keeping leads in play
DESCRIPTION
by Adam BlitzerTRANSCRIPT
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Presented by: Adam Blitzer, COO, Pardot @adamblitzer / @pardot / #b2bcamp March 2012
Keeping Leads in Play Maximizing your most valuable asset
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A little about me
• Co-founder of Pardot
• Spent many years in Japan for judo (これを読めたら後で話しましょう!)
• “Best-selling” author
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The New State of Marketing: It isn’t all pony rides and cotton candy anymore
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Marketing in 2002
• Branding
• Leads, leads, leads
• ROI was impossible to measure
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Marketing in 2012
• It’s all about the revenue
• Sales, sales, sales
• ROI is measurable
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Cross Promoting with Webinars: One good asset deserves another
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Webinar Deliverables
• Form / landing page + thank you content
• Invitation email
• Cross-promo ads
• Reminder emails (through webinar vendor)
• Video
• Thank you / recording email
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Landing page / form
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Thank you page
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Invitation email
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Post video with
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Recording email
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Keep posting the video
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Other ways to promote • Social posts
• Email signatures
• Hello Bar
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Retargeting: If at first you don’t succeed…
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What the heck is it?
Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)
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Example – Pardot is everywhere!
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Tip – cap the frequency
• Resist the temptation to be everywhere
• Have a lot of variety to keep ads fresh
• Can become creepy
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Tip – tie creative to page view
• Ads should be as relevant as possible
• Especially effective with SEM
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Tip – add a “kill switch”
• Add after conversions
• Add to login page
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Tip – consider client-specific ads
• Educational webinars
• Training
• User community
• Blog subscription
• Social profiles
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Tip – understand and honor opt-outs
• Different ad networks have different rules
• Different countries have different rules
• Make opt-out language part of your privacy policy
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Social media lead generation: A practical example
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LinkedIn – Q&A
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LinkedIn – personal profile
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LinkedIn – company profile
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Jigsaw – company profile
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LinkedIn – my response
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We didn’t – connect on LinkedIn
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We didn’t – friend on Facebook
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We didn’t – self-promote
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We did – follow her on Twitter
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We did – call her
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We did – send her our “best-seller”
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We did – win the deal
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Questions?