Slideware from the Mar 26 Toronto Pardot User Group
Featured Speakers & Topics Include:
A/B testing emails in Pardot
Jon Kane, Content Marketing Specialist, Medgate
Integrating sales and marketing with Pardot
Michael Petrelli, Customer Marketing Manager, Magnet Forensics
3 tips for getting the most out of Pardot reporting
Pamela Whitham, Programs Director, Brainrider
2. • A/B Testing Emails in Pardot
Jon Kane Content Marketing Specialist, Medgate
• Integrating Sales and Marketing in Pardot
Michael Petrelli Customer Marketing Manager, Magnet Forensics
• 3 Tips for Getting the Most Out of Pardot Reporting
Pamela Whitham Programs Director, Brainrider
Today’s Speakers
#PardotTO
@Pardot
3. A/B TESTING FOR EMAIL
Jon Kane
Content Marketing Specialist
Medgate
4. WHY LISTEN TO ME?
• Medgate is a SAAS B2B EHS software company.
• Using Pardot (and Salesforce) since 2012.
Over 150 forms
Over 500,000 emails sent
Over 35,000 prospects
259 Segmentation lists
• Content first.
6. A/B TESTING BEST PRACTICES
• Answer ONE QUESTION = change ONE THING.
• Test statistical significance.
http://bit.ly/1y6r5jV
http://bit.ly/1N80GuL
• Run the test for as long as you can.
• Track tests and results.
10. Integrating Sales & Marketing with Pardot
Michael Petrelli, Customer Marketing Manager
NOT FOR DISTRIBUTION
11. WHO WE ARE.
A digital forensics company, founded in Waterloo by a
former Waterloo Police Officer.
WHAT WE BELIEVE.
We can impact people’s lives by Uncovering the Truth
and modernize policing for the crimes of today and the
future.
WHAT WE DO.
Provide software solutions that recover data from a
user’s digital activity and communications.
50+ Employees
NOT FOR DISTRIBUTION
12. All New Prospects to
Pardot Database
Consumption of
Content Assets
Quote
Requests,
Product Trials,
Demos
In-bound
Welcome Campaign
Marketing Nurtures
Sales Response
NOT FOR DISTRIBUTION
13. Joining the Magnet Pardot Database
Get a Trial / Get Pricing
Industry Webinars
Whitepapers
NOT FOR DISTRIBUTION
17. Sales Team Notifications & Follow-Ups
Quote Notifications
- 2 to 4 hour follow ups
Approved Trial Notifications
- 1 and 30 day follow ups
Weekly Demo Attendees
- 1 day follow up
NOT FOR DISTRIBUTION
18. All New Prospects to
Database
Consumption of
Content Assets
Sales-Ready
In-bound
Next Steps – Turning on the Taps for Sales
Lead Scoring & Grading for Mid-Funnel
• Identify preliminary scoring and
grading
• Will likely not have region data
collection
• May have to route leads to a general
queue
• Determine sales activity reporting and
management strategy
NOT FOR DISTRIBUTION
22. Use the Right Tool For the Job
• Aggregated Data
• Prospect Data
• Opportunity Data
Tip 1
23. Marketing Objectives vs.
Diagnostic Metrics
Plan What to ReportTip 2
Quality
Website
Visitors
Identified
Prospects
Engaged
Leads
Identified
Sales-Ready
Leads
24. What criteria do you want to sort metrics by:
…and How to Organize the Data
• Product
• Geography
• Channels
• Objective
• Segment
• Type
25. Not All Forms Are Created Equal
Forms
PPC Forms
Nurture
Forms
Whitepap
ers
How To
Guides
Sales-Ready
Forms
Demo
Request
Pricing
Request
Website
Forms
Nurture
Forms
Whitepap
ers
How To
Guides
Sales-Ready
Forms
Demo
Request
Pricing
Request
26. Not all Emails Are Created Equal
Emails
Nurture
Emails
Newsletter Webinars
PDF
Download
Notification
Emails
Auto
Responders
Webinar
Reminders
Sales Offer
Emails
Multi Sales
Offer
Single Sales
Offer
27. How do you want to measure first
touch ROI?
Paid Advertising Adwords
Adwords March
Campaign
Vs. Vs.