Mathew Sweezey, Marketing Automation Evangelist with Pardot (An ExactTarget® Company), gives us even more ways in which drips can empower us to address our marketing engagement challenges!

1. Drip Campaigns: Harness the Power!
Presented by: Mathew
Sweezey,
Marke&ng
Automa&on
Evangelist
Pardot,
An
ExactTarget®
Company

2. 1#

3. Problem/Goal
Type
of
Drip
Program
Cold
Database
3-­‐2-­‐1
Automate
Lead
Nurturing
Stage-­‐Specific
Drip
Event
Pre-­‐
and
Post-­‐
Follow-­‐ups
Event-­‐Specific
Drip
Cold
Marke&ng
Lead
Drip
3-­‐2-­‐1
Cold
Sales
Lead
Drip
Straight
Drip
Compe&&ve
Drip
Straight
Drip
Lost
Deal
Drip
Straight
Drip

4. 1
2
3
Simple can be BEST

5. 1
2
3
John,
I
Saw
this
ar&cle
in
Forbes
and
thought
you
might
like
it.
Best,
Mathew
SALES JUST
NEEDS AN
EXCUSE

6. 3 2 1
3 2 1

7. 3
1
2

8. 3
1
2
Stage
3
prospects
are
the
most
&me
sensi&ve.
It
will
also
be
the
smallest
segment
in
your
database.

9. 3
1
2
These
people
may
never
respond.
May
be
bad
names
in
your
database,
or
just
bad
prospects.

10. 1 2 3
1 2 3

12. SUBJECT LINE
CALL TO ACTION
BODY

13. SUBJECT LINE
NO/NO*No
branding,
keyword,
or
other
industry-­‐specific
term.
These
are
subject
lines
for
Stage
1
emails.

14. SUBJECT LINE
NO/YES*Okay
to
have
ONE
of
the
following:
branding,
keyword,
or
other
industry-­‐specific
term.
These
are
subject
lines
for
Stage
2
emails.

15. SUBJECT LINE
YES/YES*Okay
to
have
any
of
the
following:
branding,
keyword,
or
other
industry-­‐specific
term.
These
are
subject
lines
for
Stage
3
emails.

16. COPY
Save the
HTML*Email
should
come
from
a
person
in
your
company.
Hyperlink
to
your
content.

17. 5

18. 3 2 1
3 2 1
SBJ:
Marke&ng
Automa&on
Buyers
Guide
John,
I
thought
this
might
be
handy
if
you
are
looking
at
solu&ons.
Best,
Mathew
STAGE 3 EMAIL

19. 3 2 1
3 2 1
SBJ:
CoSoSware
increases
email
engagement
by
300%
John,
Our
client
CoSoSware
just
put
this
press
release
out,
and
I
thought
you
might
like
to
see
what
they
did
to
get
that
increase
in
engagement.
Best,
Mathew
STAGE 2 EMAIL

20. 3 2 1
3 2 1
SBJ:
Thought
you
might
like
this
John,
I
saw
this
in
Forbes
the
other
day.
It’s
new
&ps
on
B2B
wri&ng.
Enjoy,
Mathew
STAGE 1 EMAIL

22. CLIENT ONBOARDING
UP SELLING
NEW HIRE

23. 1
2
3

24. 1
2
3
John,
Just
wanted
to
say
thank
you
and
see
how
things
are
going.
Best,
Mathew
#1 REINFORCE
THEIR
DECISION!

25. 1
2
3
John,
Since
you’ve
been
with
us
a
few
weeks,
I
wanted
to
make
sure
you
knew
I
can
help
with
any
ques&ons
you
might
have.
Best,
Mathew
#2 LEND A
HAND

26. 1
2
3
John,
Here
is
a
great
ar&cle
you
might
enjoy
on
geZng
set
up
in
your
first
month.
Best,
Mathew
#3 ADD
VALUE

27. 1
2
3

28. 1
2
3
John,
We
are
so
glad
to
have
you
on
the
team.
Here
is
your
coupon
for
your
free
hoodie.
Best,
Mathew
#1WELCOME
THEM!

29. 1
2
3
John,
I’m
Mathew,
I
head
up
the
HR
issues.
If
you
have
any
ques&ons,
please
just
ping
me.
Best,
Mathew
#2 LET THEM
KNOW KEY
PLAYERS

30. 1
2
3
John,
We
love
to
share
our
culture!
If
you
would
be
up
for
it,
we’d
love
for
you
to
take
a
pic
and
put
it
on
Instagram
today.
Thanks
so
much!
Best,
Mathew
#3 CULTURE

31. 3 2 1
3 2 1

32. 3 2 1
3 2 1
“FISHING”

33. SHORT!
NOTIFY SALES
FOLLOW INTEREST
WITH CUSTOM SCORE

34. TIME*Natural
cadence
is
the
best.
Match
your
pauses
to
the
length
of
your
sales
cycle,
then
match
to
your
goal.
Also
keep
it
mixed
up.
Generally,
6-­‐45
days
is
the
min
and
max
Ome
between
emails.

35. LAZY LEADS*Not
all
leads
in
a
database
are
good
leads.
So,
set
expectaOons
when
you
engage.
Don’t
expect
100%
engagement
ever.
Some
leads
will
never
engage!

36. AUDITS-­‐ Velocity
-­‐ ROI
IS
A
HORRIBLE
METRIC
-­‐ Total
MQL
-­‐ Number
of
Pieces
of
Content
in
each
stage
-­‐ Average
Score
by
Stage
-­‐ Clicks
-­‐ Timing
of
Pauses

38. Contact Info
Mathew Sweezey
Marketing Automation Evangelist
mathew.sweezey@pardot.com
@msweezey
Pardot, An ExactTarget® Company
950 East Paces Ferry Rd
Suite 3300
Atlanta, Georgia 30326
404.492.6848 - 877.3B2B.ROI
www.pardot.com