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Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference

Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference






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  • DANMultiplying Results at Every Touchpoint in the Buyer’s Journey This panel presentation/discussion will serve as a how-to for B2B marketers compelled to maximize their prospect development efforts. Panelists will discuss how the lack of alignment between marketing and sales can lead to common mistakes—including failure to establish a clear and mutually agreed upon definition of market, media and offer. Pardot users attending Elevate 2010 will come away with actionable solutions for multiplying results at every stage of the buyer’s journey. Market: Learn how most companies market too broadly and subsequently miss a significant percentage of likely buyers, and how applying advanced market intelligence to identify and target only the highest-return segments can increase sales performance while reducing marketing costs. Media: Understand how to align buy cycle with the right methods including a mix of mediums—email, outbound calling, voicemail, websites, whitepapers, virtual tradeshows and direct mail—and build credibility and familiarity with busy decision makers and increase the potential of impact at a point when needs are high. Offer: Gain insight into the need for clear, concise and consistent messaging that speaks to buyers’ pain points, and the importance of using content and no registration pages to qualify prospects.  Panelists consist of Karla Blalock, senior vice president of solution services for prospect development company, PointClear; Paul McKeon, founder and CEO of The Content Factor, a leading provider of content creation, information architecture and writing services to the B2B market; Dan McDade, president and CEO of PointClear, and Pardot client; and Jeff Ramminger, svp, products & search strategy for TechTarget, a provider of technology solutions and information through a network of business technology search sites.
  • DAN
  • JEFF
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  • JEFFOld:Old controlled circulation model - Point-in-time data collection on a wide range of reader attributesHow relevant are those entry criteria today? What’s happened since then?New:Demonstrates their most current Interest, Project, and OpportunityLeveraging their activities increases your ability to be successful with your sales and marketing efforts!
  • JEFF
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  • PAUL
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  • DAN

Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference Presentation Transcript

  • Multiplying Results at Every Touchpoint in the Buyer’s Journey
    Pardot User Conference
    September 29, 2010
  • Panel Discussion
  • Introduction
  • Is this your market?
  • Or is this your market?
  • Define it…
    #1 Company with $250 million in sales & 1,500 employees
    #2 Retailers, Distributors, Healthcare and services
    #3 Many locations or stores
    #4 Mobile workforce
    #5 Headquartered in North America
  • Sales & Marketing
    have to work
  • Compare it to your customers
  • Compare it to your visitors
  • Is this your data?
  • Or this….
  • Or this?
  • This is better…
  • Bad data costs $$$
    How much it costs to fix a contact upon it entering your database
    How much it costs to keep a bad record in your database, use it and clean it up later
  • Best in class databases
  • Average.
  • Then what?
  • Prioritize it
  • No segmentation
    Target this market
    of 1,000
    …end with 50 leads
  • Segmentation
    Find & target the high interest segments
    Get 84% of the results in 60% of the spend
  • ..and, improve your
  • Let’s recap
    Define your market
  • Let’s recap
    Validate the definiton
  • Let’s recap
    Combine your databases
  • Let’s recap
    Clean & Enhance
  • Let’s recap
    Identify priorities
  • Media
    Publishers and Marketing Automation – A Love Story
    • A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation
  • What Do Publishers Know?
    What kinds of content assets do users prefer and interact with?
    Which content resonates in a particular portion of the buy-cycle?
  • The Publisher’s Challenge
    How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites?
    How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor?
    What does a publisher driven nurturing offering look like?
  • The Publishing World has Changed
    NEW WAY: Real Time
    Now learn from the richer viewof a user’s current Activity
    OLD WAY: Point in time
    Used to depend on traditional information gathering
  • Activity Intelligence™Methodology
  • A Multi-step Marketing Automation Model – Moving from MQLs to SQLs
    Client Marketing &
    Data/Service Delivery
    Leads with
    Activity Data
    Pass-thru of Activity
    Intelligence Data to
    Client MAM / CRM Solution
    Custom Nurturing
    Executed by Client
    From Simple Re-messaging
    And Content Follow-up To
    Custom Nurturing Campaigns
    Driven By User Activities
    as well as
    Through Email and
    Website Activities
    Custom Nurturing
    Executed by TechTarget
    From Simple Re-messaging
    And Content Follow-up
    Custom Nurturing Campaigns
    Driven By User Activities
  • You want me to take the time to?
    “Laboriously type my name and job related information into a cumbersome form.”
    “Give you my email, so you can spam me”
    “Give you my phone number, so you can have some sales rep call me.”
    Sure. I’ll do that!
  • Biggest challenges facing email marketing
    Recipient mailboxes are swamped and all email suffers
    Spam is eroding trust in email
    Email doesn’t get the budget/attention it deserves
    Willingness of people to opt-in to new email lists
    Lack of accountability/measurement
    Difficulty with effective email creative due to image blocking
  • The best way to meet e-marketing campaign objectives
    • Engage them
    • Get them to “trust us’
    • Teach them something
    • Get them to view us as a valued partner
    Send prospects a lot more emails
    “Fire hose” them with a lot of white papers
    Send them a lot of product offers
    Make them a lot of special deals
  • Offer
    The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing
    Content – the creation of a steady stream of engaging content
    Connection – connecting with the audience you wish to attract
    Communication – communicating with them in an ongoing conversation
    Conversion – and then converting them at the illusive moment of need
    Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya
  • Questions?