Keeping Leads in Play

Presented by: Adam Blitzer, COO, Pardot @adamblitzer / @pardot / #b2bcamp March 2012

Keeping Leads in Play Maximizing your most valuable asset

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

The New State of Marketing: It isn’t all pony rides and cotton candy anymore

Marketing in 2002

• Branding

• Leads, leads, leads

• ROI was impossible to measure

Marketing in 2012

• It’s all about the revenue

• Sales, sales, sales

• ROI is measurable

Cross Promoting with Webinars: One good asset deserves another

Webinar Deliverables

• Form / landing page + thank you content

• Invitation email

• Cross-promo ads

• Reminder emails (through webinar vendor)

• Video

• Thank you / recording email

Landing page / form

Thank you page

Invitation email

Post video with

Recording email

Keep posting the video

Other ways to promote • Social posts

• Email signatures

• Hello Bar

Retargeting: If at first you don’t succeed…

What the heck is it?

Source: Internet Marketing Inc (http://www.internetmarketinginc.com/behavioral-targeting)

Example – Pardot is everywhere!

Tip – cap the frequency

• Resist the temptation to be everywhere

• Have a lot of variety to keep ads fresh

• Can become creepy

Tip – tie creative to page view

• Ads should be as relevant as possible

• Especially effective with SEM

Tip – add a “kill switch”

• Add after conversions

• Add to login page

Tip – consider client-specific ads

• Educational webinars

• Training

• User community

• Blog subscription

• Social profiles

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

Social media lead generation: A practical example

LinkedIn – Q&A

LinkedIn – personal profile

LinkedIn – company profile

Jigsaw – company profile

LinkedIn – my response

We didn’t – connect on LinkedIn

We didn’t – friend on Facebook

We didn’t – self-promote

We did – follow her on Twitter

We did – call her

We did – send her our “best-seller”

We did – win the deal

Questions?