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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 …

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

  • Transcript

    • 1. How Pardot Uses Pardot Keeping up with the Pardashians #pardot2010
    • 2. What’s in store? • Pardot team • Social • Landing pages • Measurement • Lead triage • Bonus: direct mail • Lead nurturing #pardot2010
    • 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. Pardot Marketing Team Laura - an army of one #pardot2010
    • 5. The Good Old Days • Smoke and mirrors • “Branding” • Leads, leads, leads • ROI? Who cares? #pardot2010
    • 6. The Good Old Days • Smoke and mirrors • “Branding” • Leads, leads, leads • ROI? Who cares? #pardot2010
    • 7. The New Reality • Do more with less • Show me the money • Marketing is a cost ctr. • Branding? Who cares? #pardot2010
    • 8. The New Reality • Do more with less • Show me the money • Marketing is a cost ctr. • Branding? Who cares? #pardot2010
    • 9. Landing Pages #pardot2010
    • 10. Landing Pages Buying a Competitor’s Keyword #pardot2010
    • 11. Landing Pages Buying a Competitor’s Keyword #pardot2010
    • 12. Content Chains • Cross-sell • Profile • Re-use #pardot2010
    • 13. Content Chains • 1-2 fields • Pay attention to required / optional #pardot2010
    • 14. Lead Triage #pardot2010
    • 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. WWPD Every lead gets a 60 second eyeball profile, activity, “sniff” test #pardot2010
    • 17. Determine Company Size EVERYONE has a LinkedIn profile #pardot2010
    • 18. Assigning Out the Lead Assign to account owner, queue, or round robin #pardot2010
    • 19. Lead Nurturing #pardot2010
    • 20. Kicking Back to Marketing #pardot2010
    • 21. Suppression Hierarchy • Multiple drips? Be careful! • Over suppress • One drip becomes the master • Descending importance #pardot2010
    • 22. Suppression (contd.) Drip Program Importance Suppresses A High None B Medium A C Low A and B #pardot2010
    • 23. Lead Recycling #pardot2010
    • 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. You may have lost but... • Largely text-based • Casual subject • Link to dynamic page (blog, news, etc.) • Personalized by rep #pardot2010
    • 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. Social Media #pardot2010
    • 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. Twitter Mining in Action! Marketing gets an alert #pardot2010
    • 30. Twitter Mining in Action! Jump to Twitter Profile #pardot2010
    • 31. Twitter Mining in Action! Jump to LinkedIn Profile #pardot2010
    • 32. Twitter Mining in Action! Find Phone Number #pardot2010
    • 33. Social Media Tips • Alerts for self, competitors, industry • Negative keywords • Participate! • Keep it classy #pardot2010
    • 34. Measurement #pardot2010
    • 35. Hard Numbers: Marketing KPIs • Assigned leads (MQLs) • Marketing sourced opportunities (SQLs) • Recycled leads that become opps #pardot2010
    • 36. Soft Numbers: Branding Stats • Super hard to measure • Look for searches for your name in Google • Social media mentions #pardot2010
    • 37. Bonus: Direct Mail #pardot2010
    • 38. Direct Mail: The Problem • Buyers trained to ignore most snail mail #pardot2010
    • 39. Enter “Lumpy Mail” • Almost no one ignores a package (it’s lumpy) • NO ONE ignores a package from Amazon! #pardot2010
    • 40. Industry Book • Authority • No one throws out a book • On-demand fulfillment -- REALLY easy #pardot2010
    • 41. Questions? #pardot2010