9. Drive Revenue at Lower Cost per Opportunity
Pardot customers benefit across sales and marketing
+37%
in campaign
effectiveness
+48%
in marketing
productivity
+34%
in sales
revenue
Source: Salesforce Pardot Customer Relationship Survey conducted February 2015 – March 2015 on 460+ customers randomly selected
+32%
in qualified
leads
10. The Sales Funnel
4,000 Annual
Website Visits
10,000 Passive
Contacts
10 Closed Deals
1% Website Conversion Increase
240 More in Sales Cycles
1% Lead Nurture Conversion Increase
60 More in Sales Cycles
With 10% Conversion Rates
10 More Closed Deals
$450,000 in Revenue
1%
1%
11. 3 Pillars of Success: The Pardot Promise
We’re Salesforce Ease of Use We drive
Customer Success
12. Customers for Life 99% employee retention
CSAT score: 9.4/10
Customer
Training
Pardot
Implementation
Ongoing
Advocacy
Best-in-Class
Support
13. Net Benefit
Costs (USD)
Pardot Standard $12,000
Total Cost $12,000
Results
Revenue Gains $450,000
Net Gains $433,200
ROI 1532%
Editor's Notes
B2B marketing is going through a very exciting transformation. the proliferation of ways prospective buyers can get information and buy products through online access, mobile applications, social networks
has changed how people and companies evaluate and buy products, how they think about the buying process, and their expectations of vendors. This is driving marketers to rewrite the playbook to match the new buying paradigm.
Think about the way we used to Market. Marketing used to push messages about their products and brand in a fairly linear manner. Think about a commercial, broadcast to all viewers, or an ad seen by everyone visiting a certain site. Marketers spent a lot of time guessing about their prospective viewers - we heard phrases like spray and pray in this world. The downfall of this traditional mass marketing system was that marketers had no way to really understand each and every individual buyer, and had to hope that tailored messages reached the right audiences. In this world, If the buyer wanted a custom experience of buying, they would still only get this through connecting with a sales person. And there was a disconnect between marketing and sales, as Marketers used to think of their responsiblity as “top of the funnel” or “filling the pipeline” with leads, but then just handing those leads off to sales, with no collaboration, ending their relationship with that lead, and hoping sales was going to close it.
Smart marketers have started to rewrite the playbook in by delivering their messages through new multiple channels, as mobile and social technologies emerged, although that’s just the first step, since Mass marketing through multiple channels was still mass marketing.
The final and most important transformation has come as marketers realize that they need to deliver CUSTOM messages, they need to KNOW their prospective buyer, and they need to ENGAGE them on all these channels. And they need to work as a team with SALES, working together to take the buyer through the entire journey.
So let’s take a look at how buyers are making decisions today. Today’s buyers are more empowered, more independent and are driving their own buying cycles. They know how to educate themselves, they have tons of options for how they will make their decisions and know what they want; they’re doing more and more research on their social media channels and mobile devices.
The salesperson plays a much smaller role as b2b buyers have made as much as 60% of their decision by the time they talk to a salesperson.
But in an ideal world, you want something that looks more like this, with sales and marketing involved throughout the course of the customer lifecycle, and working together to pass leads back and forth as they become more or less sales ready. For the sales and marketing teams of today, this means that you have to work hand in hand to reach prospects earlier in the buying cycle, no matter where they’re engaging, and make the most out of every interaction you have with your buyers.
First, you are backed by the power of Salesforce.
Second, we will never compromise on ease of use.
And third, your success is our success — meaning we are dedicated to helping you meet your marketing and selling goals.
Purpose of this slide:
This is the second half of the “why Pardot” story. It’s not just about product – you need much more than a great product to be successful. And our approach to customer success is a key differentiator.
Talk track
We’ve been talking a lot about Pardot product and capabilities and those matter, but product alone does not ensure customer success.
And customer success is our #1 objective. As a subscription business, we must prove ongoing success and value to win your business year after year. And we do this with a customer success program we call “customers for life.”
This program ensures that you are successful at every stage in our relationship.
The first stage is enablement. We want you to be enabled rapidly so you can leverage the full value of Pardot. Our Enablement team offers classroom and online courses that cover both practical how-to-Pardot topics and best practices. And you’ll have access to a Knowledge Base of ever-expanding resources that help you develop Pardot expertise.
The second stage is your initial go-live. This is critical because the decisions you make in the early days of implementation lay the foundation for your ongoing success with the product. We ensure you get it right with a proven Onboarding Program. During this time you have dedicated resources who are on-call to answer questions, guide you through configuration, and share best practices we’ve harvested from the thousands of implementations we’ve successfully delivered.
We recognize that go-live is not the destination, it’s a milestone. Pardot will be an integral part of running your daily operations and we want to make sure you have the ongoing support you need. One of the unique things we do is give you access to Clients Advocates. Advocates are your go-to resource for questions about Pardot strategy and best practices and they’ll work with you to ensure you’re meeting your marketing goals with Pardot. You can schedule time as needed with the Advocate team or “drop in” on weekly office hours where they dig into a best practices topic with a small group of customers. And as a Pardot customer, you’ll have access to a series of Pardot community events including user groups and world tours where you can meet and share best practices with other Pardot users.
And for any issues that arise, you have access to Pardot’s world-class support team. Delivering a positive Support experience is essential to our business and that’s why we haven’t outsourced this function. It’s simply too important. Our Support team is 100% staffed by Pardot employees who are certified experts in our product. They take pride in helping customers and unlike many support organizations, attrition is really low. Across our CFL organization we retain 99% of employees. That’s good for us but it’s really good for our customers – they have access to resources with deep experience and expertise.
We’re very proud of the fact that we earn a consistently high CSAT score from our customers and this SFL program is one of the key reasons why.
