No One Cares About Your Content...Yet

No One Cares About Your Content (Yet)

Marketing EvangelistPardot, a salesforce.com company

Mathew Sweezey

User Experience DesignerPardot, a salesforce.com company

Cliff Seal

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Safe Harbour

Safe Harbour

Safe harbour statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are

not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

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No One Cares

2014 About Your Content (Yet)

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@cliffseal

Cliff Seal

Mathew Sweezey

NO ONE CARES ABOUT YOUR CONTENT (YET)

@msweezey

#PardotWebinar


NASA MORE

POWER IN A GOOGLE

SEARCH, THAN ALL OF

NASA HAD TO PUT A

MAN ON THE MOON

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2/3 NO ONE CARES ABOUT YOUR CONTENT (YET)

Consumer Executive Board

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CONTENT

CONTENT CONTENT


- Seth Godin (1999)

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294 Billion Emails

2 Million Blog Posts

250 Million Photos

PER DAY

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1/20 NO ONE CARES ABOUT YOUR CONTENT (YET)

First Impression

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First Impression Email Subject Lines First Web Page Advertisements White Papers

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10 NO ONE CARES ABOUT YOUR CONTENT (YET)

Clear Communication

Seconds

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Word-of-mouth referrals from current users make up about 60% of new leads.

Personality Works For

Before

10-15 After

100 APPROX. LEADS PER DAY


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PERSONALITY IS THE KEY


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How do you engage?

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Con

tent

Eng

agem

ent


CASUAL Casual Reading

Consumer’s goal is to stay informed on their industry,

profession, or topics of interest. Consistent engagement.

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Con

tent

Eng

agem

ent


CASUAL

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Con

tent

Eng

agem

ent


RESEARCH

Research Consumer’s goal is to obtain

enough information to make an informed decision. Only research

in a buying cycle.

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Con

tent

Eng

agem

ent


RESEARCH

Stage 1 Stage 2 Stage 3

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TRACK

DYNAMIC PEOPLE


- Seth Godin (1999)

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Of survey respondents, said they want different content at each stage of research.

77% C

onte

nt S

tatis

tics

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Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.

71% C

onte

nt S

tatis

tic

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One

to O

ne

Futu

re

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94% NO ONE CARES ABOUT YOUR CONTENT (YET)

Rejection Based on Design

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83% NO ONE CARES ABOUT YOUR CONTENT (YET)

Acceptance Based on Content

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Grok Your Prospects

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Gro

k Yo

ur

Pros

pect

s Personas Are People, Too.

Has not done anything in 60 days

Read 3 pages, and downloaded a white paper

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You’re good. GET BETTER.


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Run

Tru

e Ex

perim

ents

Have a hypothesis, a control, and variables!!Tripwires (true deadlines)!!Correlation != Causation!!Use tools properly!


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Run

Tru

e Ex

perim

ents

Being Wrong is Awesome.


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Telephone: It’s not just a game for the kids


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Life Cycle

1 2 3


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Conversions are their key metric. Learn the benefits of “Others Also Like This”

-Jeff Bezos (2007)


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Why does the US gov only prosecute 7% of all internal leaks?


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K.I.

S.S Better

NOT BEST Should be the words you say every day


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Best

Pra

ctic

es

Con

tent

John,

Here is a case study from StageScore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d like, here is a worksheet they used to help them start on their process. Best, Mathew Sweezey

2 3

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How

we

read

O

ur E

mai

l

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Best

Con

tent

By S

tage

1 2 3

Blog Articles Industry

Blogs -Any content about how to do their job

better

Case Study Video

Interviews -Any content about how

others benefited

Buyer’s Guide Comparisons Sales Sheets -Any content

about why you are the best

choice

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Questions

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Marketing EvangelistPardot, a salesforce.com company

@msweezey / [email protected]

Mathew Sweezey

User Experience DesignerPardot, a salesforce.com company@cliffseal / [email protected]

Cliff Seal

#PardotWebinar