How	  Your	  Sales	  Team	  Can	  Benefit	  From	  Marke<ng	  Automa<on	  Presented	  by:	  	  Kevin	  Goldstein,	  Senior	...
A	  li@le	  about	  me	  •  Joined	  Pardot	  sales	  team	  in	  2007	  •  Have	  been	  a	  daily	  user	  of	  markeEng...
The	  tradi<onal	  components…	  	  •  Email	  MarkeEng	  •  Lead	  Nurturing	  •  Paid	  Search	  MarkeEng	  •  Campaign	...
What	  will	  we	  talk	  about?	  5	  Ways	  MarkeEng	  AutomaEon	  Can	  Help	  Sales	  	  •  Lead	  Capture	  •  Lead	 ...
Lead	  Capture	  Iden<fied	  Companies	  &	  Leads	  	  	  
Lead	  Capture	  •  IdenEfy	  companies	  on	  your	  website	  •  IdenEfy	  and	  capture	  actual	  leads	  •  Augment	 ...
Lead	  Capture	  •  IdenEfied	  Companies	         •  Based	  on	  IP	  Address	         •  LocaEon	         •  Page	  View...
Iden<fied	  Companies	  "We	   implemented	   in	   November	   and	   in	  December	   alone	   the	   tool	   helped	   u...
Lead	  Capture	         •  Forms/Landing	  Pages	         •  Lead	  Management	         •  Page	  Views/Interests	  	     ...
Data	  Augmenta<on	  	  	  Iden<fied	  Companies	  •  Find	  Contacts	  Leads	  •  Pull	  in	  missing	  data	  points	  
Lead	  Qualifica<on	  Implicit	  vs.	  Explicit	  Behaviors	  	  	  
Lead	  Qualifica<on	  Scoring	  •  Implicit	  behaviors	  and	  acEviEes	                                 •  Track	  web	  ...
Lead	  Qualifica<on	  Grading	  •  Explicit	  data	  &	  demographics	  	                                        CEO	      ...
Email	  Automa<on	  	  	  
Email	  Automa<on	  •  Personal	  Email	  Tracking	  •  Rep	  Driven	  Nurturing	  Programs	  •  Personalized	  Email	  Ma...
Personal	  Email	  Tracking	  •  Reps	  can	  track	  their	  own	  emails	  •  No	  more	  blind	  prospec<ng	  	  
Rep	  Driven	  Nurturing	  Programs	  •  Sales	  reps	  can	  pass	  leads	  back	  to	  markeEng	  	                     ...
Personalized	  Marke<ng	  Campaigns	  •  Email	  markeEng	  blasts	  come	  from	  sales	  reps	  •  Reps	  get	  all	  re...
Lead	  Intelligence	  	  	  
Lead	  Intelligence	  •  Track	  all	  online	  behaviors	         •  website,	  email,	  social	  media	  and	  more	  	 ...
Lead	  Intelligence	  •  Allows	  reps	  to	  profile	  &	  frame	  the	  conversaEon	  	     He	  aiended	  this	  webinar...
Lead	  Intelligence	  •  and	  follow	  up	  emails…	  	  	  
Real	  Time	  Lead	  Alerts	  	  	  
Lead	  Alerts	  •  Allow	  your	  sales	  reps	  to	  act	  faster	         •  Real	  Time	         •  Daily	  Summaries	 ...
Lead	  Alerts	  •  Real	  Eme	  by	  email…	  	                                                 or	  by	  pop	  up…	      ...
Lead	  Alerts	  •  Daily	  Summary	  Reports	  	  
Lead	  Alerts	  •  Mobile	  Alerts	  
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	  qualificaEon	  •  Email	  tracking	  •  Lead	  intellig...
Ques<ons?	  
Contact	  Informa<on	                                   Pardot	  Kevin	  Goldstein	             950	  East	  Paces	  Ferry...
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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 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

  1. 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. 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. 3. The  tradi<onal  components…    •  Email  MarkeEng  •  Lead  Nurturing  •  Paid  Search  MarkeEng  •  Campaign  ROI  and  ReporEng  •  …what  about  sales?    
  4. 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. 5. Lead  Capture  Iden<fied  Companies  &  Leads      
  6. 6. Lead  Capture  •  IdenEfy  companies  on  your  website  •  IdenEfy  and  capture  actual  leads  •  Augment  data  using  3rd  party  sources    
  7. 7. Lead  Capture  •  IdenEfied  Companies   •  Based  on  IP  Address   •  LocaEon   •  Page  Views/Interests    
  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  compeEtors.”       MarkeEng  Manager  
  9. 9. Lead  Capture   •  Forms/Landing  Pages   •  Lead  Management   •  Page  Views/Interests     qualify  
  10. 10. Data  Augmenta<on      Iden<fied  Companies  •  Find  Contacts  Leads  •  Pull  in  missing  data  points  
  11. 11. Lead  Qualifica<on  Implicit  vs.  Explicit  Behaviors      
  12. 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. 13. Lead  Qualifica<on  Grading  •  Explicit  data  &  demographics     CEO    vs.   UnrealisEc  weird,  prospects  
  14. 14. Email  Automa<on      
  15. 15. Email  Automa<on  •  Personal  Email  Tracking  •  Rep  Driven  Nurturing  Programs  •  Personalized  Email  MarkeEng  Campaigns    
  16. 16. Personal  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  markeEng     5  days   15  days   30  days  
  18. 18. Personalized  Marke<ng  Campaigns  •  Email  markeEng  blasts  come  from  sales  reps  •  Reps  get  all  replies  and  noEficaEons   YOU  (markeEng)   replies   alerts   reports  
  19. 19. Lead  Intelligence      
  20. 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. 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. 22. Lead  Intelligence  •  and  follow  up  emails…      
  23. 23. Real  Time  Lead  Alerts      
  24. 24. Lead  Alerts  •  Allow  your  sales  reps  to  act  faster   •  Real  Time   •  Daily  Summaries   •  Mobile  Alerts    
  25. 25. Lead  Alerts  •  Real  Eme  by  email…     or  by  pop  up…    
  26. 26. Lead  Alerts  •  Daily  Summary  Reports    
  27. 27. Lead  Alerts  •  Mobile  Alerts  
  28. 28. 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%  adopEon  rate  by  B2B  organizaEons         *provided  in  Focus.com  industry  study   ©  2012  Focus,  Inc.   hip://www.focus.com/images/view/61559/  
  30. 30. Closing  Thoughts      
  31. 31. Closing  Thoughts  To  recap:    •  Lead  capture  •  Lead  qualificaEon  •  Email  tracking  •  Lead  intelligence  •  Real  Eme  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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