Now that you’re up and running with Pardot, you have the opportunity to elevate your acquisition and nurturing program effectiveness by planning and executing bundles of program tactics in the form of strategic playbooks. This hands-on clinic will review real-life marketing program examples, and look at how to apply better program practice to get better results.

1. Deck and cheat-sheet at www.brainrider.com/pardot2012
Better B2B Marketing Clinic:
How to Turn Your Acquisition and Nurturing
Programs Into Playbooks
Elevate 2012
@Brainrider #pardot2012

2. The
Brad
Factor
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3. Key Factors When Planning A Webinar?
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4. Playbook Planning:
Integrated Set Of Tactics Around An Objective
GOAL
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5. Prioritizing Measurable Objectives
How many qualified customers…
Generating VISITORS
q Find you & your expertise
Awareness
&
Acquiring PROSPECTS q Identify themselves &
Prospects give permission for contact
Nurturing ACTIVE
q Are active
PROSPECTS
Prospects q Are increasing their engagement
Determining q Meet Marketing Qualified Lead &
Sales MQL/SAL Sales Accepted Lead criteria
Readiness q Signal readiness to buy
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6. Current Programs by Objective
Free Excel Planning Template www.brainrider.com/resource/2013-b2b-marketing-plan-template/
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7. Identify & Fill Program Gaps
GENERATE & ACQUIRE NURTURE DETERMINE
AWARENESS PROSPECTS PROSPECTS SALES READINESS
q Inbound q Extending the burst q Contact us
q Resource publishing & q Auto-responder q Sales Readiness
SEO q Education program Offers
q Blogging q Drip program q Assessment
q Featured downloads q Activating a burst q Consultation
q Featured content q Timed reactivation q Demo
q Subscribers q E-newsletters q Trial
q Events q List reactivation q Pricing
q Tradeshows q Events q E-quote
q Partner q Nurturing webinars q ROI
q Acquisition webinars q Roadshows q RFP/RFQ guide
q Social q Meet & greet q Case study
q Social publishing q Events
q Social sharing q Product webinars
q Partner co-marketing
q Content syndication
q Paid
q PPC
q E-blasts
q Referral/affiliate
q Content sponsorship
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8. B2B Planning:
Program Framework
Objective • Awareness
• Acquisition
• Nurturing
• Conversion
Target • Firma-graphics
• Role
• Need/Pain
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9. B2B Planning:
Program Framework
Objective • Awareness
• Acquisition
• Nurturing
• Conversion
Target • Firma-graphics
• Role
• Need/Pain
CTA & Offer/ • Call to action
• Best performing offers/content
Content
Activity: • Past results • Inbound • Pre-
• Reach • Outbound • During
Channel & Tactical • Ability to execute • Social • Post-
Mix • Measurability • Event
• Paid
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10. Content Aligned To Buying Decision
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
Education Solutions Credentials &
They
want: & Thought & Product Decision
Leadership Suitability Support
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider #pardot2012
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11. Content Aligned To Program Objective
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
ACQUIRE
PROSPECTS
Program Education Solutions Credentials &
They
Objective:
want: & Thought & Product
NURTURE
PROSPECTS
Decision
Leadership Suitability Support
DETERMINE
SALES-­‐READINESS
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider | @Nolin

12. B2B Planning: Program Framework
Objective • Awareness
• Acquisition
• Nurturing
• Conversion
Target • Firma-graphics
• Role
• Need/Pain
CTA & Offer/Content • Call to action (marketing vs sales)
• Best performing offers/content
Activity: • Past results
• Reach
• Inbound
• Outbound
• Pre-
• During
Channel & Tactical Mix • Ability to execute • Social • Post-
• Measurability • Event
• Paid
Creative • Copy
• Design
• Concept
Timing • Start
• End date / ongoing
Measuring Results • Qualified inbound traffic
• New Prospect acquisition
• Prospect Activity
• MQL/SAL
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13. 13

14. Marketing Metrics Summit (May 2012)
Purpose:
Establish a consistent approach to measuring & reporting on the
impact that marketing was having on the business
Approach:
1) SET objectives and related goals
2) DESIGN metrics to ensure marketing is linked to those objectives
3) GATHER the right data for those metrics
4) COMMUNICATE our objectives and how they’re being measured
to business leadership
5) EVALUATE and refine approach based on how well the
objectives are achieved
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15. Working Group – Define KPIs
(Objectives & Metrics)
Group Objectives:
1) Define marketing KPIs (objectives & related metrics) to better,
more consistently measure success against revenue and budget
targets
2) Analyze 2011 and 2012 YTD marketing results based on this
framework to determine baselines
3) Provide framework & related recommendations/guidance
necessary for capturing & reporting on our success to multiple
audiences moving forward
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16. The
Onion
Factor

17. What We Explored & Discovered…
• Why are marketing objectives & related metrics important
to us? What should we be measuring & how, and to whom
should we be reporting our findings?
• What’s the current state?
– Wide disparities & inconsistencies
– Legacy (“bad”) data sources
– New, vastly unexplored sources
– Unknown standards/behavior
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18. Working Group Outcomes – 5 KPIs
5
Key
Performance
Indicators
(KPIs)
Metrics
Audiences
1.
Marke<ng
Contribu<ons
to
New
&
Expansion
Revenue,
Customer
Business
Leaders
Business
Objec<ves
Renewals,
Total
Revenue
&
Pipeline
Revenue
2.
Marke<ng
Objec<ves
OpportuniMes,
MarkeMng-­‐to-­‐Sales
MarkeMng
Leaders
Handoffs,
Prospects
3.
Marke<ng
Diagnos<cs:
Programs
Customer
Renewals,
New
&
Expansion
Product
Marketers,
(by
Source,
Campaign,
Product)
Revenue,
Prospects,
MarkeMng
Reach,
MarkeMng
OperaMons
Qualified
Online
Traffic,
Offer
&
Specialists
CreaMve
TesMng
4.
Marke<ng
Diagnos<cs:
Content
“Findability”,
“Engagement”,
“Value”
Product
Marketers,
(by
Category,
Type,
Format)
MarkeMng
OperaMons
Specialists
5.
Marke<ng
Diagnos<cs:
Qualita<ve
Customer
Engagement,
Win/Loss
Business
&
MarkeMng
Reports
Improvement,
New
References
Leaders
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19. Lessons Learned From “The Field”
1 This ‘Playbook’ stuff isn’t always easy
2 Someone must be ‘The Manager’ (or ‘Head Coach’)
3 Commit to ‘Blocking & Tackling’
4 Revise the ‘Game Plan’ when/where needed
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20. For More Information
Go to Brainrider.com/pardot2012 for a copy of this deck
Email pmartinonline@gmail.com
linkedin.com/in/pmartinonline
Email scott@brainrider.com
Get free resources at brainrider.com/practice-resources.
Follow us at twitter.com/brainrider
Visit us on linkedin.com/company/brainrider
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