Pardot Elevate 2011: Pardot "Phase 2" Case Study
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Transcript of Pardot Elevate 2011: Pardot "Phase 2" Case Study
Sales Ready Lead?
– Once we can assign a prospect, we DO assign a prospect
– Our lead to close time is relatively short– Our salespeople are relatively unbusy– The other ways our salespeople spend
prospecting time are even less productive
Timing is Everything
–Marry drip campaigns to sales cycles– Velocity to opportunity report– Lead creation to opportunity won = 91
days– Lead creation to opportunity lost = 108
days
Funnel Schmunnel
• Never let a good story get in the way of a better sale.
• Check your email CTR rates and front-load your campaigns
4 Key Campaigns
– Our Drip Campaigns– 9 day - REP NOW
• 108 days, average CTR of 4.43%
– 18 day • 216 days, average CTR of 6.15%
– 30 day• 365 days, average CTR of 2.38%
– Accelerator (25% of the 30 day)• Turns a 30 into an 18 (10.86%)
– Because we don’t have an endless supply of content… yet.
No Duh
– Use our Product as the product• While we’re educating, we’re also selling.
Simple But Effective
3 Tactical Moves– Personalize emails from reps w/ head
shot– Overlapping territories – create rep
group– The infamous 13th email and what it
taught us
Not Figured Out, Yet.
Challenges we face:– Dynamic content critical in our industry– Thinking through a different strategy for
our high-touch, high service business–We are relatively small– Improving our conversion ratios: 2.0% of
all website visitors become prospects, and 9.7% prospects become opportunities.
– Brand new website launching any minute
The New Website
• Samples will have mini case studies• Forms everywhere• Sticking to form handler, rather than
forms