pardot elevate 2011: social selling
DESCRIPTION
Derek Grant, Vice President of Sales at Pardot, dives in to how-to tips for leveraging Pardot on the sales side of your organization. Topics will include using social media as a sales tool and how to use Pardot data to engage prospects in a targeted way without "getting creepy."TRANSCRIPT
Tips for the Social SaleHow Pardot Leverages Tracking + Social Data
Presented by: Derek Grant, SVP, Sales
Get Social
#Pardot2011
I’m Derek Grant• Sales Manager at
Pardot• With Pardot
since 2007• Motto: Be Brief,
Be Brilliant and Be Gone
Who The Heck Are You?
Rock Stars from Mars?
Leveraging Behavioral DataKnow What, When and Why
Used for:• Validation of Efforts• Lead Generation
Assign Visitors• Check CRM• Use Letters
Tip:• Opt In To
Appropriate States / Countries
Visitor Capture
Do:• Find Your Ideal Prospect(s)• Note Search Terms• Search for Other Visits• Send a Tracked Email
Don’t• Identify that you are watching
them
Turn Down the Creepy Factor
Used for:• Priority Pages• High Value Forms
Tips:• Configure Page
Rules• Twilio for Phone
Alerts• Exclude tagged
prospects
Email Alerts
Used for:• Real time feedback
Tips:• Limit Columns &
Alerts• Use the Installed App
LeadDeck Alerts
Turn Down the Creepy Factor
Do:• Be Timely• “Thanks for Downloading”• Note Search Terms
Don’t• Note Specific Page Views• Disclose Too Much
Used for:• Gaining Visibility• Tracks Links to Any
Site
Tips:• Only 1 Recipient• Use Anchor Text
Email Plug In
Turn Down the Creepy Factor
Do:• Link to third party sites• Remove the HTTP://• Note the specific link
Don’t• Disclose that you tracked
their click• Respond too quickly
Rep Driven NurturingFaking Sincerity With Longtail Prospects
Use When:• They won’t Engage:• Don’t Want to Talk• If You Lost a Deal• They use a Competitor
Nurture Longtail Prospects
Used for:• Staying In Touch• Reconnecting with Lost
Opps
Tips:• Mark as “Visible in CRM” • Only a few options• Stop on Opportunity
Created or Opportunity Won
Prospect Nurturing
Sales Captures Data About Their Current:• CRM• Email • Marketing Automation Vendor• Other Marketing Tools
Personalize with CRM Data
Send “Light” HTML
Not “Heavy” HTML
“Forward” Emails
Nurturing Works
The Social SaleRecommended Do’s and Don’t
Social Selling
Social Selling - LinkedIn
Social Selling - LinkedIn
Social Selling - LinkedIn
Social Selling - Twitter
Social Selling - Facebook
Questions?
Derek GrantSVP of Sales
@derekgrant
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Contact Information