An Overview at a Pardot Lead Qualification Process
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An Overview at a Pardot Lead Qualification Process

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Ben Harrison's presentation at #torontoB2B VII

Ben Harrison's presentation at #torontoB2B VII

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  • 1. THE GLOBAL LEADER IN OH&S SOFTWARE WHERE I’M COMING FROM…• SAAS Occupation Health & Safety Solution BIG Corporate EMR + Safety + Industrial Hygiene Complicated product, sales, implementation• 90+% of business outside of Canada• Aggressive YoY Sales and EBITDA targets• Marketing team of 4 Content Marketing focus #1 objective is lead generation
  • 2. THE GLOBAL LEADER IN OH&S SOFTWAREWHAT WE’VE BEEN DOING IN THE PAST YEAR • Implemented SalesForce • Implemented Pardot • (RE)Implemented Analytics • Took on Sales Quota (SQLs) • Supported UK acquisition • Launched Paid Search • Built out Content Marketing schedule • Renewed Website (content, SEO)
  • 3. THE GLOBAL LEADER IN OH&S SOFTWAREOUR LEAD QUALIFICATION PROCESS 3
  • 4. THE GLOBAL LEADER IN OH&S SOFTWARE HOW I LOOK AT THE WORLDKEY METRICS: • Weighted Net New Sales Funnel / % from Marketing • Average cost per SQL • # of and quality of Qualified Leads in pipeline • Total # sales from Marketing Sources
  • 5. THE GLOBAL LEADER IN OH&S SOFTWARE QUESTIONS THAT I ASK MYSELF (DAILY)• “Tyranny of 1s and 0s”• Where do I find more leads? Where are our prospects? What is an acceptable cost per lead?• How do we engage the OH&S community? How to get our SMEs onto social?• What is happening with search? How do I ensure we are on RFPs?