Join us as we explore the ways in which a sales team can increase sales…with marketing automation. This is a great webinar for both sales and marketing teams.

1. Marke/ng
Automa/on
For
Sales
The
Compe//ve
Edge
Presented
by:
Kevin
Goldstein,
Senior
Sales
Manager,
Pardot
August
9,
2012

2. A
li?le
about
me
• Joined
Pardot
sales
team
in
2007
• Daily
&
successful
sales
user
of
markeCng
automaCon
ever
since
• Huge
fan
of
jam-­‐band
“Phish”

3. The
tradi/onal
components…
• Email
MarkeCng
• Webinars
• Search
MarkeCng
• ReporCng
• …what
about
sales?

4. What
will
we
talk
about?
5
Ways
Marke/ng
Automa/on
Can
Help
Sales
• Lead
Capture
• Lead
QualificaCon
• Personalized
Email
AutomaCon
• Lead
Intelligence
• Automated
Lead
Alerts

5. Lead
Capture

6. Lead
Capture
• IdenCfy
companies
on
your
website
• IdenCfy
and
capture
actual
leads
• Augment
data
using
3rd
party
sources

7. Lead
Capture
• IdenCfied
Companies
• Based
on
IP
Address
• LocaCon
• Page
Views/Interests
Red
Box
CorporaCon
Techus
RoboCcs
TopNews

8. Iden/fied
Companies
"We
implemented
in
November
and
in
December
alone
the
tool
helped
us
iden/fy
prospects
without
wai/ng
for
them
to
fill
out
a
form.
Our
reps
were
able
to
call
in
as
soon
as
they
hit
our
website,
find
key
contacts
and
close
the
business
before
they
could
engage
with
one
of
our
compeCtors.”
MarkeCng
Manager

9. Lead
Capture
• Forms/Landing
Pages
• Deliver
Qualified
Ones
• Page
Views/Interests
qualify

10. Data
Augmenta/on
Iden/fied
Companies
Sr.
Vice
President
of
Sales
Vice
President
of
Sales
Korley,
Dan
Getner,
Barry
Account
Manager
• Find
Contacts
Account
Manager
Gilliam,
Lisa
Floehner,
Robert
Account
Manager
Davis,
Cathy
Leads
Inside
Sales
Manager
Clekler,
Bethany
• Pull
in
missing
data
points

11. Lead
Qualifica/on
Scoring
&
Grading

12. Lead
Qualifica/on
Scoring
• Implicit
behaviors
and
acCviCes
• Track
web
and
email
acCviCes
• Rank
leads
based
on
these
behaviors
• Pass
only
high
scoring
leads
to
sales

13. Lead
Qualifica/on
Grading
• Explicit
data
&
demographics
CEO
vs.
UnrealisCc
“let’s
get
weird”,
prospects

14. Personalized
Email
Automa/on

15. Personalized
Email
Automa/on
• Personal
Email
Tracking
• Rep
Driven
Nurturing
Programs
• Personalized
Email
MarkeCng
Campaigns

16. Personalized
Email
Tracking
• Reps
can
track
their
own
emails
• No
more
blind
prospec/ng

17. Rep
Driven
Nurturing
Programs
• Sales
reps
can
pass
leads
back
to
markeCng
5
days
15
days
30
days

18. Personalized
Email
Campaigns
• Email
markeCng
blasts
come
from
sales
reps
• Reps
get
all
replies
and
noCficaCons
YOU
(markeCng)
replies
alerts
reports

19. Lead
Intelligence

20. Lead
Intelligence
• Track
all
online
behaviors
Visits Page Views
Google AdWords Google Keyword Searches
Yahoo Keywords Site Searches
Drip Nurturing Email Clicks Email Opens
Email Link Clicks Webinar Responses
Twitter LinkedIn
Facebook Website Chats
• Put
into
CRM
for
easy
viewing
for
sales

21. Lead
Intelligence
• Allows
reps
to
profile
&
frame
the
conversaCon
He
aiended
this
webinar…
showed
interest
in
viewed
these
2
product
these
white
papers…
pages
on
the
site…
and
searched
for
“pricing”
on
the
site.
Now
that’s
music
to
my
ears,
sales
guy!

22. Lead
Intelligence
• and
follow
up
emails…

23. Automated
Lead
Alerts

24. Automated
Lead
Alerts
• Allow
your
sales
reps
to
act
faster
• Real
Time
• Daily
Summaries
• Mobile
Alerts

25. Automated
Lead
Alerts
• Real
Cme
by
email…
or
by
pop
up…
Robert
Smith
Company
name
Visit:
3
page
views
Apr
10,
2012
3:44
PM
Elizabeth
Foster
Company
name
Visit:
12
page
views
Apr
10,
2012
2:29
PM
Greg
Raymond
Company
name
Visit:
6
page
views
Apr
10,
2012
1:16
PM

26. Automated
Lead
Alerts
• Daily
Summary
Reports
ABC
Company
FirstRate
Blithe
MarkeCng
Prospect
University
Bright
Trends
Top
Management
Recruits
Blue
Edge
Brands
TriCompany
LLC

27. Automated
Lead
Alerts
• Mobile
Alerts
Basics
Media
Company
25.3.25.129
6
page
view
Apr
27
2010
11:55
AM
Ken
Henderson
Bendra
CorporaCon
Visit:
3
page
views
PointBreak
Technologies
Apr
27
2010
11:22
AM
93.25.395.159
12
page
views
Apr
27
2010
11:54
AM
Bethany
Minton
InsCtute
of
Health
Visit:
15
page
views
Connect
Personnel
Apr
27
2010
10:14
AM
33.49.236.234
20
page
views
Apr
27
2010
11:50
AM
Cathy
Sarpier
B4
Visit:
26
page
views
PCR
Solu/ons
Apr
27
2010
10:07
AM
Unknown
3
page
views
Apr
27
2010
11:22
AM
Devon
Price
Verdamin
LLC
DemandSessions
Visit:
2
page
views
Apr
27
2010
9:52
AM

28. Automated
Lead
Alerts
• Lastly….don’t
be
creepy!

29. Some
stats
before
we
close…
• 451%
increase
in
qualified
leads
• 47%
larger
purchases
than
before
implemented
• 7-­‐10%
adopCon
rate
by
B2B
organizaCons
*provided
in
Focus.com
industry
study

30. Closing
Thoughts

31. Closing
Thoughts
To
recap:
• Lead
Capture
• Lead
QualificaCon
• Personalized
Email
AutomaCon
• Lead
Intelligence
• Automated
Lead
Alerts

32. Ques/ons?

33. Contact
Informa/on
Pardot
Kevin
Goldstein
950
East
Paces
Ferry
Rd
Senior
Sales
Manager
Suite
3300
kevin.goldstein@pardot.com
Atlanta,
Georgia
30326
@kevin_pardot
404.492.6845
x120
877.3B2B.ROI
www.pardot.com