Kristin implemented a marketing campaign for a B2B publishing company using Pardot that involved placing content behind forms, progressive profiling, and autoresponder emails to trial users which led to a significant increase in trial conversions and revenue. Erin discussed a campaign for her company STR Software called BI Publisher University that involved developing educational content and forms to capture leads and nurture them. Drew created a multi-touch email drip campaign called "The Big Drip" for his company Attivio that re-engaged stale leads by offering compelling content, driving over 1000 leads to re-engage and 500 to qualify for sales follow up.

1. My Best Campaign Ever
Moderated by:
Laura Horton
Pardot

2. Panelists
Kristin Anne Carideo
Online Marketing Manager
Erin Braford
Marketing Analyst
Drew Smith
Director of Online Marketing

3. Kristin Anne Carideo

4. Best Campaign Ever
Intro to Bongarde:
Bongarde is a 20 year old B2B publishing company
specializing in safety compliance information. We are
making the transition from traditional newsletter
publishing to web-first publishing, subscription websites
and SaaS products.
My role:
I was brought in as the online marketing manager in
August 2010 to transition from a database CRM to
Salesforce and to manage the implementation of
Pardot.

5. Best Campaign Ever
The Product:
A subscription website offering content on legal
compliance for Canadian safety professionals
launched in 2010.
Niche market with most potential clients already
subscribers to another Bongarde product
Full-access 7 Day trial available
Acquisition Sales Team calling on leads
Robust website with a lot of content

6. Best Campaign Ever
The Problem(s) Pre-Pardot:
Poor sales followup
No transparency into sales rep followup for
management
Low conversion from free trial to subscriber despite
low price point
Low education about the product
Many reasons for prospects to take a trial, but
intelligence for sales rep low on why they were
taking the trial
Prospects very hard to get a hold of by phone

7. Best Campaign Ever
Sales Statistics Pre-Pardot:
Averaging 110 trials per month
Average 5.4% rate of conversion from trial to
subscription
Average $3,497 revenue on new subscriptions per
month (price of 1 year subscription to product
ranged from $595-$795 during that period)

8. Best Campaign Ever
Solution
Implemented Pardot /Salesforce in August 2010
Installed Pardot tracking on all pages of OHS
Insider website
Utilized Pardot Form Handlers so prospects are
creating a Pardot record at the same time they are
creating a 7 day trial in our access-management
system (A Member)
Created a very simple drip campaign that sends 6
emails to prospect within their 7 day trial
Educated Sales about utilizing Pardot to see what
pages the prospect had visited prior to calling so
they know what information the prospect was
looking for

9. Best Campaign Ever

10. Best Campaign Ever
Drip Emails are:
Meant to engage, not sell – they provide links and
“check in” with prospects over the course of their
trial
Effective in getting in touch with prospects sales
reps were otherwise unable to get in touch with
Opened at a rate of between 25-35%, much higher
than a call-contact rate

11. Best Campaign Ever
Sales Statistics for 4 months After Trial Drip:
Averaging 189 trials per month (previously 110)
Average 9% rate of conversion from trial to
subscription (previously 5.4%)
Average $18,984 revenue on new subscriptions
per month (previously $3,497).

12. Erin Braford

13. STR Software
We’re in the ‘Automating delivery of documents
from business applications’ business
Primarily a technical audience – mostly
speaking to users of various ERPs (Oracle, SAP)
Want to leverage our 25 years of experience
and expertise to speak to our primary audience
as well as other decision makers
We recently updated our site to a Content
Management System (CMS) to optimize content
publishing

14. BCE: BI Publisher University
We have a ton of
knowledge to share
Objectives: generate leads,
nurture leads, support sales
by credentializing our
expertise
Educational approach: share
free, relevant content related to
our expertise.
Evolved into BI Publisher University

15. Campaign Execution
Developed content
and created a
centralized “hub”
of information
with links to
relevant content.

16. Pardot and BIP U
• Placed valuable
content behind
forms
• Began using
Progressive Forms
more extensively to
capture data we can
use for nurturing.

17. Pardot and BIP U
• Hosted the forms
and descriptions of
the content on
Pardot Landing
Pages templated to
look and behave like
the rest of our site

18. Pardot and BIP U
• We also put a
form on the BIPU
page itself
creating a
“subscription”
opportunity to
jump start opt-ins

19. Pardot and BIP U
• Using Email Templates, created “autoresponder emails” that contain links
to additional, related content.

20. Campaign Promotion
Campaign featured prominently in our home page carousel

21. Campaign Promotion
“For more information”
section added to each piece
of content to help visitors
flow through the information:

22. Campaign Promotion
We feature a variety of content
in our sidebars throughout the
site.

23. Campaign Promotion
• Emailed an invitation to check out BIP U to the relevant
segment of our sales database
• Actively promote the content itself via social networks
• Include links to BIP U in presentation slides and related
correspondence as a “for more information” call to action.

24. Early Results
• We were pleased with the response rate from our internal
database.
• We have enhanced profiling with Progressive Forms and are
collecting better information on new and existing contacts.
• We have generated new, organic inbound traffic to the site
as a result of the quantity, quality, and optimization of
content in the BIP U.
• Gaining insight into the visitor’s process and will use that
data to make changes moving forward.

25. Next Steps
BIP University has been integrated into our content planning
roadmap and we will continue to develop content for it as well
as our other areas of expertise.
At some point, we may determine that BIP U should move from
being a ‘campaign’ to being a permanent fixture on our website.
TBD based on data we collect over time.

26. Drew Smith

27. About Drew & Attivio
Drew Smith, Director of Online Marketing
• Responsibilities include Attivio webmaster, SF.com & Pardot
administration, video & graphics production, social media
management
• Originally come from an Engineering management
background, moved into Marketing three years ago
ATTIVIO
• Enterprise software development company based outside
of Boston, MA
• Core product is the Active Intelligence Engine™ (AIE)
platform sold to B2B, Fortune 1000 companies
• AIE unifies all corporate data and content assets into a
single, searchable platform (think Google behind the firewall)

28. “My Best Campaign Ever”
Project called the “The Big Drip”
• CHALLENGE: 28,000+ leads in SF.com that were stale and
not being touched beyond our monthly newsletter.
• GOALS:
•Re-engage leads with a multi-touch drip campaign that
offers compelling content related to Attivio and business
problems we address.
•Drive Prospect Scores to a threshold where they qualify
for follow-up.
• APPROACH:
•Using content from our recent eBook, we carved out a
series of drip emails and dropped leads into the program.

29. “The Big Drip” Content
• Utilizes video and whitepaper
assets that are included in a series
of outreach emails with calls to
action to view content as well as
offer for a consultation.
• Want to educate about Attivio,
Unified Information Access and
our product.
• Scoring boosts, notifications based
on Prospects’ activities

30. Results
• Overall 13% engagement rate (clicks on calls to
action)
• Over 1000, formerly stale prospects have now re-
engaged at some level with Attivio
• 500 qualified (based on score) for follow-up by sales
• What calls to action worked best?
• Video = 54% of total clicks
• PDF content = 28% of total clicks
• Web Links = 14% of total clicks
• AddThis = 4% of total clicks