Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Company Kayton Bhatia Director of Strategy & Planning Pronq by HP
Lindsay Gillies Program Manager, HP Software IT [email protected]
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Kayton Bhatia Director of Strategy, Pronq by HP
What is Pronq? • An experiment/incubation inside HP Software • Quick time to market, Easy BUY & TRY, Unified agile approach to cloud offerings
– Modern look and feel, appealing to targeted persona- technologists and opinion leaders – Attractive, intuitive marketing content with immediate CTAs and value generation – Personalized end-to-end customer experience via MyAccount – Web events captured in Pardot, including product registration driven lead generation. – Seamless try option for SaaS and On-premise software – Quick specialist sales follow-up to lower any technical roadblocks – Sales/CRM in Salesforce ensures best of breed sales automation – Best of breed third party tools- example third-party credit card processing (quick
integration time-to-market) – Co-located team with broad Silicon Valley roots and Global Infrastructure and support
Pronq marketing automation challenge
Yes No
Yes
No
Pronq
Pardot
Pan HP ESP Instance Vertica
Web Link
Marketing tool
SW licensing SAP ERP AutoPass licensing Other systems
If FOD
If Vertic
a Manual work
v Multiple Salesforce systems q Pardot reports drive manual lead drops to multiple Salesforces q Manual approach also bypasses integration to non-Pronq
licensing, ERP and other end-to-end systems
Marketing Automation A
Manual Marketing Automation B
Rapid time-to-market via manual high-touch lead creation
• Couldn’t automate quickly to three SFDCs given massive pan-HP systems context
• Expert off-shore support manages lead flow between Pardot and SFDCs
• Drop new leads • Create campaigns in systems for record • Manage assignment • Produce regular data for metrics input • Produce ad-hoc reporting as needed
Pronq.com
Pardot
Vertica Salesforce
ESP Salesforce
Pan-HP Salesforce
Lead flow
Report by product
Manual lead drop, setting campaign and assignment
Marketing Automation A Manual Marketing
Automation B
Front-loaded selling via Technical Enablement Managers • Trial/Buy model needs up-front technical support • TEMs
– are sales reps with extensive product knowledge – Serve as account managers passionate about the
customer success story – help customers overcome technical barriers – qualify sales – sell small via Pronq using credit cards/paypal/POs – pass larger tickets to product inside sales – are not commissioned---operate synergistically with
inside sales
• TEMs provide valuable feedback to product managers on ease-of-use and features
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Lindsay Gillies Program Manager, HP Software IT
Pronq marketing automation challenge
No
Yes
Manual
Yes
No
Web Link
Marketing tool
Manual work
Pronq
Pardot
Vertica
SW licensing SAP ERP AutoPass licensing Other systems
Pan HP ESP Instance
If FOD If Vertica
Marketing Automation A
Marketing Automation B
Technical solution
• Two marketing automation systems integrated into one Salesforce
• Pardot connector used • Added trigger logic in Salesforce to tightly funnel changes
• Broad bi-sync capability of connector required Pardot / Salesforce semaphore to prevent side-effects
• Developed by Vamshi Kodithyala, HP Salesforce Center of Excellence
Pardot
ESP Salesforce
MA1 MA1 load logic for Salesforce (in MA1)
Apex triggers implement Pronq lead prioritization, assignment & field contents Flag enables changes to Salesforce
Pardot connector
Reverse sync to Pardot (no flag)
Connector flow (flag)
Pronq HP.com