This is the 2011 edition of my Elevate presentation on how we eat our own dogfood. It gives some insight into our marketing processes and also illustrates a few of the successes and stumbles we made along the way to building a pretty strong sales and marketing machine. See if you can keep up with the Pardashians!

1. How Pardot Uses Pardot
Marketing tips and tricks
Presented by:
Adam Blitzer, COO, Pardot
November 15, 2011

2. A little about me
• Co-founder of Pardot
• Spent many years in Japan for judo
（これを読めたら後で話しましょう！）
• “Best-selling” author

3. What will we talk about?
• Webinar strategy
• In person events
• Retargeting
• Social prospecting

4. Weekly webinars:
The killer cadence

5. Webinar Deliverables
• Form / landing page + thank you content
• Invitation email
• Cross-promo ads
• Reminder emails (through webinar vendor)
• Video
• Thank you / recording email

6. Landing page / form

7. Thank you page

8. Invitation email

9. Other ways to promote
• Social posts
• Email signatures
• Hello Bar

10. Post video with

11. Recording email

12. Keep posting the video

13. Then share it!

14. Tag all of the assets

15. Rinse and repeat

16. Tradeshows:
Separating wheat from chaff

17. Common Event Issues
• You get a stack of business cards
• All leads look the same
• Your follow-ups blend in with everyone else’s

18. iPads > Lead Scanners

19. iPad + Kiosk Mode Forms
• Feeds straight into Pardot
• Immediate touch with autoresponder
• Easy to kickoff drip program
• iPads for leads / scanners for contest entries

20. Retargeting:
If at first you don’t succeed…

21. What the heck is it?
Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)

22. Example – Pardot is everywhere!

23. Tip – cap the frequency
• Resist the temptation to be everywhere
• Have a lot of variety to keep ads fresh
• Can become creepy

24. Tip – tie creative to page view
• Ads should be as relevant as possible
• Especially effective with SEM

25. Tip – add a “kill switch”
• Add after conversions
• Add to login page

26. Tip – consider client-specific ads
• Educational webinars
• Training
• User community
• Blog subscription
• Social profiles

27. Tip – understand and honor opt-outs
• Different ad networks have different rules
• Different countries have different rules
• Make opt-out language part of your privacy
policy

28. Social media lead generation:
A practical example

29. LinkedIn – Q&A

30. LinkedIn – personal profile

31. LinkedIn – company profile

32. Jigsaw – company profile

33. LinkedIn – my response

34. We didn’t – connect on LinkedIn

35. We didn’t – friend on Facebook

36. We didn’t – self-promote

37. We did – follow her on Twitter

38. We did – call her

39. We did – send her our “best-seller”

40. We did – win the deal

41. Questions?