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Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
Tales From the Marketing Automation Trenches - Pardot Users Conference
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Tales From the Marketing Automation Trenches - Pardot Users Conference

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Transcript

  • 1. Tales from the Marketing Automation Trenches
  • 2. motum b2b
  • 3. My message today
    • big picture about marketing automation
    • planning your content
    • basic needs for success
    • executing targeted campaigns
  • 4. The b2b buying cycle is changing ? The b2b buying cycle is changing ! The b2b buying cycle is changing ;-)
  • 5. motum b2b & Pardot
    • introduced Fall 2008
    • V.A.R. in Q1, 2009
    • 1 st client Q1, 2009
    • 9 clients – directly managing 7
    • part of core of our business model
    • powers content marketing
  • 6. motum b2b’s Marketing Machine
  • 7.  
  • 8.  
  • 9. motum b2b’s approach
  • 10. Clearly define your goals
    • sell more
    • indicators of engagement
      • new leads at the top of the funnel
      • conversion from anonymous to prospect
      • active prospects
      • assigned prospects
      • opportunities created
    • refine into KPIs
  • 11. What is the sales landscape
    • sales acceptance
      • crossed or open arms
    • sales needs
      • net new revenue
      • average first sale value
      • conversion rate
      • length of the sales cycle
  • 12. Content Audit
    • everything and anything you have
    • determine its value and what prospects will pay for it
    • identify any gaps
      • content
      • opportunity warm-up
    • organize it
      • prospect engagement level
      • subject matter
      • customer segment
  • 13.  
  • 14. The Content Molecule
    • properties and elements
    • bonds with other molecules
    • forms more complex structures
  • 15. The Content Molecule
    • So what characteristics and properties do you need to define for the molecule?
      • email teaser
      • call to action button design
      • landing page
      • Form fields
      • auto response email
      • file or link
      • automation & scoring
  • 16. The Content Molecule
  • 17. Content Molecule Chains
  • 18. The Content Closet
    • What’s in your wardrobe?
      • Expensive stuff that you really like and use a lot
      • Trendy things that you use a lot for a short time
      • Accessories that don’t stand alone
      • Accessories that emphasize
      • Special occasion items
  • 19. The Content Closet
  • 20.  
  • 21. Optimize for Inbound Marketing
    • Are you findable?
    • Do you have paths to your front door?
    • Do people leave with something?
  • 22.  
  • 23.  
  • 24. The Marketing department is in Atlanta for the week. Now what?
    • basic level of automated activity
    • identification to warm prospect
    • triggered by identification gateways
    • adjusted by inbound pathway
  • 25. Put the pieces together a targeted outreach campaign
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35. Final thoughts
    • thank you
    • questions
    • Scott Moore – smoore@motumb2b.com
    • www.motumb2b.com

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