The document discusses marketing automation and lead nurturing strategies using email drip campaigns. It provides tips for setting up multi-stage drip campaigns, including recommendations for subject lines, email content, timing between emails. It also discusses evaluating drip campaign performance through audits and metrics like lead velocity, ROI, and engagement rates. Contact information is provided for an expert at Pardot who can provide consulting on setting up and optimizing lead nurturing programs.
11. 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.
12. 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.
19. 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.
20. 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!
21. ENGAGEMENT -‐
IniOal
Set-‐up
of
Programs
-‐
ConsulOng
Session
on
“How
To”
-‐
Reviewing
of
Current
Programs
-‐
30-‐90-‐180
Reviews
and
Audits
22. 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
23.
24. Contact Info
Mathew Sweezey Pardot, An ExactTarget® Company
Marketing Automation Evangelist 950 East Paces Ferry Rd
Suite 3300
mathew.sweezey@pardot.com Atlanta, Georgia 30326
@msweezey
404.492.6848 - 877.3B2B.ROI
www.pardot.com