How Your Sales Can Benefit from Marketing Automation
 

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How Your Sales Can Benefit from Marketing Automation

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Your sales team can benefit from using marketing automation, too! Sales guru, Kevin Goldstein (Sr. Sales Manager at Pardot), walks us through the ways in which a sales team can increase sales…with ...

Your sales team can benefit from using marketing automation, too! Sales guru, Kevin Goldstein (Sr. Sales Manager at Pardot), walks us through the ways in which a sales team can increase sales…with marketing automation. As a sales executive who successfully uses marketing automation on a daily basis, Kevin will give you a first-hand, in-depth look at how sales can effectively:

- Obtain a better understanding of a lead’s interests…prior to making the first contact call
- Gain focused insight into where a lead is in the sales process
- Determine when a lead is ready to purchase

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How Your Sales Can Benefit from Marketing Automation Presentation Transcript

  • 1. How  Your  Sales  Team  Can  Benefit  From  Marke<ng  Automa<on  Presented  by:    Kevin  Goldstein,  Senior  Sales  Manager,  Pardot  LLC  March  8,  2012    
  • 2. A  li@le  about  me  •  Joined  Pardot  sales  team  in  2007  •  Have  been  a  daily  user  of  markeEng   automaEon  ever  since  •  Huge  fan  of  jam-­‐band  “Phish”    
  • 3. The  tradi<onal  components…    •  Email  MarkeEng  •  Lead  Nurturing  •  Paid  Search  MarkeEng  •  Campaign  ROI  and  ReporEng  •  …what  about  sales?    
  • 4. What  will  we  talk  about?  5  Ways  MarkeEng  AutomaEon  Can  Help  Sales    •  Lead  Capture  •  Lead  QualificaEon  •  Email  AutomaEon    •  Lead  Intelligence  •  Real  Time  Lead  Alerts  
  • 5. Lead  Capture  Iden<fied  Companies  &  Leads      
  • 6. Lead  Capture  •  IdenEfy  companies  on  your  website  •  IdenEfy  and  capture  actual  leads  •  Augment  data  using  3rd  party  sources    
  • 7. Lead  Capture  •  IdenEfied  Companies   •  Based  on  IP  Address   •  LocaEon   •  Page  Views/Interests    
  • 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  compeEtors.”       MarkeEng  Manager  
  • 9. Lead  Capture   •  Forms/Landing  Pages   •  Lead  Management   •  Page  Views/Interests     qualify  
  • 10. Data  Augmenta<on      Iden<fied  Companies  •  Find  Contacts  Leads  •  Pull  in  missing  data  points  
  • 11. Lead  Qualifica<on  Implicit  vs.  Explicit  Behaviors      
  • 12. Lead  Qualifica<on  Scoring  •  Implicit  behaviors  and  acEviEes   •  Track  web  and  email  acEviEes     •  Rank  leads  based  on  these  behaviors     •  Pass  only  high  scoring  leads  to  sales    
  • 13. Lead  Qualifica<on  Grading  •  Explicit  data  &  demographics     CEO    vs.   UnrealisEc  weird,  prospects  
  • 14. Email  Automa<on      
  • 15. Email  Automa<on  •  Personal  Email  Tracking  •  Rep  Driven  Nurturing  Programs  •  Personalized  Email  MarkeEng  Campaigns    
  • 16. Personal  Email  Tracking  •  Reps  can  track  their  own  emails  •  No  more  blind  prospec<ng    
  • 17. Rep  Driven  Nurturing  Programs  •  Sales  reps  can  pass  leads  back  to  markeEng     5  days   15  days   30  days  
  • 18. Personalized  Marke<ng  Campaigns  •  Email  markeEng  blasts  come  from  sales  reps  •  Reps  get  all  replies  and  noEficaEons   YOU  (markeEng)   replies   alerts   reports  
  • 19. Lead  Intelligence      
  • 20. Lead  Intelligence  •  Track  all  online  behaviors   •  website,  email,  social  media  and  more    •  Put  into  CRM  for  easy  viewing  for  sales…     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
  • 21. Lead  Intelligence  •  Allows  reps  to  profile  &  frame  the  conversaEon     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. Lead  Intelligence  •  and  follow  up  emails…      
  • 23. Real  Time  Lead  Alerts      
  • 24. Lead  Alerts  •  Allow  your  sales  reps  to  act  faster   •  Real  Time   •  Daily  Summaries   •  Mobile  Alerts    
  • 25. Lead  Alerts  •  Real  Eme  by  email…     or  by  pop  up…    
  • 26. Lead  Alerts  •  Daily  Summary  Reports    
  • 27. Lead  Alerts  •  Mobile  Alerts  
  • 28. Lead  Alerts  •  Lastly….don’t  be  creepy!  
  • 29. Some  stats  before  we  close…  •  451%  increase  in  qualified  leads  •  47%  larger  purchases  than  before  implemented  •  7-­‐10%  adopEon  rate  by  B2B  organizaEons         *provided  in  Focus.com  industry  study   ©  2012  Focus,  Inc.   hip://www.focus.com/images/view/61559/  
  • 30. Closing  Thoughts      
  • 31. Closing  Thoughts  To  recap:    •  Lead  capture  •  Lead  qualificaEon  •  Email  tracking  •  Lead  intelligence  •  Real  Eme  lead  alerts      
  • 32. Ques<ons?  
  • 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