by Mathew Sweezey

1. First 5 Campaigns
to use for Marketing Automation
Presented by:
Mathew Sweezey, Evangelist, Pardot
January 19, 2012

2. Agenda
• Basic Lead Gen Campaign
• 1st Drip Program
• Event
• Cold Lead Recycle Campaign
• Sales Drip

3. Basic Lead Gen Campaign
Begin at the Beginning

4. Lead Gen Campaign
#1
+Score Segment

5. What You’ll Need
• 1 Form
• 1 Landing Page
• 1 Autoresponder Email
• List for drip nurturing

6. Landing Page Basics

7. Form Basics

8. Autoresponder

9. The List
Email First Name Last Name

10. 1st Drip Program
Nurturing Notes

11. 1st Drip Program
#2
6
Segment Stage 3 Content Stage 2 Content
11 6
Stage 1 Content

12. What You’ll Need
• 1 Segmentation Rule
• 3 Nurturing Email Templates
• 3 Automation Rules to move
prospects into appropriate
segments (Stage 1,2,3)

13. Drip Email Basics

14. Webinar Campaign
Reaching Out

15. Webinar Campaign
#3
+Score Segment

16. What You’ll Need
• 1 Webinar Set-Up
• 1 Email for inviting prospects
• 3 Nurturing Email Templates
• 3 Automation Rules to place
people on appropriate follow
up tracks

17. Cold Lead Recycling
Warming up cold leads

18. Cold Lead Recycling
#4
= MQL
+Score

19. What You’ll Need
• 1 Automation Rule to find cold
leads
• 1 Nurture Program for cold
leads (already set up)
• 1 Automation Rule to qualify
them as MQL

20. Sales Drip
Don’t let the well run dry

21. Sales Drip
#5
6
List in CRM
13 3

22. What You’ll Need
• 1 List - visible in CRM
• 1 Nurturing Program
• 3 Emails in the drip program
• 1 Set Task, if no action after 3
emails in drip work-flow

23. Sales Drip Basics

24. Questions
Stupid ones are Okay!

25. Contact Information
Mathew Sweezey Pardot
950 East Paces Ferry Rd
Sr. Sales Executive
Suite 3300
mathew.sweezey@pardot.com Atlanta, Georgia 30326
@msweezey
404.492.6848
877.3B2B.ROI
www.pardot.com