Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
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Using Pardot to Get the Most from Trade Shows John Matera Director of Marke:ng RedTail Solu:ons
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14-Sep-2014 -
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Trade shows are now more expensive than ever, and it can often be difficult to justify the cost. John Matera, Director of Marketing for RedTail Solutions, explains how Pardot helped RedTail make their two biggest annual trade show appearances more productive and cost effective than in previous years. RedTail was able to maximize marketing opportunities in several areas including pre-show promotion, show- specific print collateral, on-floor promotions, meeting appointments, contests, and post-show follow-up.
Transcript of Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
Using Pardot to Get the Most from Trade Shows
John Matera Director of Marke:ng RedTail Solu:ons
Trade Shows and Conferences
Context
= Small
= Precious
Partner + End User = Difficult
+ = 75% Budget
Concern: Produc:vity Curve FlaLening
2012 Goals
Partner Impressions, Leads
End User Leads
Social Media
Cost
25%
25%
Connector
Landing Page
File
Custom Redirect
Link
Form
Social
Key Enabling Pardot Feature
Sets
First Event
Partners + End Users
Pre-‐Conference
Large Post Card “Leave Around”
Font!
Prize Drawings
Second Event
Partners + End Users
August 12-‐17, 2012 Nashville, TN
TLDR
Pre-‐Conference Email
Print Ads
Business Card Hand-‐Out
RedTail Conference Guide Webpage
Virtual Totebag
• 46 Downloads • 3 C/R Clicks
Booth Badge Scan
Lead Data Capture Minimum Fields q Type q ERP System q Comments
Kiosk Screen
Kiosk Screen
Smartphone Badge Scan
Results
Ramped Produc:vity
Microso2 Convergence Sage Summit
Exceeded Goals
56%
107%
28%
165%
Opportuni:es and Wins
Microso2 Convergence Sage Summit
-‐50%
250%
200%
0%
Social Media Follows
Microso2 Convergence
Sage Summit
Post-‐Show Follow-‐Up CRM Telesales
Before Landing!
Post-‐Show Follow-‐Up Email Programs
What We Learned
Simpler = BeLer
Video >> Text
Simpler = BeLer
Single Form
What We Learned
Page & Redirect ProliferaFon!
What We Learned
What We Learned
Mobile Apps/Browser Pages
40 Clicks = Worth Effort? Rarely Used
Kiosk at Booth ? ?
Fancy Stuff
What We Learned Portable Impressions Cri:cal
What We Learned
>
“Designated Eater” x 4
= leads x 4
What We Learned
Pure Opinion
“Metal” Sponsorships
Give Away Trade
3-‐Second Rule
Sessions
Social – no, really
Give Away
tells… • Who • When • How Many • Where
Informed Decisions
Timely Responses
Value
