Secure Your Marketing Edge with Killer Drips

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Learn how to stay engaged with prospects and leads over time from that first touch to closing the deal!

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Secure Your Marketing Edge with Killer Drips

  1. 1. r keting Edge ure Yo ur MaSec iller Drips with K n    Au toma&o  M arke&ng ew  Sweezey, by: Math Presentedist   ®  Compa ny Evangel  An  ExactTarget Pardot,
  2. 2. 1#
  3. 3. Nurturebased onlead scoreand interest*Start  with  3  emails  in  your  nurture  program.    
  4. 4. Problem/Goal   Type  of  Drip  Program     Cold  Database     3-­‐2-­‐1  Automate  Lead  Nurturing   Stage-­‐Specific  Drip   Event  Pre-­‐  and  Post-­‐   Event-­‐Specific  Drip   Follow-­‐ups  Cold  Marke&ng  Lead  Drip   3-­‐2-­‐1   Cold  Sales  Lead  Drip   Straight  Drip   Compe&&ve  Drip   Straight  Drip   Lost  Deal  Drip     Straight  Drip  
  5. 5. Simple can be BEST1   2   3  
  6. 6. 3 2 13 2 1
  7. 7. 1 2 31 2 3
  8. 8. SUBJECT LINEBODYCALL TO ACTION
  9. 9. SUBJECT LINENO/NO*No  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  1  emails.      
  10. 10. SUBJECT LINENO/YES*Okay  to  have  ONE  of  the  following:  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  2  emails.      
  11. 11. SUBJECT LINEYES/YES*Okay  to  have  any  of  the  following:  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  3  emails.      
  12. 12. COPYSave theHTML*Email  should  come  from  a  person  in  your  company.  Hyperlink  to  your  content.      
  13. 13. 5
  14. 14. TIPLearn to“BOX – OUT”
  15. 15. BATCHWE RESEARCHIN BATCHES OFINFORMATION
  16. 16. YESONE YESMEANS THENEXT IS CLOSEBY
  17. 17. THRESHOLDYOU HAVE ASTOPPINGPOINT
  18. 18. TIME *Natural  cadence  is  the  best.  Match  your  pauses  to  the  length  of   your  sales  cycle,  then  match  to   your  goal.  Also  keep  it  mixed  up.  Generally,  6-­‐45  days  is  the  min  and   max  Ome  between  emails.  
  19. 19. LAZY LEADS*Not  all  leads  in  a  database  are  good  leads.  So,  set  expectaOons  when  you  engage.  Don’t  expect   100%  engagement  ever.  Some   leads  will  never  engage!  
  20. 20. ENGAGEMENT -­‐  IniOal  Set-­‐up  of  Programs    -­‐  ConsulOng  Session  on  “How  To”   -­‐  Reviewing  of  Current  Programs   -­‐  30-­‐90-­‐180  Reviews  and  Audits  
  21. 21. AUDITS-­‐  Velocity  -­‐  ROI  IS  A  HORRIBLE  METRIC  -­‐  Total  MQL    -­‐  Number  of  Pieces  of  Content  in  each  stage  -­‐  Average  Score  by  Stage  -­‐  Clicks  -­‐  Timing  of  Pauses    
  22. 22. Contact InfoMathew Sweezey Pardot, An ExactTarget® CompanyMarketing Automation Evangelist 950 East Paces Ferry Rd Suite 3300mathew.sweezey@pardot.com Atlanta, Georgia 30326@msweezey   404.492.6848 - 877.3B2B.ROI   www.pardot.com    

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