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
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