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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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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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