Using Pardot to maximize lead generation at trade shows
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Trade shows are now more expensive than ever, and it can often be difficult to justify the cost. John Matera, Director of Marketing for RedTail Solutions, explains how Pardot helped RedTail make their two biggest annual trade show appearances more productive and cost effective than in previous years. RedTail was able to maximize marketing opportunities in several areas including pre-show promotion, show- specific print collateral, on-floor promotions, meeting appointments, contests, and post-show follow-up.
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Using Pardot to maximize lead generation at trade shows
- 1. Using Pardot to Get the Most from Trade Shows John Matera Director of Marke:ng RedTail Solu:ons
- 2. Trade Shows and Conferences
- 3. Context = Small = Precious + = 75% Budget Partner + End User = Difficult
- 4. Concern: Produc:vity Curve FlaLening
- 5. 2012 Goals 25% Partner Impressions, Leads 25% End User Leads Social Media Cost
- 6. Connector Landing Page File Key Enabling Custom Redirect Pardot Feature Link Sets Form Email Social
- 7. First Event Partners + End Users
- 8. Pre-‐ Conference Email
- 9. Large Post Card “Leave Around” Font!
- 10. Prize Drawings
- 11. Second Event August 12-‐17, 2012 Nashville, TN Partners + End Users
- 12. Pre-‐Conference Email TLDR
- 13. Print Ads
- 15. RedTail Conference Guide Webpage
- 16. Virtual Totebag • 46 Downloads • 3 C/R Clicks
- 17. Booth Badge Scan Lead Data Capture Minimum Fields q Type q ERP System q Comments
- 18. Kiosk Screen
- 19. Kiosk Screen
- 21. Results
- 23. Exceeded Goals Microso2 Convergence Sage Summit 107% 28% 56% 165%
- 24. Opportuni:es and Wins Microso2 Convergence Sage Summit 250% -‐50% 200% 0%
- 25. Social Media Follows Microso2 Convergence Sage Summit
- 26. Post-‐Show Follow-‐Up CRM Telesales Before Landing!
- 27. Post-‐Show Follow-‐Up Email Programs
- 28. What We Learned Simpler = BeLer Video >> Text
- 29. What We Learned Simpler = BeLer Single Form
- 30. What We Learned Page & Redirect ProliferaFon!
- 31. What We Learned Fancy Stuff Mobile Apps/Browser Pages ? ? Kiosk at Booth 40 Clicks = Worth Effort? Rarely Used
- 32. What We Learned Portable Impressions Cri:cal
- 33. What We Learned >
- 34. What We Learned “Designated Eater” x 4 = leads x 4
- 35. Pure Opinion “Metal” Sponsorships Give Away Trade 3-‐Second Rule Sessions Social – no, really
- 36. tells… • Who • When • How Many • Where Informed Decisions Timely Responses Value