CRM Best Practices<br />Derek Grant, Vice President<br />Pardot Marketing Automation<br />
CRM Platforms Are Inherently Similar<br /><ul><li>Whether you utilize NetSuite, SugarCRM, Salesforce.com, Microsoft Dynami...
These similarities are grounded in the basic functionality of any Customer Relationship Management System
Salesforce Automation
Master Database
Contact Information
Demographics
Pipeline Management
Sales Rep Effectiveness
Customer Service (optional)</li></li></ul><li>Mining Your Own Gold<br /><ul><li>Since the CRM is the master repository for...
This repository is likely one of the most valuable commodities your organization has when you consider:</li></ul>Each Lead...
Farming Your Existing Customer Base<br />Your CRM Must Be Configured to Capture:<br />Product Type<br />Stored at Opportun...
Hunting for New Business<br /><ul><li>The Internet is filled with terrific resources to help you find and appropriate targ...
If Vertically-focused, leverage Jigsaw’s “Find Companies” or LinkedIn’s “Advanced People Search” feature and filter based ...
Let’s Grab Their Attention<br />Now That You’ve Found The Right Size Company and the Appropriate Contact:<br />Sales Outre...
Are They Engaged?<br />Voicemails should have a call to action<br />Can we schedule a Demo?<br />Check out our Online Demo...
Did They Seem Interested?<br />Click Path<br />In this example, the prospect viewed the pricing page 3 times. <br />
What Brought Them To Your Site?<br />Were they searching for your brand?<br />A competitor?<br />A feature?<br />A product...
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CRM Best Practices for Hunting, Farming

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This presentation describes ways to generate prospects for Hunters, and ways to identify prospects who are available for cross selling.

We also cover MQL v. SQL, and how to distinguish each.

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CRM Best Practices for Hunting, Farming

  1. 1. CRM Best Practices<br />Derek Grant, Vice President<br />Pardot Marketing Automation<br />
  2. 2. CRM Platforms Are Inherently Similar<br /><ul><li>Whether you utilize NetSuite, SugarCRM, Salesforce.com, Microsoft Dynamics CRM, or some other brand, the tools are generally similar.
  3. 3. These similarities are grounded in the basic functionality of any Customer Relationship Management System
  4. 4. Salesforce Automation
  5. 5. Master Database
  6. 6. Contact Information
  7. 7. Demographics
  8. 8. Pipeline Management
  9. 9. Sales Rep Effectiveness
  10. 10. Customer Service (optional)</li></li></ul><li>Mining Your Own Gold<br /><ul><li>Since the CRM is the master repository for all prospect and customer data, it can be mined to locate prospects for an initial sale or cross sale.
  11. 11. This repository is likely one of the most valuable commodities your organization has when you consider:</li></ul>Each Lead in your DB has a Cost (e.g., $50)<br />Time erodes the value of the Lead DB <br /><ul><li>So Why Not Mine for Gold in Your Database</li></li></ul><li>Is Your Rep a Hunter, Farmer, or Farmer with a Gun?<br />Hunter<br />New Business Development<br />Always about the next deal<br />High Cost of Customer Acquisition.<br />Farmer<br />Account Executives<br />Upsell existing customers surrounding an existing product<br />Low Cost of Customer Acquisition<br />Farmer with a Gun<br />Titles Vary<br />Cross Sell existing customers<br />Medium Cost of Customer Acquisition<br />
  12. 12. Farming Your Existing Customer Base<br />Your CRM Must Be Configured to Capture:<br />Product Type<br />Stored at Opportunity or Prospect (Lead / Contact / Customer) record<br />Multi-Select pick list containing available products<br />Relationship Status<br />Drop Down pick list containing Good, Neutral, or Bad<br />Miscellaneous<br />Competitive Products in the Account<br />Related Products in the Account<br />
  13. 13. Hunting for New Business<br /><ul><li>The Internet is filled with terrific resources to help you find and appropriate targets for your marketing</li></li></ul><li>Hunting for New Business <br /><ul><li>All of these sources provide the ability to filter the search results to locate the correct person at the appropriate type company
  14. 14. If Vertically-focused, leverage Jigsaw’s “Find Companies” or LinkedIn’s “Advanced People Search” feature and filter based upon Industry and Sub-Industry</li></li></ul><li>Hunting for New Business in the Social-Sphere<br />The buying process has changed, and people are beginning to crowd-source questions.<br />Why Not Ask You? – You’d only have great things to say about your solution<br />Tapping into the Social Sphere:<br />TweetDeck / HubSpot / Salesforce.com for real-time Twitter alerts<br />Join Relevant LinkedIn Groups<br />Google Alerts (Captures Blogs)<br />
  15. 15. Let’s Grab Their Attention<br />Now That You’ve Found The Right Size Company and the Appropriate Contact:<br />Sales Outreach Via Phone<br />Inside Sales, Lead Qualification Team, Etc…<br />Tough to determine who is interested<br />Marketing Email Blast<br />“Fishing with Dynamite”<br />Provides Maximum Reach<br />Will Likely Turn Off Prospects (e.g., they didn’t opt in)<br />May Lose The Opportunity to Contact Again (Opt Out)<br />
  16. 16. Are They Engaged?<br />Voicemails should have a call to action<br />Can we schedule a Demo?<br />Check out our Online Demo, ROI Calculator, Trial, etc…<br />Track with Outlook Plug-In<br />Emails Should Link to Web Content<br />Whitepapers (early stage)<br />Content Library<br />Third Party Blogs<br />The Destinations Don’t Have to be your web properties<br />
  17. 17. Did They Seem Interested?<br />Click Path<br />In this example, the prospect viewed the pricing page 3 times. <br />
  18. 18. What Brought Them To Your Site?<br />Were they searching for your brand?<br />A competitor?<br />A feature?<br />A product?<br />Search provides insight about what is important to a prospect<br />
  19. 19. Are They Even Qualified?<br />Have a Method to Separate the MQLs & SQLs from Suspects<br /><ul><li>Explicit Factors
  20. 20. Demographics for MQL
  21. 21. Budget, Authority, Need and Timeline (BANT) for SQL
  22. 22. Implicit Factors
  23. 23. What did they do?
  24. 24. Don’t Chase Bad Leads
  25. 25. Little Interest
  26. 26. Wrong Demographics</li></li></ul><li>If Not AnMQL, Nurture<br />Forrester Estimates that only 20% of Marketing-sourced leads actually engage with Sales.<br /><ul><li>Prospect Nurturing delivers relevant content to prospects to move them forward in the sales process.
  27. 27. Marketing Nurturing
  28. 28. Education to MQL
  29. 29. Automatically
  30. 30. Sales Nurturing
  31. 31. Stay top of mind
  32. 32. Trigger from CRM</li></li></ul><li>Ideal Customer Profile for MQL<br />The “Jigsaw Rule” of Finding MQLs:<br />Can you complete the “Advanced Search” feature of Jigsaw to narrow your scope?<br />Key Considerations:<br />* - May focus on the number of key personnel rather than total company size<br />
  33. 33. BANT Model for SQL<br />Are You Trying to Get Blood from a Stone?<br />They are just a suspect / lead until you are able to determine some of the BANT criteria:<br />We require 2 of 4 to convert to an opportunity<br />
  34. 34. Questions?<br />
  35. 35. Thank You For Your Time Today<br />Pardot<br />950 East Paces Ferry Rd<br />Suite 3300<br />Atlanta, Georgia 30326<br />Derek Grant<br />VP of Sales<br />derek.grant@pardot.com<br />404.492.6848<br />877.3B2B.ROIwww.pardot.com<br />
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