Pardot – Phase 2

@marcusgrimm@nxtbook

65%Magazin

e25%Catalog 10%

Collateral

10%

2007

2008

2009

2010

No Silver Bullets for Us

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.

EU Law

• Disclose to visitors that you’re using cookies

• Reverse IP look-up

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

Thank you!

@marcusgrimm@nxtbook