First 5 Campaigns You Should Run with Marketing Automation

Presented by: Mathew Sweezey, Evangelist, PardotJanuary 19, 2012

First 5 Campaignsto use for Marketing Automation

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

Agenda

Basic Lead Gen CampaignBegin at the Beginning

#1Lead Gen Campaign

+Score Segment

Drive Leads

4: Increase Score

Landing Page Autoresponder Nurture

• 1 Form • 1 Landing Page• 1 Autoresponder Email • List for drip nurturing

What You’ll Need

Landing Page Title

Stage 1 Content

Stage 2 Content

Landing Page Basics

Form – Optional

Validate Email

First Name

Short as Possible

Form Basics

Thank you

Content Link

Autoresponder

Source

Segmentation

The List

Email First Name Last Name

1st Drip ProgramNurturing Notes

#21st Drip Program

Stage 3 Content Stage 2 Content

Stage 1 Content

6

11

Segment

6

• 1 Segmentation Rule • 3 Nurturing Email Templates• 3 Automation Rules to move

prospects into appropriate segments (Stage 1,2,3)

What You’ll Need

Copy

Call To Action

Subject Line

Drip Email Basics

Webinar CampaignReaching Out

#3

+Score Segment

Webinar Campaign

• 1 Webinar Set-Up• 1 Email for inviting prospects• 3 Nurturing Email Templates• 3 Automation Rules to place

people on appropriate follow up tracks

What You’ll Need

Cold Lead RecyclingWarming up cold leads

#4Cold Lead Recycling

+Score

= MQL

• 1 Automation Rule to find cold leads• 1 Nurture Program for cold

leads (already set up) • 1 Automation Rule to qualify

them as MQL

What You’ll Need

Sales DripDon’t let the well run dry

6

313

List in CRM

#5Sales Drip

• 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

What You’ll Need

Sales Drip

- Dynamic segmentation by field

- Or sales can add at their discretion

- Straight Line drip - Switch up emails - Keep them all rich text

Sales Drip Basics

Questions Stupid ones are Okay!

Mathew SweezeySr. Sales Executive

mathew.sweezey@pardot.com

@msweezey

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

Contact Information