May 8 – 12, 2011, Marriott Marquis Hotel, San Francisco

Derek GrantVice President of Sales – Pardot

Marketing Automation and Your CRM: Lead Qualification and Nurturing 101

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Marketing and Sales at Odds

• When sales and marketing play the blame game, no one wins• Marketing says: Sales doesn’t

follow up• Sales says: Marketing

produces bad leads

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Create a Unified Pipeline

• Sales and Marketing in Sync• Increased ROI• Shorter Sales Cycle

• Develop an SLA• Marketing Qualified Leads• Sales Commitment

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LEAD QUALIFICATION

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Should All Leads Be Assigned to Sales?

• 80% of leads never have a meaningful conversation with sales

• Searching for a needle in a haystack

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What is an “MQL?”

• Qualification Methods• BANT• Explicit Factors• Activity Level• “Eyeball” Approach

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Using a Blended Model

• Explicit Factors: Who they are

• Implicit Factors: What they do

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Gauge Interest vs. Intent

Interest – Research Phase

• Views 25 pages• Downloads 2

white papers• Attends Webinar

Intent – Buying Phase

• Contact form• Search by

company name• Product Trial

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MQL to Sales Handoff

• Leads that meet MQL standards are sent to sales

• Less sales-ready leads get nurtured

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LEAD NURTURING

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What is Lead Nurturing?

• Delivering Relevant Content over time

• Designed to move the recipient forward

• Push vs. Pull Content• Aberdeen Group – 80%

of Best in Class Companies will nurture

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Know Your Audience

• Segments and Personas• No “One Size Fits All”• Personalized, relevant content has

higher response rate• Prospect vs. Customer Content

• Explicit Segmentation• Job Title or Department is IT

• Personas• Technology Buyer vs. Economic Buyer

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Start with the End in Mind

• What are you trying to accomplish?• Covey had it right• Mission Statement (Define

success)• Education• Green leads to MQL• Branding/Top of Mind

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Be Mindful of Timing

• Appear Authentic• Business hour mailings• Mindful of other touches

• Frequency• Often enough to be expected, but

not a nuisance• Every 7 – 10 Days

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Know When to Stop

• Start• Not an MQL• Unresponsive

• Stop• Success achieved• Relevant content exhausted

• Transition• Stop one program and start another

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Content

• Go Green• Develop multi-use content• Dust off old content• Blog posts

• General to Specific• Don’t get too specific too soon

• White papers - general• Case studies- specific pain points

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Content Mix

• Heavy HTML• Marketing collateral• Use for white papers

• Text/Light HTML• Custom “from” address• Nurturing with the human touch• Use for case studies and

personal notes

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Example Uses for Nurturing

• Marketing• Educate non sales-ready leads• Re-engage stale leads

• Sales• Standardize communication• Stay top-of-mind• Reconnect after loss

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Nurturing Do’s and Don’ts

• Use segmentation• Start with the end

in mind• Be mindful of timing• General to specific• Know when to stop

• “Nurture” your entire database

• Assume that newsletters nurture

• Do it manually

Do Don’t

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About Pardot

• Pardot provides marketing automation to mid-market B2B technology companies

• Over 500 successful clients

• “No Hassles” Approach• No Contract• Low Monthly Cost• Complimentary On-boarding• NetSuite Integration

Booth 165

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QUESTIONS?

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THANK YOUDerek GrantDerek.Grant@pardot.com

Pardotwww.pardot.com@pardot