Christy Au Client Advocate
Enablement Specialist -
Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Pardot’s Customer Success Team (CST)
Adam Waid Ginny Richards Susan Ashley Josie Harvey Chris Jupin Jazmyne Dodd Molly Futrell
Christy Au Virginia Baaklini Camille Barnet Evelyn Boyle Cara Clanton Jimmy Conley David DiGiammarino Lindsey DiGiovanni Leigh Falgoust
Hannah Freeman Miriam Fair Ami Kamei Clare Kelly Jess Marsh Cole McIntyre Dane McKinley Cristi Moscoso
Kylie Nickles Caitlin Howell Whitney Rudeseal Sammi Pang Jessica Williams Lindsay Progar Lindsay Stanford Rob Valdez Natalie Vaynberg
Please use the GoToWebinar “chat” or “questions” feature located at the bottom corner of your control panel.
Questions? Feedback?
Events Other
Marketing Campaign
Best Practice #1 Data + Customer Input + Marketing Magic
Coming Up with a Campaign Theme Combine sources for maximum impact
Looked at Data Listened to Customers Read the Research Used Marketing Magic
Lack Awareness of Marketing
Best Practice #2 Different Content at Different Stages
Different Content is Needed at Different Stages Top of Funnel: Set the Stage
Top of Funnel
Illustrated the problem and the value of solving it
Different Content is Needed at Different Stages Middle of Funnel: Offer Value
Top of Funnel
Value-based content with some product information
Different Content is Needed at Different Stages Bottom of Funnel: Provide Solution
Top of Funnel
Best Practice #3 Create an “Anchor”
Don’t Re-invent the Wheel Create one piece of “anchor” content and use it different ways
Whitepaper
Blog
Best Practice #4 Gate Strategically
Use Your Content to Capture Leads To gate or not to gate?
Blogs Infographics
eBooks White Papers Videos (long) Workbooks Webinars & Recordings
Don’t Gate Gate
Know your audience Think about your landing pages
• Remember your customers are on a journey - WHAT IS THE END GOAL?
• Unique channels for every offer
• A/B test – start with headlines first
Optimize Forms: Less is More
What Marketing WantsWhat Sales Wants
Name
Company
Budget
Passport#
Email
Progressive Profiling: Learn More About Your Buyer Build up your database in a few clicks
Best Practice #6 Your Autoresponder
Don’t Forget the Autoresponder Remember your customers are on a journey
Autoresponders for the Win • Deliver content via email • Confirm email address • Get a tracked touch in inbox
How to Use Them • Take advantage of this engagement • Include unique CTAs
Dynamic based on activity
Best Practice #7 Your Website is a Recurring Part of the Journey
Your Website Isn’t a Set-it-and-Forget-It Asset Leverage dynamic content to help with conversion
CRM UNKNOWN CRM SALESFORCE
Best Practice #8 Scoring and Grading
Use Scoring and Grading to Determine Your Perfect Lead What makes a good lead?
Scoring (What a Person Does)
Threshold: 200 Points
Threshold: B or higher
Offer 1
Lead Assignment and Prioritization Insight for Sales and Accountability for Marketing!
Assignment and Accountability Evaluation and Prioritization in Salesforce
Best Practice #10 Empower Your Sales Team
And We Empower Our Sales Team to Nurture Give them the power of Marketing Automation
• Sales adds to marketing set up nurture tracks
• Emails come from the rep
• Real-time insight and alerts from mobile device
Question Time!
Advocate Office Hours - www2.pardot.com/advocates
Open Office Hours Hour long sessions throughout the week where you can join our advocates and other clients to ask any best practice or strategy questions.
Topical Office Hours Weekly sessions where we’ll pick a trending topic from our interactions and present.
New User Calls Weekly introductory calls for anyone wanting to hear more about the resources available to you after implementation and where to go for help.
Live Events Usergroups, Adoption Clinics or Circles of Success
Training Sessions run by the training team in States based around features of Pardot
Certification Courses 2-day Specialist or Consultant training courses perfect for those of you who want to learn Pardot fundamentals in the best practice ways.
Pardot Customer Hub
One central site
Hear from our MVP’s, other customers and salesforce resources!
Access resources, webinars, people, all designed to help you achieve success!
Join The Conversation
www2.pardot.com/community
12th April Circles of Success Melbourne 12th April - Driving Lead Generation Circles of Success Melbourne 12th April - Personalising the Prospect Experience
13th April Melbourne Usergroup Melbourne Adoption Clinic - Creating a Pardot Campaign
21st April Sydney Usergroup - 21st April Sydney Adoption Clinic 21st April - Creating a Pardot Campaign
22nd May Sydney Pardot Specialist 2 day Course Melbourne Pardot Specialist 2 day Course
Coming up in April & May..