Build Your Army of One: Using Marketing Automation with Limited Resources Colin Berta Principal Marketing Architect @bertacolin

Roy Keely VP of Market Strategy Xcentric Jana Rhyu Director of Marketing LoopUp

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There is more power in one Google search than NASA used to land a man on the moon.

1969-2014

of blogs & communities Billions

tweets/day 500 million

hours watched/day 200 million

emails sent/day 2.5 billion

Conversations are Exploding

The Way Customers Find Information Has Changed

Email

Website

Social Media

Community

References

Customer

More Than Ever, Customers Are Educating Themselves

Customers contact sales reps when they’ve completed

60% of the purchase decision process

Customer Interest Begins

Customer Purchase Decision

More Than Ever, Customers Are Educating Themselves

More accurately,

60% of the sales process

just disappeared

Customer Interest Begins

Customer Purchase Decision

More Than Ever, Customers Are Educating Themselves

By the year 2020,

85% of the sales process

is expected to disappear

Customer Interest Begins

Customer Purchase Decision

A Disjointed Approach to Sales and Marketing Doesn't Cut it Anymore 79% of Marketing leads ARE NOT pursued

Limited Visibility

Poor Lead Quality

Not Enough Leads

Low Lead Conversion

Missed Revenue

Target

“We need to stop interrupting what people are interested in & be what

people are interested in.”

Craig Davis

Chief Creative Officer, Worldwide J. Walter Thomson (World’s 4th Largest Ad Agency)

What if Marketing could influence the conversation?

B2B Marketing Automation for Salesforce Market Smarter. Sell Faster. Delight Customers.

Single point for marketing execution

Complete visibility into cross channel marketing

Identify truly hot leads, and get them to sales fast

Prove value on all marketing efforts

How does it work?

Fill Your Pipeline with a Steady Flow of Qualified Leads

Easily create campaigns to find new prospects Send emails that cater to specific prospect needs Connect to new leads across multiple channels

Enable Sales to Pursue the Best Leads at the Right Time

In-depth prospect tracking and analytics Get notified of Sales alerts in real time through LeadDeck Access to a complete prospect profile with Salesforce Integration

Leverage Drip Programs for Scale

Drag and drop logic Immediate efficiencies Built-in Sales Cloud integration

Gain the Insight to Make Better Decisions

Establish accountability between Sales and Marketing Measure revenue contribution and track ROI Make smarter decisions and justify marketing spend

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demo, video, Q&A, etc. Pardot Customer Speakers

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Partner logo in white area of

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Roy Keely VP of Market Strategy

Who is Xcentric? • Boutique Cloud Provider to Professional Service Firms (IaaS)

• 80 People

• Offices in Alpharetta, GA + Bozeman, MT

• Avg Contract, 3-5yr agreement, $80k ACV all MRR

• 3.5 Outside Sales Reps, 1 Sales/Marketing Coordinator, Me

How are we using Pardot? • Scoring/Grading to create call list for sales

• All email campaigns (newsletters, client communication pieces, sales emails, drips)

• Website analytics & forms

• Auto-responders

• Lead to Revenue lifecycle reporting

• Social Media posts & analytics

• Marketing calendar

Benefits of using Pardot? • Easy to go from idea to implementation

• Empowers sales

• Creates a flatter, less bureaucratic S&M team

•  Integrates with SalesForce really really well

• Extends the life of our content

• Enables us to actually have a methodology

Real World • Lead gen is up by 50%, closing % is higher –

–  Warm calling the right people, not calling the wrong people

• More activity = more ‘MO’ • Pipeline goal is 3-4x quota….first time we have gotten there • Changed our teams mindset

Where we are headed •  Improving what we have, continue learning process

• ARPU Expansion…better analytics on how to cross-sell without having to use

inside sales

• Customer loyalty measuring + creating action

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Jana Rhyu Director of Marketing

About LoopUp We make conferencing less painful

• About our company: –  Salesforce customer for 7 years –  Pardot customer since January 2014

• About the Marketing Team: –  3 team members –  Responsibilities include: customer engagement, customer acquisition, brand positioning,

assisting with product design, sales and event collateral, and content marketing

How We Use Pardot •  Inbound Lead Nurturing

–  Use progressive profiling forms, drip campaigns –  Sales uses individual Pardot emails after qualified (Salesforce button, Outlook integration)

• Drip Onboarding Program for New Customers –  Use Salesforce integration for easy maintenance –  Segmentation based on info from Sales, customer usage

• Customer Engagement Program for Existing Customers –  Use A/B Email Testing to find the best version of the email –  Add winning email version to ‘evergreen’ campaign and/or onboarding campaign

•  Tested 4 subject lines: –  Your LoopUp account has 1 click screen sharing (27% open rate)

–  Your LoopUp account has screen sharing

–  Your LoopUp account makes screen sharing easy

–  Use your LoopUp account to share your screen (worst – 18% open rate)

•  Tested 2 button colors: –  Dark orange performed better (38% more clicks)

•  Tested 2 headlines: –  LoopUp makes screen sharing even easier than emailing files (42% more clicks)

–  Share your screen with 1 click (even easier than emailing files!)

Existing Customer Engagement: Example using A/B Testing

Open Rate 22%

Delivery Rate 93%

Click-to-Open Ratio 11%

Click-Thru-Rate 3%

Coming Up Next • Full roll-out of Sales functionality

–  Add to drip campaigns from Salesforce, additional emails, LeadDeck

• Outbound Lead Nurturing –  Drip campaigns for old prospects in targeted industries, old opportunities closed/lost

• Reworking forms with progressive profiling

• Online advertising campaigns tied to segmented nurturing programs –  Drip campaigns based on geography, job function

Questions for Roy and Jana •  What lead you to search for a marketing automation solution? •  Why did you choose Pardot?

•  How was Pardot helped you achieve success?

•  What aspects of Pardot enable you to scale?

•  What other team members are/were involved? •  What are your favorite aspects of leveraging Pardot and salesforce together?

•  What advice would you give on choosing a marketing automation solution?

PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION

Attend the Pardot Keynote for your chance to win

a Precor Treadmill.

Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis

Yerba Buena Salon 9