Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows

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Trade shows are now more expensive than ever, and it can often be difficult to justify the cost. John Matera, Director of Marketing for RedTail Solutions, explains how Pardot helped RedTail make their two biggest annual trade show appearances more productive and cost effective than in previous years. RedTail was able to maximize marketing opportunities in several areas including pre-show promotion, show- specific print collateral, on-floor promotions, meeting appointments, contests, and post-show follow-up.

Transcript of Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows

  • Using Pardot to Get the Most from Trade Shows

    John Matera Director of Marke:ng RedTail Solu:ons

  • Trade Shows and Conferences

  • Context

    = Small

    = Precious

    Partner + End User = Dicult

    + = 75% Budget

  • Concern: Produc:vity Curve FlaLening

  • 2012 Goals

    Partner Impressions, Leads

    End User Leads

    Social Media

    Cost

    25%

    25%

  • Connector

    Landing Page

    File

    Custom Redirect

    Link

    Form

    Email

    Social

    Key Enabling Pardot Feature

    Sets

  • First Event

    Partners + End Users

  • Pre-Conference

    Email

  • Large Post Card Leave Around

    Font!

  • Prize Drawings

  • Second Event

    Partners + End Users

    August 12-17, 2012 Nashville, TN

  • TLDR

    Pre-Conference Email

  • Print Ads

  • Business Card Hand-Out

  • RedTail Conference Guide Webpage

  • Virtual Totebag

    46 Downloads 3 C/R Clicks

  • Booth Badge Scan

    Lead Data Capture Minimum Fields q Type q ERP System q Comments

  • Kiosk Screen

  • Kiosk Screen

  • Smartphone Badge Scan

  • Results

  • Ramped Produc:vity

  • Microso2 Convergence Sage Summit

    Exceeded Goals

    56%

    107%

    28%

    165%

  • Opportuni:es and Wins

    Microso2 Convergence Sage Summit

    -50%

    250%

    200%

    0%

  • Social Media Follows

    Microso2 Convergence

    Sage Summit

  • Post-Show Follow-Up CRM Telesales

    Before Landing!

  • Post-Show Follow-Up Email Programs

  • What We Learned

    Simpler = BeLer

    Video >> Text

  • Simpler = BeLer

    Single Form

    What We Learned

  • Page & Redirect ProliferaFon!

    What We Learned

  • What We Learned

    Mobile Apps/Browser Pages

    40 Clicks = Worth Eort? Rarely Used

    Kiosk at Booth ? ?

    Fancy Stuff

  • What We Learned Portable Impressions Cri:cal

  • What We Learned

    >

  • Designated Eater x 4

    = leads x 4

    What We Learned

  • Pure Opinion

    Metal Sponsorships

    Give Away Trade

    3-Second Rule

    Sessions

    Social no, really

    Give Away

  • tells Who When How Many Where

    Informed Decisions

    Timely Responses

    Value