Pardot Elevate 2011: Building a Marketing Function from the Ground Up
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The document summarizes a marketing manager's 17-month journey building a marketing function at her company Epicom Corporation using the marketing automation platform Pardot. Key points include: - The company had 5 employees and no formal marketing when they started in June 2010 - Within 2 months they were actively using Pardot to build content and nurture leads - Over the next year and a half they doubled revenue and staff to 14 employees - Metrics showed website traffic, leads, and links doubling, as well opportunities from existing customers increasing 460% by June 2011.
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Pardot Elevate 2011: Building a Marketing Function from the Ground Up
- 1. Building a Marketing Function with Pardot Our 17 Month Journey to Success Amanda Anderson Marketing Manager Epicom Corporation
- 2. From Zero to… Started to build content in June 14 employees 5 employees 2010 and was actively using more than No marketing Pardot by August doubled revenue 2010
- 7. Content is King Blog Video Newsletters Public Events Website, Products, & Relations & Case Studies Webcasts
- 8. Blog… why have just one.
- 9. Videos
- 10. Videos
- 11. The Under Appreciated Newsletter
- 12. Public Relations • Pitching Stories and repurposing content
- 14. Integrate Pardot with our Website
- 15. Products
- 16. Nurture Program
- 17. Inform Sales of Process • DEMO to Sales Team • Meaning of Notifications • Define Nurture Program (when to set to nurture status) • Campaigns • Custom Redirects
- 18. Round Robin in Pardot Web Form Sales Pardot SugarCRM Follow Up Outside Sources
- 19. Results 25 active 51 active customers in to customers in May 2010 October 2011
- 20. Results Doubled 2009 Annual 2010 Revenue
- 21. Results Web traffic June 2010 June 2011 doubled
- 22. Results Website leads June 2010 increased June 2011 63%
- 23. Results Links to our website June 2010 Today increased 2,400%
- 24. Results 460% increase in opportunities June 2009 June 2011 created from existing customers
- 25. Think Big, Do Great Amanda Anderson Marketing Manager Epicom Corporation amanda@epicom.com (512) 782-0007 www.epicom.com
Notes de l'éditeur
- Before Pardot, Epicom wasn’t doing any marketing. There was the occasional blog post and “newsletter” like email that went out, but no reoccurring or strategic marketing was being done. A year and a half ago, I joined Epicom to help build a marketing function and come up with a marketing strategy for the company. On my first day… I was handed Pardot and told to become a guru at it. The question was - how do you communicate with prospects and customers when there is no content, no programs, and no standard for comparison? Get creative and use your software as your guide was the answer for us.
- It’s not just about knowing demographics. It’s about knowing the psyche.
- DEMO Pardot to your sales team. Let them see how you are using it so they understand what messages are going out to prospects and customers. Beyond having a marketing plan using Pardot, you have to inform your sales team of how to respond to different notifications and Pardot activity. You must sell the product to them. After all, it is there to make their job easier. Get them excited about it and they will use it appropriately. Hold meetings periodically to see how they are doing and how they are following up. This is also a good time to see how the prospects are responding to Pardot emails and newsletters so you can adjust accordingly. We also provided our Sales team with custom redirects to some of our content that isn’t on our website. If wanted to send an interesting article or a video, our sales team would use a custom redirect link so they would know if it was clicked on when they sent the email from their gmail account.
- We enter leads into Pardot and assign it to different sales reps on a round robin basis. We originally entered the leads into the CRM system, but found it was a better solution to be done in Pardot. For certain leads, we send automated emails the second they are entered into our system. This helps our sales guys incase they cannot follow up immediately. Best practices for quick lead conversion is to follow up immediately, but that isn’t always possible for our sales team to manually follow up. Pardot in this case acted as an extension of our sales team.