Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline Courtney Chambers Implementation Specialist

Courtney Chambers Implementation Specialist, Pardot

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THE FOCUS

•  Optimizing the Lead Generation process from content to conversion

•  How Pardot helps to execute and

track your strategy

1.  Be Appealing - Entice with value (content)

2.  Be Available - Put yourself out there (SEO/SEM)

3.  Be Smooth - Make it hard to say no (conversion)

BE APPEALING

What can you offer in addition to your product?

Content is the hook.

●  Anticipate what they’re already looking for – give them the information that they are seeking, and stand out from the crowd.

BE APPEALING

●  The importance:

ü  Brand awareness ü  Relationship ü  Reputation ü  Qualification ü  ROI

BE APPEALING

●  Host content files in Pardot to track the

downloads and reflect interest via score points. ●  Track which, and how much, of your videos

prospects are watching via our Wistia connector. ●  Link to content from a variety of sources via

custom redirects to see what is most successful.

BE APPEALING

So you have great content.

How do you increase chances of it getting found?

“Content creation ranks as the single most effective SEO tactic by 53%.”

(MarketingSherpa)

BE AVAILABLE

●  Make the most of your keywords:

●  Link to landing pages within your website.

●  Content should always be helpful,

relevant, and high-quality.

ü  title tags ü  meta descriptions ü  page URLs

ü  file names ü  image ALT tags ü  page content

BE AVAILABLE

BE AVAILABLE

BE AVAILABLE ●  Integrate Google AdWords directly into Pardot! ●  Paid Search Report: track revenue from natural search and discover how your paid search

campaigns are truly impacting lead generation efforts.

They discovered your value – and now they’re into you.

How do you take this to the next level?

BE SMOOTH

Form +

Landing Page +

Thank You Page =

CONVERSION PROCESS

BE SMOOTH

1.  Short and sweet

2.  Informative error messages

3.  Vertical alignment

FORM TIPS

The first time John Doe fills out a form. The second time John Doe fills out a form.

FORM TIPS 4.  Progressive profiling

1.  Clear value proposition 2.  Eliminate distractions 3.  Social sharing options

The Complete Guide to a Successful Landing Page

LANDING PAGE TIPS

4.  Personalize the message

LANDING PAGE TIPS

1.  Message content

2.  Encourage exploration

3.  Another CTA

4.  Social share & follow (Don’t forget autoresponders!)

THANK YOU PAGE

●  Every step is trackable and measurable ●  Test! What do visitors respond to most? ●  Optimize areas that are lacking

ANALYZE RESULTS

1.  Be Appealing

2.  Be Available

3.  Be Smooth

Constantly evaluate to improve your efforts and get more leads to commit!

RECAP

PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION

Attend the Pardot Keynote for your chance to win

a Precor Treadmill.

Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis

Yerba Buena Salon 9