Date post: | 14-Sep-2014 |
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How Pardot Sales Uses PardotTips and Tricks to Maximize Sales Effectiveness
Presented by: Derek Grant, VP of Sales
We Drink Our Own Kool AidSales is a Power User of:
• Lead Qualification• Lead Activity Tracking• Lead Management• Social Profile Building• Sales Alerts
Visitor Alerts Prospect Alerts LeadDeck
• Rep-Driven Nurturing Campaigns• Email Plug-in
We Drink Our Own Kool Aid
A Team of 7 awesome sales pros• …and me.It’s Easy Being Green• All Pardot sales people have
under 3 years experience• No bad habitsOpen Territory Model:• Like herding cats• Unlimited Opportunity• Eliminates “Bad” territories• Can be a management
headache
A Little About Us
Total Professionals
Lead QualificationNot Just Score… Score+Grade • Identify the most active /
best “Fit” prospects
Scoring Model • Simple Customizations such
as “Test Drive Form”• Priority Pages + Score
Increases
Grade• Our “Ideal Customer” profile• Not all grading data is
automated
Pardot Doesn’t Make You a Mind Reader…..
• Focus sales cycles on the most obvious activities
• “Buying Signals”
Search:• What did they call it?• Captures Intent (e.g.,
“Pricing”)
Lead Activity Tracking
Lead ManagementNot All Leads Should Go to Sales• Exclude Tire Kickers / Suspects• Sales is drinking from a fire
hose• ROI will impact your bottom
lineSimple Lead Management:• Send an Alert when a lead
meets the definition of MQL / who show “Buying Signals” • The “Eyeball Test”
Check out Comments and Notes• Comments are Prospect provided• Notes are Lead Management Provided
Assigned Lead Alerts
Handoff to CRMYou’ve got the lead…now what?• We track the “Lead Status” of
each marketing generated lead• This is compared to the “Pardot
Lead Created” Date• If not changed from “Open”, Why
did we not follow up on Marketing Generated leads?
Just because Marketing says they are qualified…
• Take a look at the lead• If not good, mark Unqualified
• This syncs with Pardot• No more nurturing
Lead PrioritizationOnce a lead passes to the CRM, adjust your Lead / Contact View• Add Score, Grade, Last Activity as sorting criteria• Suggestion - Start with Grade, then Score, then Activity Date
CRM Provides More Data PointsWe sync CRM data to Pardot• Data points gleaned by Sales can help target email
campaigns• Things you wouldn’t get on a form
• Provide a single location for call information
Better Understand the Prospect
• Check Out their Profiles• Validate Information
through LinkedIn & Jigsaw
Social provides another Touch Point:• Twitter – Follow Them• LinkedIn – School &
Prior Positions?• Facebook – Family?
Social Profile Building
Sales AlertsRespond to Prospect Activities• LeadDeck • Did you call and they not
answer?• Jump into CRM
• Prospect Report • Did the Prospect Respond
to a Nurturing Campaign?• Did they return unsolicited
Best Practice for Alerts• Never Indicate that you
“Saw they were active”• Creepy
Sales Alerts – Visitor CaptureVisitor Report • Used as a Lead
Generation Vehicle• Validation of responseScan Quickly• Number of pages?• Location?• Search Term?Who do you call?• You know your prospectsWho Gets What?• First Letter of Name
Triggered inside the CRM• Non-Responsive / Longtail
prospects• Examples of CampaignsUse Light HTML• Reps don’t create HTML
messages.• “From” address branding,
makes it appears to have come from Outlook
• Brian Carroll – Nurturing with the “Human Touch”
Heavy HTML is for Marketing
Rep-Driven Nurturing Campaigns
Email Plug-InTrack Ad-Hoc Emails
Our Rule:• All Voicemails must be
accompanied by an email
• Links Include:• Demo• Analyst Report• 3rd Party Sites (Blog,
ecosystem)Best Practices:• Mask the Link with
Anchor Text• Only 1 Recipient per
Run a couple of campaigns• Have meaningful data available for salesDon’t Expose too soon• Otherwise, it’s just an annoying blank section in the CRM
Phase in Reports• Visitor Reports may not be appropriate for all prospects• Once prospects are tracked, enable Prospect Reports/LeadDeckSales-Proof• Don’t make CRM Processes more complex (simple options)Find a success story
Gaining Sales Buy-In
Sales Do’s and Don’ts
Do• Focus the conversation on
the prospect’s interests
• Respond in a timely manner
• Nurture leads who are not ready to buy today / don’t engage
• Leverage the CRM as the primary way to get data
Don’t• Be Creepy
• Let the prospect know that you are responding because of their activity
• Jump on anonymous visitors
• Give Info to Sales too soon
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Derek GrantVP of Sales
Thanks for Your Time