Pardot Elevate 2012 - Case Study: Yardley Products Corp

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Join Michael J. Carroll, Jr. of Metter Interactive, a Pardot agency partner, in exploring the recent successful implementation of Pardot for Yardley Products Corp. With Pardot, Yardley was able to effectively organize, prioritize, and assign leads, convert more email addresses into leads, and close the sales loop and track prospects through the conversion steps in third party ecommerce solutions.

Text of Pardot Elevate 2012 - Case Study: Yardley Products Corp

  • 1.Yardley ProductsPardot Case Study October 25, 2012#WEBCENTRIC

2. ABOUT US MORE THAN A DIGITAL AGENCY Its what makes us different. Strategy, marketing, creative, and technology rooted in our WebCentric approach helps our clients build stronger brands, visibility, and drive measureable results. Founded in 1997 Located Bethlehem, PA between PHL andNYC B2B, Technology and Industrial clients Follow @m3tter11/1/12 #WEBCENTRIC2 3. ABOUT THE CLIENT 4. ABOUT YARDLEY PRODUCTS TYPICAL PARDOT CANDIDATE? Industrial manufacturer of threaded metalinsert fasteners ~$10 million per year in revenue ONE full-time, in-house sales consultant ONE senior-level sales andmarketing executive Six mfgrs. reps in U.S. and Canada Ecommerce enabled website11/1/12 #WEBCENTRIC4 5. ABOUT YARDLEY PRODUCTS PARDOT HELPED US TO THINK ABOUT: All of the many moving pieces of the sales andmarketing process Getting marketers, sales, and execs involvedinvolved in developing strategies How to begin to make big changes within anorganization Planning for farther integration and futurecampaigns measure, evolve, mature11/1/12 #WEBCENTRIC5 6. OPPORTUNITIES & CHALLENGES 7. U/X & Branding #WEBCENTRIC 7 8. U/X and Branding #WEBCENTRIC 8 9. Inbound Traffic to Top of Funnel #WEBCENTRIC 9 10. ECOMMERCE #WEBCENTRIC 10 11. Closing the Loop #WEBCENTRIC 11 12. Opps for Content, Engagement, Conversion #WEBCENTRIC 12 13. PARDOT & THE SOLUTION 14. WHY PARDOT? TIMINGo Rebrand, redesign, assessmentso Make a sizable shift in processeso We saw opps throughout the funnel that Pardot helped address PRICEo Fit budget for redesign and increased inbound SUPPORTo Flexible Customizableo Sales, marketing, and tech consulting11/1/12 #WEBCENTRIC 14 15. U/X & DESIGN PARDOT HELPED US TO THINK ABOUT: Opportunities in flow for CTA and micro conversionsto ID visitors as prospects How we could gain persona insights based on visitorengagement and flow use toestablish nurturing Where Pardot could be used for forms,landing pages, and content delivery11/1/12#WEBCENTRIC 15 16. U/X & Rebrand #WEBCENTRIC 16 17. User Flow & Process #WEBCENTRIC 17 18. RESULT: Indicators point to use of split navPhone support is down 19. U/X Results #WEBCENTRIC 19 20. Converting Visitors into Prospects PRODUCT SAMPLE REQUEST (PSR): Emphasized PSR through revised U/Xand design Pardot allowed us to: Build a form with custom fields ID visitors as a prospects Assign the prospect to a sales rep Qualify, score, and begin lead nurturing Manually import PSR from 3rd partyshopping cart11/1/12 #WEBCENTRIC20 21. Pardot Helping Convert Visitors to Prospects #WEBCENTRIC 21 22. RESULTS: 10% submission rate with 1/3 close rate74 online sample requests since 9/1/12 23. LEAD NURTURING RFQ SURVEY EMAIL: Follow up survey is sent to prospects 2weeks after an RFQ is fulfilled. Landing pages for each unique surveyresponse/link in the email no survey tool inPardot The questions are mapped to custom fieldsfor prospects When the prospect takes action andresponds, their history is associated11/1/12#WEBCENTRIC23 24. Pardot Helping With Lead Nurturing #WEBCENTRIC 24 25. RESULT: 35% to 50% CTR on survey25% response rate 26. Closing the Loop MAP VISITOR-TO-PROSPECT & CAMPAIGN FLOW TO ENSURE: Prospects are assigned and reps are alerted Visitor insights are delivered toappropriate reps Actions and triggers for automation rulesand drip campaigns are visualized Convey strategies and tactics visuallyand train the client ID gaps and opportunities in processand tracking11/1/12#WEBCENTRIC26 27. Pardot Helping to Close the Loop #WEBCENTRIC 27 28. Pardot Helping to Close the Loop #WEBCENTRIC 28 29. RESULTS: Defined sales flows and process Reduced lag in RFQ follow upExtended conversation w/Prospects 30. MEASUREMENT MAP VISITOR-TO-PROSPECT & CAMPAIGN FLOW TO ENSURE: Prospects are assigned and reps are alerted Visitor insights are delivered toappropriate reps Actions and triggers for automation rulesand drip campaigns are visualized Convey strategies and tactics visuallyand train the client ID gaps and opportunities in processand tracking11/1/12#WEBCENTRIC30 31. RESULTS THUS FAR 32. MORE RESULTS WITHIN THE LAST TWO MONTHS: ~17K prospects being managed in Pardot Seeing direct orders contributed back to Content Marketing and Dripcampaigns put in place Website support phone calls has decreased Seeing a ~16% submission rate for 2% off drip campaign 94 new prospects converted as a result of Pardot11/1/12#WEBCENTRIC32 33. FUTURE OUTLOOK PARDOT HAS PROVIDED A PLATFORM TO BUILD UPON: Dynamic content integration Landing pages for PPC and other ad campaigns Drip campaigns for customer loyalty are helping client understand theirclients better Client realizes opportunity to modernize ecommerce and CRM Deeper integration of measuring ROI and opportunity value11/1/12 #WEBCENTRIC 33 34. THANK YOU!Michael Carroll@mikejcarrolljrmcarroll@metterinteractive.com METTERINTERACTIVE.COM