1. Love at First Click: Alluring Lead
Generation Tactics to Pack Your
Pipeline
Courtney Chambers
Implementation Specialist

2. Courtney Chambers
Implementation Specialist, Pardot

3. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

4. THE FOCUS
• Optimizing the Lead Generation
process from content to conversion
• How Pardot helps to execute and
track your strategy

5. 1. Be Appealing
- Entice with value (content)
2. Be Available
- Put yourself out there (SEO/SEM)
3. Be Smooth
- Make it hard to say no (conversion)

6. BE APPEALING
What can you offer in addition to your product?
Content is the hook.

7. BE APPEALING
● Anticipate what they’re already looking for – give them the information that
they are seeking, and stand out from the crowd.

8. BE APPEALING
● The importance:
ü Brand awareness
ü Relationship
ü Reputation
ü Qualification
ü ROI

9. BE APPEALING
● Host content files in Pardot to track the
downloads and reflect interest via score points.
● Track which, and how much, of your videos
prospects are watching via our Wistia connector.
● Link to content from a variety of sources via
custom redirects to see what is most successful.

10. So you have great content.
How do you increase chances of it getting found?
“Content creation ranks as the single most effective SEO tactic by 53%.”
(MarketingSherpa)
BE AVAILABLE

11. BE AVAILABLE
● Make the most of your keywords:
ü title tags
ü meta descriptions
ü page URLs
ü file names
ü image ALT tags
ü page content
● Link to landing pages within your website.
● Content should always be helpful,
relevant, and high-quality.

12. BE AVAILABLE

13. BE AVAILABLE
● Integrate Google AdWords directly into Pardot!
● Paid Search Report: track revenue from natural search and discover how your paid search
campaigns are truly impacting lead generation efforts.

14. BE SMOOTH
They discovered your value – and now they’re into you.
How do you take this to the next level?

15. Form
+
Landing Page
+
Thank You Page
=
CONVERSION PROCESS
BE SMOOTH

16. FORM TIPS
1. Short and sweet
2. Informative error messages
3. Vertical alignment

17. FORM TIPS
4. Progressive profiling
The first time John Doe fills out a form. The second time John Doe fills out a form.

18. LANDING PAGE TIPS
1. Clear value proposition
2. Eliminate distractions
3. Social sharing options
The Complete Guide to a Successful Landing Page

19. LANDING PAGE TIPS
4. Personalize the message

20. THANK YOU PAGE
1. Message content
2. Encourage exploration
3. Another CTA
4. Social share & follow
(Don’t forget autoresponders!)

21. ANALYZE RESULTS
● Every step is trackable and measurable
● Test! What do visitors respond to most?
● Optimize areas that are lacking

22. RECAP
1. Be Appealing
2. Be Available
3. Be Smooth
Constantly evaluate to improve your efforts and get more leads to commit!

24. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH
THE WORLD’S LEADING B2B MARKETING SOLUTION
Attend the Pardot Keynote
for your chance to win
a Precor Treadmill.
Wednesday, October 15
12:30 – 1:30 PM
Marriott Marquis
Yerba Buena Salon 9