pardot elevate 2011: my best campaign ever
TRANSCRIPT
My Best Campaign Ever
Moderated by: Laura HortonPardot
Panelists
Drew SmithDirector of Online Marketing
Erin BrafordMarketing Analyst
Kristin Anne CarideoOnline Marketing Manager
Kristin Anne Carideo
Intro to Bongarde:
Bongarde is a 20 year old B2B publishing company specializing in safety compliance information. We are making the transition from traditional newsletter publishing to web-first publishing, subscription websites and SaaS products.
Best Campaign Ever
My role:
I was brought in as the online marketing manager in August 2010 to transition from a database CRM to Salesforce and to manage the implementation of Pardot.
The Product:
A subscription website offering content on legal compliance for Canadian safety professionals launched in 2010.
Niche market with most potential clients already subscribers to another Bongarde product
Full-access 7 Day trial available Acquisition Sales Team calling on leads Robust website with a lot of content
Best Campaign Ever
Best Campaign EverThe Problem(s) Pre-Pardot:
Poor sales followup No transparency into sales rep followup for
management Low conversion from free trial to subscriber despite
low price point Low education about the product Many reasons for prospects to take a trial, but
intelligence for sales rep low on why they were taking the trial
Prospects very hard to get a hold of by phone
Best Campaign EverSales Statistics Pre-Pardot:
Averaging 110 trials per month Average 5.4% rate of conversion from trial to
subscription Average $3,497 revenue on new subscriptions per
month (price of 1 year subscription to product ranged from $595-$795 during that period)
Best Campaign EverSolution
Implemented Pardot /Salesforce in August 2010 Installed Pardot tracking on all pages of OHS
Insider website Utilized Pardot Form Handlers so prospects are
creating a Pardot record at the same time they are creating a 7 day trial in our access-management system (A Member)
Created a very simple drip campaign that sends 6 emails to prospect within their 7 day trial
Educated Sales about utilizing Pardot to see what pages the prospect had visited prior to calling so they know what information the prospect was looking for
Best Campaign Ever
Best Campaign EverDrip Emails are:
Meant to engage, not sell – they provide links and “check in” with prospects over the course of their trial
Effective in getting in touch with prospects sales reps were otherwise unable to get in touch with
Opened at a rate of between 25-35%, much higher than a call-contact rate
Best Campaign EverSales Statistics for 4 months After Trial Drip: Averaging 189 trials per month (previously 110) Average 9% rate of conversion from trial to
subscription (previously 5.4%) Average $18,984 revenue on new subscriptions per
month (previously $3,497).
Erin Braford
STR Software
We’re in the ‘Automating delivery of documents from business applications’ business
Primarily a technical audience – mostly speaking to users of various ERPs (Oracle, SAP)
Want to leverage our 25 years of experience and expertise to speak to our primary audience as well as other decision makers
We recently updated our site to a Content Management System (CMS) to optimize content publishing
BCE: BI Publisher University
Objectives: generate leads, nurture leads, support sales by credentializing our expertise
We have a ton of knowledge to share
Educational approach: share free, relevant content related to our expertise.
Evolved into BI Publisher University
Campaign ExecutionDeveloped content and created a centralized “hub” of information with links to relevant content.
Pardot and BIP U• Placed valuable content behind forms • Began using Progressive Forms more extensively to capture data we can use for nurturing.
Pardot and BIP U• Hosted the forms and descriptions of the content on Pardot Landing Pages templated to look and behave like the rest of our site
Pardot and BIP U• We also put a form on the BIPU page itself creating a “subscription” opportunity to jump start opt-ins
Pardot and BIP U• Using Email Templates, created “autoresponder emails” that contain links to additional, related content.
Campaign PromotionCampaign featured prominently in our home page carousel
Campaign Promotion“For more information” section added to each piece of content to help visitors flow through the information:
Campaign PromotionWe feature a variety of content in our sidebars throughout the site.
Campaign Promotion• Emailed an invitation to check out BIP U to the relevant
segment of our sales database• Actively promote the content itself via social networks• Include links to BIP U in presentation slides and related
correspondence as a “for more information” call to action.
Early Results• We were pleased with the response rate from our internal
database.• We have enhanced profiling with Progressive Forms and are
collecting better information on new and existing contacts.• We have generated new, organic inbound traffic to the site
as a result of the quantity, quality, and optimization of content in the BIP U.
• Gaining insight into the visitor’s process and will use that data to make changes moving forward.
Next Steps
BIP University has been integrated into our content planning roadmap and we will continue to develop content for it as well as our other areas of expertise.
At some point, we may determine that BIP U should move from being a ‘campaign’ to being a permanent fixture on our website. TBD based on data we collect over time.
Drew Smith
About Drew & AttivioDrew Smith, Director of Online Marketing
• Responsibilities include Attivio webmaster, SF.com & Pardot administration, video & graphics production, social media management
• Originally come from an Engineering management background, moved into Marketing three years ago
ATTIVIO• Enterprise software development company based outside of
Boston, MA• Core product is the Active Intelligence Engine™ (AIE)
platform sold to B2B, Fortune 1000 companies• AIE unifies all corporate data and content assets into a
single, searchable platform (think Google behind the firewall)
“My Best Campaign Ever”Project called the “The Big Drip”
• CHALLENGE: 28,000+ leads in SF.com that were stale and not being touched beyond our monthly newsletter.
• GOALS: • Re-engage leads with a multi-touch drip campaign that
offers compelling content related to Attivio and business problems we address.
• Drive Prospect Scores to a threshold where they qualify for follow-up.
• APPROACH:• Using content from our recent eBook, we carved out a
series of drip emails and dropped leads into the program.
“The Big Drip” Content• Utilizes video and whitepaper
assets that are included in a series of outreach emails with calls to action to view content as well as offer for a consultation.
• Want to educate about Attivio, Unified Information Access and our product.
• Scoring boosts, notifications based on Prospects’ activities
Results• Overall 13% engagement rate (clicks on calls to
action)• Over 1000, formerly stale prospects have now re-
engaged at some level with Attivio• 500 qualified (based on score) for follow-up by sales• What calls to action worked best?
• Video = 54% of total clicks• PDF content = 28% of total clicks• Web Links = 14% of total clicks• AddThis = 4% of total clicks