My Best Campaign Ever

Moderated by: Laura HortonPardot

Panelists

Drew SmithDirector of Online Marketing

Erin BrafordMarketing Analyst

Kristin Anne CarideoOnline Marketing Manager

Kristin Anne Carideo

Intro to Bongarde:

Bongarde is a 20 year old B2B publishing company specializing in safety compliance information. We are making the transition from traditional newsletter publishing to web-first publishing, subscription websites and SaaS products.

Best Campaign Ever

My role:

I was brought in as the online marketing manager in August 2010 to transition from a database CRM to Salesforce and to manage the implementation of Pardot.

The Product:

A subscription website offering content on legal compliance for Canadian safety professionals launched in 2010.

Niche market with most potential clients already subscribers to another Bongarde product

Full-access 7 Day trial available Acquisition Sales Team calling on leads Robust website with a lot of content

Best Campaign Ever

Best Campaign EverThe Problem(s) Pre-Pardot:

Poor sales followup No transparency into sales rep followup for

management Low conversion from free trial to subscriber despite

low price point Low education about the product Many reasons for prospects to take a trial, but

intelligence for sales rep low on why they were taking the trial

Prospects very hard to get a hold of by phone

Best Campaign EverSales Statistics Pre-Pardot:

Averaging 110 trials per month Average 5.4% rate of conversion from trial to

subscription Average $3,497 revenue on new subscriptions per

month (price of 1 year subscription to product ranged from $595-$795 during that period)

Best Campaign EverSolution

Implemented Pardot /Salesforce in August 2010 Installed Pardot tracking on all pages of OHS

Insider website Utilized Pardot Form Handlers so prospects are

creating a Pardot record at the same time they are creating a 7 day trial in our access-management system (A Member)

Created a very simple drip campaign that sends 6 emails to prospect within their 7 day trial

Educated Sales about utilizing Pardot to see what pages the prospect had visited prior to calling so they know what information the prospect was looking for

Best Campaign Ever

Best Campaign EverDrip Emails are:

Meant to engage, not sell – they provide links and “check in” with prospects over the course of their trial

Effective in getting in touch with prospects sales reps were otherwise unable to get in touch with

Opened at a rate of between 25-35%, much higher than a call-contact rate

Best Campaign EverSales Statistics for 4 months After Trial Drip: Averaging 189 trials per month (previously 110) Average 9% rate of conversion from trial to

subscription (previously 5.4%) Average $18,984 revenue on new subscriptions per

month (previously $3,497).

Erin Braford

STR Software

We’re in the ‘Automating delivery of documents from business applications’ business

Primarily a technical audience – mostly speaking to users of various ERPs (Oracle, SAP)

Want to leverage our 25 years of experience and expertise to speak to our primary audience as well as other decision makers

We recently updated our site to a Content Management System (CMS) to optimize content publishing

BCE: BI Publisher University

Objectives: generate leads, nurture leads, support sales by credentializing our expertise

We have a ton of knowledge to share

Educational approach: share free, relevant content related to our expertise.

Evolved into BI Publisher University

Campaign ExecutionDeveloped content and created a centralized “hub” of information with links to relevant content.

Pardot and BIP U• Placed valuable content behind forms • Began using Progressive Forms more extensively to capture data we can use for nurturing.

Pardot and BIP U• Hosted the forms and descriptions of the content on Pardot Landing Pages templated to look and behave like the rest of our site

Pardot and BIP U• We also put a form on the BIPU page itself creating a “subscription” opportunity to jump start opt-ins

Pardot and BIP U• Using Email Templates, created “autoresponder emails” that contain links to additional, related content.

Campaign PromotionCampaign featured prominently in our home page carousel

Campaign Promotion“For more information” section added to each piece of content to help visitors flow through the information:

Campaign PromotionWe feature a variety of content in our sidebars throughout the site.

Campaign Promotion• Emailed an invitation to check out BIP U to the relevant

segment of our sales database• Actively promote the content itself via social networks• Include links to BIP U in presentation slides and related

correspondence as a “for more information” call to action.

Early Results• We were pleased with the response rate from our internal

database.• We have enhanced profiling with Progressive Forms and are

collecting better information on new and existing contacts.• We have generated new, organic inbound traffic to the site

as a result of the quantity, quality, and optimization of content in the BIP U.

• Gaining insight into the visitor’s process and will use that data to make changes moving forward.

Next Steps

BIP University has been integrated into our content planning roadmap and we will continue to develop content for it as well as our other areas of expertise.

At some point, we may determine that BIP U should move from being a ‘campaign’ to being a permanent fixture on our website. TBD based on data we collect over time.

Drew Smith

About Drew & AttivioDrew Smith, Director of Online Marketing

• Responsibilities include Attivio webmaster, SF.com & Pardot administration, video & graphics production, social media management

• Originally come from an Engineering management background, moved into Marketing three years ago

ATTIVIO• Enterprise software development company based outside of

Boston, MA• Core product is the Active Intelligence Engine™ (AIE)

platform sold to B2B, Fortune 1000 companies• AIE unifies all corporate data and content assets into a

single, searchable platform (think Google behind the firewall)

“My Best Campaign Ever”Project called the “The Big Drip”

• CHALLENGE: 28,000+ leads in SF.com that were stale and not being touched beyond our monthly newsletter.

• GOALS: • Re-engage leads with a multi-touch drip campaign that

offers compelling content related to Attivio and business problems we address.

• Drive Prospect Scores to a threshold where they qualify for follow-up.

• APPROACH:• Using content from our recent eBook, we carved out a

series of drip emails and dropped leads into the program.

“The Big Drip” Content• Utilizes video and whitepaper

assets that are included in a series of outreach emails with calls to action to view content as well as offer for a consultation.

• Want to educate about Attivio, Unified Information Access and our product.

• Scoring boosts, notifications based on Prospects’ activities

Results• Overall 13% engagement rate (clicks on calls to

action)• Over 1000, formerly stale prospects have now re-

engaged at some level with Attivio• 500 qualified (based on score) for follow-up by sales• What calls to action worked best?

• Video = 54% of total clicks• PDF content = 28% of total clicks• Web Links = 14% of total clicks• AddThis = 4% of total clicks