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How Pardot Uses Pardot for Sales - Pardot Users Conference

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How Pardot Uses Pardot for Sales - Pardot Users Conference

  1. 1. How Pardot Sales Uses PardotTips and Tricks to Maximize Sales Effectiveness<br />Presented by:Derek Grant, VP of Sales<br />
  2. 2. We Drink Our Own Kool Aid<br />Sales is a Power User of:<br />Lead Qualification<br />Lead Activity Tracking<br />Lead Management<br />Social Profile Building<br />Sales Alerts<br />Visitor Alerts<br />Prospect Alerts<br />LeadDeck<br />Rep-Driven Nurturing Campaigns<br />Email Plug-in<br />We Drink Our Own Kool Aid<br />
  3. 3. A Little About Us<br />A Team of 7 awesome sales pros<br /><ul><li>…and me.</li></ul>It’s Easy Being Green<br /><ul><li>All Pardot sales people have under 3 years experience
  4. 4. No bad habits</li></ul>Open Territory Model:<br /><ul><li>Like herding cats
  5. 5. Unlimited Opportunity
  6. 6. Eliminates “Bad” territories
  7. 7. Can be a management headache</li></li></ul><li>Total Professionals<br />
  8. 8. Lead Qualification<br />Not Just Score… Score+Grade<br /><ul><li>Identify the most active / best “Fit” prospects</li></ul>Scoring Model <br /><ul><li>Simple Customizations such as “Test Drive Form”
  9. 9. Priority Pages + Score Increases </li></ul>Grade<br /><ul><li>Our “Ideal Customer” profile
  10. 10. Not all grading data is automated</li></li></ul><li>Lead Activity Tracking<br />Pardot Doesn’t Make You a Mind Reader…..<br /><ul><li>Focus sales cycles on the most obvious activities
  11. 11. “Buying Signals”</li></ul>Search:<br /><ul><li>What did they call it?
  12. 12. Captures Intent (e.g., “Pricing”)</li></li></ul><li>Lead Management<br />Not All Leads Should Go to Sales<br /><ul><li>Exclude Tire Kickers / Suspects
  13. 13. Sales is drinking from a fire hose
  14. 14. ROI will impact your bottom line</li></ul>Simple Lead Management:<br /><ul><li>Send an Alert when a lead meets the definition of MQL / who show “Buying Signals” </li></ul>The “Eyeball Test”<br />
  15. 15. Assigned Lead Alerts<br />Check out Comments and Notes<br /><ul><li>Comments are Prospect provided
  16. 16. Notes are Lead Management Provided</li></li></ul><li>Handoff to CRM<br />You’ve got the lead…now what?<br /><ul><li>We track the “Lead Status” of each marketing generated lead
  17. 17. This is compared to the “Pardot Lead Created” Date
  18. 18. If not changed from “Open”, Why did we not follow up on Marketing Generated leads?</li></ul>Just because Marketing says they are qualified…<br /><ul><li>Take a look at the lead
  19. 19. If not good, mark Unqualified</li></ul>This syncs with Pardot<br />No more nurturing<br />
  20. 20. Lead Prioritization<br />Once a lead passes to the CRM, adjust your Lead / Contact View<br /><ul><li>Add Score, Grade, Last Activity as sorting criteria
  21. 21. Suggestion - Start with Grade, then Score, then Activity Date</li></li></ul><li>CRM Provides More Data Points<br />We sync CRM data to Pardot<br /><ul><li>Data points gleaned by Sales can help target email campaigns</li></ul>Things you wouldn’t get on a form<br /><ul><li>Provide a single location for call information</li></li></ul><li>Social Profile Building<br />Better Understand the Prospect<br /><ul><li>Check Out their Profiles
  22. 22. Validate Information through LinkedIn & Jigsaw</li></ul>Social provides another Touch Point:<br />Twitter – Follow Them<br />LinkedIn – School & Prior Positions?<br />Facebook – Family?<br />
  23. 23. Sales Alerts<br />Respond to Prospect Activities<br /><ul><li>LeadDeck</li></ul>Did you call and they not answer?<br />Jump into CRM<br /><ul><li>Prospect Report </li></ul>Did the Prospect Respond to a Nurturing Campaign?<br />Did they return unsolicited<br />Best Practice for Alerts<br />Never Indicate that you “Saw they were active”<br />Creepy<br />
  24. 24. Sales Alerts – Visitor Capture<br />Visitor Report <br /><ul><li>Used as a Lead Generation Vehicle
  25. 25. Validation of response</li></ul>Scan Quickly<br /><ul><li>Number of pages?
  26. 26. Location?
  27. 27. Search Term?</li></ul>Who do you call?<br /><ul><li>You know your prospects</li></ul>Who Gets What?<br /><ul><li>First Letter of Name</li></li></ul><li>Rep-Driven Nurturing Campaigns<br />Triggered inside the CRM<br /><ul><li>Non-Responsive / Longtail prospects
  28. 28. Examples of Campaigns</li></ul>Use Light HTML<br /><ul><li>Reps don’t create HTML messages.
  29. 29. “From” address branding, makes it appears to have come from Outlook
  30. 30. Brian Carroll – Nurturing with the “Human Touch”</li></ul>Heavy HTML is for Marketing<br />
  31. 31. Email Plug-In<br />Track Ad-Hoc Emails<br />Our Rule:<br /><ul><li>All Voicemails must be accompanied by an email
  32. 32. Links Include:
  33. 33. Demo
  34. 34. Analyst Report
  35. 35. 3rd Party Sites (Blog, ecosystem)</li></ul>Best Practices:<br /><ul><li>Mask the Link with Anchor Text
  36. 36. Only 1 Recipient per email</li></li></ul><li>Gaining Sales Buy-In<br />Run a couple of campaigns<br /><ul><li>Have meaningful data available for sales</li></ul>Don’t Expose too soon<br /><ul><li>Otherwise, it’s just an annoying blank section in the CRM</li></ul>Phase in Reports<br /><ul><li>Visitor Reports may not be appropriate for all prospects
  37. 37. Once prospects are tracked, enable Prospect Reports/LeadDeck</li></ul>Sales-Proof<br /><ul><li>Don’t make CRM Processes more complex (simple options)</li></ul>Find a success story<br />
  38. 38. Sales Do’s and Don’ts<br />Do<br /><ul><li>Focus the conversation on the prospect’s interests
  39. 39. Respond in a timely manner
  40. 40. Nurture leads who are not ready to buy today / don’t engage
  41. 41. Leverage the CRM as the primary way to get data</li></ul>Don’t<br /><ul><li>Be Creepy
  42. 42. Let the prospect know that you are responding because of their activity
  43. 43. Jump on anonymous visitors
  44. 44. Give Info to Sales too soon</li></li></ul><li>Thanks for Your Time<br />Pardot<br />950 East Paces Ferry Rd<br />Suite 3300<br />Atlanta, Georgia 30326<br />Derek Grant<br />VP of Sales<br />derek.grant@pardot.com<br />404.492.6848<br />877.3B2B.ROIwww.pardot.com<br />

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