Are you a B2B marketer that struggles to keep the pipeline fully stocked with a steady flow of high-quality leads? Have no fear! Regardless of your company’s size or industry, you can generate better leads, nurture them through the pipeline, and close deals faster. Join us to learn how adding marketing automation to your CRM strategy will change the way you do business—and keep your sales funnel forever flowing.

1. CRM Strategies for Accelerating Pipeline
Growth
Chris Grindler
Senior Manager, Member Acquisition
GBTA
Suzy Matus,
Manager, Customer Marketing
Salesforce Pardot

2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or
service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts
or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible
mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our
employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com
products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of
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recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information
section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be
delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking
statements.

3. Website
Social
Media
Email
References
Community
Buyers Are More Connected than Ever Before

4. ABOUT
US
CONSUMER
REVIEWS
SOCIAL
MEDIA
COMMUNITY
DISCUSSIONS
PRICING
PAGE
CONTACT
SALES
GOOGLE
SEARCH
By
2020,
85%
of
the
buyer’s
journey
will
be
completed
before
the
buyer
reaches
out
to
sales.
85%
Buyers Are Controlling Today’s Sales Process

5. Be
Appealing:
EnCce
with
Value
Be
Available:
Put
Yourself
Out
There
Be
Smooth:
Make
It
Hard
to
Say
No
How to Win at Lead Generation

6. Chris
Grindler
Senior
Manager,
Membership
AcquisiCon

7. What do you have to offer
potential customers?

8. AnCcipate
Needs
&
Pains
Think
Laterally
Stand
Out
From
The
Crowd
Content Is The Hook
Be
Appealing

9. Become
a
Trusted
Resource
Provide
Reasons
to
Interact
Understand
What
Leads
are
Interested
In
Content and Lead Generation Are BFFs
Be
Appealing

10. Easy
Content
Storage
Tracked,
Custom
Links
Landing
Pages
and
Forms
Pardot Powers Your Content
Be
Appealing

11. How do people find your
content?

12. Use
Your
Own
ProperCes
OpCmize
for
SEO
Share
on
Social
Help People Find You – For Free!
Be
Available

13. Google
AdWords
RetargeCng
Find
Your
Social
Medium
Grow Your Audience Through Ads
Be
Available

14. OpCmize
Your
Pages
Manage
Social
Sharing
Track
Campaign
Success
Pardot Helps You with Free & Paid Channels
Be
Available

15. How Do You Turn Suspects
Into Prospects?

16. Use
Short
Forms
Make
It
Relevant
Follow
up
based
on
the
funnel
Improve Your Chances of Conversion
Be
Available

17. Segment
for
Relevancy
Nurture
Over
Time
Use
“Thank
You”
Content
Keep Them Coming Back For More
Be
Available

18. Easy,
Visual
Builders
Automate
All
The
Things!
Test
and
Adapt
Based
on
Customer
Data
Pardot Is Your Conversion Machine
Be
Available

19. CASE STUDY:
The GBTA Event Marketing
Transformation

20. Efficiency
Conversions
Engagement
Precise
TargeMng
Cost
Time
to
Convert
Time
to
Market
Pardot Has Transformed GBTA Event Marketing
Key Benefits

21. Event score drives
targeting
Top
Tier
18%
Conversion
Mid
Tier
3%
Conversion
BoQom
Tier
0%
Conversion
How GBTA Uses Marketing Automation for Events
Capture | Nurture | Target | Convert
Lead
AcquisiCon
Prospect
TargeCng
Prospect
Conversion
1. Text emails from
meaningful
personas
2. Abandon cart emails
3. Dynamic content
with promo codes
4. Page actions with
alerts to inside sales
team
Email form on every page
Leads for event drip
campaigns

22. Increased return on marketing investments
20%
registraMon
growth
50%+
reducMon
in
markeMng
expenditures
Bottom Line Results

23. Process Improvements at GBTA

24. 8X
increase
in
new
requests
serviced
per
month
Fulfillment
Mme
reduced
by
70%,
to
less
than
48
hours
Pardot Use Has Transformed GBTA Event Marketing
Key Process Metrics

25. Formula For Lead Generation Success
Be Appealing
Entice with Value
Be Available
Put Yourself Out There
Be Smooth
Make It Hard to Say No
1 2 3

26. Questions?

27. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA