Pardot – Phase 2     @marcusgrimm     @nxtbook
65%          Magazine 25%Catalog               10%                     Collater                       al
10%
2007       2008              2009                     2010
No Silver Bullets for Us
Sales Ready Lead?– Once we can assign a prospect, we DO  assign a prospect– Our lead to close time is relatively short– Ou...
Timing is Everything– Marry drip campaigns to sales cycles– Velocity to opportunity report– Lead creation to opportunity w...
Funnel Schmunnel• Never let a good story get in the way of a  better sale.• Check your email CTR rates and front-  load yo...
4 Key Campaigns– Our Drip Campaigns– 9 day - REP NOW  • 108 days, average CTR of 4.43%– 18 day  • 216 days, average CTR of...
No Duh– Use our Product as the product  • While we’re educating, we’re also selling.
EU Law• Disclose to visitors that you’re using  cookies• Reverse IP look-up
Simple But Effective3 Tactical Moves  – Personalize emails from reps w/ head shot  – Overlapping territories – create rep ...
Not Figured Out, Yet.Challenges we face:  – Dynamic content critical in our industry  – Thinking through a different strat...
The New Website• Samples will have mini case studies• Forms everywhere• Sticking to form handler, rather than forms
Thank you!  @marcusgrimm  @nxtbook
Pardot Elevate 2011: Pardot "Phase 2" Case Study
Pardot Elevate 2011: Pardot "Phase 2" Case Study
Pardot Elevate 2011: Pardot "Phase 2" Case Study
Pardot Elevate 2011: Pardot "Phase 2" Case Study
Pardot Elevate 2011: Pardot "Phase 2" Case Study
Pardot Elevate 2011: Pardot "Phase 2" Case Study
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Pardot Elevate 2011: Pardot "Phase 2" Case Study

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Pardot's (wise) advice is to start small. But what happens next? Learn how and why one satisfied customer grew from next to nothing to six drip campaigns, more than forty automation rules and an entirely new website just fourteen months after starting with marketing automation.

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Pardot Elevate 2011: Pardot "Phase 2" Case Study

  1. 1. Pardot – Phase 2 @marcusgrimm @nxtbook
  2. 2. 65% Magazine 25%Catalog 10% Collater al
  3. 3. 10%
  4. 4. 2007 2008 2009 2010
  5. 5. No Silver Bullets for Us
  6. 6. Sales Ready Lead?– Once we can assign a prospect, we DO assign a prospect– Our lead to close time is relatively short– Our salespeople are relatively unbusy– The other ways our salespeople spend prospecting time are even less productive
  7. 7. Timing is Everything– Marry drip campaigns to sales cycles– Velocity to opportunity report– Lead creation to opportunity won = 91 days– Lead creation to opportunity lost = 108 days
  8. 8. Funnel Schmunnel• Never let a good story get in the way of a better sale.• Check your email CTR rates and front- load your campaigns
  9. 9. 4 Key Campaigns– Our Drip Campaigns– 9 day - REP NOW • 108 days, average CTR of 4.43%– 18 day • 216 days, average CTR of 6.15%– 30 day • 365 days, average CTR of 2.38%– Accelerator (25% of the 30 day) • Turns a 30 into an 18 (10.86%) – Because we don’t have an endless supply of content… yet.
  10. 10. No Duh– Use our Product as the product • While we’re educating, we’re also selling.
  11. 11. EU Law• Disclose to visitors that you’re using cookies• Reverse IP look-up
  12. 12. Simple But Effective3 Tactical Moves – Personalize emails from reps w/ head shot – Overlapping territories – create rep group – The infamous 13th email and what it taught us
  13. 13. Not Figured Out, Yet.Challenges we face: – Dynamic content critical in our industry – Thinking through a different strategy for our high-touch, high service business – We are relatively small – Improving our conversion ratios: 2.0% of all website visitors become prospects, and 9.7% prospects become opportunities. – Brand new website launching any minute
  14. 14. The New Website• Samples will have mini case studies• Forms everywhere• Sticking to form handler, rather than forms
  15. 15. Thank you! @marcusgrimm @nxtbook
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