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This presentation describes ways to generate prospects for Hunters, and ways to identify prospects who are available for cross selling.We also cover MQL v. SQL, and how to distinguish each.
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CRM Best Practices
Derek Grant, Vice President
Pardot Marketing Automation
CRM Platforms Are Inherently Similar
• Whether you utilize NetSuite, SugarCRM, Salesforce.com, Microsoft Dynamics CRM, or some other brand, the tools are generally similar.
• These similarities are grounded in the basic functionality of any Customer Relationship Management System
• Salesforce Automation
• Master Database• Contact Information
• Demographics
• Pipeline Management
• Sales Rep Effectiveness
• Customer Service (optional)
Mining Your Own Gold
• Since the CRM is the master repository for all prospect and customer data, it can be mined to locate prospects for an initial sale or cross sale.
• This repository is likely one of the most valuable commodities your organization has when you consider:
Each Lead in your DB has a Cost (e.g., $50)
Time erodes the value of the Lead DB
• So Why Not Mine for Gold in Your Database
Is Your Rep a Hunter, Farmer, or Farmer with a Gun?
Hunter
New Business Development
Always about the next deal
High Cost of Customer Acquisition.
Farmer
Account Executives
Upsell existing customers surrounding an existing product
Low Cost of Customer Acquisition
Farmer with a Gun
Titles Vary
Cross Sell existing customers
Medium Cost of Customer Acquisition
Farming Your Existing Customer Base
Your CRM Must Be Configured to Capture:
• Product Type
Stored at Opportunity or Prospect (Lead / Contact / Customer) record
Multi-Select pick list containing available products
• Relationship Status
Drop Down pick list containing Good, Neutral, or Bad
• Miscellaneous
Competitive Products in the Account
Related Products in the Account
Hunting for New Business
• The Internet is filled with terrific resources to help you find and appropriate targets for your marketing
Hunting for New Business
• All of these sources provide the ability to filter the search results to locate the correct person at the appropriate type company
• If Vertically-focused, leverage Jigsaw’s “Find Companies” or LinkedIn’s “Advanced People Search” feature and filter based upon Industry and Sub-Industry
Hunting for New Business in the Social-Sphere
The buying process has changed, and people are beginning to crowd-source questions.
• Why Not Ask You? – You’d only have great things to say about your solution
Tapping into the Social Sphere:
• TweetDeck / HubSpot / Salesforce.com for real-time Twitter alerts
• Join Relevant LinkedIn Groups
• Google Alerts (Captures Blogs)
Let’s Grab Their Attention
Sales Outreach Via Phone
Inside Sales, Lead Qualification Team, Etc…
Tough to determine who is interested
Marketing Email Blast
“Fishing with Dynamite”
Provides Maximum Reach
Will Likely Turn Off Prospects (e.g., they didn’t opt in)
May Lose The Opportunity to Contact Again (Opt Out)
Now That You’ve Found The Right Size Company and the Appropriate Contact:
Are They Engaged?
Voicemails should have a call to action
Can we schedule a Demo?
Check out our Online Demo, ROI Calculator, Trial, etc…
Track with Outlook Plug-In
Emails Should Link to Web Content
Whitepapers (early stage)
Content Library
Third Party Blogs
The Destinations Don’t Have to be your web properties
Did They Seem Interested?
Click Path
In this example, the prospect viewed the pricing page 3 times.
What Brought Them To Your Site?
Were they searching for your brand?
• A competitor?
• A feature?
• A product?
Search provides insight about what is important to a prospect
Are They Even Qualified?
Have a Method to Separate the MQLs & SQLs from Suspects
• Explicit Factors• Demographics for MQL• Budget, Authority, Need and
Timeline (BANT) for SQL
• Implicit Factors• What did they do?
• Don’t Chase Bad Leads• Little Interest• Wrong Demographics
If Not An MQL, Nurture
• Forrester Estimates that only 20% of Marketing-sourced leads actually engage with Sales.
• Prospect Nurturing delivers relevant content to prospects to move them forward in the sales process.
• Marketing Nurturing
• Education to MQL
• Automatically
• Sales Nurturing
• Stay top of mind
• Trigger from CRM
Ideal Customer Profile for MQL
The “Jigsaw Rule” of Finding MQLs:
Can you complete the “Advanced Search” feature of Jigsaw to narrow your scope?
Key Considerations:
* - May focus on the number of key personnel rather than total company size
Factor Value
Location US?Southeast?
Industry Manufacturing
Sub Industry Automotive
Company Size* 5-100 Employees
Title EngineerEngineering ManagerChief Engineer
Department Engineering
BANT Model for SQL
Are You Trying to Get Blood from a Stone?
They are just a suspect / lead until you are able to determine some of the BANT criteria:
We require 2 of 4 to convert to an opportunity
Factor Value
Budget Confirmed or has seen our pricing page
Authority Is the sole decision maker or willing to introduce to others
Need Understands the value proposition or states a need
Timeline Closing within the next 60 days
Questions?
Thank You For Your Time Today
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Derek GrantVP of Sales
derek.grant@pardot.com
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