1. The Missing Link Mapping Pardot to your business to drive maximum revenue Erica Ryan Micky Long

5. Aberdeen Comparison Laggard vs. Best in Class Bid to win ratio Increase in new leads Revenue Increase 0% 10% 20% 30% 40% Laggards BIC

6. Lead Management Improvement Strategies Increase # of Sales-ready leads Develop formal nurture program Better Segment/Target 30% 40% 50% 60% 70% Laggards BIC

7. BIC Capabilities 5 = Current capability 1 = Capability does not exist Track online behavior on individual basis Determine when leads are sales-ready Prioritize leads passed to Sales Best In Class All Others Align Marketing content to buy cycle Deliver Marketing content at buy cycle stages Score leads based on behavior 1 2 3 4 5 4.0 3.8 3.7 3.6 3.4 3.0 3.1 2.9 3.3 2.8 2.9 2.5

8. Marketing maturity index

11. How Pardot helps Builds lead priorities based on prospect activity and profile Enables prospect segmentation within Marketing and Sales Begins closed-loop interaction Lead scoring/grading - based on prospect behavior and profile

13. How Pardot helps Builds lead priorities based on prospect activity and profile Enables prospect segmentation within Marketing and Sales Begins closed-loop interaction Drip campaigns - automated follow-up with intelligence

15. How Pardot helps Provides detailed activity as well as revenue and opp. tracking Key focus area for expanded capability within Pardot Reporting- based on prospect behavior and profile

16. Lessons from the real world

17. A.D.A.M. Background A.D.A.M. consists of 3 very distinct business units – Health Solutions, Benefits Solutions (Benergy), and Education Solutions, all with completely different audiences, products and clients. Up to February 2010, all lead generation was handled by the sales organization. Marketing supported lead gen with campaigns, but all leads were directed to lead generation specialists. “Nurturing” was done by the lead generation specialist as one off emails, or their own salesforce campaigns .

18. A.D.A.M. Challenge In February 2010, the positions for inside lead generation specialists for Benefits and Health Solutions were made redundant. Where did lead gen go overnight?

19. A.D.A.M. Challenge MARKETING!

21. A.D.A.M. Challenge Did I mention overnight?

22. A.D.A.M. Challenge What did marketing do?

23. A.D.A.M. Solution Called Derek at Pardot.

24. Background Had been trying to convince management to implement a lead nurturing system for almost a year Leads from our website were difficult to follow – went directly into salesforce and once in sales’ hands marketing had little control Had to manually set up all forms for all marketing campaigns and for the website Sales did not want marketing putting marketing leads in salesforce – wanted to keep them separate We had very few marketing items we could use in emails and drip campaigns (only 4 case studies)

25. Implementation Even More Challenges at Implementation Education business unit not using Pardot Health Solutions business unit implemented with no internal support from IT and little to no support from sales Benefits Solutions business unit marketing director not even in place yet when implementation began Health Solutions sales team only wanted qualified leads – people ready to buy Benefits Solutions sales team wanted ALL leads

26. Implementation Pardot was great! Within first 3 months we had set up: Sales inquiry form on website Multiple Case study forms Multiple Demo forms Custom email communications with forms and landing pages Conference invitation emails and landing pages

27. Implementation “ It was so easy we went NUTS setting up campaigns, forms, landing pages, emails…”

28. Metrics (May not have thought that through completely at the beginning…) CEO – Now report on all of it!

29. Metrics

30. Pardot Metrics

31. Metrics What defines a “good” lead? Hard lead? Nurturing-worthy lead? Scoring? Grading? Soft lead?

32. Metrics - What Marketing Measures Q2 Marketing Campaign Metrics Prospects Assigned Leads Soft leads Hard leads Email Campaigns - Soft leads = anyone who opened the email; Hard leads = someone who contacted us or viewed a document Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Web Forms - Prospects = people who viewed landing page, Soft leads = people who filled out the form, Hard/Assigned Leads = leads sent to sales Sales inquiry form Online Demo Case Study 1 Case Study 2 Case Study 3 Case Study 4 Conferences - Assigned/Soft leads = people who clicked through to adam.com for more info or Assigned/Soft leads = people who came to booth, Hard leads = good leads Conference 1 Pre-Show Email Conference 1 Booth Leads Conference 2 Booth Leads Conference 3 Booth Leads TOTAL

33. Metrics - Issues Found Sales not always setting opportunity even after pricing provided Sales not always setting opportunity amount even though opportunity has been created Marketing can assume at least an amount of $10K per deal, but not true pipeline Just started including lead source on all online forms so we can report from salesforce in addition to Pardot Just started grading prospects based on activities in Q3, will start reporting for Q3 Sales cycle can be anywhere from a few months to SEVERAL YEARS

34. Metrics - What the CMO and CEO Want Assumed Pipeline Opportunities Created by Sales Opp Amt Closed Amount Oppty conversion rate # Closed Won Email Campaigns - Soft leads = anyone who opened the email; Hard leads = someone who contacted us or viewed a document Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Web Forms - Prospects = people who viewed landing page, Soft leads = people who filled out the form, Hard/Assigned Leads = leads sent to sales Sales inquiry form Online Demo Case Study 1 Case Study 2 Case Study 3 Case Study 4 Conferences - Assigned/Soft leads = people who clicked through to adam.com for more info or Assigned/Soft leads = people who came to booth, Hard leads = good leads Conference 1 Pre-Show Email Conference 1 Booth Leads Conference 2 Booth Leads Conference 3 Booth Leads TOTAL

35. Moving Forward Still a work in progress Grading Lead Source Drip Campaign Testing Implemented for Q3 Planned for Q4 Work more closely with Sales Team to develop lead scoring and prioritization First true drip campaigns to be implemented Benefits Pardot forms on website

36. Last Words

37. Metrics – The who and the what CMO Marketing Director Campaign/Activity Mgr. ROMS Quarterly Return on Spend Return on Campaign Email click-throughs Lifetime Total Value Return by Channel Web visits Net Present Value Return by Progam Page Views Monthly # of Leads to Customers Form Submits #Marketing Qualified Leads Demos Conducted MQL-SQL Conversions Webinar registrations SQL-Close Webinar attendance Overall Revenue Attainment from MQLs

38. Roadmap to Success Evaluate where you are (no cheating) Buy your Sales (or Marketing) team a beer Love thy customer (or at least accept that they’ve won) Elephant-eating is a marathon, not a sprint When you get it right, do it over again

39. Questions? Thank you. Erica Ryan Micky Long [email_address] [email_address]