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Pardot Elevate 2011 - Keeping up with the Pardashians (How Pardot Uses Pardot)

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This is the 2011 edition of my Elevate presentation on how we eat our own dogfood. It gives some insight into our marketing processes and also illustrates a few of the successes and stumbles we made …

This is the 2011 edition of my Elevate presentation on how we eat our own dogfood. It gives some insight into our marketing processes and also illustrates a few of the successes and stumbles we made along the way to building a pretty strong sales and marketing machine. See if you can keep up with the Pardashians!

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  • Everything important above the fold.Form is short, obvious, and the only call to action.
  • Thank you page confirms registration but also cross-sells other collateral.
  • Simple and easy to imagine being personalized.Gives two options for webinars.
  • Simple and easy to imagine being personalized.Gives two options for webinars.
  • Recording sent within 24 hours. Cross-sells next webinar.
  • Recording sent within 24 hours. Cross-sells next webinar.
  • May have to split the video to post to YouTube or Facebook.Many people forget that you can post videos to Slideshare
  • Recording sent within 24 hours. Cross-sells next webinar.
  • Tag email templates, forms, landing pages, etc. so you can easily find them
  • Copy the assets and start the next cycle

Transcript

  • 1. How Pardot Uses PardotMarketing tips and tricksPresented by:Adam Blitzer, COO, PardotNovember 15, 2011
  • 2. A little about me• Co-founder of Pardot• Spent many years in Japan for judo (これを読めたら後で話しましょう!)• “Best-selling” author
  • 3. What will we talk about?• Webinar strategy• In person events• Retargeting• Social prospecting
  • 4. Weekly webinars:The killer cadence
  • 5. Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
  • 6. Landing page / form
  • 7. Thank you page
  • 8. Invitation email
  • 9. Other ways to promote• Social posts• Email signatures• Hello Bar
  • 10. Post video with
  • 11. Recording email
  • 12. Keep posting the video
  • 13. Then share it!
  • 14. Tag all of the assets
  • 15. Rinse and repeat
  • 16. Tradeshows:Separating wheat from chaff
  • 17. Common Event Issues• You get a stack of business cards• All leads look the same• Your follow-ups blend in with everyone else’s
  • 18. iPads > Lead Scanners
  • 19. iPad + Kiosk Mode Forms• Feeds straight into Pardot• Immediate touch with autoresponder• Easy to kickoff drip program• iPads for leads / scanners for contest entries
  • 20. Retargeting:If at first you don’t succeed…
  • 21. What the heck is it?Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
  • 22. Example – Pardot is everywhere!
  • 23. Tip – cap the frequency• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
  • 24. Tip – tie creative to page view• Ads should be as relevant as possible• Especially effective with SEM
  • 25. Tip – add a “kill switch”• Add after conversions• Add to login page
  • 26. Tip – consider client-specific ads• Educational webinars• Training• User community• Blog subscription• Social profiles
  • 27. Tip – understand and honor opt-outs• Different ad networks have different rules• Different countries have different rules• Make opt-out language part of your privacy policy
  • 28. Social media lead generation:A practical example
  • 29. LinkedIn – Q&A
  • 30. LinkedIn – personal profile
  • 31. LinkedIn – company profile
  • 32. Jigsaw – company profile
  • 33. LinkedIn – my response
  • 34. We didn’t – connect on LinkedIn
  • 35. We didn’t – friend on Facebook
  • 36. We didn’t – self-promote
  • 37. We did – follow her on Twitter
  • 38. We did – call her
  • 39. We did – send her our “best-seller”
  • 40. We did – win the deal
  • 41. Questions?