Marke/ng	  Automa/on	  For	  Sales	  The	  Compe//ve	  Edge	  Presented	  by:	  	  Kevin	  Goldstein,	  Senior	  Sales	  M...
A	  li?le	  about	  me	  •  Joined	  Pardot	  sales	  team	  in	  2007	  •  Daily	  &	  successful	  sales	  user	  of	   ...
The	  tradi/onal	  components…	  	  •  Email	  MarkeCng	  •  Webinars	  •  Search	  MarkeCng	  •  ReporCng	  •  …what	  ab...
What	  will	  we	  talk	  about?	  5	  Ways	  Marke/ng	  Automa/on	  Can	  Help	  Sales	  	  •  Lead	  Capture	  •  Lead	 ...
Lead	  Capture	  	  	  	  
Lead	  Capture	  •  IdenCfy	  companies	  on	  your	  website	  •  IdenCfy	  and	  capture	  actual	  leads	  •  Augment	 ...
Lead	  Capture	  •  IdenCfied	  Companies	         •  Based	  on	  IP	  Address	         •  LocaCon	         •  Page	  View...
Iden/fied	  Companies	  "We	   implemented	   in	   November	   and	   in	   December	  alone	   the	   tool	   helped	   u...
Lead	  Capture	         •  Forms/Landing	  Pages	         •  Deliver	  Qualified	  Ones	         •  Page	  Views/Interests	...
Data	  Augmenta/on	  	  	                                                                                                 ...
Lead	  Qualifica/on	  Scoring	  &	  Grading	  	  	  
Lead	  Qualifica/on	  Scoring	  •  Implicit	  behaviors	  and	  acCviCes	                                 •  Track	  web	  ...
Lead	  Qualifica/on	  Grading	  •  Explicit	  data	  &	  demographics	  	                                           CEO	   ...
Personalized	  Email	  Automa/on	  	  	  
Personalized	  Email	  Automa/on	  •  Personal	  Email	  Tracking	  •  Rep	  Driven	  Nurturing	  Programs	  •  Personaliz...
Personalized	  Email	  Tracking	  •  Reps	  can	  track	  their	  own	  emails	  •  No	  more	  blind	  prospec/ng	  	  
Rep	  Driven	  Nurturing	  Programs	  •  Sales	  reps	  can	  pass	  leads	  back	  to	  markeCng	  	                     ...
Personalized	  Email	  Campaigns	  •  Email	  markeCng	  blasts	  come	  from	  sales	  reps	  •  Reps	  get	  all	  repli...
Lead	  Intelligence	  	  	  
Lead	  Intelligence	  •  Track	  all	  online	  behaviors	          Visits                                      Page Views...
Lead	  Intelligence	  •  Allows	  reps	  to	  profile	  &	  frame	  the	  conversaCon	  	     He	  aiended	  this	  webinar...
Lead	  Intelligence	  •  and	  follow	  up	  emails…	  	  	  
Automated	  Lead	  Alerts	  	  	  
Automated	  Lead	  Alerts	  •  Allow	  your	  sales	  reps	  to	  act	  faster	         •  Real	  Time	         •  Daily	 ...
Automated	  Lead	  Alerts	  •  Real	  Cme	  by	  email…	  	                                       or	  by	  pop	  up…	    ...
Automated	  Lead	  Alerts	  •  Daily	  Summary	  Reports	  	                               ABC	  Company	                 ...
Automated	  Lead	  Alerts	  •  Mobile	  Alerts	             Basics	  Media	  Company	               25.3.25.129	          ...
Automated	  Lead	  Alerts	  •  Lastly….don’t	  be	  creepy!	  
Some	  stats	  before	  we	  close…	  •  451%	  increase	  in	  qualified	  leads	  •  47%	  larger	  purchases	  than	  be...
Closing	  Thoughts	  	  	  
Closing	  Thoughts	  To	  recap:	  	  •  Lead	  Capture	  •  Lead	  QualificaCon	  •  Personalized	  Email	  AutomaCon	  	 ...
Ques/ons?	  
Contact	  Informa/on	                                   Pardot	  Kevin	  Goldstein	             950	  East	  Paces	  Ferry...
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Learn How Marketing Automation Gives Sales Teams the Competitive Edge

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Join us as we explore the ways in which a sales team can increase sales…with marketing automation. This is a great webinar for both sales and marketing teams.

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Learn How Marketing Automation Gives Sales Teams the Competitive Edge

  1. 1. Marke/ng  Automa/on  For  Sales  The  Compe//ve  Edge  Presented  by:    Kevin  Goldstein,  Senior  Sales  Manager,  Pardot  August  9,  2012    
  2. 2. A  li?le  about  me  •  Joined  Pardot  sales  team  in  2007  •  Daily  &  successful  sales  user  of   markeCng  automaCon  ever  since  •  Huge  fan  of  jam-­‐band  “Phish”    
  3. 3. The  tradi/onal  components…    •  Email  MarkeCng  •  Webinars  •  Search  MarkeCng  •  ReporCng  •  …what  about  sales?    
  4. 4. What  will  we  talk  about?  5  Ways  Marke/ng  Automa/on  Can  Help  Sales    •  Lead  Capture  •  Lead  QualificaCon  •  Personalized  Email  AutomaCon    •  Lead  Intelligence  •  Automated  Lead  Alerts  
  5. 5. Lead  Capture        
  6. 6. Lead  Capture  •  IdenCfy  companies  on  your  website  •  IdenCfy  and  capture  actual  leads  •  Augment  data  using  3rd  party  sources    
  7. 7. Lead  Capture  •  IdenCfied  Companies   •  Based  on  IP  Address   •  LocaCon   •  Page  Views/Interests     Red  Box  CorporaCon   Techus  RoboCcs   TopNews  
  8. 8. Iden/fied  Companies  "We   implemented   in   November   and   in   December  alone   the   tool   helped   us   iden/fy   prospects   without  wai/ng   for   them   to   fill   out   a   form.   Our   reps   were  able   to   call   in   as   soon   as   they   hit   our   website,   find  key   contacts   and   close   the   business   before   they  could  engage  with  one  of  our  compeCtors.”       MarkeCng  Manager  
  9. 9. Lead  Capture   •  Forms/Landing  Pages   •  Deliver  Qualified  Ones   •  Page  Views/Interests     qualify  
  10. 10. Data  Augmenta/on        Iden/fied  Companies   Sr.  Vice  President  of  Sales   Vice  President  of  Sales   Korley,  Dan Getner,  Barry   Account  Manager    •  Find  Contacts   Account  Manager   Gilliam,  Lisa Floehner,  Robert   Account  Manager   Davis,  Cathy  Leads   Inside  Sales  Manager   Clekler,  Bethany  •  Pull  in  missing  data  points  
  11. 11. Lead  Qualifica/on  Scoring  &  Grading      
  12. 12. Lead  Qualifica/on  Scoring  •  Implicit  behaviors  and  acCviCes   •  Track  web  and  email  acCviCes     •  Rank  leads  based  on  these  behaviors     •  Pass  only  high  scoring  leads  to  sales    
  13. 13. Lead  Qualifica/on  Grading  •  Explicit  data  &  demographics     CEO    vs.   UnrealisCc  “let’s  get  weird”,  prospects  
  14. 14. Personalized  Email  Automa/on      
  15. 15. Personalized  Email  Automa/on  •  Personal  Email  Tracking  •  Rep  Driven  Nurturing  Programs  •  Personalized  Email  MarkeCng  Campaigns    
  16. 16. Personalized  Email  Tracking  •  Reps  can  track  their  own  emails  •  No  more  blind  prospec/ng    
  17. 17. Rep  Driven  Nurturing  Programs  •  Sales  reps  can  pass  leads  back  to  markeCng     5  days   15  days   30  days  
  18. 18. Personalized  Email  Campaigns  •  Email  markeCng  blasts  come  from  sales  reps  •  Reps  get  all  replies  and  noCficaCons   YOU  (markeCng)   replies   alerts   reports  
  19. 19. Lead  Intelligence      
  20. 20. Lead  Intelligence  •  Track  all  online  behaviors   Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook Website Chats•  Put  into  CRM  for  easy  viewing  for  sales    
  21. 21. Lead  Intelligence  •  Allows  reps  to  profile  &  frame  the  conversaCon     He  aiended  this  webinar…     showed  interest  in   viewed  these  2  product   these  white  papers…   pages  on  the  site…     and  searched  for   “pricing”  on  the  site.   Now  that’s  music  to  my  ears,  sales  guy!  
  22. 22. Lead  Intelligence  •  and  follow  up  emails…      
  23. 23. Automated  Lead  Alerts      
  24. 24. Automated  Lead  Alerts  •  Allow  your  sales  reps  to  act  faster   •  Real  Time   •  Daily  Summaries   •  Mobile  Alerts    
  25. 25. Automated  Lead  Alerts  •  Real  Cme  by  email…     or  by  pop  up…     Robert  Smith   Company  name   Visit:  3  page  views   Apr  10,  2012  3:44  PM   Elizabeth  Foster   Company  name   Visit:  12  page  views   Apr  10,  2012  2:29  PM   Greg  Raymond   Company  name   Visit:  6  page  views   Apr  10,  2012  1:16  PM  
  26. 26. Automated  Lead  Alerts  •  Daily  Summary  Reports     ABC  Company   FirstRate   Blithe  MarkeCng   Prospect  University   Bright  Trends   Top  Management  Recruits   Blue  Edge  Brands   TriCompany  LLC  
  27. 27. Automated  Lead  Alerts  •  Mobile  Alerts   Basics  Media  Company   25.3.25.129   6  page  view   Apr  27  2010  11:55  AM   Ken  Henderson     Bendra  CorporaCon   Visit:  3  page  views   PointBreak  Technologies   Apr  27  2010  11:22  AM   93.25.395.159   12  page  views   Apr  27  2010  11:54  AM   Bethany  Minton   InsCtute  of  Health   Visit:  15  page  views   Connect  Personnel   Apr  27  2010  10:14  AM   33.49.236.234   20  page  views   Apr  27  2010  11:50  AM   Cathy  Sarpier   B4   Visit:  26  page  views   PCR  Solu/ons   Apr  27  2010  10:07  AM   Unknown   3  page  views   Apr  27  2010  11:22  AM   Devon  Price   Verdamin  LLC   DemandSessions   Visit:  2  page  views   Apr  27  2010  9:52  AM  
  28. 28. Automated  Lead  Alerts  •  Lastly….don’t  be  creepy!  
  29. 29. Some  stats  before  we  close…  •  451%  increase  in  qualified  leads  •  47%  larger  purchases  than  before  implemented  •  7-­‐10%  adopCon  rate  by  B2B  organizaCons         *provided  in  Focus.com  industry  study  
  30. 30. Closing  Thoughts      
  31. 31. Closing  Thoughts  To  recap:    •  Lead  Capture  •  Lead  QualificaCon  •  Personalized  Email  AutomaCon    •  Lead  Intelligence  •  Automated  Lead  Alerts      
  32. 32. Ques/ons?  
  33. 33. Contact  Informa/on   Pardot  Kevin  Goldstein   950  East  Paces  Ferry  Rd  Senior  Sales  Manager   Suite  3300  kevin.goldstein@pardot.com   Atlanta,  Georgia  30326  @kevin_pardot       404.492.6845  x120   877.3B2B.ROI   www.pardot.com  

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