This deck features a case study highlighting the basic steps taken by SCI Solutions to kick off an initially successful lead nurture program using Pardot and Sales Cloud.

1. SCI Solutions Case Study
Jeremy Mason
Director – Demand Gen and Marketing Ops
@automatemkt
Building a Lead-Generation Machine at SCI Solutions

2. Background and bio
Challenge: Empowering Sales
Segmentation: Profiles/Personas (Who)
Qualification: Lead Rating (Why)
Nurturing (When)
Enabling Sales Follow-up
Agenda

3. Background and Bio
• 14 years in B2B e-marketing
• Former Web Designer/Developer
• 6 months at SCI
• 95% of desired functionality can be
achieved without coding
@automatemkt

4. Background and Bio
• Cloud Software for Healthcare
• Patient Referrals/Scheduling
• Analytics and Professional Services
@SCI4Healthcare
www.SCISolutions.com

5. Challenge: Empowering Sales
1. Large, inactive legacy database
2. New data source and personas
3. Pre-set, aggressive KPIs
4. Sales team in need of cleaner, actionable leads

6. Segmentation: Profiles/Personas
Primary Personas and Nurture Lists

7. Quick Reminder: Ecosystem Objects
warm
hot
cold

8. 1. Unknowns – Nurture into Profiles
• No Title or Industry
• Not “Gradeable”
2. Influencers – Create Organizational Pull through Execs
3. Target Execs – CIO/CTO, CEO, CFO
4. Suppressed – ‘Keep it clean” lists
• Emailed 2x in 14 days
• Previous exposures to drip content
• Irrelevant/Rejected titles
Primary and Secondary Personas
Segmentation
Firmographics
Role Specifics

9. Qualification: Lead Rating
Preparing for Sales

10. 5 Areas of Qualification
Lead Rating
1. Profile Data Completeness
2. Score (number)
3. Profile Grade (letter)
4. Timing/Aging (>25 days inactive)
5. Rating (influenced by all others)

11. 5 Points of Qualification
Lead Rating
1. Profile Data Completeness
2. Score (number)
3. Profile Grade (letter)
4. Timing/Aging (>25 days inactive)
5. Rating (influenced by all others)
Dynamic List
Score Threshold
Grade Threshold
Time

12. Capitalize on Default CRM Field
Rating Grade Score
Cold >D >5
Warm >C >15
Hot (inferred) >B >50
Hot (inquiry) NA =50
Lead Rating
Sales Rep
Lead Views
Tasks

13. Capitalize on Default CRM Field
Rating Grade Score
Cold >D >5
Warm >C >15
Hot (inferred) >B >50
Hot (inquiry) NA =50
Email Alert
Lead View
ROI Attribution
Lead Rating

14. Simple Drip Nurturing
Capitalizing on the Easy and Obvious

15. Drip Objectives: General
• Holistic approach to strategic accounts
• Encourage self-identification (role and firmo)
• Activate inactive prospects (“wake the dead”)
• 24-7 movement through the funnel
©2013 SCI Solutions | All Rights Reserved. 15

16. “Hot” (“Yes”) path first
Draft Asset Flows
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All

17. +5
+5
+5
+5
+15 +5
Sample Drip: July CFO Push
140
to Sales

18. Influencer and Unknown Role Nurture
Pardot Example
Primary Desired
Outcome
Long pause for
content in
development

19. Behavioral Nurturing Intro
Beyond Drips

20. Assets/Offers Automations
50 : C
30 : B+
50 : A+
Captured
Engagements
Personas
Behavioral Nurturing Intro
Sales Behavior

21. Enabling Sales Follow-Up
Empowering Sales

22. Enabling Sales Follow-up
• Pardot Training – Prospect Insights
• Priority Pages
• Wistia Videos
• AddThis shares
• Report Complementing Infographic
• Basis for infographic (1st Drip)
• Sales can email with tracking
• Demo Form Abandons
• Teleprospecting opportunity
• Qualify them for a demo

23. Thanks! See you around San Francisco
@SCI4Healthcare
@automatemkt