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.

1. Use Case & Best Practices
Marketing AutomationTool
MarketingAutomation Conference, Montreal, June 16th, 2016

2. Incloud: Business Transformations Experts
“ We transform
businesses of all sizes
with Salesforce
technologies”
Gold
Consulting Partner

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. OneTool to Rule them all
CRM
Email
Campaigns
Landing
Pages
Events Social Google Marketing Tools KPI

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. 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. 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. 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. Best Practices for each Stage of your Sales Cycle
Lead Generation
Lead Nurturing
Email Marketing
Lead Qualification
1.
2.
3.
4.

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. Analyze Performances with Google Analytics1.

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. 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. 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. Stick to your Prospects Buying Journey2.
Connect
Educate
Close
Retain
 Best Practices E-book…
 Webinar, Product focused whitepaper…
 Limited time offer…
 Renewal campaign…

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. 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. 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. 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. 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. 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