5 Campaigns
to Trump Your Marketing Slump
Mathew Sweezey
Marketing Evangelist
@msweezey
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
1
#

#PardotWebinar
Set-Up

Pick a medium
to use for Lead
Generation.

*Create	
  a	
  campaign	
  to	
  track	
  ROI	
  from	
  this	
  campa...
Drivea
Leads to

Landing Page
*Automa9on	
  rule	
  scores	
  leads	
  
for	
  going	
  to	
  this	
  landing	
  page.	
  ...
Auto-Responder

Save the
HTML

*Email	
  should	
  come	
  from	
  a	
  
person	
  in	
  your	
  company.	
  
Hyperlink	
 ...
Nurture
based on
lead score
and interest

*Start	
  with	
  3	
  emails	
  in	
  your	
  nurture	
  
program.	
  	
  
#Par...
Landing Page with Form
Auto-responder Email
Nurture Program
#PardotWebinar
2

#
#PardotWebinar
#PardotWebinar

GOAL
CONTENT
TIMING
Move to next Stage
Use Rich Text
6-45 days

#PardotWebinar
Nurture Email
Subject Line
Copy
Call-to-Action

*Keep	
  it	
  short	
  and	
  sweet.	
  Write	
  to	
  a	
  friend,	
  no...
Segmentation List
3 Nurturing Emails
Automation Rule
#PardotWebinar
3

#
#PardotWebinar
Drivea
Leads to

Landing Page
*Landing	
  page	
  has	
  the	
  sign-­‐up	
  
for	
  the	
  webinar.	
  Use	
  this	
  to	...
Auto-Responder

Save the
DATE

*Email	
  can	
  come	
  from	
  your	
  form	
  
or	
  the	
  Webinar	
  tool.	
  	
  

#P...
Nurture Post-Webinar
Use Recording of Webinar
6-45 days

#PardotWebinar
List of Registrants
1 Auto-responder
3 Nurturing Emails
Automation Rules
#PardotWebinar
4

#

#PardotWebinar
COLD with
LEADS
Find them
Automation
Rules

*Use	
  behavioral	
  data	
  or	
  CRM	
  data.	
  	
  
#PardotWebinar
Bring Back to Life
Use light content
12-45 days

#PardotWebinar
List of Cold Leads
3 Nurturing Emails
Automation Rules
#PardotWebinar
5

#
#PardotWebinar
SALES DRIP
GIVE SALES
AN EXCUSE

*Either	
  automate	
  or	
  allow	
  sales	
  to	
  
add	
  prospects	
  to	
  drip	
  i...
Give Sales an Excuse
Mix up Content
Follow Sales Cadence

#PardotWebinar
List visible in CRM
3 Nurturing Emails
Automation Rules
#PardotWebinar
#PardotWebinar
Mathew Sweezey
Marketing Evangelist
@msweezey
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5 Campaigns to Trump Your Marketing Slump

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So, you can send slick-looking emails, produce great landing pages and track your prospect activity. Great! Let's pull it all together with some new campaign ideas!

Make that next step by joining Mathew Sweezey and explore five great campaign ideas that will help you gain visibility for your company and products, increase prospect engagement and help positively influence your company's bottom line.

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5 Campaigns to Trump Your Marketing Slump

  1. 1. 5 Campaigns to Trump Your Marketing Slump Mathew Sweezey Marketing Evangelist @msweezey
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. 1 # #PardotWebinar
  4. 4. Set-Up Pick a medium to use for Lead Generation. *Create  a  campaign  to  track  ROI  from  this  campaign.     #PardotWebinar
  5. 5. Drivea Leads to Landing Page *Automa9on  rule  scores  leads   for  going  to  this  landing  page.     #PardotWebinar
  6. 6. Auto-Responder Save the HTML *Email  should  come  from  a   person  in  your  company.   Hyperlink  to  your  content.       #PardotWebinar
  7. 7. Nurture based on lead score and interest *Start  with  3  emails  in  your  nurture   program.     #PardotWebinar
  8. 8. Landing Page with Form Auto-responder Email Nurture Program #PardotWebinar
  9. 9. 2 # #PardotWebinar
  10. 10. #PardotWebinar GOAL CONTENT TIMING
  11. 11. Move to next Stage Use Rich Text 6-45 days #PardotWebinar
  12. 12. Nurture Email Subject Line Copy Call-to-Action *Keep  it  short  and  sweet.  Write  to  a  friend,  not  a  prospect.     #PardotWebinar
  13. 13. Segmentation List 3 Nurturing Emails Automation Rule #PardotWebinar
  14. 14. 3 # #PardotWebinar
  15. 15. Drivea Leads to Landing Page *Landing  page  has  the  sign-­‐up   for  the  webinar.  Use  this  to  score   prospects,  as  well.     #PardotWebinar
  16. 16. Auto-Responder Save the DATE *Email  can  come  from  your  form   or  the  Webinar  tool.     #PardotWebinar
  17. 17. Nurture Post-Webinar Use Recording of Webinar 6-45 days #PardotWebinar
  18. 18. List of Registrants 1 Auto-responder 3 Nurturing Emails Automation Rules #PardotWebinar
  19. 19. 4 # #PardotWebinar
  20. 20. COLD with LEADS Find them Automation Rules *Use  behavioral  data  or  CRM  data.     #PardotWebinar
  21. 21. Bring Back to Life Use light content 12-45 days #PardotWebinar
  22. 22. List of Cold Leads 3 Nurturing Emails Automation Rules #PardotWebinar
  23. 23. 5 # #PardotWebinar
  24. 24. SALES DRIP GIVE SALES AN EXCUSE *Either  automate  or  allow  sales  to   add  prospects  to  drip  in  CRM.     #PardotWebinar
  25. 25. Give Sales an Excuse Mix up Content Follow Sales Cadence #PardotWebinar
  26. 26. List visible in CRM 3 Nurturing Emails Automation Rules #PardotWebinar
  27. 27. #PardotWebinar
  28. 28. Mathew Sweezey Marketing Evangelist @msweezey
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