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Marketing Automation Campaigns – Everything You Need to Know
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Marketing Automation Campaigns – Everything You Need to Know

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This is the all-around, gotta have it webinar on marketing campaigns – jam-packed, one after another – 15 campaign ideas! If you are a marketer – newbie, intermediate or advanced – this is a must see. …

This is the all-around, gotta have it webinar on marketing campaigns – jam-packed, one after another – 15 campaign ideas! If you are a marketer – newbie, intermediate or advanced – this is a must see.

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  • 1. Everything  You  Need   To  Know   About  MarkeDng  AutomaDon  Campaigns  Presented  by:    Mathew  Sweezey,  Evangelist,  Pardot  July  26,  2012    
  • 2. Agenda      •  Speed  DaDng  Style    •  15  Campaigns    •  What  you’ll  need    •  How  to  execute    •  QuesDons      
  • 3. Basic  Lead  Gen  Campaign  Begin  at  the  Beginning  
  • 4. Lead  Gen  Campaign   #1   +Score   Segment  
  • 5. What  You’ll  Need      •  1  Form    •  1  Landing  Page  •  1  Autoresponder  Email    •  List  for  drip  nurturing      
  • 6. 1st  Drip  Program  Nurturing  Notes  
  • 7. 1st  Drip  Program     #2   6  Segment     Stage  3  Content   Stage  2  Content   11   6   Stage  1  Content  
  • 8. What  You’ll  Need      •  1  SegmentaDon  Rule      •  3  Nurturing  Email  Templates  •  3  AutomaDon  Rules  to  move   prospects  into  appropriate   segments  (Stage  1,2,3)    
  • 9. Webinar  Campaign  Reaching  Out  
  • 10. Webinar  Campaign   #3   +Score      Segment  
  • 11. 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    
  • 12. Cold  Lead  Recycling  Warming  up  cold  leads  
  • 13. Cold  Lead  Recycling   #4   =   MQL   +Score  
  • 14. 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    
  • 15. Sales  Drip  Don’t  let  the  well  run  dry  
  • 16. Sales  Drip   #5   6      List  in  CRM   13    3  
  • 17. 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    
  • 18. Advanced  SegmentaFons    Data  Mining  Secrets    
  • 19. Advanced  SegmentaFon           #6     Email                  First  Name            Last   Name          
  • 20. What  You’ll  Need      •  1  AutomaDon  Rule    •  Data  points  to  use    •  1  List  already  created    •  Training  on  If-­‐Then  Logic      
  • 21. CondiFonal  Forms  Changing  the  Game    
  • 22. Advanced  Forms   #7  
  • 23. What  You’ll  Need      •  1  Form    •  Deep  understanding  of  what   you  would  like  to  know  •  Progressive  order  of  your   quesDons    
  • 24. Advanced  Nurturing  TacFcs    Ohh,  You’re  Fancy  Now    
  • 25. Advanced  Nurturing   #8   6    9  A/B   ?  
  • 26. What  You’ll  Need      •  Drip  Templates    •  Split  List  for  A/B  TesDng    •  View  Drip  Report    •  Smarts!    
  • 27. Win  Loss  Survey    Who  doesn’t  like  to  improve    
  • 28. Win  Loss  Survey     #9  
  • 29. What  You’ll  Need      •  List  of  lost  Opps  •  Call  Script    •  Follow  up  Email    •  Landing  Page    •  Form      
  • 30. Lost  Deal  Drip    Make  Sales  Happier    
  • 31. Lost  Deal  Drip   #10   45      List  in  CRM   Rinse  and   45    3   Repeat    
  • 32. What  You’ll  Need      •  1  List  -­‐  visible  in  CRM  •  1  Nurturing  Program    •  3  Emails  in  the  drip  program        
  • 33. Social  Tracking    Tracking  and  Engaging  with  Social  
  • 34. Social  PosFng   #11  
  • 35. What  You’ll  Need      •  Upload  Content    •  Schedule  Post    •  Relevant  message  •  Call  to  AcDon    •  Track  Conversions      
  • 36. Video  Killed  the  Radio  Star    Using  new  Mediums    
  • 37. Video  Tracking  (Hosted)       #12  
  • 38. Video  Tracking  (On  Site)       #12+  
  • 39. What  You’ll  Need         Video  Uploaded  to  HosDng  site  • •  Custom  Redirect  •  AutomaDon  rule  for   segmentaDon  and  other   acDons        
  • 40. Trade  Show  Kiosk  Forms    Make  life  easier  on  the  road    
  • 41. Kiosk  Forms     #13  
  • 42. What  You’ll  Need      •  Input  Device  (iPad)  •  Form  in  Kiosk  Mode      
  • 43. Facebook  iFrames  Advanced  Social  OpFons    
  • 44. Facebook  iFrames   #14  
  • 45. What  You’ll  Need      •  List  of  lost  Opps  •  Call  Script    •  Follow  up  Email    •  Landing  Page    •  Form      
  • 46. Dynamic  Content    Dynamic  TargeFng  /  RetargeFng    
  • 47. Dynamic  Content   #15   CEO  –  Sees  Call  to   acDon  #1   Manager  –  Sees   Call  to  acDon  #2   Post  Demo  –  Sees   Call  to  acDon  #3  
  • 48. What  You’ll  Need      •  Content    •  Dynamic  Content  Block        
  • 49. Put  it  All  Together    Time  to  use  it!  
  • 50. Campaign    Score,    Nurture      MQL  
  • 51. 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  

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