how pardot uses pardot for sales - pardot users conference

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How Pardot Sales Uses Pardot Tips and Tricks to Maximize Sales Effectiveness Presented by: Derek Grant, VP of Sales

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Page 1: How Pardot Uses Pardot for Sales - Pardot Users Conference

How Pardot Sales Uses PardotTips and Tricks to Maximize Sales Effectiveness

Presented by: Derek Grant, VP of Sales

Page 2: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 3: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 4: How Pardot Uses Pardot for Sales - Pardot Users Conference

Total Professionals

Page 5: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 6: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 7: How Pardot Uses Pardot for Sales - Pardot Users Conference

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”

Page 8: How Pardot Uses Pardot for Sales - Pardot Users Conference

Check out Comments and Notes• Comments are Prospect provided• Notes are Lead Management Provided

Assigned Lead Alerts

Page 9: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 10: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 11: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 12: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 13: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 14: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 15: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 16: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

email

Page 17: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 18: How Pardot Uses Pardot for Sales - Pardot Users Conference

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

Page 19: How Pardot Uses Pardot for Sales - Pardot Users Conference

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

Derek GrantVP of Sales

[email protected]

Thanks for Your Time