Mediacurrent was awarded Best Overall SMB by Salesforce. Marketing Director Adam Waid headed to California to speak at Dreamforce 2014 about Mediacurrent's keys to success using Pardot.

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2. Sangram Vajre
Marketing Director
@SangramVajre

3. Pardot: Salesforce for B2B Marketers
Follow up on the best leads faster
Give reps their own automated marketer
Engage Sales earlier into buying process
Integrate with Salesforce CRM data

4. Adam Waid
Marketing Director
@AdamWaid

5. Our Customers
Highly impactful Drupal websites that get results for businesses.

6. Mediacurrent | Overall SMB Winner
● 53% increase in organic searching resulting in more
whitepaper and eBook downloads
● 40% increase in our regular e-mail subscribers
● 23% increase in leads assigned to the sales team
● 129% year-over-year growth in content conversions
● Closing on 55% of our viable leads

7. ● More work, less people
● More data, less gut feeling
● More leads, more pipeline
Agenda

8. Less People
More Work

9. Marketers are expected to do more.
B2B marketers use, on average, 13 different channels
every day to reach their audience, every day
….compared to the era of Don Draper that just had three
ways - TV, Radio, and Newspaper
Source: MediaBistro, CMO.com

10. Do you feel like this?
Lead Generator
Content Creator
Analyst
Cheerleader
Fake Smile
Demand Gen
Strategist
Social Media
Manager

11. Daily Priorities

12. Before
Marketing Automation

14. Solution?
Process. Process. Process

15. New Hire
Process
Content
Strategy
Lead
Management

16. Teammate Requirements
● Inquisitive & Analytical
● Adaptable
● Sense of Urgency
Onboarding Process
● Interview Questions/Writing Sample
● 30, 60, 90 day goals
● Team Mission Statement

17. Content Strategy & Buyer Personas

18. Sam The Sales Guy
Pain point: Revenue
Key goal: Pipeline
Key terms: Prospect
Activities alerts, Speed-to-lead
Megan The Marketing Gal
Pain point: Credibility
Key goal: Alignment
Key terms: Nurturing,
ROI reporting

19. Conversion
Social
Email
SEO
Events
Web Visits
Pardot
profile
created
Nurture
Assign
to
Sales
Sales
Follow-up(
48
hours)
Nurture
list(-100)
Salesforce:
“working”
Sales
Process
Begins
100 points
Lead Management

20. After
Marketing Automation
● More time spent on
strategic direction
● Lead generating strategies
● Effective Sales Process

21. More Data
Less Gut

22. What story does these stat tell?
88% of B2B CMOs say their C-suite peers turn to them more often
for data and insight needed to strategize and plan
78% agreed that marketing’s influence on corporate strategy is
greater today than it was just two years ago
Source: Forrester Research

23. Old Marketing Vs. New Marketing

24. Fragmented
reporting
Before

25. Are visitors getting to the right places?

26. Are they converting?

27. Campaigns yielding most qualified leads?

28. A/B Testing
4%
Vertical Specific
15%

30. Velocity
Visitor to Prospect
17.5 Days
Prospect to Lead
1.2 months
Lead to Opportunity
10.1 Days
Opportunity to Client
1.5 months
Pipeline
After

31. Marketing/Sales
Dashboard
After

32. More Leads
More Pipeline

33. 5 rapid fire tips to drive leads and pipeline
● Grow Your Email Database
● Help Your Sales Team Sell Smarter
● Provide Relevant CTAs (not just any CTA)
● Share A “true” Customer Story
● Create 1:1 Journeys Based On Buyer Persona

34. Tip 1: Grow Your Email Database
On every
form
On Our Blog
40% increase in
email subscribers

35. Tip 2: Help Your Sales Team Sell Smarter
78% Avg. 87% Avg. Video Engagement OR and 39% Avg. CTR

36. Tip 3: Provide Relevant CTAs
CTA’s on all
blogs
150% growth in
content
conversions
● 1 gated content/month
● 2-3 blogs per week
● Use freelance writers
● Dynamic/Relevant

37. Tip 4: Share A “true” Customer Story
A deal closed in 30 days

38. Tip 5: Create 1-1 Journey
1 2 3
1 2 3

39. So, what’s the good news for SMB?
The highest paying
marketing jobs are in B2B.
Souce: Glassdoor.com

40. So, what’s the good news for SMB?
The highest paying
marketing jobs are in B2B.
Souce: Glassdoor.com

41. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH
THE WORLD’S LEADING B2B MARKETING SOLUTION
Attend the Pardot Keynote
for your chance to win
a Precor Treadmill.
Wednesday, October 15
12:30 – 1:30 PM
Marriott Marquis
Yerba Buena Salon 9

42. Small & Medium Business Keynote:
Scale, Connect and Grow with Salesforce
Wednesday, October 15th @ 2:00 p.m.
Moscone West, 3rd Floor
Attend to win
1 of 5 GoPros
First 50 attendees
receive signed
“The Big
Picture”