Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference


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  • DANMultiplying Results at Every Touchpoint in the Buyer’s Journey This panel presentation/discussion will serve as a how-to for B2B marketers compelled to maximize their prospect development efforts. Panelists will discuss how the lack of alignment between marketing and sales can lead to common mistakes—including failure to establish a clear and mutually agreed upon definition of market, media and offer. Pardot users attending Elevate 2010 will come away with actionable solutions for multiplying results at every stage of the buyer’s journey. Market: Learn how most companies market too broadly and subsequently miss a significant percentage of likely buyers, and how applying advanced market intelligence to identify and target only the highest-return segments can increase sales performance while reducing marketing costs. Media: Understand how to align buy cycle with the right methods including a mix of mediums—email, outbound calling, voicemail, websites, whitepapers, virtual tradeshows and direct mail—and build credibility and familiarity with busy decision makers and increase the potential of impact at a point when needs are high. Offer: Gain insight into the need for clear, concise and consistent messaging that speaks to buyers’ pain points, and the importance of using content and no registration pages to qualify prospects.  Panelists consist of Karla Blalock, senior vice president of solution services for prospect development company, PointClear; Paul McKeon, founder and CEO of The Content Factor, a leading provider of content creation, information architecture and writing services to the B2B market; Dan McDade, president and CEO of PointClear, and Pardot client; and Jeff Ramminger, svp, products & search strategy for TechTarget, a provider of technology solutions and information through a network of business technology search sites.
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  • JEFFOld:Old controlled circulation model - Point-in-time data collection on a wide range of reader attributesHow relevant are those entry criteria today? What’s happened since then?New:Demonstrates their most current Interest, Project, and OpportunityLeveraging their activities increases your ability to be successful with your sales and marketing efforts!
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  • Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference

    1. 1. Multiplying Results at Every Touchpoint in the Buyer’s Journey<br />Pardot User Conference <br />September 29, 2010<br />
    2. 2. Panel Discussion<br />
    3. 3. Introduction<br />
    4. 4. Is this your market?<br />
    5. 5. Or is this your market?<br />
    6. 6. Define it…<br />#1 Company with $250 million in sales & 1,500 employees<br />#2 Retailers, Distributors, Healthcare and services<br />#3 Many locations or stores<br />#4 Mobile workforce<br />#5 Headquartered in North America<br />
    7. 7. Sales & Marketing <br />have to work <br />together<br />
    8. 8. Compare it to your customers<br />
    9. 9. Compare it to your visitors<br />
    10. 10. Is this your data?<br />
    11. 11. Or this….<br />
    12. 12. Or this?<br />
    13. 13. This is better…<br />
    14. 14. Bad data costs $$$<br />How much it costs to fix a contact upon it entering your database<br />How much it costs to keep a bad record in your database, use it and clean it up later<br />
    15. 15. Best in class databases<br />
    16. 16. Average.<br />
    17. 17. Then what?<br />
    18. 18. Prioritize it<br />
    19. 19. No segmentation<br />Target this market<br /> of 1,000<br />…end with 50 leads<br />
    20. 20. Segmentation<br />Find & target the high interest segments<br />5%<br />9%<br />1%<br />7%<br />3%<br />Get 84% of the results in 60% of the spend<br />
    21. 21. ..and, improve your<br />targeting<br />
    22. 22. Let’s recap<br />Define your market<br />
    23. 23. Let’s recap<br />Validate the definiton<br />
    24. 24. Let’s recap<br />Combine your databases<br />
    25. 25. Let’s recap<br />Clean & Enhance<br />
    26. 26. Let’s recap<br />Identify priorities<br />
    27. 27. Media<br />Publishers and Marketing Automation – A Love Story<br /><ul><li>A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation </li></li></ul><li>What Do Publishers Know?<br />What kinds of content assets do users prefer and interact with?<br />Which content resonates in a particular portion of the buy-cycle?<br />
    28. 28. The Publisher’s Challenge<br />How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites?<br />How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor?<br />What does a publisher driven nurturing offering look like?<br />
    29. 29. The Publishing World has Changed<br />NEW WAY: Real Time<br />Now learn from the richer viewof a user’s current Activity <br />OLD WAY: Point in time<br />Used to depend on traditional information gathering<br />
    30. 30. Activity Intelligence™Methodology<br />
    31. 31. A Multi-step Marketing Automation Model – Moving from MQLs to SQLs<br />Client Marketing & <br />Qualification<br />Data/Service Delivery<br />Leads with<br />Activity Data<br />Pass-thru of Activity <br />Intelligence Data to <br />Client MAM / CRM Solution<br />Custom Nurturing<br />Executed by Client<br />From Simple Re-messaging<br />And Content Follow-up To<br />Custom Nurturing Campaigns<br />Driven By User Activities <br />as well as<br />Through Email and<br />Website Activities<br />Custom Nurturing<br />Executed by TechTarget<br />From Simple Re-messaging<br />And Content Follow-up<br />To<br />Custom Nurturing Campaigns<br />Driven By User Activities<br />
    32. 32. You want me to take the time to?<br />“Laboriously type my name and job related information into a cumbersome form.”<br />“Give you my email, so you can spam me”<br /> “Give you my phone number, so you can have some sales rep call me.”<br />Sure. I’ll do that!<br />
    33. 33. Biggest challenges facing email marketing<br />Recipient mailboxes are swamped and all email suffers<br />Spam is eroding trust in email<br />Email doesn’t get the budget/attention it deserves<br />Willingness of people to opt-in to new email lists<br />Lack of accountability/measurement<br />Difficulty with effective email creative due to image blocking<br />Deliverability<br />
    34. 34. The best way to meet e-marketing campaign objectives<br /><ul><li>Engage them
    35. 35. Get them to “trust us’
    36. 36. Teach them something
    37. 37. Get them to view us as a valued partner</li></ul>Send prospects a lot more emails<br />“Fire hose” them with a lot of white papers<br />Send them a lot of product offers<br />Make them a lot of special deals<br />or<br />
    38. 38. Offer<br />The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing<br />Content – the creation of a steady stream of engaging content <br />Connection – connecting with the audience you wish to attract <br />Communication – communicating with them in an ongoing conversation<br />Conversion – and then converting them at the illusive moment of need <br />Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya<br />
    39. 39. Questions?<br />