Pardot COO Adam Blitzer presents on Pardot's own use of Pardot Marketing Automation from a marketing department's perspective. Adam originally delivered this presentation at Elevate 2010, Pardot's first annual users conference.
15. Lead Triage:
Common Problems
• No dedicated sales ops staff
• Big lead gen campaigns can swamp you
• No rhyme or reason (objectivity) to
qualification process
• Leads not distributed equitably
#pardot2010
16. WWPD
Every lead gets a 60 second eyeball
profile, activity, “sniff” test
#pardot2010
24. You may have lost but...
• Gosh darn it people like you!
• Stay top of mind, especially around
renewal
• Use static templates that link to
dynamic content
#pardot2010
25. You may have lost but...
• Largely text-based
• Casual subject
• Link to dynamic
page (blog, news,
etc.)
• Personalized by
rep
#pardot2010
26. Sample Drip Cadence
• New trial or new client activation -- up to
once per day
• Deal pushed out -- at most once every
two weeks
• Deal lost -- once per quarter
#pardot2010
28. Twitter Mining
• Marketing gets alerts
• Quick LinkedIn search
• Check CRM then fire off to sales
• Sales calls (tag source)
• Process takes 10 minutes or less
#pardot2010
Email content is fairly static but links to pages whose content changes (features, news, etc.)
Personalize
Can use competitor’s name as a dynamic field
Draft off of bigger competitors -- they sprint, you draft
Expect tit for tat.
Competitor once bought “Adam Blitzer”
Repeat copy and keywords.
Helps quality score making bids cheaper.
Emails should also cross sell!
Just like skimming reading comprehension on the SATs
Just like skimming reading comprehension on the SATs
Test drives and contact us submissions treated differently
Drop down maps to list in Pardot
Also good for reporting later
Different tracks for different velocities (call me next month is different from call me later this year)
Lead recycling for dead deals and lost deals.
Email content is fairly static but links to pages whose content changes (features, news, etc.)
Personalize
Can use competitor’s name as a dynamic field
Majority of tweets we see have a real name
Most people using Twitter have a LinkedIn account
Speed rules
TweetDeck, Socialite, etc.
Classy -- Omnipress on Marketing Profs; recommended four competitors
Traffic is an old stat.
Leads generated is an old stat.
All campaigns rated on assigned leads and opps.
Direct searches month over month
Mentions month over month
Mathew Sweezey
Have rep check a box
Use a CRM workflow if you are fancy
Let us know if you want a copy