pardot elevate 2012 - how to turn your acquisition & nurturing program tactics into playbooks: a...
DESCRIPTION
Now that you’re up and running with Pardot, you have the opportunity to elevate your acquisition and nurturing program effectiveness by planning and executing bundles of program tactics in the form of strategic playbooks. This hands-on clinic will review real-life marketing program examples, and look at how to apply better program practice to get better results.TRANSCRIPT
Better B2B Marketing Clinic:
How to Turn Your Acquisition and Nurturing Programs Into Playbooks
Elevate 2012
Deck and cheat-sheet at www.brainrider.com/pardot2012
@Brainrider #pardot2012
2
The Brad
Factor
Key Factors When Planning A Webinar?
3 @Brainrider #pardot2012
Playbook Planning: Integrated Set Of Tactics Around An Objective
4
GOAL
@Brainrider #pardot2012
Prioritizing Measurable Objectives How many qualified customers…
Determining Sales
Readiness
q Meet Marketing Qualified Lead & Sales Accepted Lead criteria
q Signal readiness to buy
Nurturing Prospects
q Are active
q Are increasing their engagement
Acquiring Prospects
q Identify themselves & give permission for contact
Generating Awareness q Find you & your expertise
&
5
MQL/SAL
VISITORS
PROSPECTS
ACTIVE PROSPECTS
@Brainrider #pardot2012
Current Programs by Objective
Free Excel Planning Template www.brainrider.com/resource/2013-b2b-marketing-plan-template/
@Brainrider #pardot2012
Identify & Fill Program Gaps
q Inbound q Resource publishing &
SEO q Blogging q Featured downloads q Featured content q Subscribers
q Events q Tradeshows q Partner q Acquisition webinars
q Social q Social publishing q Social sharing q Partner co-marketing q Content syndication
q Paid q PPC q E-blasts q Referral/affiliate q Content sponsorship
q Extending the burst q Auto-responder q Education program q Drip program
q Activating a burst q Timed reactivation q E-newsletters q List reactivation
q Events q Nurturing webinars q Roadshows q Meet & greet
q Contact us q Sales Readiness
Offers q Assessment q Consultation q Demo q Trial q Pricing q E-quote q ROI q RFP/RFQ guide q Case study
q Events q Product webinars
NURTURE PROSPECTS
DETERMINE SALES READINESS
ACQUIRE PROSPECTS
GENERATE AWARENESS &
7
B2B Planning: Program Framework
Objective • Awareness • Acquisition • Nurturing • Conversion
Target • Firma-graphics • Role • Need/Pain
8 @Brainrider #pardot2012
B2B Planning: Program Framework
Objective • Awareness • Acquisition • Nurturing • Conversion
Target • Firma-graphics • Role • Need/Pain
CTA & Offer/Content
• Call to action • Best performing offers/content
Activity: Channel & Tactical
Mix
• Past results • Reach • Ability to execute • Measurability
• Inbound • Outbound • Social • Event • Paid
• Pre- • During • Post-
9 @Brainrider #pardot2012
Content Aligned To Buying Decision
10
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
@Brainrider #pardot2012
Content Aligned To Program Objective
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
Program Objective:
ACQUIRE PROSPECTS
NURTURE PROSPECTS
DETERMINE SALES-‐READINESS
@Brainrider | @Nolin
B2B Planning: Program Framework
12
Objective • Awareness • Acquisition • Nurturing • Conversion
Target • Firma-graphics • Role • Need/Pain
CTA & Offer/Content • Call to action (marketing vs sales) • Best performing offers/content
Activity: Channel & Tactical Mix
• Past results • Reach • Ability to execute • Measurability
• Inbound • Outbound • Social • Event • Paid
• Pre- • During • Post-
Creative • Copy • Design • Concept
Timing • Start • End date / ongoing
Measuring Results • Qualified inbound traffic • New Prospect acquisition • Prospect Activity • MQL/SAL
13
Marketing Metrics Summit (May 2012)
Purpose: Establish a consistent approach to measuring & reporting on the impact that marketing was having on the business
Approach: 1) SET objectives and related goals 2) DESIGN metrics to ensure marketing is linked to those objectives 3) GATHER the right data for those metrics 4) COMMUNICATE our objectives and how they’re being measured
to business leadership 5) EVALUATE and refine approach based on how well the
objectives are achieved
14
Working Group – Define KPIs (Objectives & Metrics) Group Objectives:
1) Define marketing KPIs (objectives & related metrics) to better, more consistently measure success against revenue and budget targets
2) Analyze 2011 and 2012 YTD marketing results based on this framework to determine baselines
3) Provide framework & related recommendations/guidance necessary for capturing & reporting on our success to multiple audiences moving forward
15
The Onion Factor
What We Explored & Discovered…
• Why are marketing objectives & related metrics important to us? What should we be measuring & how, and to whom should we be reporting our findings?
• What’s the current state? – Wide disparities & inconsistencies – Legacy (“bad”) data sources – New, vastly unexplored sources – Unknown standards/behavior
17
Working Group Outcomes – 5 KPIs
18
5 Key Performance Indicators (KPIs) Metrics Audiences
1. Marke<ng Contribu<ons to Business Objec<ves
New & Expansion Revenue, Customer Renewals, Total Revenue & Pipeline Revenue
Business Leaders
2. Marke<ng Objec<ves OpportuniMes, MarkeMng-‐to-‐Sales Handoffs, Prospects
MarkeMng Leaders
3. Marke<ng Diagnos<cs: Programs (by Source, Campaign, Product)
Customer Renewals, New & Expansion Revenue, Prospects, MarkeMng Reach, Qualified Online Traffic, Offer & CreaMve TesMng
Product Marketers, MarkeMng OperaMons Specialists
4. Marke<ng Diagnos<cs: Content (by Category, Type, Format)
“Findability”, “Engagement”, “Value” Product Marketers, MarkeMng OperaMons Specialists
5. Marke<ng Diagnos<cs: Qualita<ve Reports
Customer Engagement, Win/Loss Improvement, New References
Business & MarkeMng Leaders
Lessons Learned From “The Field”
This ‘Playbook’ stuff isn’t always easy
Someone must be ‘The Manager’ (or ‘Head Coach’) Commit to ‘Blocking & Tackling’
Revise the ‘Game Plan’ when/where needed
19
1
2
3
4
For More Information
Go to Brainrider.com/pardot2012 for a copy of this deck
Email [email protected]
linkedin.com/in/pmartinonline
Email [email protected]
Get free resources at brainrider.com/practice-resources.
Follow us at twitter.com/brainrider
Visit us on linkedin.com/company/brainrider
20