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.

1. Yardley Products
Pardot Case Study
October 25, 2012
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2. ABOUT US
MORE THAN A DIGITAL AGENCY
It's 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 and
NYC
• B2B, Technology and Industrial clients
• Follow @m3tter
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3. ABOUT THE CLIENT

4. ABOUT YARDLEY PRODUCTS
TYPICAL PARDOT CANDIDATE?
• Industrial manufacturer of threaded metal
insert fasteners
• ~$10 million per year in revenue
• ONE full-time, in-house sales consultant
• ONE senior-level sales and
marketing executive
• Six mfgrs. reps in U.S. and Canada
• Ecommerce enabled website
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5. ABOUT YARDLEY PRODUCTS
PARDOT HELPED US TO THINK ABOUT:
• All of the many moving pieces of the sales and
marketing process
• Getting marketers, sales, and execs involved
involved in developing strategies
• How to begin to make big changes within an
organization
• Planning for farther integration and future
campaigns – measure, evolve, mature
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6. OPPORTUNITIES & CHALLENGES

7. U/X & Branding
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8. U/X and Branding
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9. Inbound Traffic to Top of Funnel
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10. ECOMMERCE
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11. Closing the Loop
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12. Opps for Content, Engagement, Conversion
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13. PARDOT & THE SOLUTION

14. WHY PARDOT?
• TIMING
o Rebrand, redesign, assessments
o Make a sizable shift in processes
o We saw opps throughout the funnel that
Pardot helped address
• PRICE
o Fit budget for redesign and increased
inbound
• SUPPORT
o Flexible – Customizable
o Sales, marketing, and tech consulting
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15. U/X & DESIGN
PARDOT HELPED US TO THINK ABOUT:
• Opportunities in flow for CTA and micro conversions
to ID visitors as prospects
• How we could gain persona insights based on visitor
engagement and flow – use to
establish nurturing
• Where Pardot could be used for forms,
landing pages, and content delivery
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16. U/X & Rebrand
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17. User Flow & Process
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18. RESULT: Indicators point to use of split nav
Phone support is down

19. U/X Results
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20. Converting Visitors into Prospects
PRODUCT SAMPLE REQUEST (PSR):
• Emphasized PSR through revised U/X
and 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 party
shopping cart
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21. Pardot Helping Convert Visitors to Prospects
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22. RESULTS: 10% submission rate with 1/3 close rate
74 online sample requests since 9/1/12

23. LEAD NURTURING
RFQ SURVEY EMAIL:
• Follow up survey is sent to prospects 2
weeks after an RFQ is fulfilled.
• Landing pages for each unique survey
response/link in the email – no survey tool in
Pardot
• The questions are mapped to custom fields
for prospects
• When the prospect takes action and
responds, their history is associated
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24. Pardot Helping With Lead Nurturing
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25. RESULT: 35% to 50% CTR on survey
25% 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 to
appropriate reps
• Actions and triggers for automation rules
and drip campaigns are visualized
• Convey strategies and tactics visually
and train the client
• ID gaps and opportunities in process
and tracking
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27. Pardot Helping to Close the Loop
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28. Pardot Helping to Close the Loop
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29. RESULTS:
Defined sales flows and process
Reduced lag in RFQ follow up
Extended conversation w/Prospects

30. MEASUREMENT
MAP VISITOR-TO-PROSPECT & CAMPAIGN FLOW TO ENSURE:
• Prospects are assigned and reps are alerted
• Visitor insights are delivered to
appropriate reps
• Actions and triggers for automation rules
and drip campaigns are visualized
• Convey strategies and tactics visually
and train the client
• ID gaps and opportunities in process
and tracking
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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 Drip
campaigns 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 Pardot
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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 their
clients better
• Client realizes opportunity to modernize ecommerce and CRM
• Deeper integration of measuring ROI and opportunity value
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34. THANK YOU!
Michael Carroll
@mikejcarrolljr
mcarroll@metterinteractive.com
METTERINTERACTIVE.COM