how your sales team can benefit from marketing automation
DESCRIPTION
Join Adam Dewey, Sales Manager at Pardot, An ExactTarget Company, and someone who has the "inside scoop" on how sales team members can benefit from the features and functionality of marketing automation.TRANSCRIPT
How Your Sales Team Can Benefit from Marketing Automation!Adam Dewey, Sales Manager!
A little about me !• Sold Knives door to door"• Sold to Celebrities "• Big Batman Fan"
The Traditional Components!• Email Marketing"• Lead Nurturing "• Paid Search Marketing"• Social Messaging"• Campaign ROI and Reporting"• ….what about sales? "
What will we talk about?!
• Lead Capture"• Lead Qualification"• Email Automation"• Lead Intelligence"• Real Time Lead Alerts"
5 ways Marketing Automation can Help Sales"
Lead Capture!Identified Companies & Leads!
Lead Capture!• Identify Companies on your site"• Identify and capture actual leads "• Cross reference leads with database"• Augment data uses 3rd party sources"
Lead Capture!Identified Companies ""• Based on IP Address"• Location"• Page Views/Interests "
BigNetwork Corp."
Sea Brands"
Green Paperworks"
Identified Companies !“Instead of waiting for a prospect to fill out a form or respond to an email, we created a lead score methodology based on their interaction with our website. Our inside reps would get into Pardot and go after the prospects with the highest scores.”!“Time after time, we connected with prospects who knew who we were, but didn't take the time to respond to the our emails or forms. Once we connected over the phone setting appointments that led to opportunities and sales was easier than ever.”!
- Henry Schuck, DiscoverOrg"
Lead Capture!• Forms/Landing Pages"• Lead Management"• Page Views/Interests"
qualify
Data Augmentation!
Identified Companies"• Find Contacts"
Leads"• Pull in missing data points"
Lead Qualification!Implicit vs. Explicit Behaviors!
Lead Qualification !Scoring"• Implicit behaviors and activities "• Track web and email activities"• Rank leads based on these behaviors"• Pass only high scoring leads to sales"
Lead Qualification !Grading"• Explicit data & demographics """ CEO"
vs."Bad Fit "
Email Automation!
Email Automation !• Personal email tracking"• Rep-driven nurturing programs"• Personalized mail marketing campaigns ""
Personal Email Tracking!
• Reps can track their own emails"• No more blind prospecting !
Rep Driven Nurturing Programs!• Sales can pass leads back to marketing"
Hi %first_name%, I just missed you in the office and wanted to connect regarding Product XYZ, a benefit driven soluAon that would be a game changer for %company%. Here is a white paper on Changing the Game I thought you’d enjoy reviewing. Game changing has become one of the fastest growing ways to dominate the compeAAon and becoming a game changer is easier than you think, you just need to call me back!
5 days" 15 days" 30 days"
Personalized Marketing Campaigns !• Email marketing blasts come from sales reps"• Reps get all replies and notifications "
Marketing"
Reports "Alerts"
Replies"
Sales"
Lead Intelligence!
Lead Intelligence!Track all online behaviors"• Website, email social media and more"
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
Lead Intelligence!• Allows reps to profile and frame the conversation "
Prospect attended thought leadership webinar"
Viewed product A information page and pricing page"
Showed interest in these whitepapers "
Viewed case studies of product line A"
Now that’s music to ears, sales guy!"
Lead Intelligence!• And follow-up emails "
Real Time Lead Alerts!
Lead Alerts !• Real time by email"
Lead Alerts !• Real time by pop-up"
Tamara Smith! Doug Trenvor!Spliance!
Victoria Case!Wellness Health!
Kelly Hinton!Pilot Sofware!
Ed Childress!Drenderen Search Teams!Edward Miloske!
Cranmer SEO!Miranda Belsen!
Circle Networks!Tom Hapstead!
Lead Alerts !• Daily Summary Reports"
Tamara Smith!
Abbott Company"
Gimbel Software"
Tramore University"
Gaston Tri-Marketers"
Parketi InteriSecure"
Heuseman Merchants Corp."
Delego CPerson"
MerSolutions Inc."
Lead Alerts !• Mobile Alerts"
46.26.234.236"
75.12.102.304"
86.34.212.123"
Dillares Software!
Tri-State Paper Works!
Miriam Teller!
Brian Formant!
Thomas McKinley!
86.34.212.123"Gibson MarketVibe"
Lead Alerts !• Allow your sales reps to act faster"
• Real time"• Daily summaries"• Mobile alerts"
Lead Alerts !• Don’t be creepy!"
Stats !• 451% increase in qualified leads"• 47% larger purchases than before implemented"• 7-10% adoption rate by B2B organizations"
*provided in Focus.com industry study
© 2012 Focus, Inc. hPp://www.focus.com/images/view/61559/
Wrap-up !
Wrap It Up !To recap:"• Lead capture"• Lead qualification"• Email tracking"• Lead intelligence"• Real time lead alerts"
Questions!
Contact Info!Adam Dewey!Sales Manager"
@adamdeweypardot """""
Pardot™, An ExactTarget® Company950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326" 404.492.6845 | 877.3B2B.ROI | www.pardot.com!