Shorten Your Sales Cycle Using Pardot & SugarCRM

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    14-Sep-2014
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Webinar presented in partnership with SugarCRM in August 2011.

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Slide 1

Shorten Your Sales Cycle:How Pardot and SugarCRM empower Sales Presented by: Derek Grant, SVP of Sales, Pardot

1A Little About UsA Team of 12 sales pros and only 2 marketers.

Marketing automation company founded in 2007

More Than 750 clients

Target SMB companies with a complex sales cycle

100 % inside sales

2

Shorten Your Sales Cycles13 Practical Steps3Visitor Report Lead generationValidation of responseScan QuicklyNumber of pages?Location?Search Term?Who do you call?Your target champion

1. CaptureSo, lets start with where the leads come from.

Our visitor reports are one way we pick up on interested companies.

Scan Quickly:Highest Number of Pages = Most ActiveLocation Do you exclude specific geographies? (e.g., - Japan)Search TermDo they know your company name (educated consumer)Did they search for a product featureWas it a small feature (e.g., Landing Page Builder would not be followed up on).Who do you call?Call who you would normally call. We call up and down the Marketing Hierarchy

Who gets what?We utilize the Alphabet principle I have U, N & G. Leads that start with that letter, who are not in the CRM are available to be called.

What Next? Click the company name.Does it fit your demo profile?4Sales Drinks From a Fire Hose:

Eyeball

ScoreImplicit Activities

GradeIdeal Customer Profile

2. QualifyScoring Model:Test Drive / Feedback Form:+50 Bonus PointsTwilio Alert Calls DG, Press 1 to connectSales Alert via email

Priority Pages We Only Have 2:Pricing & Demo+5 Points EachScoring rule of Thumb #1 The Number isnt as Important as the critical activitiesScoring rule of Thumb #2 KISS Principle. Dont over think it. Its designed to make the cream rise to the top

Grade:Simple Automation Rules Grade Prospects:Job Title Contains Director, Manager, VP, Vice, ChiefDepartment Contains Marketing, Operations, SalesLocation is US, UK, Canada

Some Criteria requires human intervention (e.g., Company Size).Use Jigsaw, LinkedIn (Button by the company name)Some not provided on initial interaction (e.g., Progressive profiling may not get Job Title or Department on initial passJS / LI to augment data thru CRMData syncs back to WMAGrade Increases5Use 3rd Party DataJigsawSocialFacebookTwitterLinkedInKlout3. Augment

Lead Tracking:Tracking doesnt make you a mind reader, but it does help Sales build a hypothesis as to what is of interest to the prospect.Know where the prospect seems to be the most interested, but dont make assumptionsYou know what happens when you assumeExample The image shows a prospect who seems cost conscious

Obvious Activities:Do they spend time in the Knowledge Base Technical Buyer?What Pages do they visit most frequently, for the longest time Focus Your Message

Buying Signals:Differ from organization to Organization Search for Pricing, Quick (Quick Start), Demo, Trial, etc.I dont care about all the pages in a visitor session What Priority Pages did they view?

Search:If they search for a specific feature, focus on that featureIf they use a specific term (e.g., Demand Generation), use that termIf the prospect called it Email Marketing, use that termRecent search for Leading Vendors of Marketing Automation Used that in the subject line, sent Analysts reviews of PardotSite Search That is a complementary item for all Pardot users, so if you do not have a search, Pardot provides one, or can connect with your current search

6Exceptional Activities:Search TermsKey ContentBuying SignalsPricing PageROI calculatorTrial Registrant4. Identify

Lead Tracking:Tracking doesnt make you a mind reader, but it does help Sales build a hypothesis as to what is of interest to the prospect.Know where the prospect seems to be the most interested, but dont make assumptionsYou know what happens when you assumeExample The image shows a prospect who seems cost conscious

Obvious Activities:Do they spend time in the Knowledge Base Technical Buyer?What Pages do they visit most frequently, for the longest time Focus Your Message

Buying Signals:Differ from organization to Organization Search for Pricing, Quick (Quick Start), Demo, Trial, etc.I dont care about all the pages in a visitor session What Priority Pages did they view?

Search:If they search for a specific feature, focus on that featureIf they use a specific term (e.g., Demand Generation), use that termIf the prospect called it Email Marketing, use that termRecent search for Leading Vendors of Marketing Automation Used that in the subject line, sent Analysts reviews of PardotSite Search That is a complementary item for all Pardot users, so if you do not have a search, Pardot provides one, or can connect with your current search

7Assign Exceptional LeadsExclude Tire Kickers Combination of Activity, Recency and Intent

5. Assign

Tire Kickers:70% of leads who dont engage sales today will buy from a competitor in 24 months.They educate themselves on your materials, engage sales on their own terms

Bottom Line:Gartner noted that when greater integration is accomplished between marketing and sales on lead management processes, conversion rates for leads (defined as earning the designation as qualified and/or committed to the sales pipeline) can increase by as much as 50%.

Lead Management:Lower the qualification for leads if you have an Inside Sales / Lead Qualification Team Dont exclude possible great leads. Err on the side of liberal lead qualificationIf the lead is bad, the Inside Rep will mark as Unqualified

Alerts v. Automated Lead Assignment:Software does as instructedMarketing / Sales Operations is still criticalHUMAN INTERVENTION - Let an objective eye review e.g., leverage the Eyeball Test prior to blindly assigning to outside salesLead May meet scoring / grading / activity criteria, however not be a good leadDream Crusher You cant use WMA to Market from Tahiti with an umbrella drink.With high volume, a final human review may not be possibleWith Inside Sales Team Use Automation to assign8Review Comments, Referrer and Activity6. Notify

9Pass relevant touchpoints to SalesSearch TermsOnline Activities7. Enlighten

10Once a lead passes to the CRM, adjust your Lead / Contact ViewAdd Score, Grade, Last Activity as sorting criteriaSuggestion - Start with Grade, then Score, then Activity Date

8. Prioritize

Scoring Model:Simply - An A+ with a low score is better than an F with a high scoreActivity = Recency. Strike while the iron is hot.Whitepaper Call same day (Intro)Test Drive Call immediately (Intro)Return to site Call same day (LeadDeck) or Next Day Like talking to a friend after a login hiatus.dont let it get weird

11Track Ad-Hoc EmailsAccompany voicemail with emailLink to value added contentOnline Demo, Analyst Reports, Conference, etcIndependent Sites

Best Practices:Mask the Link 1 Recipient per email

9. CommunicateTo keep the links looking innocuous Use Anchor TextDont send to multiple recipients12Alert Sales when Prospects re-engageIn SugarCRM, LeadDeck and Email Alerts10. Alert

Scoring Model:Simply - An A+ with a low score is better than an F with a high scoreActivity = Recency. Strike while the iron is hot.Whitepaper Call same day (Intro)Test Drive Call immediately (Intro)Return to site Call same day (LeadDeck) or Next Day Like talking to a friend after a login hiatus.dont let it get weird

13Standardize Prospect DataCreate Fields for +/-10 things that help you sellUnified Sales & Marketing DataRep-supplied data points help target email campaignsThings you wouldnt get on a form

11. Supplement

CRM Data:Passed to PI for more granular segmentationCan also help refine an offline messagePardot a Marketing Automation platform that helps you drive more value from your PPC campaigns, and automate your prospect nurturingsomething that MailChimp cant currently do

Or Pardots micro analytics provide actionable sales tracking data that LeadLander or Google Analytics cannot provide

14Prospects hate salesNurture non-responsive leadsGive sales access to campaigns

Fake SincerityAppears to be from sales

Automate Closed/Lost12. Nurture

Premise:The Lead was a MQL (passed to Sales)Keeps the Sales Rep and Brand Top of MindAutomates the delivery of repetitive, marketing focused content

Examples:Timeframe Based Delivers messages over a set timeframe (lost deal, educational, etc)Persona Based Sends messages based upon the title / role of the recipient (e.g., Technical Titles get tech content, while Executive Titles get ROI content)Vertical Based Sends out case studies and statistics related to the recipients specific verticalSuccessful v. Unsuccessful Starts the campaign with Thanks for your time or Sorry I keep missing you

Nurturing with the Human TouchAlthough Marketing Messages may be heavy HTMLSales-driven nurturing programs should appear to have come from OutlookCustom From addresses and Signatures keep the appearance of authenticity

15AccountabilitySales & Marketing work togetherTrack the Status and Created DateIdentify ignored leadsSome bad still get throughMark as UnqualifiedThis syncs with PardotStops nurturing13. Measure

SLA with SalesMkt generated leads are passed to salesSales responsible for tracking the lead status / changing from OpenMKT has visibility into un-contacted leadsContact Initiated / Contact SuccessfulIf the lead is no good, mark as UnqualifiedLead source is synced with PIAutomation rule marks Do Not Email No more nurturing / blast emails16Run a couple of campaigns

Dont Expose too soon

Phase-in ReportsVisitor Reports Prospect Reports / LeadDeckSales-P