first 5 campaigns you should run with marketing automation
DESCRIPTION
by Mathew SweezeyTRANSCRIPT
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
@msweezey
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Contact Information