Marketing Automation Campaigns – Everything You Need to Know

Everything You Need To Know About MarkeDng AutomaDon Campaigns Presented by: Mathew Sweezey, Evangelist, Pardot July 26, 2012

Agenda •  Speed DaDng Style •  15 Campaigns •  What you’ll need •  How to execute •  QuesDons

Basic Lead Gen Campaign Begin at the Beginning

Lead Gen Campaign #1 +Score Segment

What You’ll Need •  1 Form •  1 Landing Page •  1 Autoresponder Email •  List for drip nurturing

1st Drip Program Nurturing Notes

1st Drip Program #2 6 Segment Stage 3 Content Stage 2 Content 11 6 Stage 1 Content

What You’ll Need •  1 SegmentaDon Rule •  3 Nurturing Email Templates •  3 AutomaDon Rules to move prospects into appropriate segments (Stage 1,2,3)

Webinar Campaign Reaching Out

Webinar Campaign #3 +Score Segment

What You’ll Need •  1 Webinar Set-‐Up •  1 Email for inviDng prospects •  3 Nurturing Email Templates •  3 AutomaDon Rules to place people on appropriate follow up tracks

Cold Lead Recycling Warming up cold leads

Cold Lead Recycling #4 = MQL +Score

What You’ll Need •  1 AutomaDon Rule to ﬁnd cold leads •  1 Nurture Program for cold leads (already set up) •  1 AutomaDon Rule to qualify them as MQL

Sales Drip Don’t let the well run dry

Sales Drip #5 6 List in CRM 13 3

What You’ll Need •  1 List -‐ visible in CRM •  1 Nurturing Program •  3 Emails in the drip program •  1 Set Task, if no acDon a_er 3 emails in drip work-‐ﬂow

Advanced SegmentaFons Data Mining Secrets

Advanced SegmentaFon #6 Email First Name Last Name

What You’ll Need •  1 AutomaDon Rule •  Data points to use •  1 List already created •  Training on If-‐Then Logic

CondiFonal Forms Changing the Game

Advanced Forms #7

What You’ll Need •  1 Form •  Deep understanding of what you would like to know •  Progressive order of your quesDons

Advanced Nurturing TacFcs Ohh, You’re Fancy Now

Advanced Nurturing #8 6 9 A/B ?

What You’ll Need •  Drip Templates •  Split List for A/B TesDng •  View Drip Report •  Smarts!

Win Loss Survey Who doesn’t like to improve

Win Loss Survey #9

What You’ll Need •  List of lost Opps •  Call Script •  Follow up Email •  Landing Page •  Form

Lost Deal Drip Make Sales Happier

Lost Deal Drip #10 45 List in CRM Rinse and 45 3 Repeat

What You’ll Need •  1 List -‐ visible in CRM •  1 Nurturing Program •  3 Emails in the drip program

Social Tracking Tracking and Engaging with Social

Social PosFng #11

What You’ll Need •  Upload Content •  Schedule Post •  Relevant message •  Call to AcDon •  Track Conversions

Video Killed the Radio Star Using new Mediums

Video Tracking (Hosted) #12

Video Tracking (On Site) #12+

What You’ll Need Video Uploaded to HosDng site • •  Custom Redirect •  AutomaDon rule for segmentaDon and other acDons

Trade Show Kiosk Forms Make life easier on the road

Kiosk Forms #13

What You’ll Need •  Input Device (iPad) •  Form in Kiosk Mode

Facebook iFrames Advanced Social OpFons

Facebook iFrames #14

What You’ll Need •  List of lost Opps •  Call Script •  Follow up Email •  Landing Page •  Form

Dynamic Content Dynamic TargeFng / RetargeFng

Dynamic Content #15 CEO – Sees Call to acDon #1 Manager – Sees Call to acDon #2 Post Demo – Sees Call to acDon #3

What You’ll Need •  Content •  Dynamic Content Block

Put it All Together Time to use it!

Campaign Score, Nurture MQL

Contact InformaFon Pardot Mathew Sweezey 950 East Paces Ferry Rd Sr. Sales Manager Suite 3300 mathew.sweezey@pardot.com Atlanta, Georgia 30326 @msweezey 404.492.6848 877.3B2B.ROI www.pardot.com

Marketing Automation Campaigns – Everything You Need to Know

by Pardot on Jul 26, 2012

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