Learn How Marketing Automation Gives Sales Teams the Competitive Edge
 

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.

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 Learn How Marketing Automation Gives Sales Teams the Competitive Edge Presentation Transcript

  • Marke/ng  Automa/on  For  Sales  The  Compe//ve  Edge  Presented  by:    Kevin  Goldstein,  Senior  Sales  Manager,  Pardot  August  9,  2012    
  • 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”    
  • The  tradi/onal  components…    •  Email  MarkeCng  •  Webinars  •  Search  MarkeCng  •  ReporCng  •  …what  about  sales?    
  • 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  
  • Lead  Capture        
  • Lead  Capture  •  IdenCfy  companies  on  your  website  •  IdenCfy  and  capture  actual  leads  •  Augment  data  using  3rd  party  sources    
  • Lead  Capture  •  IdenCfied  Companies   •  Based  on  IP  Address   •  LocaCon   •  Page  Views/Interests     Red  Box  CorporaCon   Techus  RoboCcs   TopNews  
  • 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  
  • Lead  Capture   •  Forms/Landing  Pages   •  Deliver  Qualified  Ones   •  Page  Views/Interests     qualify  
  • 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  
  • Lead  Qualifica/on  Scoring  &  Grading      
  • 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    
  • Lead  Qualifica/on  Grading  •  Explicit  data  &  demographics     CEO    vs.   UnrealisCc  “let’s  get  weird”,  prospects  
  • Personalized  Email  Automa/on      
  • Personalized  Email  Automa/on  •  Personal  Email  Tracking  •  Rep  Driven  Nurturing  Programs  •  Personalized  Email  MarkeCng  Campaigns    
  • 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     5  days   15  days   30  days  
  • Personalized  Email  Campaigns  •  Email  markeCng  blasts  come  from  sales  reps  •  Reps  get  all  replies  and  noCficaCons   YOU  (markeCng)   replies   alerts   reports  
  • Lead  Intelligence      
  • 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    
  • 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!  
  • Lead  Intelligence  •  and  follow  up  emails…      
  • Automated  Lead  Alerts      
  • Automated  Lead  Alerts  •  Allow  your  sales  reps  to  act  faster   •  Real  Time   •  Daily  Summaries   •  Mobile  Alerts    
  • 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  
  • Automated  Lead  Alerts  •  Daily  Summary  Reports     ABC  Company   FirstRate   Blithe  MarkeCng   Prospect  University   Bright  Trends   Top  Management  Recruits   Blue  Edge  Brands   TriCompany  LLC  
  • 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  
  • Automated  Lead  Alerts  •  Lastly….don’t  be  creepy!  
  • 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  
  • Closing  Thoughts      
  • Closing  Thoughts  To  recap:    •  Lead  Capture  •  Lead  QualificaCon  •  Personalized  Email  AutomaCon    •  Lead  Intelligence  •  Automated  Lead  Alerts      
  • Ques/ons?  
  • 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