marketing analytics - stephan sorger · marketing analytics: marketing automation with pardot ......

Marketing Analytics:Marketing Automation with Pardot

Disclaimer:

• All logos, images, etc. used in this presentation are the property of their respective

copyright owners and are used here for educational purposes only

© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.1

http://www.stephansorger.com/

Agenda

Topic Definition

Top Vendors Top vendors, and the roles they play

Preparation Preparing for typical email campaign; get template

Execution How to execute a typical Pardot email campaign

Reporting How to obtain metrics on marketing efforts

Administration How to set up scoring rules and connectors



Top Vendors

Topic Definition

Pardot Integrated with Salesforce.com

Marketo Image-rich user interface

Powerful automation capabilities

Eloqua Powerful, expensive alternative

Others Many other marketing automation systems exist



Pardot.com Home Page Screenshot



Marketo.com Home Page Screenshot



Eloqua.com Home Page Screenshot



Preparation: Get/ Build HTML Template


Themeforest.net, one of many sites offering pre-made HTML Templates


Preparation: Get/ Build HTML Template



Execution: Process


Import List

Create Campaign

Load Content

Build Form

Do Landing Page

Develop Email

Set up Automation


Pardot: Login



Execution: Create New Campaign


Admin Import Prospects

Marketing Campaigns


Execution: Import Prospect List


Admin Import Prospects


Execution: Import Prospects


Source Master List

Company Name Acme, Inc.

First Name Josephine

Last Name Smith

Category Primary

Title Director of Marketing

Email [email protected]

Primary Address 1 123 Main Street

Primary Address 2 Bldg. 3, Office 303C

Primary City San Francisco

Primary State California

Primary ZIP 94110


Execution: Load Content


Marketing Content Files


Execution: Build Form


Marketing Forms Forms


Execution: Landing Page


Marketing Landing Pages Landing Pages


Execution: Develop Email


Select if you have existing template

Select if you need powerful editing capability

Select if you want to send text-only email

Marketing Emails New Email

Select if you prefer GUI interface




Alternative: Edit directly in HTML if possible


Execution: Set Up Automation


Automation Drip Programs




Email_1

Email_2

Email_3


Reporting: Emails


Reports Emails

Email_5

Email_4

Email_3

Email_2

Email_1


Reporting: Landing Pages


Reports Landing Pages

LandingPage_5

LandingPage_4

LandingPage_3

LandingPage_2

LandingPage_1


Administration:


Website SEO

SalesforcePardot

Website SEM

Email campaigns

Marketing Leads to Sales

• Relevant: Better qualified

• Efficient: Faster

• Effective: Prospect information

Other campaigns


Administration: Typical Email Campaign


Email Sent Landing Page

With Form

Thank You

EmailEmail

Opened

Activity Analytics

Email gets sent to prospect Track email quantity sent

Prospect opens email Track emails opened

Prospect clicks on email Track clicks

Completes landing page form Track landing page completions

Send Thank You email Prospect now has content


Administration: Nurturing/ Drip Campaigns


Nurturing prospects before sending to Sales

Activity 1: +25 Activity 2: +25 Activity 3: +5Prospect

Sales Team

Sales person 1

Sales person 2

Sales person 3

Sales managerExecutive

Contact Form:

“Send me info”

Scenario Actions

Prospect fills out Contact Form: Bypass system

“Interested in ACME” Send straight to Sales Manager

Single activity (white paper, etc.) Allow to nurture

Multiple activities (1 + 2 + 3 = 55 pts) Send to salesperson

College student or Job-seeker Do not send to salesperson


Administration: Lead Scoring and Grading


Activity Score (Activity)

Form submission: Contact Us 100 to Sales

Form submission: Data Sheet 50

Website views: Industries, Solutions, etc. 2

Website views: Search 5

Website views: Careers, etc. - 2

Form error: (Robot) - 5

Existing customer (Salesforce) 0

Activity Grade (Relevance)

Default Grade D

Target title: VP, Director, etc. +1 Grade: D->C

Organization size: Over $1B, etc. +1 Grade: C->B

Business needs: Relevant +1 Grade: B->A


Administration: Scoring Rules


Admin Automation Settings Scoring Rules


Administration: Connectors


Admin Connectors


Administration: Connectors



marketing analytics - stephan sorger · marketing analytics: marketing automation with pardot ......

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