How Your Sales Can Benefit from Marketing Automation
33
Presented by: Kevin Goldstein, Senior Sales Manager, Pardot LLC March 8, 2012 How Your Sales Team Can Benefit From Marke<ng Automa<on
-
Upload
pardot -
Category
Technology
-
view
3.709 -
download
2
Transcript of How Your Sales Can Benefit from Marketing Automation
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_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
