Presented by: Adam Blitzer, COO, PardotNovember 15, 2011

How Pardot Uses PardotMarketing tips and tricks

A little about me• Co-founder of Pardot• Spent many years in Japan for judo （これを読めたら後で話しましょう！）• “Best-selling” author

What will we talk about?• Webinar strategy• In person events• Retargeting• Social prospecting

Weekly webinars:The killer cadence

Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email

Landing page / form

Thank you page

Invitation email

Other ways to promote• Social posts• Email signatures• Hello Bar

Post video with

Recording email

Keep posting the video

Then share it!

Tag all of the assets

Rinse and repeat

Tradeshows:Separating wheat from chaff

Common Event Issues

• You get a stack of business cards• All leads look the same• Your follow-ups blend in with everyone else’s

iPads > Lead Scanners

iPad + Kiosk Mode Forms

• Feeds straight into Pardot• Immediate touch with autoresponder• Easy to kickoff drip program• iPads for leads / scanners for contest entries

Retargeting:If at first you don’t succeed…

What the heck is it?

Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)

Example – Pardot is everywhere!

Tip – cap the frequency

• Resist the temptation to be everywhere• Have a lot of variety to keep ads fresh• Can become creepy

Tip – tie creative to page view

• Ads should be as relevant as possible• Especially effective with SEM

Tip – add a “kill switch”

• Add after conversions• Add to login page

Tip – consider client-specific ads

• Educational webinars• Training• User community• Blog subscription• Social profiles

Tip – understand and honor opt-outs

• Different ad networks have different rules• Different countries have different rules• Make opt-out language part of your privacy

policy

Social media lead generation:A practical example

LinkedIn – Q&A

LinkedIn – personal profile

LinkedIn – company profile

Jigsaw – company profile

LinkedIn – my response

We didn’t – connect on LinkedIn

We didn’t – friend on Facebook

We didn’t – self-promote

We did – follow her on Twitter

We did – call her

We did – send her our “best-seller”

We did – win the deal

Questions?