Pardot Elevate 2012 - How Pardot Uses Pardot (Keeping Up With the Pardashians)

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Take a peek behind the Pardot curtain with Adam Blitzer, Co-founder and COO of Pardot, as he shows you how the Pardot marketing team manages their internal campaigns using the Pardot platform. This session, back by popular demand, will include information on new techniques and changes from last year to now.

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Pardot Elevate 2012 - How Pardot Uses Pardot (Keeping Up With the Pardashians)

  1. 1. @adamblitzer
  2. 2. Content is hard!
  3. 3. Start “cheating”
  4. 4. Survey•  Pick  a  topic  each  quarter  •  Keep  it  short  –  no  more  than  10   ques6ons  •  Offer  a  small  incen6ve  (but  obey   the  law!)  •  Easy  to  promote  –  thanks  social   media!  •  The  results  might  surprise  you  –   that’s  ok!  •  2  weeks  for  responses  
  5. 5. Press release•  Catchy  headline  •  Just  the  facts  •  Use  client  /  analyst   quotes  
  6. 6. Infographic
  7. 7. Blog post•  Point  of  view  •  Sharing  links  •  Infographic  •  Embed  instruc6ons  
  8. 8. White paper•  You  have  this   already  right?  
  9. 9. Webinar•  Live  webinar  •  Record  it  •  Post  to  blog  •  Share!  
  10. 10. Interviews•  PR  pitches  when   survey  ends  •  Embargo  
  11. 11. You become an authority
  12. 12. Why newsjack?•  Newsjacking  is  fun  to  say  •  Allows  content  to  “come  to  you”  •  Google  now  indexes  in  near  real  6me  –  key  for   journalists  
  13. 13. Make the connections•  Tie  things  back  to  what  you  do  •  Have  a  point  of  view  •  Can’t  be  too  much  of  a  stretch  •  Don’t  spam!  
  14. 14. Move crazy fast
  15. 15. SHOUT IT FROM THEMOUNTAINTOPS!
  16. 16. Do this
  17. 17. Don’t do this
  18. 18. DON’T LET YOURCONTENT GO STALE!
  19. 19. Arm your sales team•  Take  all  of  the  content  you  made  using  what   we  just  talked  about  and  give  it  to  sales  reps  •  Add  to  signatures  •  Have  reps  send  it  out  via  email  plugins  •  Set  up  “sales  drips”  
  20. 20. Set up drips with the fake forward
  21. 21. Set up drips with the fake forward•  Lets  you  send  HTML  emails  without  seeming   marke6ng-­‐y  •  Personalized  from  the  rep  •  It  fools  me…  and  I  founded  a  marke6ng   automa6on  company  damn  it  
  22. 22. Questions?

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