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Love at First Click: Alluring Lead 
Generation Tactics to Pack Your 
Pipeline 
Courtney Chambers 
Implementation Specialis...
Courtney Chambers 
Implementation Specialist, Pardot
Safe Harbor 
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may cont...
THE FOCUS 
• Optimizing the Lead Generation 
process from content to conversion 
• How Pardot helps to execute and 
track ...
1. Be Appealing 
- Entice with value (content) 
2. Be Available 
- Put yourself out there (SEO/SEM) 
3. Be Smooth 
- Make ...
BE APPEALING 
What can you offer in addition to your product? 
Content is the hook.
BE APPEALING 
● Anticipate what they’re already looking for – give them the information that 
they are seeking, and stand ...
BE APPEALING 
● The importance: 
ü Brand awareness 
ü Relationship 
ü Reputation 
ü Qualification 
ü ROI
BE APPEALING 
● Host content files in Pardot to track the 
downloads and reflect interest via score points. 
● Track which...
So you have great content. 
How do you increase chances of it getting found? 
“Content creation ranks as the single most e...
BE AVAILABLE 
● Make the most of your keywords: 
ü title tags 
ü meta descriptions 
ü page URLs 
ü file names 
ü imag...
BE AVAILABLE
BE AVAILABLE 
● Integrate Google AdWords directly into Pardot! 
● Paid Search Report: track revenue from natural search an...
BE SMOOTH 
They discovered your value – and now they’re into you. 
How do you take this to the next level?
Form 
+ 
Landing Page 
+ 
Thank You Page 
= 
CONVERSION PROCESS 
BE SMOOTH
FORM TIPS 
1. Short and sweet 
2. Informative error messages 
3. Vertical alignment
FORM TIPS 
4. Progressive profiling 
The first time John Doe fills out a form. The second time John Doe fills out a form.
LANDING PAGE TIPS 
1. Clear value proposition 
2. Eliminate distractions 
3. Social sharing options 
The Complete Guide to...
LANDING PAGE TIPS 
4. Personalize the message
THANK YOU PAGE 
1. Message content 
2. Encourage exploration 
3. Another CTA 
4. Social share & follow 
(Don’t forget auto...
ANALYZE RESULTS 
● Every step is trackable and measurable 
● Test! What do visitors respond to most? 
● Optimize areas tha...
RECAP 
1. Be Appealing 
2. Be Available 
3. Be Smooth 
Constantly evaluate to improve your efforts and get more leads to c...
PARDOT KEYNOTE: ACCELERATE PIPELINE WITH 
THE WORLD’S LEADING B2B MARKETING SOLUTION 
Attend the Pardot Keynote 
for your ...
Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
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Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline

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Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline

  1. 1. Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline Courtney Chambers Implementation Specialist
  2. 2. Courtney Chambers Implementation Specialist, Pardot
  3. 3. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  4. 4. THE FOCUS • Optimizing the Lead Generation process from content to conversion • How Pardot helps to execute and track your strategy
  5. 5. 1. Be Appealing - Entice with value (content) 2. Be Available - Put yourself out there (SEO/SEM) 3. Be Smooth - Make it hard to say no (conversion)
  6. 6. BE APPEALING What can you offer in addition to your product? Content is the hook.
  7. 7. BE APPEALING ● Anticipate what they’re already looking for – give them the information that they are seeking, and stand out from the crowd.
  8. 8. BE APPEALING ● The importance: ü Brand awareness ü Relationship ü Reputation ü Qualification ü ROI
  9. 9. BE APPEALING ● Host content files in Pardot to track the downloads and reflect interest via score points. ● Track which, and how much, of your videos prospects are watching via our Wistia connector. ● Link to content from a variety of sources via custom redirects to see what is most successful.
  10. 10. So you have great content. How do you increase chances of it getting found? “Content creation ranks as the single most effective SEO tactic by 53%.” (MarketingSherpa) BE AVAILABLE
  11. 11. BE AVAILABLE ● Make the most of your keywords: ü title tags ü meta descriptions ü page URLs ü file names ü image ALT tags ü page content ● Link to landing pages within your website. ● Content should always be helpful, relevant, and high-quality.
  12. 12. BE AVAILABLE
  13. 13. BE AVAILABLE ● Integrate Google AdWords directly into Pardot! ● Paid Search Report: track revenue from natural search and discover how your paid search campaigns are truly impacting lead generation efforts.
  14. 14. BE SMOOTH They discovered your value – and now they’re into you. How do you take this to the next level?
  15. 15. Form + Landing Page + Thank You Page = CONVERSION PROCESS BE SMOOTH
  16. 16. FORM TIPS 1. Short and sweet 2. Informative error messages 3. Vertical alignment
  17. 17. FORM TIPS 4. Progressive profiling The first time John Doe fills out a form. The second time John Doe fills out a form.
  18. 18. LANDING PAGE TIPS 1. Clear value proposition 2. Eliminate distractions 3. Social sharing options The Complete Guide to a Successful Landing Page
  19. 19. LANDING PAGE TIPS 4. Personalize the message
  20. 20. THANK YOU PAGE 1. Message content 2. Encourage exploration 3. Another CTA 4. Social share & follow (Don’t forget autoresponders!)
  21. 21. ANALYZE RESULTS ● Every step is trackable and measurable ● Test! What do visitors respond to most? ● Optimize areas that are lacking
  22. 22. RECAP 1. Be Appealing 2. Be Available 3. Be Smooth Constantly evaluate to improve your efforts and get more leads to commit!
  23. 23. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION Attend the Pardot Keynote for your chance to win a Precor Treadmill. Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis Yerba Buena Salon 9

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