The Top 5 Benefits of Marketing Automation
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The Top 5 Benefits of Marketing Automation



Watch this exclusive Webinar entitled, “The Top 5 Benefits of Using Marketing Automation.” Brought to you by Dell Cloud Business Applications and Pardot Marketing Automation. In this ...

Watch this exclusive Webinar entitled, “The Top 5 Benefits of Using Marketing Automation.” Brought to you by Dell Cloud Business Applications and Pardot Marketing Automation. In this information-packed presentation, Pardot co-founder and COO Adam Blitzer will use real-world customer examples to explain how you can:
Improve lead quality
Increase Marketing productivity and efficiency
Increase market visibility and reach through multi-channel campaigns
Gain deep insight into prospect interaction
Deepen and solidify client relationships
This pioneer in Marketing Automation for small and mid-size businesses will help you understand the dramatic impact Marketing Automation can have on your business.
About Adam Blitzer
Adam is the co-founder and COO of Pardot, responsible for product management, marketing, and operations. He is an industry-recognized expert and author in the field of marketing automation and a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels.



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The Top 5 Benefits of Marketing Automation The Top 5 Benefits of Marketing Automation Presentation Transcript

  • The Top 5 Benefits ofMarketing Automation• Dell Cloud Business Applications• August 29, 2012
  • Agenda• Introduction• Guest Speaker – Adam Blitzer, Pardot Marketing Automation• Dell Cloud Business Applications – Bill Odell• Q&A• Helpful Resources2 Dell Cloud Business Applications
  • Asking a Question To ask a question, open the Questions bar in your control panel, type your question and submit it anytime during the presentation This Webinar is being recorded and a replay link will be emailed to all registrants3 Dell Cloud Business Applications
  • Today’s Webinar Panelists Presenter: Adam Blitzer Co-Founder and COO @adamblitzer Host: Bill Odell Sr. Marketing Director @bodel4 Dell Cloud Business Applications
  • Top 5 Benefits of Marketing Automation:What’s all the fuss about?Presented by: Adam Blitzer, COO, Pardot@adamblitzer
  • #1: Improving lead qualityLook like a genius with smart web forms
  • Web leads – the problems• Forms are too long – high drop off• Forms are too short – not enough data for sales• Duplicates• Free email addresses (Gmail, Yahoo!, etc.)
  • Progressive profiling• Forms remember the prospect• Asks for additional data points with each  interaction• Allows your forms to stay short and maximize  conversions
  • Progressive profiling example (1/3)
  • Progressive profiling example (2/3)
  • Progressive profiling example (3/3)
  • Maximizing touches
  • Keep forms short – then append!
  • Don’t hate, deduplicate• Key off email address• Keeps junk out of your CRM• Builds a complete profile on an individual
  • Validating emails (no free rides)• Free emails shows a low interest level (usually)• Sales reps hate following up with these• You eventually need a business address• Case by case
  • #2: Real‐time activity alerts:Striking while the iron is hot
  • Real‐time alertsResponses within 5 minutes are 100 times as likely to succeed as those within 30 minutes. MIT study on inquiry response times
  • Real‐time alerts
  • Don’t be creepy
  • #3: Lead recycling:Everyone needs a little nurturing
  • Cold prospects• “This lead never picks up  the phone.” • “This lead is not ready to  buy.” • “This lead is not a good  fit.” 
  • Cold prospects
  • Lost opportunities• You win some, you lose some• Don’t despair – the lead is still an asset• Learn everything you can about the winner• Nurture!
  • Lost opportunities
  • #4: The right message at the right timeMarketing isn’t just for prospects
  • Dynamic content• You know a lot about clients – use that!• One website – many variations• Gives the right message to the right person  without self‐selection
  • Tailoring to a segment example (1/3)
  • Tailoring to a segment example (2/3)
  • Tailoring to a segment example (3/3)
  • #5: ROI analysisDid any of this actually work?
  • Where do you start?• Calculating ROI is crazy hard with long sales  cycles• Juggling systems• Source campaign or influencing campaign?
  • Tying everything together Campaign system • Cost • Clicks • Cost per click Marketing automation system • Prospects • Assigned prospects • Cost per assigned prospect CRM system • Opportunities • Sales • Revenue
  • Marketing nirvana• Cost per opportunity• Cost per sale• ROI!
  • The Dell Cloud BusinessApplications Advantage34
  • Complete Front Office Automation SolutionMaximize Customer Lifetime Value Marketing Sales Finance Service Leads Opportunities Quotes Orders Invoices Collections Support Up-Sell/Cross-Sell Boomi Accounting/ERP Integrations Dell Services • Complete best-of-breed solution from a trusted provider • Single point of contact for all implementation, training, support, and vendor management • Start where it makes sense for your business and add as you grow35 Dell Cloud Business Applications
  • Rapid Time to Value, Customer SuccessComprehensive services from a trusted partner Pre-packaged End-to-end support Flexible Financing implementations • Turnkey implementation • Single point of contact • Monthly billing packages for Salesforce for all assistance • Pay by credit card • Best practices consulting • Support portal and • Financing through community Dell Financial Services • Training, tutorials, and knowledge libraries36 Dell Cloud Business Applications
  • Q&A37
  • Helpful Resources Dell Cloud Business Applications Website: – Marketing Automation Free Trial – Marketing Automation Demo – Marketing Automation Buyer’s Guide38 Dell Cloud Business Applications
  • Thank you Dell Cloud Business Applications