Building a Marketing Function Using Pardot


Published on

Case study presented by Epicom's Marketing Manager, Amanda Anderson.

Published in: Technology, Business, Career
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Before Pardot, Epicom wasn’t doing any marketing. There was the occasional blog post and “newsletter” like email that went out, but no reoccurring or strategic marketing was being done. A year and a half ago, I joined Epicom to help build a marketing function and come up with a marketing strategy for the company. On my first day… I was handed Pardot and told to become a guru at it. The question was - how do you communicate with prospects and customers when there is no content, no programs, and no standard for comparison? Get creative and use your software as your guide was the answer for us.
  • It’s not just about knowing demographics. It’s about knowing the psyche.
  • DEMO Pardot to your sales team. Let them see how you are using it so they understand what messages are going out to prospects and customers. Beyond having a marketing plan using Pardot, you have to inform your sales team of how to respond to different notifications and Pardot activity. You must sell the product to them. After all, it is there to make their job easier. Get them excited about it and they will use it appropriately. Hold meetings periodically to see how they are doing and how they are following up. This is also a good time to see how the prospects are responding to Pardot emails and newsletters so you can adjust accordingly. We also provided our Sales team with custom redirects to some of our content that isn’t on our website. If wanted to send an interesting article or a video, our sales team would use a custom redirect link so they would know if it was clicked on when they sent the email from their gmail account.
  • We enter leads into Pardot and assign it to different sales reps on a round robin basis. We originally entered the leads into the CRM system, but found it was a better solution to be done in Pardot. For certain leads, we send automated emails the second they are entered into our system. This helps our sales guys incase they cannot follow up immediately. Best practices for quick lead conversion is to follow up immediately, but that isn’t always possible for our sales team to manually follow up. Pardot in this case acted as an extension of our sales team.
  • Building a Marketing Function Using Pardot

    1. 1. Building a Marketing Function with Pardot Our 17 Month Journey to Success Amanda Anderson Marketing Manager Epicom Corporation
    2. 2. From Zero to… Started to build content in June 14 employees5 employees 2010 and was actively using more thanNo marketing Pardot by August doubled revenue 2010
    3. 3. What’s missing?
    4. 4. What’s missing?
    5. 5. Know Your Audience
    6. 6. Content is KingBlog Video Newsletters Public Events Website, Products, & Relations & Case Studies Webcasts
    7. 7. Blog… why have just one.
    8. 8. Videos
    9. 9. Videos
    10. 10. The Under Appreciated Newsletter
    11. 11. Public Relations• Pitching Stories and repurposing content
    12. 12. Events & Webcasts
    13. 13. Integrate Pardot with our Website
    14. 14. Products
    15. 15. Nurture Program
    16. 16. Inform Sales of Process• DEMO to Sales Team• Meaning of Notifications• Define Nurture Program (when to set to nurture status)• Campaigns• Custom Redirects
    17. 17. Round Robin in PardotWebForm SalesPardot SugarCRM Follow UpOutsideSources
    18. 18. Results 25 active 51 activecustomers in to customers in May 2010 October 2011
    19. 19. Results Doubled2009 Annual 2010 Revenue
    20. 20. Results Web trafficJune 2010 June 2011 doubled
    21. 21. Results Website leadsJune 2010 increased June 2011 63%
    22. 22. Results Links to our websiteJune 2010 Today increased 2,400%
    23. 23. Results 460% increase in opportunitiesJune 2009 June 2011 created from existing customers
    24. 24. Think Big, Do Great Amanda Anderson Marketing Manager Epicom Corporation (512) 782-0007