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)
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
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.