Drip Campaigns - Harness the Power!

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Mathew Sweezey, Marketing Automation Evangelist with Pardot (An ExactTarget® Company), gives us even more ways in which drips can empower us to address our marketing engagement challenges!

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Drip Campaigns - Harness the Power!

  1. 1. Drip Campaigns: Harness the Power!Presented by: Mathew  Sweezey,  Marke&ng  Automa&on  Evangelist  Pardot,  An  ExactTarget®  Company
  2. 2. 1#
  3. 3. Problem/Goal   Type  of  Drip  Program    Cold  Database     3-­‐2-­‐1  Automate  Lead  Nurturing   Stage-­‐Specific  Drip  Event  Pre-­‐  and  Post-­‐  Follow-­‐ups  Event-­‐Specific  Drip  Cold  Marke&ng  Lead  Drip   3-­‐2-­‐1  Cold  Sales  Lead  Drip   Straight  Drip  Compe&&ve  Drip   Straight  Drip  Lost  Deal  Drip     Straight  Drip  
  4. 4. 1   2   3  Simple can be BEST
  5. 5. 1   2   3  John,      I  Saw  this  ar&cle  in  Forbes  and  thought  you  might  like  it.      Best,      Mathew    SALES JUSTNEEDS ANEXCUSE
  6. 6. 3 2 13 2 1
  7. 7. 312
  8. 8. 312Stage  3  prospects  are  the  most  &me  sensi&ve.  It  will  also  be  the  smallest  segment  in  your  database.  
  9. 9. 312These  people  may  never  respond.  May  be  bad  names  in  your  database,  or  just  bad  prospects.  
  10. 10. 1 2 31 2 3
  11. 11. SUBJECT LINECALL TO ACTIONBODY
  12. 12. SUBJECT LINENO/NO*No  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  1  emails.      
  13. 13. 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.      
  14. 14. 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.      
  15. 15. COPYSave theHTML*Email  should  come  from  a  person  in  your  company.  Hyperlink  to  your  content.      
  16. 16. 5
  17. 17. 3 2 13 2 1SBJ:  Marke&ng  Automa&on  Buyers  Guide    John,      I  thought  this  might  be  handy  if  you  are  looking  at  solu&ons.      Best,      Mathew    STAGE 3 EMAIL
  18. 18. 3 2 13 2 1SBJ:  CoSoSware  increases  email  engagement  by  300%    John,      Our  client  CoSoSware  just  put  this  press  release  out,  and  I  thought  you  might  like  to  see  what  they  did  to  get  that  increase  in  engagement.      Best,      Mathew    STAGE 2 EMAIL
  19. 19. 3 2 13 2 1SBJ:  Thought  you  might  like  this    John,      I  saw  this  in  Forbes  the  other  day.  It’s  new  &ps  on  B2B  wri&ng.      Enjoy,      Mathew    STAGE 1 EMAIL
  20. 20. CLIENT ONBOARDINGUP SELLINGNEW HIRE
  21. 21. 1   2   3  
  22. 22. 1   2   3  John,      Just  wanted  to  say  thank  you  and  see  how  things  are  going.      Best,      Mathew    #1 REINFORCETHEIRDECISION!
  23. 23. 1   2   3  John,      Since  you’ve  been  with  us  a  few  weeks,  I  wanted  to  make  sure  you  knew  I  can  help  with  any  ques&ons  you  might  have.      Best,      Mathew    #2 LEND AHAND
  24. 24. 1   2   3  John,      Here  is  a  great  ar&cle  you  might  enjoy  on  geZng  set  up  in  your  first  month.    Best,      Mathew    #3 ADDVALUE
  25. 25. 1   2   3  
  26. 26. 1   2   3  John,      We  are  so  glad  to  have  you  on  the  team.  Here  is  your  coupon  for  your  free  hoodie.      Best,      Mathew    #1WELCOMETHEM!
  27. 27. 1   2   3  John,      I’m  Mathew,  I  head  up  the  HR  issues.  If  you  have  any  ques&ons,  please  just  ping  me.      Best,      Mathew    #2 LET THEMKNOW KEYPLAYERS
  28. 28. 1   2   3  John,      We  love  to  share  our  culture!  If  you  would  be  up  for  it,  we’d  love  for  you  to  take  a  pic  and  put  it  on  Instagram  today.  Thanks  so  much!    Best,      Mathew    #3 CULTURE
  29. 29. 3 2 13 2 1
  30. 30. 3 2 13 2 1“FISHING”
  31. 31. SHORT!NOTIFY SALESFOLLOW INTERESTWITH CUSTOM SCORE
  32. 32. 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.  
  33. 33. 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!  
  34. 34. 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    
  35. 35. Contact InfoMathew SweezeyMarketing Automation Evangelistmathew.sweezey@pardot.com@msweezey    Pardot, An ExactTarget® Company950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326404.492.6848 - 877.3B2B.ROIwww.pardot.com    

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