Learn How Marketing Automation Gives Sales Teams the Competitive Edge
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Transcript of Learn How Marketing Automation Gives Sales Teams the Competitive Edge
Presented by: Kevin Goldstein, Senior Sales Manager, Pardot August 9, 2012
Marke/ng Automa/on For Sales The Compe//ve Edge
A li?le about me • Joined Pardot sales team in 2007 • Daily & successful sales user of markeCng automaCon ever since
• Huge fan of jam-‐band “Phish”
The tradi/onal components…
• Email MarkeCng • Webinars • Search MarkeCng • ReporCng • …what about sales?
What will we talk about? 5 Ways Marke/ng Automa/on Can Help Sales
• Lead Capture • Lead QualificaCon • Personalized Email AutomaCon • Lead Intelligence • Automated Lead Alerts
Lead Capture
Lead Capture • IdenCfy companies on your website • IdenCfy and capture actual leads • Augment data using 3rd party sources
Lead Capture • IdenCfied Companies
• Based on IP Address • LocaCon • Page Views/Interests
Red Box CorporaCon
TopNews
Techus RoboCcs
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 compeCtors.”
MarkeCng Manager
Lead Capture • Forms/Landing Pages • Deliver Qualified Ones • Page Views/Interests
qualify
Data Augmenta/on Iden/fied Companies • Find Contacts
Leads • Pull in missing data points
Korley, Dan Getner, Barry Gilliam, Lisa Floehner, Robert Davis, Cathy Clekler, Bethany
Sr. Vice President of Sales Vice President of Sales Account Manager Account Manager Account Manager Inside Sales Manager
Lead Qualifica/on Scoring & Grading
Lead Qualifica/on Scoring • Implicit behaviors and acCviCes
• Track web and email acCviCes
• Rank leads based on these behaviors
• Pass only high scoring leads to sales
Lead Qualifica/on Grading • Explicit data & demographics
CEO vs.
UnrealisCc “let’s get weird”, prospects
Personalized Email Automa/on
Personalized Email Automa/on • Personal Email Tracking • Rep Driven Nurturing Programs • Personalized Email MarkeCng Campaigns
Personalized Email Tracking
• Reps can track their own emails • No more blind prospec/ng
Rep Driven Nurturing Programs • Sales reps can pass leads back to markeCng
5 days 15 days 30 days
Personalized Email Campaigns • Email markeCng blasts come from sales reps • Reps get all replies and noCficaCons
YOU (markeCng)
alerts replies
reports
Lead Intelligence
Lead Intelligence • Track all online behaviors
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 conversaCon
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…
Automated Lead Alerts
Automated Lead Alerts • Allow your sales reps to act faster • Real Time • Daily Summaries • Mobile Alerts
Automated Lead Alerts • Real Cme by email…
or by pop up…
Company name Visit: 3 page views Apr 10, 2012 3:44 PM
Company name Visit: 12 page views Apr 10, 2012 2:29 PM
Company name Visit: 6 page views Apr 10, 2012 1:16 PM
Robert Smith
Elizabeth Foster
Greg Raymond
Automated Lead Alerts • Daily Summary Reports
ABC Company
FirstRate
Blithe MarkeCng
Prospect University
Bright Trends
Top Management Recruits
Blue Edge Brands
TriCompany LLC
Automated Lead Alerts • Mobile Alerts
Basics Media Company
PointBreak Technologies
Connect Personnel
PCR Solu/ons
DemandSessions
25.3.25.129 6 page view Apr 27 2010 11:55 AM
93.25.395.159 12 page views Apr 27 2010 11:54 AM
33.49.236.234 20 page views Apr 27 2010 11:50 AM
Unknown 3 page views Apr 27 2010 11:22 AM
Ken Henderson Bendra CorporaCon Visit: 3 page views Apr 27 2010 11:22 AM
Bethany Minton InsCtute of Health Visit: 15 page views Apr 27 2010 10:14 AM
Cathy Sarpier B4 Visit: 26 page views Apr 27 2010 10:07 AM
Devon Price Verdamin LLC Visit: 2 page views Apr 27 2010 9:52 AM
Automated 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% adopCon rate by B2B organizaCons
*provided in Focus.com industry study
Closing Thoughts
Closing Thoughts To recap:
• Lead Capture • Lead QualificaCon • Personalized Email AutomaCon • Lead Intelligence • Automated 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