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Pardot Elevate 2012 - How to Turn Your Acquisition & Nurturing Program Tactics into Playbooks: A Better B2B Marketing Clinic
 

Pardot Elevate 2012 - How to Turn Your Acquisition & Nurturing Program Tactics into Playbooks: A Better B2B Marketing Clinic

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Now that you’re up and running with Pardot, you have the opportunity to elevate your acquisition and nurturing program effectiveness by planning and executing bundles of program tactics in the form ...

Now that you’re up and running with Pardot, you have the opportunity to elevate your acquisition and nurturing program effectiveness by planning and executing bundles of program tactics in the form of strategic playbooks. This hands-on clinic will review real-life marketing program examples, and look at how to apply better program practice to get better results.

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    Pardot Elevate 2012 - How to Turn Your Acquisition & Nurturing Program Tactics into Playbooks: A Better B2B Marketing Clinic Pardot Elevate 2012 - How to Turn Your Acquisition & Nurturing Program Tactics into Playbooks: A Better B2B Marketing Clinic Presentation Transcript

    • Deck and cheat-sheet at www.brainrider.com/pardot2012 Better B2B Marketing Clinic: How to Turn Your Acquisition and Nurturing Programs Into Playbooks Elevate 2012 @Brainrider #pardot2012
    • The Brad Factor2  
    • Key Factors When Planning A Webinar? @Brainrider #pardot20123  
    • Playbook Planning: Integrated Set Of Tactics Around An Objective GOAL @Brainrider #pardot20124  
    • Prioritizing Measurable Objectives How many qualified customers… Generating VISITORS q  Find you & your expertise Awareness & Acquiring PROSPECTS q  Identify themselves & Prospects give permission for contact Nurturing ACTIVE q  Are active PROSPECTS Prospects q  Are increasing their engagement Determining q  Meet Marketing Qualified Lead & Sales MQL/SAL Sales Accepted Lead criteria Readiness q  Signal readiness to buy @Brainrider #pardot20125  
    • Current Programs by ObjectiveFree Excel Planning Template www.brainrider.com/resource/2013-b2b-marketing-plan-template/ @Brainrider #pardot2012
    • Identify & Fill Program Gaps GENERATE & ACQUIRE NURTURE DETERMINE AWARENESS PROSPECTS PROSPECTS SALES READINESS q  Inbound q  Extending the burst q  Contact us q  Resource publishing & q  Auto-responder q  Sales Readiness SEO q  Education program Offers q  Blogging q  Drip program q  Assessment q  Featured downloads q  Activating a burst q  Consultation q  Featured content q  Timed reactivation q  Demo q  Subscribers q  E-newsletters q  Trial q  Events q  List reactivation q  Pricing q  Tradeshows q  Events q  E-quote q  Partner q  Nurturing webinars q  ROI q  Acquisition webinars q  Roadshows q  RFP/RFQ guide q  Social q  Meet & greet q  Case study q  Social publishing q  Events q  Social sharing q  Product webinars q  Partner co-marketing q  Content syndication q  Paid q  PPC q  E-blasts q  Referral/affiliate q  Content sponsorship7  
    • B2B Planning: Program Framework Objective •  Awareness •  Acquisition •  Nurturing •  Conversion Target •  Firma-graphics •  Role •  Need/Pain @Brainrider #pardot20128  
    • B2B Planning: Program Framework Objective •  Awareness •  Acquisition •  Nurturing •  Conversion Target •  Firma-graphics •  Role •  Need/Pain CTA & Offer/ •  Call to action •  Best performing offers/content Content Activity: •  Past results •  Inbound •  Pre- •  Reach •  Outbound •  During Channel & Tactical •  Ability to execute •  Social •  Post- Mix •  Measurability •  Event •  Paid @Brainrider #pardot20129  
    • Content Aligned To Buying Decision If your What’s my How do I fix Are you customer is asking: problem my problem right for me Education Solutions Credentials & They want: & Thought & Product Decision Leadership Suitability Support • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor @Brainrider #pardot201210  
    • Content Aligned To Program Objective If your What’s my How do I fix Are youcustomeris asking: problem my problem right for me ACQUIRE  PROSPECTS   Program Education Solutions Credentials & TheyObjective: want: & Thought & Product NURTURE  PROSPECTS   Decision Leadership Suitability Support DETERMINE  SALES-­‐READINESS   • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor@Brainrider | @Nolin
    • B2B Planning: Program Framework Objective •  Awareness •  Acquisition •  Nurturing •  Conversion Target •  Firma-graphics •  Role •  Need/Pain CTA & Offer/Content •  Call to action (marketing vs sales) •  Best performing offers/content Activity: •  Past results •  Reach •  Inbound •  Outbound •  Pre- •  During Channel & Tactical Mix •  Ability to execute •  Social •  Post- •  Measurability •  Event •  Paid Creative •  Copy •  Design •  Concept Timing •  Start •  End date / ongoing Measuring Results •  Qualified inbound traffic •  New Prospect acquisition •  Prospect Activity •  MQL/SAL12  
    • 13  
    • Marketing Metrics Summit (May 2012) Purpose: Establish a consistent approach to measuring & reporting on the impact that marketing was having on the business Approach: 1)  SET objectives and related goals 2)  DESIGN metrics to ensure marketing is linked to those objectives 3)  GATHER the right data for those metrics 4)  COMMUNICATE our objectives and how they’re being measured to business leadership 5)  EVALUATE and refine approach based on how well the objectives are achieved14  
    • Working Group – Define KPIs (Objectives & Metrics) Group Objectives: 1)  Define marketing KPIs (objectives & related metrics) to better, more consistently measure success against revenue and budget targets 2)  Analyze 2011 and 2012 YTD marketing results based on this framework to determine baselines 3)  Provide framework & related recommendations/guidance necessary for capturing & reporting on our success to multiple audiences moving forward15  
    • TheOnionFactor
    • What We Explored & Discovered… •  Why are marketing objectives & related metrics important to us? What should we be measuring & how, and to whom should we be reporting our findings? •  What’s the current state? –  Wide disparities & inconsistencies –  Legacy (“bad”) data sources –  New, vastly unexplored sources –  Unknown standards/behavior17  
    • Working Group Outcomes – 5 KPIs 5  Key  Performance  Indicators  (KPIs)   Metrics   Audiences   1.  Marke<ng  Contribu<ons  to   New  &  Expansion  Revenue,  Customer   Business  Leaders   Business  Objec<ves   Renewals,  Total  Revenue  &  Pipeline   Revenue   2.  Marke<ng  Objec<ves   OpportuniMes,  MarkeMng-­‐to-­‐Sales   MarkeMng  Leaders   Handoffs,  Prospects   3.  Marke<ng  Diagnos<cs:  Programs   Customer  Renewals,  New  &  Expansion   Product  Marketers,   (by  Source,  Campaign,  Product)   Revenue,  Prospects,  MarkeMng  Reach,   MarkeMng  OperaMons   Qualified  Online  Traffic,  Offer  &   Specialists   CreaMve  TesMng   4.  Marke<ng  Diagnos<cs:  Content     “Findability”,  “Engagement”,  “Value”   Product  Marketers,   (by  Category,  Type,  Format)   MarkeMng  OperaMons   Specialists   5.  Marke<ng  Diagnos<cs:  Qualita<ve   Customer  Engagement,  Win/Loss   Business  &  MarkeMng   Reports   Improvement,  New  References   Leaders  18  
    • Lessons Learned From “The Field” 1 This ‘Playbook’ stuff isn’t always easy 2 Someone must be ‘The Manager’ (or ‘Head Coach’) 3 Commit to ‘Blocking & Tackling’ 4 Revise the ‘Game Plan’ when/where needed19  
    • For More Information Go to Brainrider.com/pardot2012 for a copy of this deck Email pmartinonline@gmail.com linkedin.com/in/pmartinonline Email scott@brainrider.com Get free resources at brainrider.com/practice-resources. Follow us at twitter.com/brainrider Visit us on linkedin.com/company/brainrider20