due to the automatization of previous manual registration processes, and an increase in both registrations and booth visit attendance.
Project Gallery
“We approached Clickconnect with a very specific need: Migrate our marketing automation tool and resources to Customer.io to provide our customers with personalized content. Working with Clickconnect has been a great and very straight forward experience. We were able to migrate all of our resources, create new email funnels, and have our email templates ready to launch in record time.”
Josefina Garat, CMO,
Vitl