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

Twitter

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: sherry.shi@pb.comTwitter handle: pbecommerceBlog: resources.pbecomm.com/blogFacebook: facebook.com/pbecommerce