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Secure Your Marketing Edge with Killer Drips
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Secure Your Marketing Edge with Killer Drips Presented by: Mathew Sweezey, Marke&ng Automa&on Evangelist Pardot, An ExactTarget® Company
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Learn how to stay engaged with prospects and leads over time from that first touch to closing the deal!
Transcript of Secure Your Marketing Edge with Killer Drips
Secure Your Marketing Edge
with Killer Drips
Presented by: Mathew Sweezey, Marke&ng A
utoma&on
Evangelist
Pardot, An ExactTarg
et® Company
1#
Nurture
based on lead score and interest *Start with 3 emails in your nurture program.
Problem/Goal Type of Drip Program Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre-‐ and Post-‐ Follow-‐ups Event-‐Specific Drip
Cold Marke&ng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
Compe&&ve Drip Straight Drip
Lost Deal Drip Straight Drip
1 2 3
Simple can be BEST
3 2 1
3 2 1
1 2 3
1 2 3
SUBJECT LINE CALL TO ACTION
BODY
SUBJECT LINE
NO/NO *No branding, keyword, or other industry-‐specific term. These are subject lines for Stage 1 emails.
SUBJECT LINE
NO/YES *Okay to have ONE of the following: branding, keyword, or other industry-‐specific term. These are subject lines for Stage 2 emails.
SUBJECT LINE
YES/YES *Okay to have any of the following: branding, keyword, or other industry-‐specific term. These are subject lines for Stage 3 emails.
COPY
Save the HTML *Email should come from a person in your company. Hyperlink to your content.
5
TIP
Learn to “BOX – OUT”
BATCH
WE RESEARCH IN BATCHES OF INFORMATION
YES
ONE YES MEANS THE NEXT IS CLOSE BY
THRESHOLD
YOU HAVE A STOPPING POINT
TIME
*Natural cadence is the best. Match your pauses to the length of
your sales cycle, then match to your goal. Also keep it mixed up.
Generally, 6-‐45 days is the min and max Ome between emails.
LAZY LEADS
*Not all leads in a database are good leads. So, set expectaOons when you engage. Don’t expect 100% engagement ever. Some
leads will never engage!
ENGAGEMENT
-‐ IniOal Set-‐up of Programs -‐ ConsulOng Session on “How To” -‐ Reviewing of Current Programs -‐ 30-‐90-‐180 Reviews and Audits
AUDITS
-‐ Velocity -‐ ROI IS A HORRIBLE METRIC -‐ Total MQL -‐ Number of Pieces of Content in each stage -‐ Average Score by Stage -‐ Clicks -‐ Timing of Pauses
Contact Info
Mathew Sweezey Marketing Automation Evangelist [email protected] @msweezey
Pardot, An ExactTarget® Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 - 877.3B2B.ROI www.pardot.com
