Keeping Leads in PlayMaximizing your most valuable assetPresented by:Adam Blitzer, COO, Pardot@adamblitzer / @pardot / #b2...
A little about me• Co-founder of Pardot• Spent many years in Japan for judo  (これを読めたら後で話しましょう!)• “Best-selling” author
The New State of Marketing:It isn’t all pony rides and cotton candy anymore
Marketing in 2002• Branding• Leads, leads, leads• ROI was impossible to  measure
Marketing in 2012• It’s all about the revenue• Sales, sales, sales• ROI is measurable
Cross Promoting with Webinars:One good asset deserves another
Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through...
Landing page / form
Thank you page
Invitation email
Post video with
Recording email
Keep posting the video
Other ways to promote• Social posts• Email signatures• Hello Bar
Retargeting:If at first you don’t succeed…
What the heck is it?Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
Example – Pardot is everywhere!
Tip – cap the frequency• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
Tip – tie creative to page view• Ads should be as relevant as possible• Especially effective with SEM
Tip – add a “kill switch”• Add after conversions• Add to login page
Tip – consider client-specific ads• Educational webinars• Training• User community• Blog subscription• Social profiles
Tip – understand and honor opt-outs• Different ad networks have different rules• Different countries have different rules•...
Social media lead generation:A practical example
LinkedIn – Q&A
LinkedIn – personal profile
LinkedIn – company profile
Jigsaw – company profile
LinkedIn – my response
We didn’t – connect on LinkedIn
We didn’t – friend on Facebook
We didn’t – self-promote
We did – follow her on Twitter
We did – call her
We did – send her our “best-seller”
We did – win the deal
Questions?
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Keeping Leads in Play

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Keeping Leads in Play

  1. 1. Keeping Leads in PlayMaximizing your most valuable assetPresented by:Adam Blitzer, COO, Pardot@adamblitzer / @pardot / #b2bcampMarch 2012
  2. 2. A little about me• Co-founder of Pardot• Spent many years in Japan for judo (これを読めたら後で話しましょう!)• “Best-selling” author
  3. 3. The New State of Marketing:It isn’t all pony rides and cotton candy anymore
  4. 4. Marketing in 2002• Branding• Leads, leads, leads• ROI was impossible to measure
  5. 5. Marketing in 2012• It’s all about the revenue• Sales, sales, sales• ROI is measurable
  6. 6. Cross Promoting with Webinars:One good asset deserves another
  7. 7. Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
  8. 8. Landing page / form
  9. 9. Thank you page
  10. 10. Invitation email
  11. 11. Post video with
  12. 12. Recording email
  13. 13. Keep posting the video
  14. 14. Other ways to promote• Social posts• Email signatures• Hello Bar
  15. 15. Retargeting:If at first you don’t succeed…
  16. 16. What the heck is it?Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
  17. 17. Example – Pardot is everywhere!
  18. 18. Tip – cap the frequency• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
  19. 19. Tip – tie creative to page view• Ads should be as relevant as possible• Especially effective with SEM
  20. 20. Tip – add a “kill switch”• Add after conversions• Add to login page
  21. 21. Tip – consider client-specific ads• Educational webinars• Training• User community• Blog subscription• Social profiles
  22. 22. Tip – understand and honor opt-outs• Different ad networks have different rules• Different countries have different rules• Make opt-out language part of your privacy policy
  23. 23. Social media lead generation:A practical example
  24. 24. LinkedIn – Q&A
  25. 25. LinkedIn – personal profile
  26. 26. LinkedIn – company profile
  27. 27. Jigsaw – company profile
  28. 28. LinkedIn – my response
  29. 29. We didn’t – connect on LinkedIn
  30. 30. We didn’t – friend on Facebook
  31. 31. We didn’t – self-promote
  32. 32. We did – follow her on Twitter
  33. 33. We did – call her
  34. 34. We did – send her our “best-seller”
  35. 35. We did – win the deal
  36. 36. Questions?

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