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Shorten Your Sales Cycle Using Pardot & SugarCRM

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Webinar presented in partnership with SugarCRM in August 2011.

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Shorten Your Sales Cycle Using Pardot & SugarCRM

  1. 1. Shorten Your Sales Cycle:How Pardot and SugarCRM empower Sales <br />Presented by:Derek Grant, SVP of Sales, Pardot<br />
  2. 2. A Little About Us<br />A Team of 12 sales pros and only 2 marketers.<br /><ul><li> Marketing automation company founded in 2007
  3. 3. More Than 750 clients
  4. 4. Target SMB companies with a complex sales cycle
  5. 5. 100 % inside sales</li></li></ul><li>Shorten Your Sales Cycles13 Practical Steps<br />
  6. 6. 1. Capture<br />Visitor Report <br /><ul><li>Lead generation
  7. 7. Validation of response</li></ul>Scan Quickly<br /><ul><li>Number of pages?
  8. 8. Location?
  9. 9. Search Term?</li></ul>Who do you call?<br /><ul><li>Your target champion</li></li></ul><li>2. Qualify<br />Sales Drinks From a Fire Hose:<br />Eyeball<br />Score<br /><ul><li>Implicit Activities</li></ul>Grade<br /><ul><li>“Ideal Customer” Profile</li></li></ul><li>3. Augment<br />Use 3rd Party Data<br /><ul><li>Jigsaw
  10. 10. Social
  11. 11. Facebook
  12. 12. Twitter
  13. 13. LinkedIn
  14. 14. Klout</li></li></ul><li>4. Identify<br />Exceptional Activities:<br /><ul><li>Search Terms
  15. 15. Key Content
  16. 16. Buying Signals
  17. 17. Pricing Page
  18. 18. ROI calculator
  19. 19. Trial Registrant</li></li></ul><li>5. Assign<br />Assign Exceptional Leads<br /><ul><li>Exclude Tire Kickers
  20. 20. Combination of Activity, Recency and Intent</li></li></ul><li>6. Notify<br />Review Comments, Referrer and Activity<br />
  21. 21. 7. Enlighten<br />Pass relevant touchpoints to Sales<br /><ul><li>Search Terms
  22. 22. Online Activities</li></li></ul><li>8. Prioritize<br />Once a lead passes to the CRM, adjust your Lead / Contact View<br /><ul><li>Add Score, Grade, Last Activity as sorting criteria
  23. 23. Suggestion - Start with Grade, then Score, then Activity Date</li></li></ul><li>9. Communicate<br />Track Ad-Hoc Emails<br /><ul><li>Accompany voicemail with email
  24. 24. Link to value added content
  25. 25. Online Demo, Analyst Reports, Conference, etc…
  26. 26. Independent Sites </li></ul>Best Practices:<br /><ul><li>Mask the Link
  27. 27. 1 Recipient per email</li></li></ul><li>10. Alert<br />Alert Sales when Prospects re-engage<br /><ul><li>In SugarCRM, LeadDeck and Email Alerts</li></li></ul><li>11. Supplement<br />Standardize Prospect Data<br /><ul><li>Create Fields for +/-10 things that help you sell
  28. 28. Unified Sales & Marketing Data
  29. 29. Rep-supplied data points help target email campaigns</li></ul>Things you wouldn’t get on a form<br />
  30. 30. 12. Nurture<br />Prospects hate sales<br /><ul><li>Nurture non-responsive leads
  31. 31. Give sales access to campaigns</li></ul>Fake Sincerity<br /><ul><li>Appears to be from sales</li></ul>Automate Closed/Lost<br />
  32. 32. 13. Measure<br />Accountability<br /><ul><li>Sales & Marketing work together
  33. 33. Track the “Status” and “Created Date”
  34. 34. Identify ignored leads</li></ul>Some bad still get through…<br /><ul><li>Mark as Unqualified</li></ul>This syncs with Pardot<br />Stops nurturing<br />
  35. 35. Tips for Success<br />Run a couple of campaigns<br />Don’t Expose too soon<br />Phase-in Reports<br /><ul><li>Visitor Reports
  36. 36. Prospect Reports / LeadDeck</li></ul>Sales-Proof<br /><ul><li>Simple Options</li></ul>Find a success story<br />
  37. 37. Sales Do’s and Don’ts<br />Do<br /><ul><li>Focus the conversation on the prospect’s interests
  38. 38. Respond in a timely manner
  39. 39. Nurture leads who are not ready to buy today / don’t engage
  40. 40. Leverage the CRM as the primary way to get data</li></ul>Don’t<br /><ul><li>Be creepy
  41. 41. Let the prospect know that you are responding because of their activity
  42. 42. Jump on anonymous visitors
  43. 43. 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 />SVP of Sales<br />derek.grant@pardot.com<br />@derekgrant<br />404.492.6848<br />877.3B2B.ROI<br />@pardotwww.pardot.com<br />

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