Building a Lead Gen Machine - Pardot Users Conference

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  • 10/05/10 Copyright©2008 SugarCRM, Inc. All rights reserved.
  • 10/05/10 Copyright©2008 SugarCRM, Inc. All rights reserved.
  • Converting these leads into closed business, and EVERYTHING that happens in between From how spend money getting those leads, how to prioritize them, how to route them correctly, how to This is not just a CRM technology/ strategy issue, it’s a business issue.
  • What were our problems? Why pardot: Capabilities and company culture More about the sales integration Measurement How we integrated How do you get this integrated with your sales process Measure performance and adjust scoring and prioritization based on performance- How do you measure success? Google Analytics, Pardot at campaign level to see activity, and then Sugar for actual pipeline close rates How to nurture, we do it through webcasts, events, drip campaigns based on the activity Quality of prospects, overhead for sales people, duplicate prospects Map out how we’re doing it in Sugar 10/05/10 Copyright©2008 SugarCRM, Inc. All rights reserved.
  • First part, is getting those leads.. There are two ways you can view this process,
  • When your organization is thinking about getting leads, you’re thinking about the funnel and what programs you're spending your money on
  • Take step back and think about your customers, who are they and what do they think about, how do they shop?
  • Use sugarcrm.com as an example
  • Cloud Connectores
  • Cloud Connectores
  • Sales Intelligence Better business decision making for sales reps Sales Intelligence analyses your existing sales data to pro-actively deliver actionable, relevant information. While traditional business directories can tell you who you could call, only a sales intelligence solution can tell you who you should call, when to call, and what to say. helps you find, qualify, engage, and close more sales. Increase landing page conversion Reduce cost per lead
  • Think about the customers at each of those steps. How sugarCRM helps at each of these steps
  • Always a circular process, reporting in Sugar and measuring your previously identified goals will help you optimize them in the future.
  • Always a circular process, reporting in Sugar and measuring your previously identified goals will help you optimize them in the future.
  • Ask how many users familiar with CRM? How many are technical? 10/05/10 Copyright©2010 SugarCRM, Inc. All rights reserved.
  • so when we were looking to integrate with pardot, pardot offered us a couple options one was the sugarcrm-pardot connector - which basically provides a module loadable package that you upload and install in your SugarCRM instance and voila the magic happens. It creates certain fields like score, grade etc and an iframe field that displays the activity details from pardot on the fly. Pretty easy and straightforward. The other option was custom integration using Pardot's web services API. Thought we first thought of using the straightforward option, we went with using Pardot's web services APIs. 10/05/10 Copyright©2010 SugarCRM, Inc. All rights reserved.
  • And here’s why 10/05/10 Copyright©2010 SugarCRM, Inc. All rights reserved.
  • We wanted the ability to have more functionality and flexibility in our integration points. We wanted to sync data between the systems based on certain conditions. We wanted to build automated intelligence that created a lead in our CRM system when the lead had intent to buy. For example, filtering based on search keywords, campaign response, score or grade that indicates the buyer's intension. With the custom integration option we also were able to achieve more control over the data sync process, i.e, define what data to sync and when to sync the data. Additionally we wanted to take advantage of SugarCRM's business intelligence module Sugar Reporting to track sales and marketing trends in real time. We wanted to track all the visitor activities right within Sugar. The API method also allows us to have greater visibility in Pardot by transfering CRM data into Pardot for example to understand what sales stage a prospect is in. This we achieved by using SugarCRM's business logic hooks that are basically custom triggered events. Pardot's API provides a seamless way for both systems to talk to each other and last but not the least Pardot offers great technical support. They were very responsive and quick to address our issues and concerns. Next I'd like to briefly go over the lead flow process from behind the scenes. 10/05/10 Copyright©2010 SugarCRM, Inc. All rights reserved.
  • 10/05/10 Copyright©2010 SugarCRM, Inc. All rights reserved.
  • Building a Lead Gen Machine - Pardot Users Conference

    1. 2. Building a Lead Gen Machine Reem Bazzari and Deepali Szczesny Copyright ©2010 SugarCRM Inc. All rights reserved.
    2. 3. About SugarCRM <ul><li>Founded in April 2004 </li></ul><ul><li>6,000+ Customers in 30 countries </li></ul><ul><li>Over 600,000 users on 65,000 systems </li></ul><ul><li>175,000 Community members </li></ul><ul><li>200 Partners on five continents </li></ul>Copyright ©2010 SugarCRM Inc. All rights reserved. 10/05/10
    3. 4. <ul><li>Creating and pursuing </li></ul>10/05/10 ©2010 SugarCRM Inc. All rights reserved. Leads!
    4. 5. <ul><li>Creating and pursuing </li></ul><ul><li>Nurturing and closing </li></ul>10/05/10 ©2010 SugarCRM Inc. All rights reserved. Leads!
    5. 6. Challenges 10/05/10 Copyright ©2010 SugarCRM Inc. All rights reserved. <ul><li>Large amount of inbound traffic </li></ul><ul><li>Lots of campaigns </li></ul><ul><li>Prioritization </li></ul><ul><li>Data integrity </li></ul>
    6. 7. Why Pardot? <ul><li>Complete feature set </li></ul><ul><li>Customer service </li></ul><ul><li>Affordable, transparent pricing </li></ul><ul><li>Saas based solution </li></ul><ul><li>Pre-built Sugar Integration with references </li></ul><ul><li>Company culture </li></ul>10/05/10 Copyright ©2010 SugarCRM Inc. All rights reserved.
    7. 8. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads!
    8. 9. Marketing Programs 10/05/10 ©2010 SugarCRM Inc. All rights reserved.
    9. 10. Customers 10/05/10 ©2010 SugarCRM Inc. All rights reserved.
    10. 11. 10/05/10 ©2010 SugarCRM Inc. All rights reserved.
    11. 12. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. <ul><li>Business Issues </li></ul><ul><li>Problem </li></ul><ul><li>Solution </li></ul><ul><li>How they search for solutions </li></ul>
    12. 13. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads! <ul><li>How they search for solutions </li></ul>
    13. 14. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads!
    14. 15. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads!
    15. 16. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads!
    16. 17. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Creating Leads!
    17. 18. 10/05/10 ©2010 SugarCRM Inc. All rights reserved.
    18. 19. 10/05/10 ©2010 SugarCRM Inc. All rights reserved.
    19. 20. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors Convert visitors to leads Prioritization and routing Shorten sales cycle
    20. 21. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors <ul><li>Inbound marketing </li></ul><ul><li>Remarkable content </li></ul><ul><li>Education </li></ul><ul><li>Google ranking </li></ul>
    21. 22. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors Measure with: Google Analytics
    22. 23. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Convert Visitors to leads
    23. 24. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Convert Visitors to leads <ul><li>Content of VALUE to the visitor </li></ul><ul><li>SugarCRM and Pardot’s forms </li></ul><ul><li>Pardot’s Progressive Profiling </li></ul>
    24. 25. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Convert Visitors to leads
    25. 26. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Convert Visitors to leads
    26. 27. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Convert Visitors to leads Measure with: Pardot Prospects
    27. 28. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing
    28. 29. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing <ul><li>Sales intelligence </li></ul><ul><li>Prioritize based on campaign </li></ul><ul><li>Scoring </li></ul><ul><li>Routing </li></ul>
    29. 30. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Sales intelligence
    30. 31. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Sales intelligence
    31. 32. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Sales intelligence
    32. 33. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Scoring in Pardot
    33. 34. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Prioritize and route based on campaign
    34. 35. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Prioritization and routing Measure with: Reports in Sugar
    35. 36. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Shorten sales cycle
    36. 37. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Shorten sales cycle <ul><li>Fast response </li></ul><ul><li>Informed Sales reps </li></ul>
    37. 38. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors Convert Visitors to leads Prioritization and routing Shorten sales cycle
    38. 39. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors Google Analytics Convert Visitors to leads Pardot and Sugar Reports Prioritization and routing Sugar Reports, which campaigns work better Shorten sales cycle Apply routing and prioritization rules
    39. 40. 10/05/10 ©2010 SugarCRM Inc. All rights reserved. Increase website visitors Google Analytics Convert Visitors to leads Pardot and Sugar Reports Prioritization and routing Sugar Reports, which campaigns work better Shorten sales cycle Apply routing and prioritization rules
    40. 41. Nurturing Leads 10/05/10 Copyright ©2010 SugarCRM Inc. All rights reserved.
    41. 42. SugarCRM’s Integration with Pardot ©2010 SugarCRM Inc. All rights reserved. 10/05/10
    42. 43. Integration Options <ul><li>SugarCRM-Pardot connector </li></ul><ul><li>Custom integration using Pardot’s Web Services API </li></ul>©2010 SugarCRM Inc. All rights reserved. 10/05/10
    43. 44. We use Pardot’s Web Services API ©2010 SugarCRM Inc. All rights reserved. 10/05/10
    44. 45. Why? <ul><li>Extended Functionality & Flexibility </li></ul><ul><li>Control over Data Sync process </li></ul><ul><li>Real-time metrics using Sugar Reporting </li></ul><ul><li>Greater visibility in Pardot using Sugar business logic hooks </li></ul><ul><li>Seamless Integration using Pardot’s Open API’s </li></ul><ul><li>Excellent Pardot technical support </li></ul>©2010 SugarCRM Inc. All rights reserved. 10/05/10
    45. 46. Thank You http://www.sugarcrm.com/ Reem Bazzari – [email_address] Deepali Szczesny – [email_address] ©2010 SugarCRM Inc. All rights reserved.

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