Presented  by:    Kevin  Goldstein,  Senior  Sales  Manager,  Pardot  LLC  March  8,  2012  

 

How  Your  Sales  Team  Can  Benefit  From  Marke<ng  Automa<on  

A  li@le  about  me  •  Joined  Pardot  sales  team  in  2007  •  Have  been  a  daily  user  of  markeEng  automaEon  ever  since  

•  Huge  fan  of  jam-­‐band  “Phish”    

The  tradi<onal  components…    

•  Email  MarkeEng  •  Lead  Nurturing  •  Paid  Search  MarkeEng  •  Campaign  ROI  and  ReporEng  •  …what  about  sales?    

What  will  we  talk  about?  5  Ways  MarkeEng  AutomaEon  Can  Help  Sales    

•  Lead  Capture  •  Lead  QualificaEon  •  Email  AutomaEon    •  Lead  Intelligence  •  Real  Time  Lead  Alerts  

Lead  Capture  Iden<fied  Companies  &  Leads      

Lead  Capture  

•  IdenEfy  companies  on  your  website  •  IdenEfy  and  capture  actual  leads  •  Augment  data  using  3rd  party  sources    

Lead  Capture  •  IdenEfied  Companies  

•  Based  on  IP  Address  •  LocaEon  •  Page  Views/Interests  

 

Iden<fied  Companies  "We   implemented   in   November   and   in  December   alone   the   tool   helped   us   iden<fy  prospects  without  wai<ng  for  them  to  fill  out  a   form.  Our   reps  were  able   to  call   in  as  soon  as  they  hit  our  website,  find  key  contacts  and  close   the   business   before   they   could   engage  with  one  of  our  compeEtors.”  

   MarkeEng  Manager  

Lead  Capture  •  Forms/Landing  Pages  •  Lead  Management  •  Page  Views/Interests  

 

qualify  

Data  Augmenta<on      Iden<fied  Companies  •  Find  Contacts  

Leads  •  Pull  in  missing  data  points  

Lead  Qualifica<on  Implicit  vs.  Explicit  Behaviors      

Lead  Qualifica<on  Scoring  •  Implicit  behaviors  and  acEviEes  

•  Track  web  and  email  acEviEes    

•  Rank  leads  based  on  these  behaviors    

•  Pass  only  high  scoring  leads  to  sales    

Lead  Qualifica<on  Grading  •  Explicit  data  &  demographics    

CEO    vs.  

UnrealisEc  weird,  prospects  

Email  Automa<on      

Email  Automa<on  

•  Personal  Email  Tracking  •  Rep  Driven  Nurturing  Programs  •  Personalized  Email  MarkeEng  Campaigns  

 

Personal  Email  Tracking  

•  Reps  can  track  their  own  emails  •  No  more  blind  prospec<ng    

Rep  Driven  Nurturing  Programs  •  Sales  reps  can  pass  leads  back  to  markeEng    

5  days   15  days   30  days  

Personalized  Marke<ng  Campaigns  •  Email  markeEng  blasts  come  from  sales  reps  •  Reps  get  all  replies  and  noEficaEons  

YOU  (markeEng)  

alerts  replies  

reports  

Lead  Intelligence      

Lead  Intelligence  •  Track  all  online  behaviors  •  website,  email,  social  media  and  more  

 

Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook

Website Chats

•  Put  into  CRM  for  easy  viewing  for  sales…    

Lead  Intelligence  •  Allows  reps  to  profile  &  frame  the  conversaEon      

Now  that’s  music  to  my  ears,  sales  guy!  

He  aiended  this  webinar…  

viewed  these  2  product  pages  on  the  site…    

showed  interest  in  these  white  papers…  

and  searched  for  “pricing”  on  the  site.  

Lead  Intelligence  •  and  follow  up  emails…      

Real  Time  Lead  Alerts      

Lead  Alerts  

•  Allow  your  sales  reps  to  act  faster  •  Real  Time  •  Daily  Summaries  •  Mobile  Alerts  

 

Lead  Alerts  •  Real  Eme  by  email…  

 

or  by  pop  up…    

Lead  Alerts  •  Daily  Summary  Reports    

Lead  Alerts  •  Mobile  Alerts  

Lead  Alerts  •  Lastly….don’t  be  creepy!  

Some  stats  before  we  close…  •  451%  increase  in  qualified  leads  •  47%  larger  purchases  than  before  implemented  •  7-­‐10%  adopEon  rate  by  B2B  organizaEons  

   

 *provided  in  Focus.com  industry  study  

©  2012  Focus,  Inc.  hip://www.focus.com/images/view/61559/  

Closing  Thoughts      

Closing  Thoughts  To  recap:    

•  Lead  capture  •  Lead  qualificaEon  •  Email  tracking  •  Lead  intelligence  •  Real  Eme  lead  alerts      

Ques<ons?  

Kevin  Goldstein  Senior  Sales  Manager  

kevin.goldstein@pardot.com  

@kevin_pardot  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

   

404.492.6845  x120  877.3B2B.ROI  www.pardot.com  

Contact  Informa<on