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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 = Difficult
+ = 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
Social
Key Enabling Pardot Feature
Sets
First Event
Partners + End Users
Pre-‐Conference
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 Effort? 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
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