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Drip Campaigns: Harness the Power! Presented by: Mathew Sweezey, Marke&ng Automa&on Evangelist Pardot, An ExactTarget® Company
| Date post: | 20-Aug-2015 |
| Category: |
Technology |
| Upload: | pardot |
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Drip Campaigns: Harness the Power!
Presented by: Mathew Sweezey, Marke&ng A
utoma&on
Evangelist
Pardot, An ExactTarg
et® Company
1#
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
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Simple can be BEST
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John, I Saw this ar&cle in Forbes and thought you might like it. Best, Mathew
SALES JUST NEEDS AN EXCUSE
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Stage 3 prospects are the most &me sensi&ve. It will also be the smallest segment in your
database.
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These people may never respond. May be bad names in your database, or just bad
prospects.
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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.
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SBJ: Marke&ng Automa&on Buyers Guide John, I thought this might be handy if you are looking at solu&ons. Best, Mathew STAGE 3 EMAIL
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SBJ: CoSoSware increases email engagement by 300% John, Our client CoSoSware just put this press release out, and I thought you might like to see what they did to get that increase in engagement. Best, Mathew
STAGE 2 EMAIL
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SBJ: Thought you might like this John, I saw this in Forbes the other day. It’s new &ps on B2B wri&ng. Enjoy, Mathew STAGE 1 EMAIL
CLIENT ONBOARDING UP SELLING
NEW HIRE
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John, Just wanted to say thank you and see how things are going. Best, Mathew
#1 REINFORCE THEIR DECISION!
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John, Since you’ve been with us a few weeks, I wanted to make sure you knew I can help with any ques&ons you might have. Best, Mathew
#2 LEND A HAND
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John, Here is a great ar&cle you might enjoy on geZng set up in your first month. Best, Mathew
#3 ADD VALUE
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John, We are so glad to have you on the team. Here is your coupon for your free hoodie. Best, Mathew
#1WELCOME THEM!
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John, I’m Mathew, I head up the HR issues. If you have any ques&ons, please just ping me. Best, Mathew
#2 LET THEM KNOW KEY PLAYERS
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John, We love to share our culture! If you would be up for it, we’d love for you to take a pic and put it on Instagram today. Thanks so much! Best, Mathew
#3 CULTURE
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“FISHING”
SHORT! NOTIFY SALES
FOLLOW INTEREST WITH CUSTOM SCORE
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!
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 [email protected] @msweezey
Pardot, An ExactTarget® Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 - 877.3B2B.ROI www.pardot.com
