Marketing Automation Campaigns – Everything You Need to Know

2,073 views

Published on

This is the all-around, gotta have it webinar on marketing campaigns – jam-packed, one after another – 15 campaign ideas! If you are a marketer – newbie, intermediate or advanced – this is a must see.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,073
On SlideShare
0
From Embeds
0
Number of Embeds
958
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Marketing Automation Campaigns – Everything You Need to Know

  1. 1. Everything  You  Need   To  Know   About  MarkeDng  AutomaDon  Campaigns  Presented  by:    Mathew  Sweezey,  Evangelist,  Pardot  July  26,  2012    
  2. 2. Agenda      •  Speed  DaDng  Style    •  15  Campaigns    •  What  you’ll  need    •  How  to  execute    •  QuesDons      
  3. 3. Basic  Lead  Gen  Campaign  Begin  at  the  Beginning  
  4. 4. Lead  Gen  Campaign   #1   +Score   Segment  
  5. 5. What  You’ll  Need      •  1  Form    •  1  Landing  Page  •  1  Autoresponder  Email    •  List  for  drip  nurturing      
  6. 6. 1st  Drip  Program  Nurturing  Notes  
  7. 7. 1st  Drip  Program     #2   6  Segment     Stage  3  Content   Stage  2  Content   11   6   Stage  1  Content  
  8. 8. What  You’ll  Need      •  1  SegmentaDon  Rule      •  3  Nurturing  Email  Templates  •  3  AutomaDon  Rules  to  move   prospects  into  appropriate   segments  (Stage  1,2,3)    
  9. 9. Webinar  Campaign  Reaching  Out  
  10. 10. Webinar  Campaign   #3   +Score      Segment  
  11. 11. What  You’ll  Need      •  1  Webinar  Set-­‐Up  •  1  Email  for  inviDng  prospects  •  3  Nurturing  Email  Templates  •  3  AutomaDon  Rules  to  place   people  on  appropriate  follow   up  tracks    
  12. 12. Cold  Lead  Recycling  Warming  up  cold  leads  
  13. 13. Cold  Lead  Recycling   #4   =   MQL   +Score  
  14. 14. What  You’ll  Need      •  1  AutomaDon  Rule  to  find   cold  leads  •  1  Nurture  Program  for  cold   leads  (already  set  up)    •  1  AutomaDon  Rule  to  qualify   them  as  MQL    
  15. 15. Sales  Drip  Don’t  let  the  well  run  dry  
  16. 16. Sales  Drip   #5   6      List  in  CRM   13    3  
  17. 17. What  You’ll  Need      •  1  List  -­‐  visible  in  CRM  •  1  Nurturing  Program    •  3  Emails  in  the  drip  program    •  1  Set  Task,  if  no  acDon  a_er  3   emails  in  drip  work-­‐flow    
  18. 18. Advanced  SegmentaFons    Data  Mining  Secrets    
  19. 19. Advanced  SegmentaFon           #6     Email                  First  Name            Last   Name          
  20. 20. What  You’ll  Need      •  1  AutomaDon  Rule    •  Data  points  to  use    •  1  List  already  created    •  Training  on  If-­‐Then  Logic      
  21. 21. CondiFonal  Forms  Changing  the  Game    
  22. 22. Advanced  Forms   #7  
  23. 23. What  You’ll  Need      •  1  Form    •  Deep  understanding  of  what   you  would  like  to  know  •  Progressive  order  of  your   quesDons    
  24. 24. Advanced  Nurturing  TacFcs    Ohh,  You’re  Fancy  Now    
  25. 25. Advanced  Nurturing   #8   6    9  A/B   ?  
  26. 26. What  You’ll  Need      •  Drip  Templates    •  Split  List  for  A/B  TesDng    •  View  Drip  Report    •  Smarts!    
  27. 27. Win  Loss  Survey    Who  doesn’t  like  to  improve    
  28. 28. Win  Loss  Survey     #9  
  29. 29. What  You’ll  Need      •  List  of  lost  Opps  •  Call  Script    •  Follow  up  Email    •  Landing  Page    •  Form      
  30. 30. Lost  Deal  Drip    Make  Sales  Happier    
  31. 31. Lost  Deal  Drip   #10   45      List  in  CRM   Rinse  and   45    3   Repeat    
  32. 32. What  You’ll  Need      •  1  List  -­‐  visible  in  CRM  •  1  Nurturing  Program    •  3  Emails  in  the  drip  program        
  33. 33. Social  Tracking    Tracking  and  Engaging  with  Social  
  34. 34. Social  PosFng   #11  
  35. 35. What  You’ll  Need      •  Upload  Content    •  Schedule  Post    •  Relevant  message  •  Call  to  AcDon    •  Track  Conversions      
  36. 36. Video  Killed  the  Radio  Star    Using  new  Mediums    
  37. 37. Video  Tracking  (Hosted)       #12  
  38. 38. Video  Tracking  (On  Site)       #12+  
  39. 39. What  You’ll  Need         Video  Uploaded  to  HosDng  site  • •  Custom  Redirect  •  AutomaDon  rule  for   segmentaDon  and  other   acDons        
  40. 40. Trade  Show  Kiosk  Forms    Make  life  easier  on  the  road    
  41. 41. Kiosk  Forms     #13  
  42. 42. What  You’ll  Need      •  Input  Device  (iPad)  •  Form  in  Kiosk  Mode      
  43. 43. Facebook  iFrames  Advanced  Social  OpFons    
  44. 44. Facebook  iFrames   #14  
  45. 45. What  You’ll  Need      •  List  of  lost  Opps  •  Call  Script    •  Follow  up  Email    •  Landing  Page    •  Form      
  46. 46. Dynamic  Content    Dynamic  TargeFng  /  RetargeFng    
  47. 47. Dynamic  Content   #15   CEO  –  Sees  Call  to   acDon  #1   Manager  –  Sees   Call  to  acDon  #2   Post  Demo  –  Sees   Call  to  acDon  #3  
  48. 48. What  You’ll  Need      •  Content    •  Dynamic  Content  Block        
  49. 49. Put  it  All  Together    Time  to  use  it!  
  50. 50. Campaign    Score,    Nurture      MQL  
  51. 51. Contact  InformaFon   Pardot  Mathew  Sweezey   950  East  Paces  Ferry  Rd  Sr.  Sales  Manager   Suite  3300  mathew.sweezey@pardot.com   Atlanta,  Georgia  30326  @msweezey       404.492.6848   877.3B2B.ROI   www.pardot.com  

×