Embed Size (px)
DESCRIPTION
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!
Citation preview
Presented by: Adam Blitzer, COO, PardotNovember 15, 2011
How Pardot Uses PardotMarketing tips and tricks
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
What will we talk about?• Webinar strategy• In person events• Retargeting• Social prospecting
Weekly webinars:The killer cadence
Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
Landing page / form
Thank you page
Invitation email
Other ways to promote• Social posts• Email signatures• Hello Bar
Post video with
Recording email
Keep posting the video
Then share it!
Tag all of the assets
Rinse and repeat
Tradeshows:Separating wheat from chaff
Common Event Issues
• You get a stack of business cards• All leads look the same• Your follow-ups blend in with everyone else’s
iPads > Lead Scanners
iPad + Kiosk Mode Forms
• Feeds straight into Pardot• Immediate touch with autoresponder• Easy to kickoff drip program• iPads for leads / scanners for contest entries
Retargeting:If at first you don’t succeed…
What the heck is it?
Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
Example – Pardot is everywhere!
Tip – cap the frequency
• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy
Tip – tie creative to page view
• Ads should be as relevant as possible• Especially effective with SEM
Tip – add a “kill switch”
• Add after conversions• Add to login page
Tip – consider client-specific ads
• Educational webinars• Training• User community• Blog subscription• Social profiles
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
Social media lead generation:A practical example
LinkedIn – Q&A
LinkedIn – personal profile
LinkedIn – company profile
Jigsaw – company profile
LinkedIn – my response
We didn’t – connect on LinkedIn
We didn’t – friend on Facebook
We didn’t – self-promote
We did – follow her on Twitter
We did – call her
We did – send her our “best-seller”
We did – win the deal
Questions?
