Pardot Elevate 2012 - Case Study: Yardley Products Corp.

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Join Michael J. Carroll, Jr. of Metter Interactive, a Pardot agency partner, in exploring the recent successful implementation of Pardot for Yardley Products Corp. With Pardot, Yardley was able to effectively organize, prioritize, and assign leads, convert more email addresses into leads, and close the sales loop and track prospects through the conversion steps in third party ecommerce solutions.

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Pardot Elevate 2012 - Case Study: Yardley Products Corp.

  1. 1. Yardley ProductsPardot Case Study October 25, 2012 #WEBCENTRIC  
  2. 2. ABOUT US MORE THAN A DIGITAL AGENCY Its what makes us different. Strategy, marketing, creative, and technology rooted in our WebCentric™ approach helps our clients build stronger brands, visibility, and drive measureable results. •  Founded in 1997 •  Located Bethlehem, PA between PHL and NYC •  B2B, Technology and Industrial clients •  Follow @m3tter11/1/12 #WEBCENTRIC 2
  3. 3. ABOUT THE CLIENT
  4. 4. ABOUT YARDLEY PRODUCTS TYPICAL PARDOT CANDIDATE? •  Industrial manufacturer of threaded metal insert fasteners •  ~$10 million per year in revenue •  ONE full-time, in-house sales consultant •  ONE senior-level sales and marketing executive •  Six mfgrs. reps in U.S. and Canada •  Ecommerce enabled website11/1/12 #WEBCENTRIC 4
  5. 5. ABOUT YARDLEY PRODUCTS PARDOT HELPED US TO THINK ABOUT: •  All of the many moving pieces of the sales and marketing process •  Getting marketers, sales, and execs involved involved in developing strategies •  How to begin to make big changes within an organization •  Planning for farther integration and future campaigns – measure, evolve, mature11/1/12 #WEBCENTRIC 5
  6. 6. OPPORTUNITIES & CHALLENGES
  7. 7. U/X & Branding   #WEBCENTRIC   7
  8. 8. U/X and Branding   #WEBCENTRIC   8
  9. 9. Inbound Traffic to Top of Funnel   #WEBCENTRIC   9
  10. 10. ECOMMERCE   #WEBCENTRIC   10
  11. 11. Closing the Loop   #WEBCENTRIC   11
  12. 12. Opps for Content, Engagement, Conversion   #WEBCENTRIC   12
  13. 13. PARDOT & THE SOLUTION
  14. 14. WHY PARDOT? •  TIMING o  Rebrand, redesign, assessments o  Make a sizable shift in processes o  We saw opps throughout the funnel that Pardot helped address •  PRICE o  Fit budget for redesign and increased inbound •  SUPPORT o  Flexible – Customizable o  Sales, marketing, and tech consulting11/1/12 #WEBCENTRIC 14
  15. 15. U/X & DESIGN PARDOT HELPED US TO THINK ABOUT: •  Opportunities in flow for CTA and micro conversions to ID visitors as prospects •  How we could gain persona insights based on visitor engagement and flow – use to establish nurturing •  Where Pardot could be used for forms, landing pages, and content delivery11/1/12 #WEBCENTRIC 15
  16. 16. U/X & Rebrand   #WEBCENTRIC   16
  17. 17. User Flow & Process   #WEBCENTRIC   17
  18. 18. RESULT: Indicators point to use of split nav Phone support is down
  19. 19. U/X Results   #WEBCENTRIC   19
  20. 20. Converting Visitors into Prospects PRODUCT SAMPLE REQUEST (PSR): •  Emphasized PSR through revised U/X and design •  Pardot allowed us to: –  Build a form with custom fields –  ID visitors as a prospects –  Assign the prospect to a sales rep –  Qualify, score, and begin lead nurturing •  Manually import PSR from 3rd party shopping cart11/1/12 #WEBCENTRIC 20
  21. 21. Pardot Helping Convert Visitors to Prospects   #WEBCENTRIC   21
  22. 22. RESULTS: 10% submission rate with 1/3 close rate 74 online sample requests since 9/1/12
  23. 23. LEAD NURTURING RFQ SURVEY EMAIL: •  Follow up survey is sent to prospects 2 weeks after an RFQ is fulfilled. •  Landing pages for each unique survey response/link in the email – no survey tool in Pardot •  The questions are mapped to custom fields for prospects •  When the prospect takes action and responds, their history is associated11/1/12 #WEBCENTRIC 23
  24. 24. Pardot Helping With Lead Nurturing   #WEBCENTRIC   24
  25. 25. RESULT: 35% to 50% CTR on survey 25% response rate
  26. 26. Closing the Loop MAP VISITOR-TO-PROSPECT & CAMPAIGN FLOW TO ENSURE: •  Prospects are assigned and reps are alerted •  Visitor insights are delivered to appropriate reps •  Actions and triggers for automation rules and drip campaigns are visualized •  Convey strategies and tactics visually and train the client •  ID gaps and opportunities in process and tracking11/1/12 #WEBCENTRIC 26
  27. 27. Pardot Helping to Close the Loop   #WEBCENTRIC   27
  28. 28. Pardot Helping to Close the Loop   #WEBCENTRIC   28
  29. 29. RESULTS: Defined sales flows and process Reduced lag in RFQ follow upExtended conversation w/Prospects
  30. 30. MEASUREMENT MAP VISITOR-TO-PROSPECT & CAMPAIGN FLOW TO ENSURE: •  Prospects are assigned and reps are alerted •  Visitor insights are delivered to appropriate reps •  Actions and triggers for automation rules and drip campaigns are visualized •  Convey strategies and tactics visually and train the client •  ID gaps and opportunities in process and tracking11/1/12 #WEBCENTRIC 30
  31. 31. RESULTS THUS FAR
  32. 32. MORE RESULTS WITHIN THE LAST TWO MONTHS: •  ~17K prospects being managed in Pardot •  Seeing direct orders contributed back to Content Marketing and Drip campaigns put in place •  Website support phone calls has decreased •  Seeing a ~16% submission rate for 2% off drip campaign •  94 new prospects converted as a result of Pardot11/1/12 #WEBCENTRIC 32
  33. 33. FUTURE OUTLOOK PARDOT HAS PROVIDED A PLATFORM TO BUILD UPON: •  Dynamic content integration •  Landing pages for PPC and other ad campaigns •  Drip campaigns for customer loyalty are helping client understand their clients better •  Client realizes opportunity to modernize ecommerce and CRM •  Deeper integration of measuring ROI and opportunity value11/1/12 #WEBCENTRIC 33
  34. 34. THANK YOU! Michael Carroll @mikejcarrolljrmcarroll@metterinteractive.com METTERINTERACTIVE.COM

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