Tales From the Marketing Automation Trenches - Pardot Users Conference

Tales from the

Marketing Automation Trenches

motum b2b

My message today

big picture about marketing automation planning your content basic needs for success executing targeted campaigns

The b2b buying cycle is changing ?

The b2b buying cycle is changing !

The b2b buying cycle is changing ;-)

motum b2b & Pardot

introduced Fall 2008 V.A.R. in Q1, 2009 1st client Q1, 2009 9 clients – directly managing 7 part of core of our business model powers content marketing

motum b2b’s Marketing Machine

motum b2b’s approach

Clearly define your goals

sell more indicators of engagement

• new leads at the top of the funnel• conversion from anonymous to prospect• active prospects• assigned prospects• opportunities created

refine into KPIs

What is the sales landscape

sales acceptance• crossed or open arms

sales needs• net new revenue• average first sale value• conversion rate• length of the sales cycle

Content Audit

everything and anything you have determine its value and what prospects will

pay for it identify any gaps

• content • opportunity warm-up

organize it • prospect engagement level• subject matter• customer segment

The Content Molecule

properties and elements bonds with other molecules forms more complex structures

The Content Molecule

So what characteristics and properties do you need to define for the molecule?• email teaser• call to action button design• landing page • Form fields• auto response email• file or link• automation & scoring

The Content Molecule

Content Molecule Chains

The Content Closet

What’s in your wardrobe?• Expensive stuff that you really like and use a lot• Trendy things that you use a lot for a short time• Accessories that don’t stand alone• Accessories that emphasize• Special occasion items

The Content Closet

Optimize for Inbound Marketing

Are you findable? Do you have paths to your front door? Do people leave with something?

The Marketing department is in Atlanta for the week. Now what?

basic level of automated activity identification to warm prospect triggered by identification gateways adjusted by inbound pathway

Put the pieces together a targeted outreach campaign

Final thoughts

thank you questions Scott Moore – smoore@motumb2b.com www.motumb2b.com