Your sales team can benefit from using marketing automation, too! Sales guru, Kevin Goldstein (Sr. Sales Manager at Pardot), walks us through the ways in which a sales team can increase sales…with marketing automation. As a sales executive who successfully uses marketing automation on a daily basis, Kevin will give you a first-hand, in-depth look at how sales can effectively: - Obtain a better understanding of a lead’s interests…prior to making the first contact call - Gain focused insight into where a lead is in the sales process - Determine when a lead is ready to purchase

1. How
Your
Sales
Team
Can
Benefit
From
Marke<ng
Automa<on
Presented
by:
Kevin
Goldstein,
Senior
Sales
Manager,
Pardot
LLC
March
8,
2012

2. A
li@le
about
me
• Joined
Pardot
sales
team
in
2007
• Have
been
a
daily
user
of
markeEng
automaEon
ever
since
• Huge
fan
of
jam-­‐band
“Phish”

3. The
tradi<onal
components…
• Email
MarkeEng
• Lead
Nurturing
• Paid
Search
MarkeEng
• Campaign
ROI
and
ReporEng
• …what
about
sales?

4. What
will
we
talk
about?
5
Ways
MarkeEng
AutomaEon
Can
Help
Sales
• Lead
Capture
• Lead
QualificaEon
• Email
AutomaEon
• Lead
Intelligence
• Real
Time
Lead
Alerts

5. Lead
Capture
Iden<fied
Companies
&
Leads

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

7. Lead
Capture
• IdenEfied
Companies
• Based
on
IP
Address
• LocaEon
• Page
Views/Interests

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
compeEtors.”
MarkeEng
Manager

9. Lead
Capture
• Forms/Landing
Pages
• Lead
Management
• Page
Views/Interests
qualify

10. Data
Augmenta<on
Iden<fied
Companies
• Find
Contacts
Leads
• Pull
in
missing
data
points

11. Lead
Qualifica<on
Implicit
vs.
Explicit
Behaviors

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

13. Lead
Qualifica<on
Grading
• Explicit
data
&
demographics
CEO
vs.
UnrealisEc
weird,
prospects

14. Email
Automa<on

15. Email
Automa<on
• Personal
Email
Tracking
• Rep
Driven
Nurturing
Programs
• Personalized
Email
MarkeEng
Campaigns

16. Personal
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
markeEng
5
days
15
days
30
days

18. Personalized
Marke<ng
Campaigns
• Email
markeEng
blasts
come
from
sales
reps
• Reps
get
all
replies
and
noEficaEons
YOU
(markeEng)
replies
alerts
reports

19. Lead
Intelligence

20. Lead
Intelligence
• Track
all
online
behaviors
• website,
email,
social
media
and
more
• Put
into
CRM
for
easy
viewing
for
sales…
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

21. Lead
Intelligence
• Allows
reps
to
profile
&
frame
the
conversaEon
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. Real
Time
Lead
Alerts

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

25. Lead
Alerts
• Real
Eme
by
email…
or
by
pop
up…

26. Lead
Alerts
• Daily
Summary
Reports

27. Lead
Alerts
• Mobile
Alerts

28. 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%
adopEon
rate
by
B2B
organizaEons
*provided
in
Focus.com
industry
study
©
2012
Focus,
Inc.
hip://www.focus.com/images/view/61559/

30. Closing
Thoughts

31. Closing
Thoughts
To
recap:
• Lead
capture
• Lead
qualificaEon
• Email
tracking
• Lead
intelligence
• Real
Eme
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