The document discusses marketing automation and lead nurturing strategies using email drip campaigns. It provides tips for setting up multi-stage drip campaigns, including recommendations for subject lines, email content, timing between emails. It also discusses evaluating drip campaign performance through audits and metrics like lead velocity, ROI, and engagement rates. Contact information is provided for an expert at Pardot who can provide consulting on setting up and optimizing lead nurturing programs.

1. r keting Edge
ure Yo ur Ma
Sec iller Drips
with K
n
Au toma&o
M arke&ng
ew
Sweezey,
by: Math
Presentedist
®
Compa
ny
Evangel
An
ExactTarget
Pardot,

2. 1
#

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

4. Problem/Goal
Type
of
Drip
Program
Cold
Database
3-­‐2-­‐1
Automate
Lead
Nurturing
Stage-­‐Specific
Drip
Event
Pre-­‐
and
Post-­‐
Event-­‐Specific
Drip
Follow-­‐ups
Cold
Marke&ng
Lead
Drip
3-­‐2-­‐1
Cold
Sales
Lead
Drip
Straight
Drip
Compe&&ve
Drip
Straight
Drip
Lost
Deal
Drip
Straight
Drip

5. Simple can be BEST
1
2
3

6. 3 2 1
3 2 1

7. 1 2 3
1 2 3

9. SUBJECT LINE
BODY
CALL TO ACTION

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

11. 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.

12. 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.

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

14. 5

15. TIP
Learn to
“BOX – OUT”

16. BATCH
WE RESEARCH
IN BATCHES OF
INFORMATION

17. YES
ONE YES
MEANS THE
NEXT IS CLOSE
BY

18. THRESHOLD
YOU HAVE A
STOPPING
POINT

19. 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.

20. 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!

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

22. 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

24. Contact Info
Mathew Sweezey Pardot, An ExactTarget® Company
Marketing Automation Evangelist 950 East Paces Ferry Rd
Suite 3300
mathew.sweezey@pardot.com Atlanta, Georgia 30326
@msweezey
404.492.6848 - 877.3B2B.ROI
www.pardot.com