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Best practices & use cases marketing automation pardot incloud



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On June 16th 2016, Pardot and Incloud have organized a learning and networking session in Montreal to present how marketing automation can transform marketing departments into a solid lead generator.

Salesforce and Incloud invited to connect Marketing technology enthusiasts and showed how other Montreal organizations have accelerated their sales pipelines with marketing automation.

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Best practices & use cases marketing automation pardot incloud

  1. 1. Use Case & Best Practices Marketing AutomationTool MarketingAutomation Conference, Montreal, June 16th, 2016
  2. 2. Incloud: Business Transformations Experts “ We transform businesses of all sizes with Salesforce technologies” Gold Consulting Partner
  3. 3. Incloud: Masters of all Salesforce’s Clouds Sales Cloud Service Cloud Community Cloud Wave Analytics App Exchange Pardot Strategic Consulting Implementatio n Integration Support & Evolution Development Center
  4. 4. OneTool to Rule them all CRM Email Campaigns Landing Pages Events Social Google Marketing Tools KPI
  5. 5. Orchestrate your Campaigns fromVisitors to Opportunities Visitors Prospects Leads Opportunity CRM Organic Search Adwords Drip Email Conference Action: Visit your website Click on PPC ad and download an E-book Open & click on a personalized email Register and attend a conference Become a Marketing Qualified Lead Become an Opportunity Analyze anonymous visitor Information Gather personal information Segment audience Run personalized campaigns Run upsell or renewal campaigns
  6. 6. Driving Attendees to this Event, easy as A, B, C One to one emails Drip Program Social Media  Registration Confirmation  Event reminder  Post event follow up Automated Emails Registration Page English / French A B C
  7. 7. Week #1 Week #2 Week #3 Week #4 Week #5 Planning this Event Marketing Campaign Advertising One to one emails 13 24 55 87 97Registration # All prospects Teaser content Invitation 2 Teaser content Invitation 3
  8. 8. What was our most Effective Channel? Google Ad 6% Linkedin 5% Evenbrite 8% Linkedin ad 4% One to one Emails 13% Pardot Emails 33% Incloud Drip Emails 31% 97 Registrants
  9. 9. Best Practices for each Stage of your Sales Cycle Lead Generation Lead Nurturing Email Marketing Lead Qualification 1. 2. 3. 4.
  10. 10. Acquire New Prospects with Landing Pages Collect information in exchange of value: • White paper • Product demo • Free consultation Don’t lock all your contents behind forms Drive traffic to your landing page: 1.
  11. 11. Analyze Performances with Google Analytics1.
  12. 12. The Anatomy of a Good Landing Page  Start with a value proposition  Tease the downloadable asset using images on your landing pages  Be concise and avoid lengthy texts  Brag about your credibility  Create points of engagement  Test A/B on CTA’s, headlines or images  Analyze behaviors: conversion rates over time, errors. 1.
  13. 13. Decide what Information to Collect • Limit the number of fields • Enable progressive profiling • Use a radio button instead of a dropdown Organic Search Adwords Drip Email Webinar Data Collected Visited pages Time Name Email Company Source Industry Job Title Company Size • Insert checkboxes when users can select multiple • Try changing titles • Test your submit button 1.
  14. 14. Why is Lead Nurturing so crucial? • Marketing Sherpa: 79% of marketing leads never convert into sales. • Forrester: 74% of business buyers conduct more than half of their research online before making an offline purchase Grow each stage of your pipeline 2.
  15. 15. Stick to your Prospects Buying Journey2. Connect Educate Close Retain  Best Practices E-book…  Webinar, Product focused whitepaper…  Limited time offer…  Renewal campaign…
  16. 16. The Imperatives of Nurturing Programs Must feel like one-to-one interactions Be well-planned and highly targeted to its intended audience and their stage of the sales cycle Content, timing, and messaging of your drip emails all need to match up to the needs and priorities of your prospects Consider involving your sales teams in the design of your nurturing programs. 2.
  17. 17. Deliverability Best Practices Warm up your IP address Compile good list Don’t buy list Use active opt-ins and confirmed opt-ins Make opt-easy and fast Track record of implicit consents (CASL Compliance) Incorporate plain text email options Gather explicit consents with forms 3.
  18. 18. 5 ContentTips for Creating Engaging Emails • #1: Lead with the subject line • #2:Value > Everything Else • #3: Make it Personal • #4: Don’t be afraid of older content • #5: Be Honest Personalize your emails with variable tags, assigned users and dynamic content 3.
  19. 19. SortingThrough Incoming Leads Organic Search Adwords Drip Email Webinar Scoring +50 +5 +50 , +50 Job title Location Department Industry Leads Opportunities Leads Opportunities Grading C- B B+ A 4.
  20. 20. Involve your SalesTeam • What constitutes a qualified lead? • What prospect actions typically signal sales readiness? • When would sales reps prefer that leads get assigned to them for follow-up? • How will lead follow-up be handled? • Can lead nurturing be used to supplement the sales process if leads are not ready to talk to sales? 4.
  21. 21. KeyTakeaways • Spend time on what really matters: landing pages, emails, drips… • Test and measure everything • Make decision based on Key Performance Indicators • Know your audience : work with personas • Map your automation rules


  • Different mix of tactics to: register list

    Landing page

  • According to Nielsen Norman Group, before a visitor
    leaves, they’ll read — at most — 28% of the words
    on a page.
  • There is an inverse relationship between the number of form fields and the form’s conversion rates.
  • The process of sorting through incoming leads can
    be an immensely time-consuming task for marketing
    departments. Passing on the wrong leads to sales
    wastes your sales reps’ time — plus, it puts a strain
    on the sales and marketing relationship.
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