How Pardot Uses Pardot
Keeping up with the Pardashians




                                  #pardot2010
What’s in store?


•   Pardot team
                     •   Social
•   Landing pages
                     •   Measurement
...
Pardot Sales Team

•   8 guys and one very
    brave girl

•   100% inside sales

•   100% “cold to close”

•   Eat their ...
Pardot Marketing Team




    Laura - an army of one
                             #pardot2010
The Good Old Days

• Smoke and mirrors
• “Branding”
• Leads, leads, leads
• ROI? Who cares?

                           #p...
The Good Old Days

• Smoke and mirrors
• “Branding”
• Leads, leads, leads
• ROI? Who cares?

                           #p...
The New Reality

• Do more with less
• Show me the money
• Marketing is a cost ctr.
• Branding? Who cares?

              ...
The New Reality

• Do more with less
• Show me the money
• Marketing is a cost ctr.
• Branding? Who cares?

              ...
Landing Pages



                #pardot2010
Landing Pages
Buying a Competitor’s Keyword




                            #pardot2010
Landing Pages
Buying a Competitor’s Keyword




                            #pardot2010
Content Chains


• Cross-sell
• Profile
• Re-use

                           #pardot2010
Content Chains


•   1-2 fields

•   Pay attention
    to required /
    optional




                                  #p...
Lead Triage



              #pardot2010
Lead Triage:
      Common Problems
• No dedicated sales ops staff
• Big lead gen campaigns can swamp you
• No rhyme or rea...
WWPD
Every lead gets a 60 second eyeball




    profile, activity, “sniff” test
                                      #pa...
Determine Company Size




 EVERYONE has a LinkedIn profile
                                   #pardot2010
Assigning Out the Lead




Assign to account owner, queue, or round robin
                                            #par...
Lead Nurturing



                 #pardot2010
Kicking Back to Marketing




                       #pardot2010
Suppression Hierarchy


•   Multiple drips? Be careful!

•   Over suppress

•   One drip becomes the master

•   Descendin...
Suppression (contd.)

Drip Program Importance   Suppresses

     A          High        None

     B        Medium        ...
Lead Recycling



                 #pardot2010
You may have lost but...

• Gosh darn it people like you!
• Stay top of mind, especially around
  renewal
• Use static tem...
You may have lost but...

•   Largely text-based

•   Casual subject

•   Link to dynamic
    page (blog, news,
    etc.)
...
Sample Drip Cadence

• New trial or new client activation -- up to
  once per day
• Deal pushed out -- at most once every
...
Social Media



               #pardot2010
Twitter Mining

• Marketing gets alerts
• Quick LinkedIn search
• Check CRM then fire off to sales
• Sales calls (tag sour...
Twitter Mining in Action!




     Marketing gets an alert
                               #pardot2010
Twitter Mining in Action!




     Jump to Twitter Profile
                               #pardot2010
Twitter Mining in Action!




    Jump to LinkedIn Profile
                               #pardot2010
Twitter Mining in Action!




      Find Phone Number
                          #pardot2010
Social Media Tips

• Alerts for self, competitors, industry
• Negative keywords
• Participate!
• Keep it classy

         ...
Measurement



              #pardot2010
Hard Numbers:
       Marketing KPIs

• Assigned leads (MQLs)
• Marketing sourced opportunities (SQLs)
• Recycled leads tha...
Soft Numbers:
              Branding Stats

•   Super hard to measure

•   Look for searches for
    your name in Google

...
Bonus: Direct Mail



                     #pardot2010
Direct Mail:
                  The Problem


•   Buyers trained to ignore
    most snail mail




                        ...
Enter “Lumpy Mail”


•   Almost no one ignores a
    package (it’s lumpy)

•   NO ONE ignores a package
    from Amazon!

...
Industry Book


•   Authority

•   No one throws out a book

•   On-demand fulfillment --
    REALLY easy




            ...
Questions?



             #pardot2010
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Pardot Elevate 2010: How Pardot Uses Pardot: Keeping up with the Pardashians

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Pardot COO Adam Blitzer presents on Pardot's own use of Pardot Marketing Automation from a marketing department's perspective. Adam originally delivered this presentation at Elevate 2010, Pardot's first annual users conference.

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  • Email content is fairly static but links to pages whose content changes (features, news, etc.)
    Personalize
    Can use competitor’s name as a dynamic field
  • Draft off of bigger competitors -- they sprint, you draft
    Expect tit for tat.
    Competitor once bought “Adam Blitzer”
  • Repeat copy and keywords.
    Helps quality score making bids cheaper.
  • Emails should also cross sell!



  • Just like skimming reading comprehension on the SATs
  • Just like skimming reading comprehension on the SATs
  • Test drives and contact us submissions treated differently

  • Drop down maps to list in Pardot
    Also good for reporting later
    Different tracks for different velocities (call me next month is different from call me later this year)


  • Lead recycling for dead deals and lost deals.
  • Email content is fairly static but links to pages whose content changes (features, news, etc.)
    Personalize
    Can use competitor’s name as a dynamic field



  • Majority of tweets we see have a real name
    Most people using Twitter have a LinkedIn account
    Speed rules
  • TweetDeck, Socialite, etc.



  • Classy -- Omnipress on Marketing Profs; recommended four competitors

  • Traffic is an old stat.
    Leads generated is an old stat.
    All campaigns rated on assigned leads and opps.

  • Direct searches month over month
    Mentions month over month



  • Mathew Sweezey
  • Have rep check a box
    Use a CRM workflow if you are fancy
    Let us know if you want a copy

  • Pardot Elevate 2010: How Pardot Uses Pardot: Keeping up with the Pardashians

    1. 1. How Pardot Uses Pardot Keeping up with the Pardashians #pardot2010
    2. 2. What’s in store? • Pardot team • Social • Landing pages • Measurement • Lead triage • Bonus: direct mail • Lead nurturing #pardot2010
    3. 3. Pardot Sales Team • 8 guys and one very brave girl • 100% inside sales • 100% “cold to close” • Eat their own dog food #pardot2010
    4. 4. Pardot Marketing Team Laura - an army of one #pardot2010
    5. 5. The Good Old Days • Smoke and mirrors • “Branding” • Leads, leads, leads • ROI? Who cares? #pardot2010
    6. 6. The Good Old Days • Smoke and mirrors • “Branding” • Leads, leads, leads • ROI? Who cares? #pardot2010
    7. 7. The New Reality • Do more with less • Show me the money • Marketing is a cost ctr. • Branding? Who cares? #pardot2010
    8. 8. The New Reality • Do more with less • Show me the money • Marketing is a cost ctr. • Branding? Who cares? #pardot2010
    9. 9. Landing Pages #pardot2010
    10. 10. Landing Pages Buying a Competitor’s Keyword #pardot2010
    11. 11. Landing Pages Buying a Competitor’s Keyword #pardot2010
    12. 12. Content Chains • Cross-sell • Profile • Re-use #pardot2010
    13. 13. Content Chains • 1-2 fields • Pay attention to required / optional #pardot2010
    14. 14. Lead Triage #pardot2010
    15. 15. Lead Triage: Common Problems • No dedicated sales ops staff • Big lead gen campaigns can swamp you • No rhyme or reason (objectivity) to qualification process • Leads not distributed equitably #pardot2010
    16. 16. WWPD Every lead gets a 60 second eyeball profile, activity, “sniff” test #pardot2010
    17. 17. Determine Company Size EVERYONE has a LinkedIn profile #pardot2010
    18. 18. Assigning Out the Lead Assign to account owner, queue, or round robin #pardot2010
    19. 19. Lead Nurturing #pardot2010
    20. 20. Kicking Back to Marketing #pardot2010
    21. 21. Suppression Hierarchy • Multiple drips? Be careful! • Over suppress • One drip becomes the master • Descending importance #pardot2010
    22. 22. Suppression (contd.) Drip Program Importance Suppresses A High None B Medium A C Low A and B #pardot2010
    23. 23. Lead Recycling #pardot2010
    24. 24. You may have lost but... • Gosh darn it people like you! • Stay top of mind, especially around renewal • Use static templates that link to dynamic content #pardot2010
    25. 25. You may have lost but... • Largely text-based • Casual subject • Link to dynamic page (blog, news, etc.) • Personalized by rep #pardot2010
    26. 26. Sample Drip Cadence • New trial or new client activation -- up to once per day • Deal pushed out -- at most once every two weeks • Deal lost -- once per quarter #pardot2010
    27. 27. Social Media #pardot2010
    28. 28. Twitter Mining • Marketing gets alerts • Quick LinkedIn search • Check CRM then fire off to sales • Sales calls (tag source) • Process takes 10 minutes or less #pardot2010
    29. 29. Twitter Mining in Action! Marketing gets an alert #pardot2010
    30. 30. Twitter Mining in Action! Jump to Twitter Profile #pardot2010
    31. 31. Twitter Mining in Action! Jump to LinkedIn Profile #pardot2010
    32. 32. Twitter Mining in Action! Find Phone Number #pardot2010
    33. 33. Social Media Tips • Alerts for self, competitors, industry • Negative keywords • Participate! • Keep it classy #pardot2010
    34. 34. Measurement #pardot2010
    35. 35. Hard Numbers: Marketing KPIs • Assigned leads (MQLs) • Marketing sourced opportunities (SQLs) • Recycled leads that become opps #pardot2010
    36. 36. Soft Numbers: Branding Stats • Super hard to measure • Look for searches for your name in Google • Social media mentions #pardot2010
    37. 37. Bonus: Direct Mail #pardot2010
    38. 38. Direct Mail: The Problem • Buyers trained to ignore most snail mail #pardot2010
    39. 39. Enter “Lumpy Mail” • Almost no one ignores a package (it’s lumpy) • NO ONE ignores a package from Amazon! #pardot2010
    40. 40. Industry Book • Authority • No one throws out a book • On-demand fulfillment -- REALLY easy #pardot2010
    41. 41. Questions? #pardot2010

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