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Metter Interactive - Marketing Automation for B2B and Industry
 

Metter Interactive - Marketing Automation for B2B and Industry

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Generate more quality leads from your online marketing efforts! Metter Interactive and Pardot Marketing Automation presented tactics and strategies that are helping B2B, industrial, and technology ...

Generate more quality leads from your online marketing efforts! Metter Interactive and Pardot Marketing Automation presented tactics and strategies that are helping B2B, industrial, and technology companies with multi-touch sales cycles win the lead generation battle.

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  • - Thank Everyone for attending Excited for today’s Co-hosted Webinar
  • Throughout today’s preso you can send us tweets using #WEBCENTRIC Or use the chat panel to submit questions
  • - I’m a Father of two young super-hero boys, and I bet at times in Marketing you feel like you need to save the day
  • Also mention live look at Pardot
  • Little about Metter
  • We all wear multiple hats, and we read blogs, marketing buzz and want to react when we hear the latest and greatest thing…
  • If we start with a solid plan before rushing into tactics we all ready are ahead of the game.
  • At this time I want to introduce Adam Dewey, Sales Manager @ Pardot
  • He too is a Super Hero
  • Benefits of a 2 database system:Junk Leads do not clutter SugarCRMDuplicates can be reconciled prior to advancing to SugarCRM
  • Opportunity and Challenge:Tracking ROI was none existent Challenge:Archaic quoting, ERP, accounting, and no CRM to speak ofNo insights on ROI, repeat customer lifecycle, etc.Unorganized follow up on quotes, samples, re-orders
  • Opportunity and Challenge:Tracking ROI was none existent Challenge:Archaic quoting, ERP, accounting, and no CRM to speak ofNo insights on ROI, repeat customer lifecycle, etc.Unorganized follow up on quotes, samples, re-orders
  • Opportunity and Challenge:Tracking ROI was none existent Challenge:Archaic quoting, ERP, accounting, and no CRM to speak ofNo insights on ROI, repeat customer lifecycle, etc.Unorganized follow up on quotes, samples, re-orders
  • Opportunity and Challenge:Tracking ROI was none existent Challenge:Archaic quoting, ERP, accounting, and no CRM to speak ofNo insights on ROI, repeat customer lifecycle, etc.Unorganized follow up on quotes, samples, re-orders
  • One of the opps/challenges was to help sales nurture leadsWe a created process to email a follow up survey to prospects who were issued quotes every 2 weeks.There is no survey tool in Pardot, however, you can set up landing pages for each unique response/link in the emailThe questions are mapped to custom fields for prospectsThe beauty is when the prospect takes action and responds, they’re ID’dThis is incredibly important because we’re introducing RFQ data from multiple platforms – remember the 3rd party ecomm platform?

Metter Interactive - Marketing Automation for B2B and Industry Metter Interactive - Marketing Automation for B2B and Industry Presentation Transcript

  • WEBINARMARKETING AUTOMATIONFOR B2B AND INDUSTRYPRESENTED BY #WEBCENTRIC
  • #WEBCENTRIC@M3TTER @PARDOT
  • TODAY’S SPEAKERSAdam Dewey David B. SnyderSales Manager at Pardot VP, Account Strategy & UX+D at Metteradam.dewey@pardot.com dsnyder@metterinteractive.comO: 404-492-6845 x144 O: 610-419-4510 x114@adamdeweypardot @dbspeed METTERINTERACTIVE.COM
  • TODAY’S AGENDA LEARN HOW YOU CAN: • Know who is looking at your website and what he/she is looking at • Automate the delivery of relevant content for your prospects • Provide your sales team with higher quality leads • Measure campaign effectiveness and ROI11/14/2012 #WEBCENTRIC 5
  • ABOUT METTER MORE THAN A DIGITAL AGENCY Its what makes us different. Strategy, marketing, creative, and technology rooted in our WebCentric™ approach helps our clients build stronger brands, visibility, and drive measureable results. • Founded in 1997 • Located Bethlehem, PA between PHL and NYC • B2B, Technology and Industrial clients • Pardot Agency Partner • Follow @m3tter11/14/2012 #WEBCENTRIC 6
  • ASK MARKETERS WE SHOULD BE DOING…
  • PLAN FORWARD HOW TO SUCCESSFULLY BUILD A CAMPAIGN • Strategy that will get you up and running fast but plans for the future • Content to drive the Pardot Marketing Automation machine • Creative to engage and convert • Meaningful Measurementto refine and improve campaigns11/14/2012 #WEBCENTRIC 8
  • STRATEGY GET UP AND RUNNING • Implement strategy and tactics for low hanging fruit to get your program implemented NOW • Plan for long-term success through: – Understanding what your audience is currently doing – Establishing tactics/process to leverage existing assets with Pardot – ID where opportunities exist and build a long-term strategy – Build and execute tactics/campaigns • Measure11/14/2012 #WEBCENTRIC 9
  • CONTENT DEVELOP CONTENT TO FUEL THE PARDOT ENGINE! • We develop content Website Copy News Landing Page Copy Job Stores Email White Papers Social Media CTAs Video Ad Copy Brand Messaging Infographics Press Releases Presentations Surveys • We are content marketers – Delivery of content that engages and converts – Leveraging of content for online visibility – We use Pardot as tool in this process11/14/2012 #WEBCENTRIC 10
  • CREATIVE GOING BEYOND THE PIXEL • Fueled by a strong UX/IA & content execution • Thinkers - Ideation, Mood boards, Brainstorming • Variable testing, always improving • Creative with measurable results • Pardot Solutions: – Landing Pages – Emails – Forms – Surveys – Dynamic Content Delivery11/14/2012 #WEBCENTRIC 11
  • IS IT MEASURABLE? YES.REACT is a customized web analytics process that delivers data ina meaningful and impactful way.Data is only as useful as the insights that can be drawn from it. We use tools and technologyto measure the impact of integrated marketing campaigns, website performance, and search,then proactively make recommendations that improve performance.Get beyond search engine rank and monthly visits with REACT. • ROI measurement • Key marketing and business performance objectives/metrics • Inbound and outbound analysis • SEO/SEM ranking • Social media, trending topics and user driven content • Competitive landscape • Conversion funnel analysis and outcomes • Assisted conversion attribution • Lead tracking and scoring • Usability indicators and user flows11/14/2012 #WEBCENTRIC 12
  • INTRODUCING PARDOT
  • No Hassle Marketing Automation
  • Who We Are• Pardot provides Marketing Automation to mid-market B2B Technology companies• Founded in 2007• Over 1,200 Successful Clients• Purchased by Exact Target in 2012
  • What Our Customers Say“Pardot has made my job more complex, but the return is phenomenal. What makes Prospect Insighteven better is the team at Pardot. They are flexible, open and fun. I did my homework when looking intoleading marketing automation companies. Pardot is a good fit and I know I made the right choice.”- Chris Uschan, Director of Marketing, Omnipress“From a price and performance perspective – you can’t beat this system. Our sales guys find theinterface really easy to use, helping the implementation achieve very high acceptance across theorganization. I give Pardot very high marks for its customer responsiveness, ease of use, and price forvalue.”- Keith Ellis, Vice President of Marketing, IAG Consulting“It just works. Its a very easy to implement system which you can get up and running from an emailstandpoint, in a very short period of time. You can actually generate some substantial results in a veryquick timeframe. “- Micky Long, Vice President, Arketi“We have increased our lead conversion by 65% and that’s phenomenal. Pardot really does pay for itselfevery month… Pardot is a great automation tool.” - Courtney Wiley, Director of Digital Marketing, INgage Networks
  • Analysts Reviews and AwardsPardot was Rated as having the lowest total cost of ownership in theLead Management Automation by top analyst firm, Forrester Researchin the September 2009 report "B2B Lead Management AutomationMarket Overview."Pardot was rated a “Champion” by Info-Tech Research Group in theirJune 2010 report “Select the Right Lead Management AutomationSolution,” noting that Pardot has a “significant presence in the marketand invest regularly in R&D to be trend setters. Offer excellent value-for-performance in features, high quality support, competitive pricing – or acombination of these.”Pardot was named a 2010 “Pacesetter” as the fastest growingtechnology company in Atlanta by the Atlanta Business Chronicle.
  • The Pardot PlatformKey Features and Benefits
  • WHO?
  • Master Marketing Database Premise • Most visitors to your corporate website are suspects…not leads. • Pardot creates a “Marketing Pipeline” where suspects and early stage leads are nurtured until they show buying signals. • Lead Management rules objectively identify qualified, “Sales Ready” leads and advances those to sales.
  • AUTOMATE
  • Campaign DevelopmentEmail Development• Pardot’s robust Email Campaign interface allows Marketers to easily create professional looking emails.• Emails can be leveraged as part of blast or prospect nurturing campaigns.Prospect Nurturing Campaigns• Nurturing Campaigns are built via a drag and drop builder and can be restricted to specific time zones.• Aberdeen Group – 80% of Best Class Companies will nurture in 2011.
  • Campaign DevelopmentEmail Spam Analysis• Pardot tests email content to ensure maximum deliverabilityCross-Client Rendering• Email rendering is tested across the most widely used installed, web-based and mobile interfaces
  • Campaign DevelopmentIntelligent Forms• Forms are built using a Drag-and-Drop builderData Validation• Forms can prevent invalid or free addresses from convertingProgressive Profiling• Upon each subsequent interaction with any form, completed fields are hidden and additional fields will be displayed.
  • Campaign Asset Development Landing Page Design • Pardot Landing pages are designed using an intuitive Drag and Drop Builder Friendly URLs • Pardot landing pages can be deployed with friendly names such as: www2.pardot.com/webinar Bit.ly URLs • Bit.ly integration makes Pardot landing pages social media friendly
  • QUALITY LEADS
  • Lead Tracking & Lead ManagementVisitor Tracking• Anonymous visitors to your site are identified via IP and DNS LookupsLead Tracking• Prospects who convert are tracked• Data captured includes: – Search Terms – Click Path – Pages Viewed – Referrers
  • Lead Tracking & Lead ManagementLead Qualification• Prospects are qualified upon Implicit and Explicit Factors.• Marketing Sherpa and Forrester both estimate that 80% of all leads never have a meaningful conversation sales.Lead Management• Once a lead is identified as being “Sales Ready” it will be routed to the appropriate sales person.
  • ROI
  • Campaign ROI ReportingCampaign Reporting Powered by• Marketing Effectiveness Dashboards allow stakeholders to make actionable decisions about campaigns• Pardot empowers marketers to create ad hoc reports which can be automatically delivered to management on a defined schedule
  • Sales EnablementReal Time Sales AlertsPardot arms sales executiveswith insight into prospectbehavior as well as providesreal-time feedback onresponses to marketingcampaigns. LeadDeck – Real Time Alerts iPhone App – Mobile Enabled Daily Digest – Email Alerts
  • PARDOT IN ACTION
  • TAKEAWAYS +EXAMPLES
  • TAKEAWAY: PLAN & BUILD YOUR FLOW #WEBCENTRIC
  • UX, FLOW & IA #WEBCENTRIC 36
  • TAKEAWAY: ASK ONLY FOR INFORMATION THAT YOU ACUTALLY PLAN TO USE! #WEBCENTRIC
  • FORMS #WEBCENTRIC 38
  • TAKEAWAY: REPURPOSE CONTENT #WEBCENTRIC
  • SocialVideo Job Stories PR CONTENT #WEBCENTRIC 40
  • TAKEAWAY: BE DISRUPTIVE WITH YOUR CREATIVE #WEBCENTRIC
  • LANDING PAGES #WEBCENTRIC 42
  • TAKEAWAY: TRY DIFFERENT EMAILS #WEBCENTRIC
  • Email #WEBCENTRIC 44
  • QUESTIONS? METTERINTERACTIVE.COM
  • THANK YOU! tweet us: @m3tteremail us: info@metterinteractive.com talk to us: 610.419.4510 METTERINTERACTIVE.COM