Pardot + Data.com: Deliver Personalized Marketing at Scale
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Pardot + Data.com: Deliver Personalized Marketing at Scale Brett Stineman Product Marketing Director, Data.com @jbstineman #datadash14 Billy Cripe CMO, Field Nation @billycripe Chris Heiden Sales Engineer, Pardot @chris_heiden #pardotdf14
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Transcript of Pardot + Data.com: Deliver Personalized Marketing at Scale
Pardot + Data.com: Deliver Personalized Marketing at Scale Brett Stineman Product Marketing Director, Data.com @jbstineman #datadash14
Billy Cripe CMO, Field Nation @billycripe
Chris Heiden Sales Engineer, Pardot @chris_heiden #pardotdf14
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Top Marketing Priority: Turning Leads into Customers
Marketing Challenge 1: More Effective Campaigns
Marketing Challenge 2: Better Alignment with Sales
Increase Marketing Personalization § Reduce opt-outs § Improve prospect engagement
VP, Demand Gen Expedite Qualified Leads to Sales § Accelerate lead progression § Improve conversion rate
From Leads to Customers Personalization is crucial for effective nurturing, but difficult to do well at scale
http://www.neustar.biz/resources/whitepapers/activation/personalized-marketing-glossary.pdf
From Leads to Customers Improving alignment between Marketing and Sales brings significant benefits
57% of B2B organizations identify
“converting qualified leads into paying
customers” as a top funnel priority
Source: MarketingSherpa Source: Demand Metric, 2013 http://www.demandmetric.com/system/files/templates/sales__marketing_alignment_-_benchmarking_report.pdf
% Achieving Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems
The Keys to Optimizing Your B2B Marketing Processes
Improve the Effectiveness of B2B Marketing Interactions
Improve the Quality of B2B Account and Contact Data
Both natively integrated with the #1 sales app
Chris Heiden Sales Engineer, Pardot
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Using Pardot + Data.com to Improve Marketing Processes
Demonstration
Scenario 1: Automated Routing to Targeted Marketing Campaign
Inbound lead through marketing channel
Enrich with detailed individual and account info
Lead info maps to specific campaign?
Route to targeted marketing drip campaign
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demo, video, Q&A, etc.
Using Pardot + Data.com to Improve Marketing Processes
Demonstration
Scenario 2: Fast-track Routing to Account Exec
Inbound lead through marketing channel
Enrich with detailed individual and account info
Lead info maps to strategic account?
Route to assigned rep. for follow-up/next steps
David Berk
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Billy Cripe CMO, Field Nation @billycripe
• Online service work marketplace named Inc.com’s 43rd Fastest Growing Company in 2013
• Shortened lead-to-close cycle from 18 months to 2 months using Pardot engagement data
• Increased sales insight with Pardot prospect profile + appended information from Data.com
Field Nation Shortened their Sales Cycle by 110%
“With Pardot we can synchronize, amplify and expand our marketing reach painlessly and quickly.” Billy Cripe, CMO, Field Nation
Growth Hacking With Salesforce
Outbound + Inbound Marketing Campaigns Website Integrated With Sales Cloud
Capture Intent & Timeliness With Data.com & Pardot Landing Pages
Assignment & Workflow in Sales Cloud Nurture Segments with Pardot Drips
Engage & Grow With The Salesforce Ecosystem
Inbound Leads
Enrich with Data & Scoring
Drive into Nurture Segment
Deliver MQL To Reps
Improving Lead-to-Revenue Management
ü Optimized web-to-lead ü Improved response rates ü Automated personalization ü Targeted segmentation ü Detailed lead tracking/scoring ü Expedited lead routing
Nurture
Sell
Capture
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§ Wednesday, 12:45 § Marriott Marquis, Yerba Buena Salon 9 § Come find us in the campground for demos
Learn more at the Sales Hub § 20-min session on improving customer data quality at 11:30 § Data.com info station open all day § Marriott Marquis, Yerba Buena Salon 9
Learn more
Accelerate Pipeline with Pardot: Salesforce B2B Marketing Automation Solution
