How Sales Captures the "Win" with Marketing Automation


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How Sales Captures the "Win" with Marketing Automation

  1. 1. How Sales Captures the Win with Marketing Automation Derek Grant Director of Sales, Pardot
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 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, 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most 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., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. I’m Derek Grant •  I manage sales at Pardot, a company Motto: •  Be Brief •  Be Brilliant •  Be Gone Hi, I’m @derekgrant
  4. 4. What is Marketing Automation? At a high level
  5. 5. What is Marketing Automation? Lead Events Personalized 1:1 Messaging MARKETING SALES Buying Cycle Journey LEAD LEAD DATA
  6. 6. POLL Are you currently using a marketing automation system?
  7. 7. Features and Benefits 5 ways marketing automation adds value
  8. 8. Shift from selling to buying The Internet is changing the buyer’s journey
  9. 9. The sales process is changing •  70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions) •  By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner)
  10. 10. The sales process is changing
  11. 11. Give Sales X-Ray Vision Monday: • Message Left • Email Wednesday: • Message Left • Email • Click Thru Email • View 4 Pages • Search “Pricing” • View “Pricing” Page
  12. 12. Give Sales X-Ray Vision
  13. 13. Identify “Sales Ready” Leads Lead qualification drives sales performance
  14. 14. Sales Bandwidth is Limited •  Only 17% of leads convert to qualified opportunities (Bridge Group) •  80% of all marketing-sourced leads are mis-handled by sales (Forrester Research)
  15. 15. Focus on the Most Promising Leads Activities Determine Interest •  Form Submission +50 •  “Contact Me” Form +150 •  Page View +1 •  Careers Page -30 Demographics Determine “fit” •  US-Based, +$500M A+
  16. 16. Focus on the Most Promising Leads
  17. 17. Send Sales The Best Leads Timely follow up drives connect rates & pipeline
  18. 18. Being Timely Matters •  For inquiries submitted on the web, 78% of sales go to the first company to respond (InsideSales). •  25% of marketers that adopt mature lead management practices report that the sales team routinely contacts the prospects within one day (Forrester).
  19. 19. Strike While the Iron is Hot Assign The Best •  Automation Rules Assign “Sales Ready” leads •  Geography •  Industry •  Salesforce lead assignment rules •  Create SFDC Tasks •  Update Campaign Status
  20. 20. Strike While the Iron is Hot
  21. 21. Nurture Early Stage “Suspects” Stay top of mind with all your prospects
  22. 22. POLL Are you currently nurturing prospects?
  23. 23. Nurturing Drives Performance Educate Prior to Sales Engagement: •  Average 20% increase in sales opportunities from the nurtured leads (DemandGen Report) Eliminate Repetitive Sales Tasks: •  It takes an average of seven touches to convert a “suspect” to a “prospect,” which grows to eight touches for enterprise-level accounts (Bridge Group) Win More Deals: •  Nurtured leads have 47% higher order values than their non nurtured peers (Aberdeen Research)
  24. 24. Stay Top of Mind Nurture the Rest •  Nurturing stays in front of early stage prospects •  Warm up “Suspects” •  Sales Driven “Stay in Touch” •  Automated “Recycling” •  “On Behalf Of” •  Fakes Sincerity
  25. 25. Show Your Value Revenue growth garners respect for Marketing
  26. 26. Show the Value of Marketing CEO’s Don’t Trust Marketers •  80% of chief executive officers admit that they do not really trust and are not very impressed by their chief marketing officers (Fournaise Marketing Group). It Earns Respect •  76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” (Forrester Research)
  27. 27. Show the Value of Marketing •  Perception of Marketing as a “Cost Center” •  Granular Campaign Analytics empower data driven decisions: •  Search (SEO, PPC) Email (Blast, Drip) •  Social Media •  Everything is compared to revenue
  28. 28. Show the Value of Marketing
  29. 29. Questions?
  30. 30. Director of Sales Derek Grant @derekgrant