best practices & use cases marketing automation pardot incloud
TRANSCRIPT
Use Case & Best Practices
Marketing Automation Tool
Marketing Automation Conference, Montreal, June 16th, 2016
Incloud: Business Transformations Experts
“ We transform businesses of all sizes with Salesforce technologies”
GoldConsulting Partner
Incloud: Masters of all Salesforce’s Clouds
Sales CloudService Cloud
Community Cloud
Wave Analytics
App Exchange
Pardot
Strategic Consulting
Implementation
Integration
Support & Evolution
Development Center
One Tool to Rule them all
CRM
EmailCampaigns
LandingPages
Events Social Google Marketing Tools KPI
Orchestrate your Campaigns from Visitors to Opportunities
Visitors Prospects Leads Opportunity
CRM
Organic Search Adwords Drip Email Conference
Action: Visit your website Click on PPC ad and download an E-book
Open & click on a personalized
Register and attend a conference
Become a Marketing
Qualified Lead
Become an Opportunity
Analyze anonymous visitor InformationGather personal information
Segment audienceRun personalized campaigns
Run upsell or renewal campaigns
Driving Attendees to this Event, easy as A, B, C
One to one emails
Drip Program
Social Media
Registration Confirmation
Event reminder
Post event follow up
Automated Emails
Registration Page
English / French
A B C
Week #1 Week #2 Week #3 Week #4 Week #5
Planning this Event Marketing Campaign
Advertising
One to one emails
13 2455
87 97Registration #
All prospects
Teaser contentInvitation 2
Teaser contentInvitation 3
What was our most Effective Channel?
Google Ad6%
Linkedin5%
Evenbrite7%Linkedin ad
4%
One to one Emails13%
Pardot Emails33%
Incloud Drip Emails31%
97 Registrants
Best Practices for each Stage of your Sales Cycle
Lead Generation
Lead Nurturing
Email Marketing
Lead Qualification
1.
2.
3.
4.
Acquire New Prospects with Landing Pages
Collect information in exchange of value:
• White paper• Product demo• Free consultation
Don’t lock all your contents behind forms
Drive traffic to your landing page:
1.
The Anatomy of a Good Landing Page
Start with a value proposition
Tease the downloadable asset using images on your landing pages
Be concise and avoid lengthy texts
Brag about your credibility
Create points of engagement
Test A/B on CTA’s, headlines or images
Analyze behaviors: conversion rates over time, errors.
1.
Decide what Information to Collect
• Limit the number of fields• Enable progressive profiling• Use a radio button instead of a
dropdown
Organic Search Adwords Drip Email Webinar
Data Collected Visited pagesTime
NameEmail
CompanySource
IndustryJob Title
Company Size
• Insert checkboxes when users can select multiple• Try changing titles• Test your submit button
1.
Why is Lead Nurturing so crucial?
• Marketing Sherpa: 79% of marketing leads never convert into sales.• Forrester: 74% of business buyers
conduct more than half of their research online before making an offline purchase
Grow each stage of your pipeline
2.
Stick to your Prospects Buying Journey2.
Connect
Educate
Close
Retain
Best Practices E-book…
Webinar, Product focused whitepaper…
Limited time offer…
Renewal campaign…
The Imperatives of Nurturing Programs
Must feel like one-to-one interactions
Be well-planned and highly targeted to its intended audience and their stage of the sales cycle
Content, timing, and messaging of your drip emails all need to match up to the needs and priorities of your prospects
Consider involving your sales teams in the design of your nurturing programs.
2.
Deliverability Best Practices
Warm up your IP addressCompile good list
Don’t buy listUse active opt-ins and confirmed
opt-insMake opt-easy and fastTrack record of implicit consents
(CASL Compliance)Incorporate plain text email
options
Gather explicit consents with forms
3.
5 Content Tips for Creating Engaging Emails
• #1: Lead with the subject line
• #2: Value > Everything Else
• #3: Make it Personal
• #4: Don’t be afraid of older
content
• #5: Be Honest
Personalize your emails with variable tags, assigned users and dynamic content
3.
Sorting Through Incoming Leads
Organic Search Adwords Drip Email Webinar
Scoring +50 +5 +50 , +50
Job title Location Department Industry
Leads Opportunities
Leads Opportunities
Grading C- B B+ A
4.
Involve your Sales Team
• What constitutes a qualified lead?• What prospect actions typically
signal sales readiness?• When would sales reps prefer that
leads get assigned to them for follow-up?• How will lead follow-up be handled?• Can lead nurturing be used to
supplement the sales process if leads are not ready to talk to sales?
4.
Key Takeaways
• Spend time on what really matters: landing pages, emails, drips…• Test and measure everything• Make decision based on Key Performance Indicators• Know your audience : work with personas• Map your automation rules