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#PardotTO
Toronto Pardot User Group
Thursday, March 26th @ Workhaus
Proudly Hosted By: Brainrider
• 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
A/B TESTING FOR EMAIL
Jon Kane
Content Marketing Specialist
Medgate
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.
WHY DO A/B TESTING?
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.
Toronto Pardot User Group - Mar 26 Slideshare
A/B TESTING AT MEDGATE
THANK YOU
Jon Kane
Content Marketing Specialist
Tweet me @jonkane
Integrating Sales & Marketing with Pardot
Michael Petrelli, Customer Marketing Manager
NOT FOR DISTRIBUTION
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
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
Joining the Magnet Pardot Database
Get a Trial / Get Pricing
Industry Webinars
Whitepapers
NOT FOR DISTRIBUTION
Sales-Ready Email Nurturing Email
NOT FOR DISTRIBUTION
Quote Forms Trial Forms Demo Forms
NOT FOR DISTRIBUTION
Quote / Trial Forms Demo Forms
NOT FOR DISTRIBUTION
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
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
Thank You
Michael Petrelli, Customer Marketing Manager
NOT FOR DISTRIBUTION
3 Tips to Get the Most Out of Pardot Reporting
March 26, 2015
Pamela Whitham
Brainrider Programs Director
• Pardot Certified Consultant
• Pardot, Eloqua, Hubspot, Marketo, Act-On
Nice to Meet You!
ca.linkedin.com/in/PamelaWhitham/
@PamelaWhitham
Use the Right Tool For the Job
• Aggregated Data
• Prospect Data
• Opportunity Data
Tip 1
Marketing Objectives vs.
Diagnostic Metrics
Plan What to ReportTip 2
Quality
Website
Visitors
Identified
Prospects
Engaged
Leads
Identified
Sales-Ready
Leads
What criteria do you want to sort metrics by:
…and How to Organize the Data
• Product
• Geography
• Channels
• Objective
• Segment
• Type
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
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
How do you want to measure first
touch ROI?
Paid Advertising Adwords
Adwords March
Campaign
Vs. Vs.
Use Names & as FiltersTip 3
• Segment: Pardot
• Segment: Wordpress
• Objective: Sales-Ready
• Objective: Nurture
• Type: Whitepaper
• Type: Webinar
…and Standardized Tags as FiltersExtra Tip: If you’re
looking to
retroactively
organize Pardot.
I recommend
Tagging!
Finished Product Sample
Bonus Tip: Set-up to Watch Trends
Right Tool For
the Job
Plan What to
Report
Use Names &
Tags to Filter
To Recap the Tips
Contact me directly at
Pamela@Brainrider.com
For more B2B Marketing content:
@Brainrider
linkedin.com/company/Brainrider
plus.google.com/+Brainrider
Brainrider Services
 Website Design & Development
 Pardot Optimization & Implementation
 Marketing Content
 Lead Generation & Nurturing Campaigns
 Reporting
Q&A and More Resources

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Toronto Pardot User Group - Mar 26 Slideshare

  • 1. #PardotTO Toronto Pardot User Group Thursday, March 26th @ Workhaus Proudly Hosted By: 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.
  • 5. WHY DO A/B TESTING?
  • 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.
  • 8. A/B TESTING AT MEDGATE
  • 9. THANK YOU Jon Kane Content Marketing Specialist Tweet me @jonkane
  • 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
  • 14. Sales-Ready Email Nurturing Email NOT FOR DISTRIBUTION
  • 15. Quote Forms Trial Forms Demo Forms NOT FOR DISTRIBUTION
  • 16. Quote / Trial Forms Demo Forms 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
  • 19. Thank You Michael Petrelli, Customer Marketing Manager NOT FOR DISTRIBUTION
  • 20. 3 Tips to Get the Most Out of Pardot Reporting March 26, 2015
  • 21. Pamela Whitham Brainrider Programs Director • Pardot Certified Consultant • Pardot, Eloqua, Hubspot, Marketo, Act-On Nice to Meet You! ca.linkedin.com/in/PamelaWhitham/ @PamelaWhitham
  • 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.
  • 28. Use Names & as FiltersTip 3
  • 29. • Segment: Pardot • Segment: Wordpress • Objective: Sales-Ready • Objective: Nurture • Type: Whitepaper • Type: Webinar …and Standardized Tags as FiltersExtra Tip: If you’re looking to retroactively organize Pardot. I recommend Tagging!
  • 31. Bonus Tip: Set-up to Watch Trends
  • 32. Right Tool For the Job Plan What to Report Use Names & Tags to Filter To Recap the Tips
  • 33. Contact me directly at Pamela@Brainrider.com For more B2B Marketing content: @Brainrider linkedin.com/company/Brainrider plus.google.com/+Brainrider Brainrider Services  Website Design & Development  Pardot Optimization & Implementation  Marketing Content  Lead Generation & Nurturing Campaigns  Reporting Q&A and More Resources

Editor's Notes

  1. Add in channel, obj, name call out