marketing automation campaigns – everything you need to know
DESCRIPTION
This is the all-around, gotta have it webinar on marketing campaigns – jam-packed, one after another – 15 campaign ideas! If you are a marketer – newbie, intermediate or advanced – this is a must see.TRANSCRIPT
Presented by: Mathew Sweezey, Evangelist, Pardot July 26, 2012
Everything You Need To Know
About MarkeDng AutomaDon Campaigns
• Speed DaDng Style • 15 Campaigns • What you’ll need • How to execute • QuesDons
Agenda
Basic Lead Gen Campaign Begin at the Beginning
#1 Lead Gen Campaign
+Score Segment
• 1 Form • 1 Landing Page • 1 Autoresponder Email • List for drip nurturing
What You’ll Need
1st Drip Program Nurturing Notes
#2 1st Drip Program
Stage 3 Content Stage 2 Content
Stage 1 Content
6
11
Segment
6
• 1 SegmentaDon Rule • 3 Nurturing Email Templates • 3 AutomaDon Rules to move prospects into appropriate segments (Stage 1,2,3)
What You’ll Need
Webinar Campaign Reaching Out
#3
+Score Segment
Webinar Campaign
• 1 Webinar Set-‐Up • 1 Email for inviDng prospects • 3 Nurturing Email Templates • 3 AutomaDon Rules to place people on appropriate follow up tracks
What You’ll Need
Cold Lead Recycling Warming up cold leads
#4 Cold Lead Recycling
+Score
= MQL
• 1 AutomaDon Rule to find cold leads • 1 Nurture Program for cold leads (already set up) • 1 AutomaDon Rule to qualify them as MQL
What You’ll Need
Sales Drip Don’t let the well run dry
6
3 13
List in CRM
#5 Sales Drip
• 1 List -‐ visible in CRM • 1 Nurturing Program • 3 Emails in the drip program • 1 Set Task, if no acDon a_er 3 emails in drip work-‐flow
What You’ll Need
Advanced SegmentaFons Data Mining Secrets
#6 Advanced SegmentaFon
Email First Name Last Name
• 1 AutomaDon Rule • Data points to use • 1 List already created • Training on If-‐Then Logic
What You’ll Need
CondiFonal Forms Changing the Game
#7 Advanced Forms
• 1 Form • Deep understanding of what you would like to know • Progressive order of your quesDons
What You’ll Need
Advanced Nurturing TacFcs Ohh, You’re Fancy Now
A/B
#8 Advanced Nurturing
6 9
?
• Drip Templates • Split List for A/B TesDng • View Drip Report • Smarts!
What You’ll Need
Win Loss Survey Who doesn’t like to improve
#9 Win Loss Survey
• List of lost Opps • Call Script • Follow up Email • Landing Page • Form
What You’ll Need
Lost Deal Drip Make Sales Happier
45
3 45
List in CRM
#10 Lost Deal Drip
Rinse and Repeat
• 1 List -‐ visible in CRM • 1 Nurturing Program • 3 Emails in the drip program
What You’ll Need
Social Tracking Tracking and Engaging with Social
#11 Social PosFng
• Upload Content • Schedule Post • Relevant message • Call to AcDon • Track Conversions
What You’ll Need
Video Killed the Radio Star Using new Mediums
#12 Video Tracking (Hosted)
#12+ Video Tracking (On Site)
What You’ll Need
• Video Uploaded to HosDng site • Custom Redirect • AutomaDon rule for segmentaDon and other acDons
Trade Show Kiosk Forms Make life easier on the road
#13 Kiosk Forms
• Input Device (iPad) • Form in Kiosk Mode
What You’ll Need
Facebook iFrames Advanced Social OpFons
#14 Facebook iFrames
• List of lost Opps • Call Script • Follow up Email • Landing Page • Form
What You’ll Need
Dynamic Content Dynamic TargeFng / RetargeFng
#15 Dynamic Content
CEO – Sees Call to acDon #1
Manager – Sees Call to acDon #2
Post Demo – Sees Call to acDon #3
• Content • Dynamic Content Block
What You’ll Need
Put it All Together Time to use it!
Campaign
Score, Nurture
MQL
Mathew Sweezey Sr. Sales Manager
@msweezey
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact InformaFon