Secure Your Marketing Edge

with Killer Drips

Presented by: Mathew  Sweezey,  Marke&ng  A

utoma&on  

Evangelist  

Pardot,  An  ExactTarg

et®  Company

1#

Nurture

based on lead score and interest *Start  with  3  emails  in  your  nurture  program.    

Problem/Goal   Type  of  Drip  Program    Cold  Database     3-­‐2-­‐1  

Automate  Lead  Nurturing   Stage-­‐Specific  Drip  

Event  Pre-­‐  and  Post-­‐  Follow-­‐ups   Event-­‐Specific  Drip  

Cold  Marke&ng  Lead  Drip   3-­‐2-­‐1  

Cold  Sales  Lead  Drip   Straight  Drip  

Compe&&ve  Drip   Straight  Drip  

Lost  Deal  Drip     Straight  Drip  

1   2   3  

Simple can be BEST

3 2 1

3 2 1

1 2 3

1 2 3

SUBJECT LINE CALL TO ACTION

BODY

SUBJECT LINE

NO/NO *No  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  1  emails.      

SUBJECT LINE

NO/YES *Okay  to  have  ONE  of  the  following:  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  2  emails.      

SUBJECT LINE

YES/YES *Okay  to  have  any  of  the  following:  branding,  keyword,  or  other  industry-­‐specific  term.  These  are  subject  lines  for  Stage  3  emails.      

COPY

Save the HTML *Email  should  come  from  a  person  in  your  company.  Hyperlink  to  your  content.      

5

TIP

Learn to “BOX – OUT”

BATCH

WE RESEARCH IN BATCHES OF INFORMATION

YES

ONE YES MEANS THE NEXT IS CLOSE BY

THRESHOLD

YOU HAVE A STOPPING POINT

TIME

*Natural  cadence  is  the  best.  Match  your  pauses  to  the  length  of  

your  sales  cycle,  then  match  to  your  goal.  Also  keep  it  mixed  up.  

Generally,  6-­‐45  days  is  the  min  and  max  Ome  between  emails.  

LAZY LEADS

*Not  all  leads  in  a  database  are  good  leads.  So,  set  expectaOons  when  you  engage.  Don’t  expect  100%  engagement  ever.  Some  

leads  will  never  engage!  

ENGAGEMENT

-­‐  IniOal  Set-­‐up  of  Programs    -­‐  ConsulOng  Session  on  “How  To”  -­‐  Reviewing  of  Current  Programs  -­‐  30-­‐90-­‐180  Reviews  and  Audits  

AUDITS

-­‐  Velocity  -­‐  ROI  IS  A  HORRIBLE  METRIC  -­‐  Total  MQL    -­‐  Number  of  Pieces  of  Content  in  each  stage  -­‐  Average  Score  by  Stage  -­‐  Clicks  -­‐  Timing  of  Pauses    

Contact Info

Mathew Sweezey Marketing Automation Evangelist mathew.sweezey@pardot.com @msweezey    

Pardot, An ExactTarget® Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326

404.492.6848 - 877.3B2B.ROI www.pardot.com