Increase Demand by 300%, a Case Study in Marketing Automation by Mathew Sweezey of Pardot at BMA Carolinas, January 2014

1. 7
Increase conversions by
300% a case study in
Modern marketing
ADVANCED
TIPS
FOR
DRIVING
DEMAND

2. M
g
tin
rke
a
ay
about all d
at I think
nd wh
passion, a
e, work,
Is my lov
every day
Author:
Marketing Aut
o
For Dummies – mation
2014
@msweezey
- Mathew “Sweezey”

3. Atlanta
Craftbrewing

4. Kaela
Goddaughter

5. Japan
Snowboarding

6. WHY
WE’RE
HERE
MORE
(LEADS)
BETTER

7. Will be sent out after the presentation
PSA
SLIDES

8. PSA
NOSILVERBULLETS

9. NASA
MORE
POWER IN A
GOOGLE
SEARCH,
THAN ALL OF
NASA HAD IN
TO PUT A MAN
ON THE MOON

10. Attention
Span
8
seconds

11. Consumer
Executive
Board
2/3

12. 76% go to
Google
times to
research a
purchase

13. TIP
1
Understanding
THE NEED FOR
STAGE BASED
LEAD
NURTURING

14.
DIAGRAM OF
RESEARCH
12 3

15. TIP
2
LEARN TO MAP
CONTENT TO
YOUR STAGE
BASED
STRATEGY

16. CONTENT
CONTENT
CONTENT
- Seth Godin (1999)

17. 294 Billion
Emails
2 Million
Blog Posts
250 Million
Photos

18. RELEVANT
ENGAGING
(FRESH)
-Jay Baer (2012)

19. Of survey respondents
said they want different
content at each stage of
research.
CONTENT
ENGAGEMENT
77%

20. -Any content
about how to
do their job
better
Content By
Lead Stage
1 2 3
-Any content
about how
others
benefited
-Any content
about why you
are the best
choice

21. TIP
3
CONSIDER"
HOW SMART "
YOUR LEADS "
ARE: WICKED
SMART

22. SURVEY
A
OR
B

24. WICKED
SMART
1
20

25.
SUBJECT
LINES
12 3

26. TIP
4
KEEP THEM
MOVING ON
DOWN THE LINE
BY READING
THEIR MIND

27. Conversions are
their key metric.
Learn the benefits
of “Others Also Like
This”
-Jeff Bezos (2007)

28.
DIAGRAM
RESEARCH
12 3

29.
CALL TO
ACTIONS
John,
Here is a case study from Comscore
showing how they changed their email
programs to drive more revenue. I
thought you’d enjoy reading it.
Or if you’d prefer here is a worksheet
they used to help them start on their
process.
Best,
Mathew Sweezey
2
3

30. TIP
5
IT’S EASY AS
1-2-3
SIMPLE AS DO,
RE, MI
BABY, YOU AND
ME GIRL

31.
UR
BASE
YO TA
DA
?

32. 1-2-3

33. 1-2-3

34. 3-2-1
2
3
3
2
1
1

35. 200k

36. TIP
6
I’LL TAKE “THE
PEN IS
MIGHTiER” FOR
$500 TREBEK
-SEAN
CONNERY

37. Prefer content to be less
than 5 pages. Only 1.7%
would prefer more than 5
pages.
CONTENT
ENGAGEMENT
7I%

40. TIP
7
NURTURING
ISN’T EMAIL
ONLY!!!

41. CHANNEL
CROSS

42. Internet
Email
Facebook
Telemarketing
Fax
Television
Print
Direct Mail
Radio
1960 !
5 marketing
Channels
2013!
60+ marketing
Channels
2020!
100’s of
marketing
Channels

43. Questions?
@msweezey