1. No
One
Cares
About
Your
Content
(Yet)
Mathew Sweezey
Marketing Evangelist
Pardot, a salesforce.com company
Cliff Seal
User Experience Designer
Pardot, a salesforce.com company
2. Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any
such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ
materially from the results expressed or implied by the forward-looking statements we make. All statements other than
statements of historical fact could be deemed forward-looking, including any projections of product or service availability,
subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of
management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or
technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and
delivering new functionality for our service, new products and services, our new business model, our past operating losses,
possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our
security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions,
the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history
reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on
potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for
the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and
others containing important disclosures are available on the SEC Filings section of the Investor Information section of our
Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are
not currently available and may not be delivered on time or at all. Customers who purchase our services should make the
purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does
not intend to update these forward-looking statements.
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4. NO ONE CARES ABOUT YOUR CONTENT (YET)
Cliff
Seal
@cliffseal
Mathew
Sweezey
@msweezey
#PardotWebinar
5. NO ONE CARES ABOUT YOUR CONTENT (YET)
NASA
MORE
POWER IN
A GOOGLE
SEARCH,
THAN ALL OF
NASA HAD
TO PUT A
MAN ON THE
MOON
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6. NO ONE CARES ABOUT YOUR CONTENT (YET)
Consumer
Executive
Board
2/3
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7. NO ONE CARES ABOUT YOUR CONTENT (YET)
CONTENT
CONTENT
CONTENT
- Seth Godin (1999)
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8. NO ONE CARES ABOUT YOUR CONTENT (YET)
294 Billion
Emails
2 Million Blog
Posts
250 Million
Photos
PER
DAY
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9. NO ONE CARES ABOUT YOUR CONTENT (YET)
First
Impression
1/20
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10. NO ONE CARES ABOUT YOUR CONTENT (YET)
First
Impression
Email Subject Lines
First Web Page
Advertisements
White Papers
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11. NO ONE CARES ABOUT YOUR CONTENT (YET)
Clear
Communication
10
Seconds
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12. NO ONE CARES ABOUT YOUR CONTENT (YET)
Personality Works For
APPROX. LEADS PER DAY
Before
After
10-15
100
Word-of-mouth referrals from current users
make up about 60% of new leads.
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13. NO ONE CARES ABOUT YOUR CONTENT (YET)
PERSONALITY
IS THE
KEY
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14. NO ONE CARES ABOUT YOUR CONTENT (YET)
How do
you
engage?
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15.
Content Engagement
NO ONE CARES ABOUT YOUR CONTENT (YET)
CASUAL
Casual Reading
Consumer’s goal is to stay
informed on their industry,
profession, or topics of interest.
Consistent engagement.
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16. CASUAL
Content Engagement
NO ONE CARES ABOUT YOUR CONTENT (YET)
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17.
Content Engagement
NO ONE CARES ABOUT YOUR CONTENT (YET)
RESEARCH
Research
Consumer’s goal is to obtain
enough information to make an
informed decision. Only research
in a buying cycle.
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19. NO ONE CARES ABOUT YOUR CONTENT (YET)
T R A C K
PEOPLE
DYNAMIC
- Seth Godin (1999)
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20. 77%
Of survey respondents,
said they want different
content at each stage
of research.
Content Statistics
NO ONE CARES ABOUT YOUR CONTENT (YET)
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21. 71%
Prefer content to be
less than 5 pages. Only
1.7% would prefer more
than 5 pages.
Content Statistic
NO ONE CARES ABOUT YOUR CONTENT (YET)
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22.
One to One
Future
NO ONE CARES ABOUT YOUR CONTENT (YET)
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23. NO ONE CARES ABOUT YOUR CONTENT (YET)
Rejection
Based on
Design
94%
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24. NO ONE CARES ABOUT YOUR CONTENT (YET)
Acceptance
Based on
Content
83%
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25. NO ONE CARES ABOUT YOUR CONTENT (YET)
Grok
Your
Prospects
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26.
Grok Your
Prospects
NO ONE CARES ABOUT YOUR CONTENT (YET)
Personas
Are People,
Too.
Has not done
anything in 60
days
Read 3 pages,
and downloaded
a white paper
@cliffseal
#PardotWebinar
27. NO ONE CARES ABOUT YOUR CONTENT (YET)
You’re
good.
GET
BETTER.
#PardotWebinar
28. Run True
Experiments
NO ONE CARES ABOUT YOUR CONTENT (YET)
Have a hypothesis, a
control, and variables!
!
Tripwires (true deadlines)!
!
Correlation != Causation!
!
Use tools properly!
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29. Run True
Experiments
NO ONE CARES ABOUT YOUR CONTENT (YET)
Being
Wrong is
Awesome.
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30. NO ONE CARES ABOUT YOUR CONTENT (YET)
Telephone:
It’s not just
a game for
the kids
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32. NO ONE CARES ABOUT YOUR CONTENT (YET)
Conversions are
their key metric.
Learn the benefits
of “Others Also Like
This”
-Jeff Bezos (2007)
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33. NO ONE CARES ABOUT YOUR CONTENT (YET)
Why does the
US gov only
prosecute
7% of all
internal
leaks?
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34. K.I.S.S
NO ONE CARES ABOUT YOUR CONTENT (YET)
Better
NOT BEST
Should be the words
you say every day
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35. John,
Here is a case study from StageScore
showing how they changed their email
programs to drive more revenue. I
thought you’d enjoy reading it.
Or if you’d like, here is a worksheet
they used to help them start on their
process.
Best,
Mathew Sweezey
2
3
Best Practices
Content
NO ONE CARES ABOUT YOUR CONTENT (YET)
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36.
How we read
Our Email
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
37. 12 3
Blog
Articles
Industry
Blogs
-Any content
about how to
do their job
better
Case Study
Video
Interviews
-Any content
about how
others
benefited
Buyer’s Guide
Comparisons
Sales Sheets
-Any content
about why you
are the best
choice
Best Content
By Stage
NO ONE CARES ABOUT YOUR CONTENT (YET)
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38. NO ONE CARES ABOUT YOUR CONTENT (YET)
Questions
#PardotWebinar
39. Mathew Sweezey
Marketing Evangelist
Pardot, a salesforce.com company
@msweezey / msweezey@salesforce.com
Cliff Seal
User Experience Designer
Pardot, a salesforce.com company
@cliffseal / cseal@salesforce.com
#PardotWebinar
