Salesforce Data.com + Pardot
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The document discusses how combining Data.com and Pardot can help optimize marketing and sales processes from lead generation to customer acquisition. It outlines benefits like generating better leads through lead enrichment and standardized data, nurturing leads more effectively with personalized campaigns, improving sales conversion rates with better lead routing and scoring, and gaining insights through integrated reporting. An example is provided of how inbound leads can be automatically enriched and routed to targeted marketing campaigns.
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Salesforce Data.com + Pardot
- 2. Smarter Marketing. Better Results. Supercharge your B2B Marketing and Sales results with Pardot and Data.com
- 3. From Leads to Customers Personalization is crucial for effective nurturing, but difficult to do well at scale http://www.neustar.biz/resources/whitepapers/activation/pers onalized-marketing-glossary.pdf
- 4. Top Marketing Priority: Turning Leads into Customers Increase Marketing Personalization Reduce opt-outs Improve prospect engagement VP, Demand Gen Expedite Qualified Leads to Sales Accelerate lead progression Improve conversion rate Marketing Challenge 1: More Effective Campaigns Marketing Challenge 2: Better Alignment with Sales
- 5. From Leads to Customers Improving alignment between Marketing and Sales brings significant benefits Source: Demand Metric, 2013 http://www.demandmetric.com/system/files/templates/sales__m arketing_alignment_-_benchmarking_report.pdf 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)
- 6. Complete Insight Nurture Pipeline Generate Better Leads Improve Close Rates More Sales + Optimize lead generation and marketing efficiency to increase sales Drive Results from Lead to Close with Salesforce
- 7. Benefit #1: Generate Better Leads Optimize the Web-to-Lead Process • Easily create campaigns and tactics to find new prospects • Connect and interact with leads across multiple channels • Ask for less information up-front to increase response rates, then append/enrich relevant data • Standardize key information, such as company name, industry classification, company size, etc. + Data.com Clean enriches your leads with detailed individual and company details
- 8. Deliver Intelligent, Personalized Interactions • Automate personalized multi-touch content at scale • Send emails that cater to specific prospect needs • Leverage industry and revenue and title details to deliver more targeted marketing • Standardized data enables more reliable segmentation to route leads into the most relevant campaigns Benefit #2: Nurture Pipeline + Pardot allows marketers to easily set up and deliver engaging content
- 9. Benefit #3: Improve Close Rates Enable Sales to Pursue the Best Leads • Ensure reps focus on top leads with lead scoring and grading • Manage leads through the entire sales cycle with native Sales Cloud integration • Additional company context about leads enables more sophisticated up-front scoring/grading • Use corporate hierarchy information to make sure qualified leads are routed to the right reps/teams + Reps get sales alerts in real time through Pardot LeadDeck
- 10. Benefit #4: Complete Insight Make Smarter Marketing Decisions • Measure revenue contribution and track ROI to justify marketing spend and quantify campaign success • Establish accountability between Marketing and Sales • Understand your addressable market opportunities • Discover new trends in your customer and prospect data + Both Pardot and Data.com include extensive reporting capabilities
- 11. Demonstration Using Pardot + Data.com to Improve Marketing Processes Scenario 1: Automated Routing to Targeted Marketing Campaign Inbound lead through marketing channel Enrich with detailed individual and account info Lead info maps to specific campaign? Route to targeted marketing drip campaign
- 38. A
Editor's Notes
- Challenge 1: Tarek Driving effective campaigns Challenge 2: Alyse Better align with sales – have more qualified leads progress quickly through the funnel over to sales to impact conversion rates
- What is MA? 8% of SFDC Customers Fastest growing segment in CRM Industry has grown 11x’s in past 4 years Why is this happening? Buyers don’t want to talk to sales until they are ready Sales engages too early and sales cycles get longer The success rate of a cold call is low and takes a lot of effort How to help – Data+Pardot, next slide
- Remind about the problem – buyers want to research/sales can’t reach out prematurely Technology is how we can help – 4 areas we’re focusing on 1) helps marketers to drive more and better leads for their sales team 2) give sales the ability to get involved at the exact right moment 3) resulting in higher conversion and more revenue and customers for the organization 4) Complete insight for the sales team into their leads and Marketers insight into how all their campaigns are contributing to rev
- Pardot Generating top of the funnel leads is all about understanding: who are my prospective buyer where are they (search, blogs, social, our website, email, etc) what’s the best way to reach them with our content? 1) easily set up new campaigns right within Pardot 2) one platform to manage your content, distribute and manage these campaigns across a number of different channels 3) Get in front of your prospective buyers in the places that you know they are. 4) use things like landing pages and forms where you can start to understand who these folks while understanding their engagement to determine when they should be passed to the sales team
- 17% of marketing leads turn into an opportunity 83% aren’t ready Sirius Decisions says 80% of non sales ready leads will buy within 24 months Marketers work hard to capture all of them… so what do we do with those that aren’t ready? Effective lead nurturing is all about being able to create a customized 1:1 buying experience for your prospects. Nearly ½ of buyers say that the commercial emails they receive are not targeted to their "wants and needs” (eMarketer). Data You need to understand exactly who these people are and what they care about, so that you can get timely and relevant content to them to nurture them and ultimately drive higher conversions. Nurtured leads have more trust in your brand, understand your solutions better and have a stronger belief that they need a new solution like yours and so research shows nurtured leads spend 44% more than non nurtured leads. We allow you to do all of this and in a way where you can embrace ABT (always be testing) to try different nuances and let the system pick the winner and ultimately drive higher lead conversions.
- Pardot The 3rd benefit is all about better enabling your sales team to convert the leads that marketing is sending over. Buyers have done a lot of work, they are somewhat through their journey Sales has complete insight into this and can prioritize based on their engagement through visibility and lead scoring/grading. All being on Salesforec1 these real time alerts can occur whereever the sales person is This results in higher close rates, bigger deals and shorter cycles.
- Pardot The last and perhaps the most important benefit behind all of this is the ability to, for the first time ever, measure everything and anything that sales and marketing are doing so you can see exactly what works, repeat what does and tweak what’s not working. We have amazing reporting options through Pardot and through sales cloud, so no matter where you live you know exactly what’s driving conversions, revenue and ultimately ROI.