The One-Two Punch –
Marketing Automation and CRM
Kathryn Honderd
Client Services Manager
A Little About Me
•  #10 employee at Pardot
•  5 years of CRM & Marketing
Automation
•  Ironman World
Championship (Kona, ...
The Advocates
What Will We Talk About Today?
•  Evaluation
•  Visualize the win
•  Scouting the right talent
•  Implementation
•  Plan o...
The Evaluation
Round 1
The Team – Support in Your Corner
•  Who needs to be involved?
•  Sales
•  Marketing
•  CRM Admin
•  IT
•  Client Services...
•  What are your goals?
•  What are the company’s goals?
•  What are other people’s goals?
**Heavyweight Hint: Rank them**...
Sales and Marketing Alignment Begins...
•  Questions to ask
•  Goals or concerns about marketing automation?
•  How would ...
State of Affairs
•  Start with goals…THEN look at current process
Power Punch - Checklist #1
q  When is a lead assigned & why?
q  What does the “handoff” look like?
q  How does sales fo...
Ask The Hard Questions
•  Why do we do it this way?
•  Where can it be improved?
•  What’s working?
(And what’s not?)
•  H...
Wants vs. Needs
Wants!
•  100% accurate address info"
•  Swanky interface"
•  Lead assignment happens
exactly how you pict...
For a Knockout...
< 90%" > 90% "
Considerations
•  CRM campaign sync
•  Webinar connector
•  Real time alerts
•  Custom integrations
•  Location look up
• ...
Power Punch - Checklist #2
q  What version/type/plan of CRM do you have?
q  What plan/package of Marketing Automation is...
The Implementation
Round 2
Getting Ready for the Ring
•  Who needs to be included?
•  What are you responsible for?
•  What is your vendor and/or imp...
Sales & Marketing Alignment - The Power Combo
•  What really makes a qualified lead?
•  Anecdotal
•  Look at won deals
•  ...
Finalize Your Game Plan
•  Revisit your strategy
•  Rank from most important to least
important
•  Give a rating
•  Urgenc...
Consult Your Vendor
**Heavyweight Hint: They are usually right!**
Shadow Boxing...Map It Out
**Heavyweight Hint: Get visual – whiteboard, Visio, napkin**
•  Overall lead flow between
Marke...
No, but seriously...
Flowchart - Example
Win Deal
Opportunity
Pay-per-click"
SEO"
Trade show"
Webinars"
Forms"
Emails"
Lead Generation &
Market...
Power Punch - Checklist #3
q  Which system will be the master?
q  What fields and modules sync?
q  How do you configure...
Bad Data Got You Down and Out?
This is not what
I meant by data
cleanup.
Clean Up Your Database!
**Tip: The Super-Intern**"
Plan Your Attack
•  Do it in phases
•  What is going happen?
•  Who does what?
•  What order?
•  When is this magic taking...
One Round at a Time
•  Phase 1
•  Show value asap
•  Sales buy-in
•  Only 1 first impression
•  General/broad is okay
•  P...
Be Brave – Don’t Throw in the Towel
•  0% of integrations are perfect
•  100% of integrations that don’t happen are not he...
The Optimization
Round 3
Review The Tapes – Where can you improve?
•  Nurture your team for feedback
•  Evaluate every 3-6 mo
•  Use fresh eyes
•  ...
Sales and Marketing Alignment - Part Three
•  How are the leads?
•  Favorites vs. left behind
•  What is closing?
•  Nurtu...
Sales Engagement – Go for the KO
•  Sales = best budget advocate
•  Sales = world’s greatest efficiency test
•  What are t...
Sales Enablement – Bet on Your Sales Team
•  But my sales team isn’t using it…
•  Adjust the process or set up
•  Train th...
Stay Vigilant (With Your Data)
•  Better form experience = more accurate data
•  Error messages in real time
•  Fewer form...
The Scorecard - Reporting
Questions
Client Services Manager
Kathryn Honderd
@PardotKathryn
kathryn.honderd@pardot.com
The One-Two Punch - Marketing Automation and CRM
The One-Two Punch - Marketing Automation and CRM
The One-Two Punch - Marketing Automation and CRM
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The One-Two Punch - Marketing Automation and CRM

  1. 1. The One-Two Punch – Marketing Automation and CRM Kathryn Honderd Client Services Manager
  2. 2. A Little About Me •  #10 employee at Pardot •  5 years of CRM & Marketing Automation •  Ironman World Championship (Kona, HI)
  3. 3. The Advocates
  4. 4. What Will We Talk About Today? •  Evaluation •  Visualize the win •  Scouting the right talent •  Implementation •  Plan of attack •  Keys to success •  Optimization •  Stay vigilant •  Empower sales •  Keeping score through reporting
  5. 5. The Evaluation Round 1
  6. 6. The Team – Support in Your Corner •  Who needs to be involved? •  Sales •  Marketing •  CRM Admin •  IT •  Client Services •  Big Boss •  Finance
  7. 7. •  What are your goals? •  What are the company’s goals? •  What are other people’s goals? **Heavyweight Hint: Rank them** What Does “Winning” Look Like?
  8. 8. Sales and Marketing Alignment Begins... •  Questions to ask •  Goals or concerns about marketing automation? •  How would sales want to use/interact with it? •  What is a qualified lead? •  Data to review •  Won deals – where did the leads come from? •  CRM reports – where are the gaps?
  9. 9. State of Affairs •  Start with goals…THEN look at current process
  10. 10. Power Punch - Checklist #1 q  When is a lead assigned & why? q  What does the “handoff” look like? q  How does sales follow up with leads? q  What if they aren’t ready to buy? q  What data are you collecting? q  What data is mission critical? q  How are your sales reps using the CRM? q  Who else uses the CRM & how? q  What are you reporting on? q  What custom set ups or workflows do you use? q  Other tools or integrations with your CRM?
  11. 11. Ask The Hard Questions •  Why do we do it this way? •  Where can it be improved? •  What’s working? (And what’s not?) •  How do we want it to work? •  How do we measure success? •  What are we going to report on?
  12. 12. Wants vs. Needs Wants! •  100% accurate address info" •  Swanky interface" •  Lead assignment happens exactly how you picture it" •  Mobile app" •  Instantaneous syncing" •  Every report" "" Needs! •  First name, last name" •  Working interface" •  Lead is assigned to correct person" •  Alerts to reps" •  Speedy syncing" •  Certain reports" **Heavyweight Hint: You MUST have some negotiables!**
  13. 13. For a Knockout... < 90%" > 90% "
  14. 14. Considerations •  CRM campaign sync •  Webinar connector •  Real time alerts •  Custom integrations •  Location look up •  Data validation options •  Reporting •  Individuals or companies •  Email sending by sales
  15. 15. Power Punch - Checklist #2 q  What version/type/plan of CRM do you have? q  What plan/package of Marketing Automation is needed? q  Set up? q  How long? q  Who helps? q  Documentation? q  Additional cost? q  De-duplication? q  What syncs? Modules, data, fields… q  What does “sync” mean? q  Screenshots, please!
  16. 16. The Implementation Round 2
  17. 17. Getting Ready for the Ring •  Who needs to be included? •  What are you responsible for? •  What is your vendor and/or implementer responsible for?
  18. 18. Sales & Marketing Alignment - The Power Combo •  What really makes a qualified lead? •  Anecdotal •  Look at won deals •  Assigned leads with no follow up •  What data does sales need? •  What new data could sales leverage? •  When and how to nurture? •  Data delivery •  Within CRM or marketing automation tool? •  Fields or embedded? •  Email or real time notifications? •  Mobile app? Phone call alerts? •  CRM tasks?
  19. 19. Finalize Your Game Plan •  Revisit your strategy •  Rank from most important to least important •  Give a rating •  Urgency or deadlines •  Amount of work needed •  Complexity •  Value to company/expected ROI
  20. 20. Consult Your Vendor **Heavyweight Hint: They are usually right!**
  21. 21. Shadow Boxing...Map It Out **Heavyweight Hint: Get visual – whiteboard, Visio, napkin** •  Overall lead flow between Marketing & Sales •  CRM & Marketing Automation specific
  22. 22. No, but seriously...
  23. 23. Flowchart - Example Win Deal Opportunity Pay-per-click" SEO" Trade show" Webinars" Forms" Emails" Lead Generation & Marketing Automation Cold Lead " Score <100" Hot Lead" Score >100" Nurture" Marketing Automation CRM
  24. 24. Power Punch - Checklist #3 q  Which system will be the master? q  What fields and modules sync? q  How do you configure or map the syncing? q  How does lead assignment and ownership work? q  What happens on the initial sync? q  How will it work after that?
  25. 25. Bad Data Got You Down and Out? This is not what I meant by data cleanup.
  26. 26. Clean Up Your Database! **Tip: The Super-Intern**"
  27. 27. Plan Your Attack •  Do it in phases •  What is going happen? •  Who does what? •  What order? •  When is this magic taking place?!
  28. 28. One Round at a Time •  Phase 1 •  Show value asap •  Sales buy-in •  Only 1 first impression •  General/broad is okay •  Phase 2 •  Advanced scoring •  Deeper segmentation •  More drip programs •  More granular ROI reporting
  29. 29. Be Brave – Don’t Throw in the Towel •  0% of integrations are perfect •  100% of integrations that don’t happen are not helpful •  Time = money •  Start somewhere
  30. 30. The Optimization Round 3
  31. 31. Review The Tapes – Where can you improve? •  Nurture your team for feedback •  Evaluate every 3-6 mo •  Use fresh eyes •  Account audit •  New features •  Put it on your calendar NOW!
  32. 32. Sales and Marketing Alignment - Part Three •  How are the leads? •  Favorites vs. left behind •  What is closing? •  Nurturing needs •  Content suggestions •  Meeting swap
  33. 33. Sales Engagement – Go for the KO •  Sales = best budget advocate •  Sales = world’s greatest efficiency test •  What are they using? •  What are they not using? •  And…WHY?
  34. 34. Sales Enablement – Bet on Your Sales Team •  But my sales team isn’t using it… •  Adjust the process or set up •  Train them (again) •  Train one rep à more $$ is contagious •  Sales = world’s greatest evangelist
  35. 35. Stay Vigilant (With Your Data) •  Better form experience = more accurate data •  Error messages in real time •  Fewer form fields, progressive profiling, conditional fields •  Validate email addresses •  Dropdowns •  Import Validation •  Internal Data Guidelines •  Required Fields & Dropdowns •  Data Cleanup Tools **Heavyweight Hint: Team effort – must use CRM and Marketing Automation Tool**
  36. 36. The Scorecard - Reporting
  37. 37. Questions
  38. 38. Client Services Manager Kathryn Honderd @PardotKathryn kathryn.honderd@pardot.com
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