Effective Online Lead Generation with Pardot

Effective Online Lead Generation
Are there enough qualified leads in your pipeline?

Audaxium: How we help companies
Help improve:
Marketing
Sales
Operations
Customer Loyalty
Examples of our services…
Netsuite CRM/ERP
Pardot Online Marketing
Web Store Implementations

Marketing Challenges in 2010
Sales 2.0 (pull marketing vs. push marketing)
64% of C-level execs use internet to search for products
54% of buyers are doing more research online than before
80% of inbound leads never have a meaningful conversation
Decision-makers are in hiding
Voicemail
Spam filters
Marketing teams are busy – never enough time in the day

Do you know where your prospects come from?
Which lead source strategies work?
Where do you need to spend your time & money?
Which strategies are converting into sales?
Your Email
Your Blog
Paid Search
Natural Search
Site Referral
Social Media

Pardot Conversion Funnel
80% of leads are not ready for a sales call
Web Visitors
ENGAGING LANDING PAGES
Your leads are scored & graded using rules
AUTOMATE NURTURING PROGRAMS
Drip e-mail programs & dynamic web content
SALES-READY NOTIFICATION
Alert Sales Reps when leads become sales-ready

Drip Program – lead nurturing automation
1
2
3

Pardot Overview
Email Marketing
Landing Page & Form Creation
CRM Integration
Reporting & Web Analytics
Nurturing Automation
Lead Scoring
Link to other systems
Sales Team Alerts

Pardot Web Marketing Process
ATTRACT
ENGAGE
NURTURE
DELIVER
1
2
3
4
Bring leads to your website with e-mail automation
Deliver compelling web content and landing pages
Easily determine who your most active leads are
Hand off nurtured prospect to the sales team
Micro-level tracking allows you to individually track all links and calls to action in your emails and easily view which prospects take action
Easily create landing pages and forms with drag and drop wizards. Intelligent dynamic content can be delivered to specific visitors
Track visitor activity on your website, use automated drip programs to send your lead the right info to become a prospect
Automated lead scoring, rules and segmentation make it easy to pass hot leads to a sales person and provide them with data to help sell

Using Pardot E-mails
Sending e-mails with Pardot provides more visibility on how your lead reacts to the e-mail you sent them
Did the lead open the e-mail?
Did the lead pick on a link in the e-mail? Which link?
Did the lead go to the landing page? Fill out the form?
Did they watch the video or view a white paper?
Where did they go and what did they do after that?
Result: You can determine if your e-mails are effective and how leads use them

Raise your conversion rate with Landing Pages
Know where visitor came from with Lead SourceTracking
Multivariate Testing of page content & graphics
Track if visitor watched a video or read the white paper
Dynamic content displayed for different lead types
Web form provides Progressive Profiling of your visitors
Automation rules for Segmenting and Lead Scoring
Submitting the form will launch lead into a Drip Program

Nurture and Profile your leads
Lead Source: Signed up for our Newsletter
Having filled out a web form Pardot now has the lead’s contact details and automatically tracks and rates their web interaction
Visitor activity on the website
Visited the site more than 5 times
Read two Simulation White Papers
Watched a related Video
Picks on the Simulation links from newsletter e-mails
Has read a related blog post
Searched for ‘FEA’ on the site
Read a related success story
Checked out the Simulation Promotion in July
Result: Pardot determines they are interested in Simulation and alerts a Sales Rep

Act on intelligence from Pardot
Pardot Automation and Profile Segmentation provides sales people with better leads to follow
Get real-time alerts of visitor/lead activity on your desktop
With automation rules leads are assigned to sales people at the right time when a lead shows the right buying signals
Know what a lead is interested in or has investigated before speaking to them
Make phone calls easier when you know what a lead has reviewed on your website
Result: Allows for better conversations with your leads when they are ready to buy

In summary…
Sales 2.0 (pull marketing vs. push marketing)
75% of leads will buy “something” within 24 months
Beat your competitors at the nurturing process
Be perceived as a thought leader rather than a spammer
Decision-makers are in hiding
When they’re ready to shop, capture them before your competitors do
Marketing teams are busy – never enough time in the day
Automate, automate, automate

Download our Web Marketing Guide White Paper to learn more
Go to www.audaxium.com

Effective Online Lead Generation with Pardot

by Audaxium on Jul 23, 2010

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Effective Online Lead Generation with Pardot — Presentation Transcript