Behavioral Marketing: Go Beyond List Email Marketing
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The document outlines a presentation on behavioral marketing by Jeremy Mason, emphasizing the risks and uncertainties associated with forward-looking statements in the context of Salesforce.com, Inc. It details the implementation and development process of Pardot and Sales Cloud over three years, showcasing best practices in behavioral marketing execution for customer engagement. Key elements include system integrations, automation strategies, and segmentation to enhance marketing effectiveness.
Behavioral Marketing: Go Beyond List Email Marketing
- 1. Behavioral marketing: Go Beyond list email Jeremy Mason Sr. Manager – Marketing Ops & Lead Gen @automatemkt
- 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. @automatemkt
- 3. Jeremy Mason Senior Manager – Marketing Ops & Lead Gen @automatemkt
- 4. Agenda • 3 Years with Pardot + SalesCloud • Foundations • Behavioral Marketing Sample execution
- 5. Precor’s Pardot Story 3 years of Pardot + SalesCloud • 2012 – Implementation • 2013 – Processes and Situational Awareness • 2014 – Agility, Nurturing and Quotas • 2015 – Behavioral Marketing @automatemkt
- 6. Precor’s Pardot Story Foundations = Visualization • Understand System integrations: • Flow chart buyer’s journey • Build asset maps + gap analysis (inventory) • Plan and execute automations @automatemkt
- 7. Understand system integrations: Sample cloud ecosystem inquiry MQL SAL SQL customer
- 8. Buyer’s journey in a system context Closed Salesforce.com Campaign Pardot Campaign Lead Campaign History Opportunity Campaign Influence Segmentation List Response Prospect 1 assign 2 Marketing Automation Salesforce.com Primary Campaign Source Rules Emails Drips Forms inquiry MQL SAL SQL customer 3 Contact
- 9. Asset Map and Gap Analysis Plot out your assets @automatemkt Visitors Prospects MQLs SQLs SEO Social Email Telequal Buyer’s Guide PDF Infographic: Buyer’s Guide --- --- ROI Tools Slideshare: Buying Tools Video: Treadmill Plan your facility ? Whitepaper: Fitness & Profit Video: Testimonial Appointment: Demo Program --- --- Video: Service Advantages Service Discount --- --- ? ? Nurturing
- 10. Plan and Execute Automations Behavioral Marketing Sample Execution
- 11. Plan Automations Whiteboard it + Personas • Segments • Profiles • Score • Timing • Status @automatemkt
- 12. Sample Execution Example “if, then” Automation • Segment • Profile • Score • Rating • Age/Timing • Assets • Behaviors • Rep Input @automatemkt Indy Club Sidekick (B+) >50 Hot or Warm <1 day Cardio Vid + Catalog Natural Search (10 views) Lead Status = “Qualified” if 50 A- hot 50 : >C
- 13. Sample Execution Example Automation @automatemkt then if =50 30 x50 x 1 2 3 50 : >C
- 14. Sample Execution The big picture Assets Automations @automatemkt 50 : C 30 : B+ 50 : A+ Dynamic “Interface Layer” (web, email, social etc.) Leads
- 15. @automatemkt
Editor's Notes
- #3: Key Takeaway: We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com. Talk Track: Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
- #9: Prospects in Pardot and SFDC campaigns convert into leads, contacts and, ultimately, opportunities Pardot actions/automations place campaigns to which the prospect has responded (define your own rules) in campaign history. When contact converts, the opportunity associates primary contact campaign history with influence. Closed won opps carry their PCS, as selected from the influence, up to ROI reports, giving your campaign credit for revenue to be used in the ROI formula against the cost you entered.