Marketing Analytics - Stephan Sorger · Marketing Analytics: Marketing Automation with Pardot ......
Transcript of Marketing Analytics - Stephan Sorger · Marketing Analytics: Marketing Automation with Pardot ......
Marketing Analytics:Marketing Automation with Pardot
Disclaimer:
• All logos, images, etc. used in this presentation are the property of their respective
copyright owners and are used here for educational purposes only
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.1
Agenda
Topic Definition
Top Vendors Top vendors, and the roles they play
Preparation Preparing for typical email campaign; get template
Execution How to execute a typical Pardot email campaign
Reporting How to obtain metrics on marketing efforts
Administration How to set up scoring rules and connectors
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Top Vendors
Topic Definition
Pardot Integrated with Salesforce.com
Marketo Image-rich user interface
Powerful automation capabilities
Eloqua Powerful, expensive alternative
Others Many other marketing automation systems exist
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Pardot.com Home Page Screenshot
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Marketo.com Home Page Screenshot
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Eloqua.com Home Page Screenshot
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Preparation: Get/ Build HTML Template
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Themeforest.net, one of many sites offering pre-made HTML Templates
Preparation: Get/ Build HTML Template
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Execution: Process
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Import List
Create Campaign
Load Content
Build Form
Do Landing Page
Develop Email
Set up Automation
Pardot: Login
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Execution: Create New Campaign
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Admin Import Prospects
Marketing Campaigns
Execution: Import Prospect List
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Admin Import Prospects
Execution: Import Prospects
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Source Master List
Company Name Acme, Inc.
First Name Josephine
Last Name Smith
Category Primary
Title Director of Marketing
Email [email protected]
Primary Address 1 123 Main Street
Primary Address 2 Bldg. 3, Office 303C
Primary City San Francisco
Primary State California
Primary ZIP 94110
Execution: Import Prospects
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.14
Execution: Import Prospects
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.15
Execution: Import Prospects
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.16
Execution: Load Content
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.17
Marketing Content Files
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.18
Marketing Forms Forms
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.19
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.20
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.21
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.22
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.23
Execution: Build Form
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.24
Execution: Landing Page
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.25
Marketing Landing Pages Landing Pages
Execution: Landing Page
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.26
Execution: Landing Page
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.27
Execution: Landing Page
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.28
Execution: Landing Page
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.29
Execution: Develop Email
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Select if you have existing template
Select if you need powerful editing capability
Select if you want to send text-only email
Marketing Emails New Email
Select if you prefer GUI interface
Execution: Develop Email
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Execution: Develop Email
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Execution: Develop Email
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Alternative: Edit directly in HTML if possible
Execution: Develop Email
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Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.35
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.36
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.37
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.38
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.39
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.40
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.41
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.42
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.43
Execution: Develop Email
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.44
Execution: Set Up Automation
© Stephan Sorger 2014. www.StephanSorger.com; Marketing Automation with Pardot; Pardot.45
Automation Drip Programs
Execution: Set Up Automation
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Execution: Set Up Automation
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Email_1
Email_2
Email_3
Execution: Set Up Automation
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Email_1
Email_2
Email_3
Reporting: Emails
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Reports Emails
Email_5
Email_4
Email_3
Email_2
Email_1
Reporting: Landing Pages
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Reports Landing Pages
LandingPage_5
LandingPage_4
LandingPage_3
LandingPage_2
LandingPage_1
Administration:
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Website SEO
SalesforcePardot
Website SEM
Email campaigns
Marketing Leads to Sales
• Relevant: Better qualified
• Efficient: Faster
• Effective: Prospect information
Other campaigns
Administration: Typical Email Campaign
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Email Sent Landing Page
With Form
Thank You
EmailEmail
Opened
Activity Analytics
Email gets sent to prospect Track email quantity sent
Prospect opens email Track emails opened
Prospect clicks on email Track clicks
Completes landing page form Track landing page completions
Send Thank You email Prospect now has content
Administration: Nurturing/ Drip Campaigns
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Nurturing prospects before sending to Sales
Activity 1: +25 Activity 2: +25 Activity 3: +5Prospect
Sales Team
Sales person 1
Sales person 2
Sales person 3
Sales managerExecutive
Contact Form:
“Send me info”
Scenario Actions
Prospect fills out Contact Form: Bypass system
“Interested in ACME” Send straight to Sales Manager
Single activity (white paper, etc.) Allow to nurture
Multiple activities (1 + 2 + 3 = 55 pts) Send to salesperson
College student or Job-seeker Do not send to salesperson
Administration: Lead Scoring and Grading
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Activity Score (Activity)
Form submission: Contact Us 100 to Sales
Form submission: Data Sheet 50
Website views: Industries, Solutions, etc. 2
Website views: Search 5
Website views: Careers, etc. - 2
Form error: (Robot) - 5
Existing customer (Salesforce) 0
Activity Grade (Relevance)
Default Grade D
Target title: VP, Director, etc. +1 Grade: D->C
Organization size: Over $1B, etc. +1 Grade: C->B
Business needs: Relevant +1 Grade: B->A
Administration: Scoring Rules
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Admin Automation Settings Scoring Rules
Administration: Connectors
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Admin Connectors
Administration: Connectors
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