Sherry shi final
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Transcript of Sherry shi final
How to Use Pardot to Achieve B2B Measurement Nirvana?
My Story: Social Media & Marketing Automation
A Measurement MakeoverThe Challenges of MeasurementWhat To MeasureHow to use Pardot to achieve Measurement Nirvana?
PR/Media
Web Site
Trade Show
Partners Branding
Marketing Automation/CRM
Social Media
ContentDevelopment
• Generate more sales-ready leads• Produce high quality content• Increase brand exposure
Goals
PR/Media
Web Site
Trade Show
Partners Branding
Marketing Automation/CRM
Social Media
ContentDevelopment
• Generate more sales-ready leads• Produce high quality content• Increase brand exposure
Goals
Social Media
Blog LinkedIn
SlideShare
YouTubeFacebook
Resource Center
High
Sear
ch E
ngin
e Fr
iend
lyH
igh
Ability to Drive Leads
• Create keyword rich and relevant content for Resource Center
• Optimized content for Search engine purpose
• Provide up-to-date and valuable content focused on Global Ecommerce
• Optimized LinkedIn profile
• Incorporate blog, slideshare and twitter plug-in
• Posted white papers for download
• Integrated with LinkedIn
• Set up daily tweets to connect with the community & Distribute content
•Posted product video
• Created Facebook page
Step 1:Denial & Fear
Step 2:Scrambling
Step 3:Empowered
The three stages of Marketing Measurement
Disparate measurement System
Marketing is an Art;Fear of measurement
Where we were
Clearly shows howMarketing contribute to bottom line
Step 1:Denial & Fear
Step 2:Scrambling
Step 3:Empowered
The three stages of Marketing Measurement
Disparate measurement System
Clearly shows howMarketing contribute to bottom line
Where we are
Marketing is an Art;Fear of measurement
Measurement challenges
• Disparate Measurement System• Vendor (print and online publications)• Third parties (Google Adwords, LinkedIn ad)• Trade shows• Webinar, white paper landing pages
• No end-to-end measurement tool that links marketing programs with sales activities and ultimately revenue • Sales CRM (Salesforce.com, CRM)
Too Many Metrics, but which ones matter?
Impo
rtan
ce
Facebook Likes
OpportunityPipeline
Revenue Contribution
Organic searchRanking
Twitter Followers
Press Releases
Impression/Click-Through
Open Rate
Trade showLeads
White paperDownloads
WebinarAttendees
PressReleases
TwitterFollowers
So What?
Ultimately, it’s about answering this question:
How much revenue does Marketing bring to our business?
Measure What Matters
DifficultEasy
Hig
hLo
w
Impo
rtan
ce
Ease of Measurement
Lead to Opportunity Conversion
OpportunityPipeline
Revenue Contribution
Waterfall Chart – Measure Conversion
Prospects
MQLSQL Opportunities
Customers
An indication of whether you are targeting the right audience Helps you weed out the non effective marketing programs
The Ultimate Marketing Measurement
Campaign Cost Prospects CPP Opportunities CPO Conversion Rate
Opportunity Value
Revenue ROI
Paid channelwebinar 10,000$ 70 143$ 11 909$ 16% 500,000$ 50,000$ 5white paper downloads 2,000$ 52 38$ 9 222$ 17% 350,000$ 20,000$ 10trade shows 30,000$ 100 300$ 13 2,308$ 13% 1,140,000$ 250,000$ 8.3Google AdWords 5,000$ 20 250$ 2 2,500$ 10% 10,000$ -$ 0LinkedIn ads 4,000$ 4 1,000$ 2 2,000$ 50% 50,000$ 5,000$ 1.25Banner ad 1,000$ 3 333$ 1 1,000$ 33% -$ -$ 0Affiliate 4,000$ 53 75$ 8 500$ 15% 151,000$ -$ 0Email campaign 5,000$ 55 91$ 20 250$ 36% 30,000$ 6,000$ 1.2
61,000$ 357$ 66 2,231,000$ 331,000$
Organic channelfacebook downloads 3,000$ 4 750$ 1 3,000$ 25% 192,000$ 2,000$ 0.7blog downloads 5,000$ 50 100$ 11 455$ 22% 840,000$ 75,000$ 15twitter leads 1,000$ 5 200$ 1 1,000$ 20% 113,000$ 6,000$ 6web leads 3,000$ 36 83$ 4 750$ 11% 130,000$ 13,000$ 4.3organic search 15,000$ 60 250$ 20 750$ 33% 250,000$ 100,000$ 6.7
27,000$ 155 37 1,525,000$ 196,000$
How Pardot enabled the measurement?
Step 1: Create a tracking campaign
Step 2: Create a landing page
Step 3: Integrate with Sales CRM
Step 4: Measure What Matters
Step 1: Create a trackble campaign
Step 2: Create a landing page, form
Add the link to an email campaign, a banner ad, or a blog post, add the campaign ID after the link: 14036.Append a campaign tracking code to a trackable link. Associated with the campaign
Campaigns Report Allows You To Track Leads
Step 3: Integrate with your Sales CRM
Step 4: Pardot Reporting Overview
Thank You!
Email: [email protected] handle: pbecommerceBlog: resources.pbecomm.com/blogFacebook: facebook.com/pbecommerce