An Overview at a Pardot Lead Qualification Process

1,365 views

Published on

Ben Harrison's presentation at #torontoB2B VII

Published in: Business, Career
  • Be the first to comment

An Overview at a Pardot Lead Qualification Process

  1. 1. THE GLOBAL LEADER IN OH&S SOFTWARE WHERE I’M COMING FROM…• SAAS Occupation Health & Safety Solution BIG Corporate EMR + Safety + Industrial Hygiene Complicated product, sales, implementation• 90+% of business outside of Canada• Aggressive YoY Sales and EBITDA targets• Marketing team of 4 Content Marketing focus #1 objective is lead generation
  2. 2. THE GLOBAL LEADER IN OH&S SOFTWAREWHAT WE’VE BEEN DOING IN THE PAST YEAR • Implemented SalesForce • Implemented Pardot • (RE)Implemented Analytics • Took on Sales Quota (SQLs) • Supported UK acquisition • Launched Paid Search • Built out Content Marketing schedule • Renewed Website (content, SEO)
  3. 3. THE GLOBAL LEADER IN OH&S SOFTWAREOUR LEAD QUALIFICATION PROCESS 3
  4. 4. THE GLOBAL LEADER IN OH&S SOFTWARE HOW I LOOK AT THE WORLDKEY METRICS: • Weighted Net New Sales Funnel / % from Marketing • Average cost per SQL • # of and quality of Qualified Leads in pipeline • Total # sales from Marketing Sources
  5. 5. THE GLOBAL LEADER IN OH&S SOFTWARE QUESTIONS THAT I ASK MYSELF (DAILY)• “Tyranny of 1s and 0s”• Where do I find more leads? Where are our prospects? What is an acceptable cost per lead?• How do we engage the OH&S community? How to get our SMEs onto social?• What is happening with search? How do I ensure we are on RFPs?

×