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New Year’s Resolution
Smarter Campaigns – Better Results

Sangram Vajre
Director of Marketing
Pardot, a salesforce.com company

@sangramvajre
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Who am I and what do I do?

Marketing Director

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Pipeline Driver?

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Poll
Do you currently use marketing automation?
- Yes
- No

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Evolution of Technology

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Evolution of Marketers

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Evolution of Sales

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Elements of a Marketing Campaign

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Elements of a Marketing Campaign

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Elements of a Sales Campaign

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All Elements of a B2B Campaign

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So, how do you align
sales and marketing campaigns?

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1
Set a meeting with your sales counterpart
on a mini-campaign

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2
Find out what elements of your
overall messaging can be leveraged
by sales for that campaign

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3
Set a mutual goal
and ways to accomplish it

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4
Do regular check-ins and reports
to share success
or improvements needed

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5
Repeat it
and win by collaboration

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Takeaways
•  Look at campaigns holistically and not in parts or
individual assets
•  A success campaign needs to bring both
marketing and sales together
•  A campaign should be continuum of things and
center around your key message
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Questions

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Sangram Vajre
Director of Marketing
@sangramvajre

svajre@salesforce.com

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