Watch this exclusive Webinar entitled, “The Top 5 Benefits of Using Marketing Automation.” Brought to you by Dell Cloud Business Applications and Pardot Marketing Automation. In this information-packed presentation, Pardot co-founder and COO Adam Blitzer will use real-world customer examples to explain how you can: Improve lead quality Increase Marketing productivity and efficiency Increase market visibility and reach through multi-channel campaigns Gain deep insight into prospect interaction Deepen and solidify client relationships This pioneer in Marketing Automation for small and mid-size businesses will help you understand the dramatic impact Marketing Automation can have on your business. About Adam Blitzer Adam is the co-founder and COO of Pardot, responsible for product management, marketing, and operations. He is an industry-recognized expert and author in the field of marketing automation and a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels.

1. The Top 5 Benefits of
Marketing Automation
• Dell Cloud Business Applications
• August 29, 2012

2. Agenda
• Introduction
• Guest Speaker – Adam Blitzer, Pardot Marketing
Automation
• Dell Cloud Business Applications – Bill Odell
• Q&A
• Helpful Resources
2 Dell Cloud Business Applications

3. Asking a Question
To ask a question, open the Questions bar in your control
panel, type your question and submit it anytime during
the presentation
This Webinar is being recorded and a replay link will be
emailed to all registrants
3 Dell Cloud Business Applications

4. Today’s Webinar Panelists
Presenter: Adam Blitzer
Co-Founder and COO
@adamblitzer
Host: Bill Odell
Sr. Marketing Director
@bodel
4 Dell Cloud Business Applications

5. Top 5 Benefits of Marketing Automation:
What’s all the fuss about?
Presented by:
Adam Blitzer, COO, Pardot
@adamblitzer

6. #1: Improving lead quality
Look like a genius with smart web forms

7. Web leads – the problems
• Forms are too long – high drop off
• Forms are too short – not enough data for sales
• Duplicates
• Free email addresses (Gmail, Yahoo!, etc.)

8. Progressive profiling
• Forms remember the prospect
• Asks for additional data points with each
interaction
• Allows your forms to stay short and maximize
conversions

9. Progressive profiling example (1/3)

10. Progressive profiling example (2/3)

11. Progressive profiling example (3/3)

12. Maximizing touches

13. Keep forms short – then append!

14. Don’t hate, deduplicate
• Key off email address
• Keeps junk out of your CRM
• Builds a complete profile on an individual

15. Validating emails (no free rides)
• Free emails shows a low interest level (usually)
• Sales reps hate following up with these
• You eventually need a business address
• Case by case

16. #2: Real‐time activity alerts:
Striking while the iron is hot

17. Real‐time alerts
Responses within 5 minutes are 100 times as
likely to succeed as those within 30 minutes.
MIT study on inquiry response times

18. Real‐time alerts

19. Don’t be creepy

20. #3: Lead recycling:
Everyone needs a little nurturing

21. Cold prospects
• “This lead never picks up
the phone.”
• “This lead is not ready to
buy.”
• “This lead is not a good
fit.”

22. Cold prospects

23. Lost opportunities
• You win some, you lose some
• Don’t despair – the lead is still an asset
• Learn everything you can about the winner
• Nurture!

24. Lost opportunities

25. #4: The right message at the right time
Marketing isn’t just for prospects

26. Dynamic content
• You know a lot about clients – use that!
• One website – many variations
• Gives the right message to the right person
without self‐selection

27. Tailoring to a segment example (1/3)

28. Tailoring to a segment example (2/3)

29. Tailoring to a segment example (3/3)

30. #5: ROI analysis
Did any of this actually work?

31. Where do you start?
• Calculating ROI is crazy hard with long sales
cycles
• Juggling systems
• Source campaign or influencing campaign?

32. Tying everything together
Campaign system
• Cost
• Clicks
• Cost per click
Marketing automation system
• Prospects
• Assigned prospects
• Cost per assigned prospect
CRM system
• Opportunities
• Sales
• Revenue

33. Marketing nirvana
• Cost per opportunity
• Cost per sale
• ROI!

34. The Dell Cloud Business
Applications Advantage
34

35. Complete Front Office Automation Solution
Maximize Customer Lifetime Value
Marketing Sales Finance Service
Leads Opportunities Quotes Orders Invoices Collections Support
Up-Sell/Cross-Sell
Boomi
Accounting/ERP
Integrations
Dell Services
• Complete best-of-breed solution from a trusted provider
• Single point of contact for all implementation, training,
support, and vendor management
• Start where it makes sense for your business and add as you
grow
35 Dell Cloud Business Applications

36. Rapid Time to Value, Customer Success
Comprehensive services from a trusted partner
Pre-packaged
End-to-end support Flexible Financing
implementations
• Turnkey implementation • Single point of contact • Monthly billing
packages for Salesforce for all assistance • Pay by credit card
• Best practices consulting • Support portal and • Financing through
community Dell Financial Services
• Training, tutorials, and
knowledge libraries
36 Dell Cloud Business Applications

37. Q&A
37

38. Helpful Resources
Dell Cloud Business Applications Website:
www.dellcloudapplications.com/solutions/marketing-automation
– Marketing Automation Free Trial
– Marketing Automation Demo
– Marketing Automation Buyer’s Guide
38 Dell Cloud Business Applications

39. Thank you
Dell Cloud Business Applications
1-877-857-2364
www.dellcloudapplications.com