Using	  Pardot	  to	  Get	  the	  Most	       from	  Trade	  Shows	                   John	  Matera	               Directo...
Trade	  Shows	  and	  Conferences	  
Context	                          =	  Small	                     =	  Precious	        +                        =	  75%	  B...
Concern:	  Produc:vity	  Curve	  FlaLening	  
2012	  Goals	  25%	      Partner	  Impressions,	  Leads	  25%	      End	  User	  Leads	             Social	  Media	       ...
Connector	                          Landing	  Page	                          File	   Key	  Enabling	      Custom	  Redirec...
First	  Event	  Partners	  +	  End	      Users	  
Pre-­‐Conference	    Email	  
Large	  Post	  Card	  “Leave	  Around”	  Font!	  
Prize	  Drawings	  
Second	  Event	  August	  12-­‐17,	  2012	  	  Nashville,	  TN	      Partners	  +	  End	          Users	  
Pre-­‐Conference	  Email	        TLDR      	  
Print	  Ads	  
Business	  Card	  Hand-­‐Out	  
RedTail	  Conference	  Guide	  Webpage	  
Virtual	  Totebag	  •  46	  Downloads	  •  3	  C/R	  Clicks	  
Booth	  Badge	  Scan	                               Lead	  Data	                               Capture	                   ...
Kiosk	  Screen	  
Kiosk	  Screen	  
Smartphone	  Badge	  Scan	  
Results	  
Ramped	  Produc:vity	  
Exceeded	  Goals	  Microso2	  Convergence	                        Sage	  Summit	                                107%	     ...
Opportuni:es	  and	  Wins	  Microso2	  Convergence	                   Sage	  Summit	                                      ...
Social	  Media	  Follows	   Microso2	  Convergence	                               Sage	  Summit	  
Post-­‐Show	  Follow-­‐Up	  CRM	  Telesales	                             Before	  Landing!	  
Post-­‐Show	  Follow-­‐Up	  Email	  Programs	  
What	  We	  Learned	  Simpler	  =	  BeLer	  Video	  >>	  Text	  
What	  We	  Learned	                              Simpler	  =	  BeLer	                              Single	  Form	  
What	  We	  Learned	                        Page	  &	  Redirect	                         ProliferaFon!	  
What	  We	  Learned	  Fancy Stuff                                             Mobile	  Apps/Browser	  Pages	              ...
What	  We	  Learned	                    Portable	  Impressions	  Cri:cal	  
What	  We	  Learned	         >	  
What	  We	  Learned	  “Designated	    Eater”	                                       x	  4	                                ...
Pure	  Opinion	  “Metal”	  Sponsorships	  Give	  Away	   Trade	  3-­‐Second	  Rule	  Sessions	  Social	  –	  no,	  really	  
tells…	  •    Who	  •    When	  •    How	  Many	  •    Where	  Informed	  Decisions	  Timely	  Responses	  Value	  
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Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows

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Trade shows are now more expensive than ever, and it can often be difficult to justify the cost. John Matera, Director of Marketing for RedTail Solutions, explains how Pardot helped RedTail make their two biggest annual trade show appearances more productive and cost effective than in previous years. RedTail was able to maximize marketing opportunities in several areas including pre-show promotion, show- specific print collateral, on-floor promotions, meeting appointments, contests, and post-show follow-up.

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Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows

  1. 1. Using  Pardot  to  Get  the  Most   from  Trade  Shows   John  Matera   Director  of  Marke:ng   RedTail  Solu:ons  
  2. 2. Trade  Shows  and  Conferences  
  3. 3. Context   =  Small   =  Precious   + =  75%  Budget  Partner  +  End  User  =  Difficult  
  4. 4. Concern:  Produc:vity  Curve  FlaLening  
  5. 5. 2012  Goals  25%   Partner  Impressions,  Leads  25%   End  User  Leads   Social  Media   Cost  
  6. 6. Connector   Landing  Page   File   Key  Enabling   Custom  Redirect  Pardot  Feature   Link   Sets   Form   Email   Social  
  7. 7. First  Event  Partners  +  End   Users  
  8. 8. Pre-­‐Conference   Email  
  9. 9. Large  Post  Card  “Leave  Around”  Font!  
  10. 10. Prize  Drawings  
  11. 11. Second  Event  August  12-­‐17,  2012    Nashville,  TN   Partners  +  End   Users  
  12. 12. Pre-­‐Conference  Email   TLDR  
  13. 13. Print  Ads  
  14. 14. Business  Card  Hand-­‐Out  
  15. 15. RedTail  Conference  Guide  Webpage  
  16. 16. Virtual  Totebag  •  46  Downloads  •  3  C/R  Clicks  
  17. 17. Booth  Badge  Scan   Lead  Data   Capture     Minimum  Fields     q  Type   q  ERP  System   q  Comments  
  18. 18. Kiosk  Screen  
  19. 19. Kiosk  Screen  
  20. 20. Smartphone  Badge  Scan  
  21. 21. Results  
  22. 22. Ramped  Produc:vity  
  23. 23. Exceeded  Goals  Microso2  Convergence   Sage  Summit   107%   28%   56%   165%  
  24. 24. Opportuni:es  and  Wins  Microso2  Convergence   Sage  Summit   250%   -­‐50%   200%   0%  
  25. 25. Social  Media  Follows   Microso2  Convergence   Sage  Summit  
  26. 26. Post-­‐Show  Follow-­‐Up  CRM  Telesales   Before  Landing!  
  27. 27. Post-­‐Show  Follow-­‐Up  Email  Programs  
  28. 28. What  We  Learned  Simpler  =  BeLer  Video  >>  Text  
  29. 29. What  We  Learned   Simpler  =  BeLer   Single  Form  
  30. 30. What  We  Learned   Page  &  Redirect   ProliferaFon!  
  31. 31. What  We  Learned  Fancy Stuff Mobile  Apps/Browser  Pages   ?   ?   Kiosk  at  Booth  40  Clicks  =  Worth  Effort?   Rarely  Used  
  32. 32. What  We  Learned   Portable  Impressions  Cri:cal  
  33. 33. What  We  Learned   >  
  34. 34. What  We  Learned  “Designated   Eater”   x  4   =  leads  x  4  
  35. 35. Pure  Opinion  “Metal”  Sponsorships  Give  Away   Trade  3-­‐Second  Rule  Sessions  Social  –  no,  really  
  36. 36. tells…  •  Who  •  When  •  How  Many  •  Where  Informed  Decisions  Timely  Responses  Value  

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