mutliplying results throughout the buyers journey - pardot users conference
TRANSCRIPT
![Page 1: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/1.jpg)
Multiplying Results at Every Touchpoint in the Buyer’s JourneyPardot User Conference
September 29, 2010
![Page 2: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/2.jpg)
Panel Discussion
Multiplying Results at Every Touchpoint in the Buyers’ Journey
Moderator Dan McDade President and CEO, PointClear
Market Karla Blalock Senior Vice President, PointClear
Media Renee Thompson Senior Director, Products, TechTarget
Offer Paul McKeon Founder and CEO, The Content Factor
![Page 3: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/3.jpg)
Introduction
Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results
Market Media Offer
What companies will we target?
Who are our target contacts?
How can we segment our market and apply differing approaches?
Which mix of integrated media will be most effective?
How will we navigate to those contacts?
How can we convey a building dialogue?
How do we engage with our target audience?
How do we articulate what problems we solve and how?
What messaging will differentiate our solution?
![Page 4: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/4.jpg)
Is this your market?
![Page 5: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/5.jpg)
Or is this your market?
![Page 6: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/6.jpg)
Define it…
![Page 7: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/7.jpg)
Sales & Marketing have to work
together
![Page 8: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/8.jpg)
Compare it to your customers
![Page 9: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/9.jpg)
Compare it to your visitors
![Page 10: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/10.jpg)
Is this your data?
![Page 11: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/11.jpg)
Or this….
![Page 12: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/12.jpg)
Or this?
![Page 13: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/13.jpg)
This is better…
![Page 14: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/14.jpg)
How much it costs to fix a contact upon it entering your database
How much it costs to keep a bad record in your database, use it and clean it up later
Bad data costs $$$
![Page 15: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/15.jpg)
Best in class databases
![Page 16: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/16.jpg)
Average.
![Page 17: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/17.jpg)
Then what?
![Page 18: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/18.jpg)
PRIORITIZE IT
![Page 19: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/19.jpg)
Target this
market of 1,000
…end with 50 leads
No segmentation
![Page 20: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/20.jpg)
Segmentation
9%
1%
3%
5%
7%
Find & target the
high interest
segments
Get 84% of the results in 60% of the spend
![Page 21: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/21.jpg)
..and, improve yourtargeting
![Page 22: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/22.jpg)
Let’s recap
Define your market
![Page 23: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/23.jpg)
Let’s recap
Validate the definiton
![Page 24: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/24.jpg)
Let’s recap
Combine your databases
![Page 25: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/25.jpg)
Let’s recap
Clean & Enhance
![Page 26: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/26.jpg)
Identify priorities
Let’s recap
![Page 27: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/27.jpg)
Media
Publishers and Marketing Automation – A Love Story
A Publisher’s View on IT Buyer Activity and the Application of Marketing Automation
![Page 28: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/28.jpg)
What Do Publishers Know?
What kinds of content assets do users prefer and interact with? Which content resonates in a particular portion of the buy-
cycle?
![Page 29: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/29.jpg)
The Publisher’s Challenge
How can a publisher capture and leverage the “activity intelligence” generated by users activity on our websites?
How can we take advantage of the user activity “vapor trail” to create a better experience for the user and more productive lead stream for the vendor?
What does a publisher driven nurturing offering look like?
![Page 30: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/30.jpg)
The Publishing World has Changed
OLD WAY: Point in timeUsed to depend on traditional
information gathering
NEW WAY: Real TimeNow learn from the richer view
of a user’s current Activity
![Page 31: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/31.jpg)
ACTIVITY INTELLIGENCE™ Methodology
![Page 32: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/32.jpg)
A Multi-step Marketing Automation Model – Moving from MQLs to SQLs
Pass-thru of Activity Intelligence Data to
Client MAM / CRM Solution
Custom NurturingExecuted by TechTarget
From Simple Re-messagingAnd Content Follow-up
ToCustom Nurturing Campaigns
Driven By User Activities
Data/Service DeliveryLeads withActivity Data
Client Marketing & Qualification
Custom NurturingExecuted by Client
From Simple Re-messagingAnd Content Follow-up To
Custom Nurturing CampaignsDriven By User Activities
as well asThrough Email andWebsite Activities
![Page 33: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/33.jpg)
You want me to take the time to?
“Laboriously type my name and job related information into a cumbersome form.” “Give you my email, so you can spam me”
“Give you my phone number, so you can have some sales rep call me.”Sure. I’ll do that!
![Page 34: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/34.jpg)
Biggest challenges facing email marketing
Recipient mailboxes are swamped and all email suffersSpam is eroding trust in email
Email doesn’t get the budget/attention it deserves
Willingness of people to opt-in to new email lists
Lack of accountability/measurement
Difficulty with effective email creative due to image blocking
Deliverability
![Page 35: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/35.jpg)
The best way to meet e-marketing campaign objectives
•Engage them
•Get them to “trust us’
•Teach them something
•Get them to view us as a valued partner
Send prospects a lot more emails
“Fire hose” them with a lot of white papers
Send them a lot of product offers
Make them a lot of special deals
or
![Page 36: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/36.jpg)
Offer
The four “Cs” of B2B marketing differ from the four “Ps” of classical marketing Content – the creation of a steady stream of
engaging content Connection – connecting with the audience
you wish to attract Communication – communicating with them in
an ongoing conversation Conversion – and then converting them at the
illusive moment of need Paul Dunay, Global Managing Director of Services and Social Marketing for Avaya
![Page 37: Mutliplying Results Throughout the Buyers Journey - Pardot Users Conference](https://reader030.vdocuments.site/reader030/viewer/2022032514/55d519bfbb61eba6228b45f6/html5/thumbnails/37.jpg)
Questions?
Contact InformationDan McDade 678-533-2722
[email protected]@pointclearpdwww.pointclear.com
Karla Blalock 678.533.2700 [email protected]@kblalockwww.pointclear.com
Renee Thompson [email protected]
Paul McKeon 770-457-2489 ext [email protected]@McKeonPaulwww.contentfactor.com