1. Multiplying Results at Every Touchpoint in the Buyer’s Journey Pardot User Conference September 29, 2010

2. Panel Discussion

3. Introduction

4. Is this your market?

5. Or is this your market?

6. Define it… #1 Company with $250 million in sales & 1,500 employees #2 Retailers, Distributors, Healthcare and services #3 Many locations or stores #4 Mobile workforce #5 Headquartered in North America

7. Sales & Marketing have to work together

8. Compare it to your customers

9. Compare it to your visitors

10. Is this your data?

11. Or this….

12. Or this?

13. This is better…

14. Bad data costs $$$ How much it costs to fix a contact upon it entering your database How much it costs to keep a bad record in your database, use it and clean it up later

15. Best in class databases

16. Average.

17. Then what?

18. Prioritize it

19. No segmentation Target this market of 1,000 …end with 50 leads

20. Segmentation Find & target the high interest segments 5% 9% 1% 7% 3% Get 84% of the results in 60% of the spend

21. ..and, improve your targeting

22. Let’s recap Define your market

23. Let’s recap Validate the definiton

24. Let’s recap Combine your databases

25. Let’s recap Clean & Enhance

26. Let’s recap Identify priorities

28. The Publisher’s Challenge How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites? How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor? What does a publisher driven nurturing offering look like?

29. The Publishing World has Changed NEW WAY: Real Time Now learn from the richer viewof a user’s current Activity OLD WAY: Point in time Used to depend on traditional information gathering

30. Activity Intelligence™Methodology

31. A Multi-step Marketing Automation Model – Moving from MQLs to SQLs Client Marketing & Qualification Data/Service Delivery Leads with Activity Data Pass-thru of Activity Intelligence Data to Client MAM / CRM Solution Custom Nurturing Executed by Client From Simple Re-messaging And Content Follow-up To Custom Nurturing Campaigns Driven By User Activities as well as Through Email and Website Activities Custom Nurturing Executed by TechTarget From Simple Re-messaging And Content Follow-up To Custom Nurturing Campaigns Driven By User Activities

32. You want me to take the time to? “Laboriously type my name and job related information into a cumbersome form.” “Give you my email, so you can spam me” “Give you my phone number, so you can have some sales rep call me.” Sure. I’ll do that!

33. Biggest challenges facing email marketing Recipient mailboxes are swamped and all email suffers Spam is eroding trust in email Email doesn’t get the budget/attention it deserves Willingness of people to opt-in to new email lists Lack of accountability/measurement Difficulty with effective email creative due to image blocking Deliverability

35. Get them to “trust us’

36. Teach them something

37. Get them to view us as a valued partnerSend prospects a lot more emails “Fire hose” them with a lot of white papers Send them a lot of product offers Make them a lot of special deals or

38. Offer The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing Content – the creation of a steady stream of engaging content Connection – connecting with the audience you wish to attract Communication – communicating with them in an ongoing conversation Conversion – and then converting them at the illusive moment of need Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya

39. Questions?