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r keting     Edge
    ure Yo ur Ma
Sec            iller Drips
        with K
                                             ...
1
#
Nurture
based on
lead score
and interest
*Start	
  with	
  3	
  emails	
  in	
  your	
  nurture	
  
program.	
  	
  
Problem/Goal	
                           Type	
  of	
  Drip	
  Program	
  	
  
        Cold	
  Database	
  	
             ...
Simple can be BEST
1	
       2	
     3	
  
3       2       1



3       2       1
1       2       3



1       2       3
SUBJECT LINE
BODY
CALL TO ACTION
SUBJECT LINE
NO/NO
*No	
  branding,	
  keyword,	
  or	
  other	
  
industry-­‐specific	
  term.	
  These	
  are	
  
subject...
SUBJECT LINE
NO/YES
*Okay	
  to	
  have	
  ONE	
  of	
  the	
  
following:	
  branding,	
  keyword,	
  or	
  
other	
  ind...
SUBJECT LINE
YES/YES
*Okay	
  to	
  have	
  any	
  of	
  the	
  
following:	
  branding,	
  keyword,	
  or	
  
other	
  in...
COPY
Save the
HTML
*Email	
  should	
  come	
  from	
  a	
  
person	
  in	
  your	
  company.	
  
Hyperlink	
  to	
  your	...
5
TIP
Learn to
“BOX – OUT”
BATCH
WE RESEARCH
IN BATCHES OF
INFORMATION
YES
ONE YES
MEANS THE
NEXT IS CLOSE
BY
THRESHOLD
YOU HAVE A
STOPPING
POINT
TIME *Natural	
  cadence	
  is	
  the	
  best.	
  
Match	
  your	
  pauses	
  to	
  the	
  length	
  of	
  
   your	
  sal...
LAZY LEADS
*Not	
  all	
  leads	
  in	
  a	
  database	
  are	
  
good	
  leads.	
  So,	
  set	
  expectaOons	
  
when	
  ...
ENGAGEMENT         -­‐	
  IniOal	
  Set-­‐up	
  of	
  Programs	
  	
  
-­‐	
  ConsulOng	
  Session	
  on	
  “How	
  To”	
 ...
AUDITS
-­‐    Velocity	
  
-­‐    ROI	
  IS	
  A	
  HORRIBLE	
  METRIC	
  
-­‐    Total	
  MQL	
  	
  
-­‐    Number	
  of...
Contact Info
Mathew Sweezey                    Pardot, An ExactTarget® Company
Marketing Automation Evangelist   950 East ...
Secure Your Marketing Edge with Killer Drips
Secure Your Marketing Edge with Killer Drips
Secure Your Marketing Edge with Killer Drips
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Secure Your Marketing Edge with Killer Drips Slide 1 Secure Your Marketing Edge with Killer Drips Slide 2 Secure Your Marketing Edge with Killer Drips Slide 3 Secure Your Marketing Edge with Killer Drips Slide 4 Secure Your Marketing Edge with Killer Drips Slide 5 Secure Your Marketing Edge with Killer Drips Slide 6 Secure Your Marketing Edge with Killer Drips Slide 7 Secure Your Marketing Edge with Killer Drips Slide 8 Secure Your Marketing Edge with Killer Drips Slide 9 Secure Your Marketing Edge with Killer Drips Slide 10 Secure Your Marketing Edge with Killer Drips Slide 11 Secure Your Marketing Edge with Killer Drips Slide 12 Secure Your Marketing Edge with Killer Drips Slide 13 Secure Your Marketing Edge with Killer Drips Slide 14 Secure Your Marketing Edge with Killer Drips Slide 15 Secure Your Marketing Edge with Killer Drips Slide 16 Secure Your Marketing Edge with Killer Drips Slide 17 Secure Your Marketing Edge with Killer Drips Slide 18 Secure Your Marketing Edge with Killer Drips Slide 19 Secure Your Marketing Edge with Killer Drips Slide 20 Secure Your Marketing Edge with Killer Drips Slide 21 Secure Your Marketing Edge with Killer Drips Slide 22 Secure Your Marketing Edge with Killer Drips Slide 23 Secure Your Marketing Edge with Killer Drips Slide 24 Secure Your Marketing Edge with Killer Drips Slide 25
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Learn how to stay engaged with prospects and leads over time from that first touch to closing the deal!

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Secure Your Marketing Edge with Killer Drips

  1. 1. r keting Edge ure Yo ur Ma Sec iller Drips with K n    Au toma&o  M arke&ng ew  Sweezey, by: Math Presentedist   ®  Compa ny Evangel  An  ExactTarget Pardot,
  2. 2. 1 #
  3. 3. Nurture based on lead score and interest *Start  with  3  emails  in  your  nurture   program.    
  4. 4. Problem/Goal   Type  of  Drip  Program     Cold  Database     3-­‐2-­‐1   Automate  Lead  Nurturing   Stage-­‐Specific  Drip   Event  Pre-­‐  and  Post-­‐   Event-­‐Specific  Drip   Follow-­‐ups   Cold  Marke&ng  Lead  Drip   3-­‐2-­‐1   Cold  Sales  Lead  Drip   Straight  Drip   Compe&&ve  Drip   Straight  Drip   Lost  Deal  Drip     Straight  Drip  
  5. 5. Simple can be BEST 1   2   3  
  6. 6. 3 2 1 3 2 1
  7. 7. 1 2 3 1 2 3
  8. 8. SUBJECT LINE BODY CALL TO ACTION
  9. 9. SUBJECT LINE NO/NO *No  branding,  keyword,  or  other   industry-­‐specific  term.  These  are   subject  lines  for  Stage  1  emails.      
  10. 10. SUBJECT LINE NO/YES *Okay  to  have  ONE  of  the   following:  branding,  keyword,  or   other  industry-­‐specific  term.   These  are  subject  lines  for  Stage   2  emails.      
  11. 11. SUBJECT LINE YES/YES *Okay  to  have  any  of  the   following:  branding,  keyword,  or   other  industry-­‐specific  term.   These  are  subject  lines  for  Stage   3  emails.      
  12. 12. COPY Save the HTML *Email  should  come  from  a   person  in  your  company.   Hyperlink  to  your  content.      
  13. 13. 5
  14. 14. TIP Learn to “BOX – OUT”
  15. 15. BATCH WE RESEARCH IN BATCHES OF INFORMATION
  16. 16. YES ONE YES MEANS THE NEXT IS CLOSE BY
  17. 17. THRESHOLD YOU HAVE A STOPPING POINT
  18. 18. TIME *Natural  cadence  is  the  best.   Match  your  pauses  to  the  length  of   your  sales  cycle,  then  match  to   your  goal.  Also  keep  it  mixed  up.   Generally,  6-­‐45  days  is  the  min  and   max  Ome  between  emails.  
  19. 19. LAZY LEADS *Not  all  leads  in  a  database  are   good  leads.  So,  set  expectaOons   when  you  engage.  Don’t  expect   100%  engagement  ever.  Some   leads  will  never  engage!  
  20. 20. ENGAGEMENT -­‐  IniOal  Set-­‐up  of  Programs     -­‐  ConsulOng  Session  on  “How  To”   -­‐  Reviewing  of  Current  Programs   -­‐  30-­‐90-­‐180  Reviews  and  Audits  
  21. 21. AUDITS -­‐  Velocity   -­‐  ROI  IS  A  HORRIBLE  METRIC   -­‐  Total  MQL     -­‐  Number  of  Pieces  of  Content  in  each  stage   -­‐  Average  Score  by  Stage   -­‐  Clicks   -­‐  Timing  of  Pauses    
  22. 22. Contact Info Mathew Sweezey Pardot, An ExactTarget® Company Marketing Automation Evangelist 950 East Paces Ferry Rd Suite 3300 mathew.sweezey@pardot.com Atlanta, Georgia 30326 @msweezey   404.492.6848 - 877.3B2B.ROI   www.pardot.com    
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    Nov. 20, 2014
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    Jul. 9, 2014
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    Nov. 27, 2013

Learn how to stay engaged with prospects and leads over time from that first touch to closing the deal!

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