creating a drip program webinar slides
TRANSCRIPT
Creating a Drip Program Christy Au Client Advocate
Sydney, NSW
Sammi Pang Client Advocate Sydney, NSW
w/ Special guestsAlex Kaye - Destined
Stephane With - Expr3ss!
The Client Advocates help our customers achieve their marketing goals by providing Pardot strategy, marketing automation best practices, and industry trends.
The Pardot Client Advocates
Adam Waid Ginny Richardson
Hannah FreemanNicole Conley Richard Lewis Josie Harvey Kylie Nickles
Molly Morris FutrellCamille Barnet Paymaun “P$” Rezai
Christy AuCristi Moscoso Lindsay Stanford
David DiGiammarino Sammi Pang
Caitlin Clark Howell
Jessica Williams
Rob Valdez
Jazmyne Dodd Dane McKinley
Clare Kelly
Leigh Falgoust Virginia Baaklini
Safe Harbor
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Agenda Don’t forget to chat in your questions as you have them :)
● Develop your drip strategy● Common Drip Program examples● 3-2-1 Drip program for nurturing leads● Pardot Tips and Tricks● Case Study: Destined & Expr3ss!● Q&A
Developing a StrategyStrategy→ List → Email Templates → Building Drip Program
• What are your goals?
• How will you measure success?• Who are you targeting?• What should their journey look like? • What type of content is appropriate at each
stage?• What happens at the end?
Common Drip Programs
Post-Event Follow Up - Don’t let anyone slip through the cracks
Long Sales Cycle? Don’t lose touch!
Dead leads? Let’s wake them up! Perfect for Stage 1 Leads who need high-level information
Check out our Lead Nurturing Lab for Sample Templates
3 - 2 - 1: Cold Database Drip Strategy
Additional Resources:● Getting Started with Lead Nurturing-The 3-2-1 Strategy● Lead Nurturing Lab
Not sure where to start with your database?
Start with your buyer’s journey
Don’t try to do everything at once
Begin with the end in mind
Use custom redirects
Use strategic subject lines
Personalise (dynamic content, variable tags, segmentation)
Use suppression lists
Pardot Tips & Tricks Nurture like a pro
Client Case Study:Expr3ss! & Destined
Why Destined
Destined specialises in marketing automation. We help organisations get the technology in place and then support them to get the most out of it.
We were the first Salesforce Pardot implementation partner in the Asia Pacific region and are based in North Sydney. We have helped over 100 businesses of all shapes and sizes implement Pardot and grow their revenue.
We would welcome to chance to talk to you about how we can support your business grow.
Ph: +612 8964 5833
www.destined.com.au
Australian Family-owned Company Founded in 1999 in Adelaide – headquartered in Sydney since
2006 Developed unique and practical web-based staff selection
system Algorithm pinpoints “star” applicants that fit the job, team and
company culture within minutes Web-based [SAAS] accessible 24 x 7 wherever the internet is
– on any device Top 500, ASX Listed, BRW Fastest 100 companies, SME,
Iconic Family Businesses
1800 00 55 98
www.expr3ss.com
Introduction to Destined & Expr3ss!
> Title: Recycle Leads Funnel 1
> Description: This is a generic “catch all” recycling funnel. It can be used for leads that sales never followed up.
> Sales Psychology: We don’t assume anything about what this person knows about us as a business. We assume they are coming in the top of the funnel with little or no knowledge of us. We want them to understand they have a problem and that we can solve it.
> Success: The prospect is progressively profiled. A meeting is booked.
> Recipient List: “Recycle Leads Funnel 1” - This is set to a Static List so prospects can be manually added or removed from the recipient list.
> Velocity & Timing: A prospect on this list will receive an email every 7 - 10 days.
> Follow up: Salesperson to call after final email and seek to get a meeting.
Drip Campaign (Built in Engagement Studio)To find out more about this topic go here: http://destined.com.au/recycle-leads-drive-revenue/
Drip Campaign (Built in Engagement Studio)To find out more about this topic go here: http://destined.com.au/recycle-leads-drive-revenue/
Drip Campaign (Built in Engagement Studio)
Always have a clear objective
Make sure who your target audience is before you create your content. Know who your target audience is (based upon your ideal client profile), understand what their interests are.
Use Suppression Lists: If you are running a pre-sales event, or an event for instance and the prospect does take on your call to action.
Review your campaigns’ effectiveness regularly in order to understand which parts are working and the ones that are failing.
Tips & Tricks Nurture like a pro
How long have you been using the drip campaign functionality?
How often do you review the results?
Where do you usually receive data from? – and how do you think people can improve increasing their data (and top of funnel) with new names?
As a senior marketing manager, can you see any potential other sources to accumulate data that may also suit other organisations?
Question and Answer
Any questions?We have answers!
Success Community
www2.pardot.com/success
Advocate Calendar
www2.pardot.com/advocates
Thank you