How Pardot Uses PardotMarketing tips and tricksPresented by:Adam Blitzer, COO, PardotNovember 15, 2011
A little about me• Co-founder of Pardot• Spent many years in Japan for judo  (これを読めたら後で話しましょう!)• “Best-selling” author
What will we talk about?• Webinar strategy• In person events• Retargeting• Social prospecting
Weekly webinars:The killer cadence
Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through...
Landing page / form
Thank you page
Invitation email
Other ways to promote• Social posts• Email signatures• Hello Bar
Post video with
Recording email
Keep posting the video
Then share it!
Tag all of the assets
Rinse and repeat
Tradeshows:Separating wheat from chaff
Common Event Issues• You get a stack of business cards• All leads look the same• Your follow-ups blend in with everyone el...
iPads > Lead Scanners
iPad + Kiosk Mode Forms• Feeds straight into Pardot• Immediate touch with autoresponder• Easy to kickoff drip program• iPa...
Retargeting:If at first you don’t succeed…
What the heck is it?Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
Example – Pardot is everywhere!
Tip – cap the frequency• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
Tip – tie creative to page view• Ads should be as relevant as possible• Especially effective with SEM
Tip – add a “kill switch”• Add after conversions• Add to login page
Tip – consider client-specific ads• Educational webinars• Training• User community• Blog subscription• Social profiles
Tip – understand and honor opt-outs• Different ad networks have different rules• Different countries have different rules•...
Social media lead generation:A practical example
LinkedIn – Q&A
LinkedIn – personal profile
LinkedIn – company profile
Jigsaw – company profile
LinkedIn – my response
We didn’t – connect on LinkedIn
We didn’t – friend on Facebook
We didn’t – self-promote
We did – follow her on Twitter
We did – call her
We did – send her our “best-seller”
We did – win the deal
Questions?
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Pardot Elevate 2011 - Keeping up with the Pardashians (How Pardot Uses Pardot)

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This is the 2011 edition of my Elevate presentation on how we eat our own dogfood. It gives some insight into our marketing processes and also illustrates a few of the successes and stumbles we made along the way to building a pretty strong sales and marketing machine. See if you can keep up with the Pardashians!

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  • Everything important above the fold.Form is short, obvious, and the only call to action.
  • Thank you page confirms registration but also cross-sells other collateral.
  • Simple and easy to imagine being personalized.Gives two options for webinars.
  • Simple and easy to imagine being personalized.Gives two options for webinars.
  • Recording sent within 24 hours. Cross-sells next webinar.
  • Recording sent within 24 hours. Cross-sells next webinar.
  • May have to split the video to post to YouTube or Facebook.Many people forget that you can post videos to Slideshare
  • Recording sent within 24 hours. Cross-sells next webinar.
  • Tag email templates, forms, landing pages, etc. so you can easily find them
  • Copy the assets and start the next cycle
  • Pardot Elevate 2011 - Keeping up with the Pardashians (How Pardot Uses Pardot)

    1. 1. How Pardot Uses PardotMarketing tips and tricksPresented by:Adam Blitzer, COO, PardotNovember 15, 2011
    2. 2. A little about me• Co-founder of Pardot• Spent many years in Japan for judo (これを読めたら後で話しましょう!)• “Best-selling” author
    3. 3. What will we talk about?• Webinar strategy• In person events• Retargeting• Social prospecting
    4. 4. Weekly webinars:The killer cadence
    5. 5. Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
    6. 6. Landing page / form
    7. 7. Thank you page
    8. 8. Invitation email
    9. 9. Other ways to promote• Social posts• Email signatures• Hello Bar
    10. 10. Post video with
    11. 11. Recording email
    12. 12. Keep posting the video
    13. 13. Then share it!
    14. 14. Tag all of the assets
    15. 15. Rinse and repeat
    16. 16. Tradeshows:Separating wheat from chaff
    17. 17. Common Event Issues• You get a stack of business cards• All leads look the same• Your follow-ups blend in with everyone else’s
    18. 18. iPads > Lead Scanners
    19. 19. iPad + Kiosk Mode Forms• Feeds straight into Pardot• Immediate touch with autoresponder• Easy to kickoff drip program• iPads for leads / scanners for contest entries
    20. 20. Retargeting:If at first you don’t succeed…
    21. 21. What the heck is it?Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
    22. 22. Example – Pardot is everywhere!
    23. 23. Tip – cap the frequency• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
    24. 24. Tip – tie creative to page view• Ads should be as relevant as possible• Especially effective with SEM
    25. 25. Tip – add a “kill switch”• Add after conversions• Add to login page
    26. 26. Tip – consider client-specific ads• Educational webinars• Training• User community• Blog subscription• Social profiles
    27. 27. Tip – understand and honor opt-outs• Different ad networks have different rules• Different countries have different rules• Make opt-out language part of your privacy policy
    28. 28. Social media lead generation:A practical example
    29. 29. LinkedIn – Q&A
    30. 30. LinkedIn – personal profile
    31. 31. LinkedIn – company profile
    32. 32. Jigsaw – company profile
    33. 33. LinkedIn – my response
    34. 34. We didn’t – connect on LinkedIn
    35. 35. We didn’t – friend on Facebook
    36. 36. We didn’t – self-promote
    37. 37. We did – follow her on Twitter
    38. 38. We did – call her
    39. 39. We did – send her our “best-seller”
    40. 40. We did – win the deal
    41. 41. Questions?

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