Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Company Kayton Bhatia Director of Strategy & Planning Pronq by HP

Lindsay Gillies Program Manager, HP Software IT lindsay.gillies@hp.com

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Kayton Bhatia Director of Strategy, Pronq by HP

What is Pronq? •  An experiment/incubation inside HP Software •  Quick time to market, Easy BUY & TRY, Unified agile approach to cloud offerings

–  Modern look and feel, appealing to targeted persona- technologists and opinion leaders –  Attractive, intuitive marketing content with immediate CTAs and value generation –  Personalized end-to-end customer experience via MyAccount –  Web events captured in Pardot, including product registration driven lead generation. –  Seamless try option for SaaS and On-premise software –  Quick specialist sales follow-up to lower any technical roadblocks –  Sales/CRM in Salesforce ensures best of breed sales automation –  Best of breed third party tools- example third-party credit card processing (quick

integration time-to-market) –  Co-located team with broad Silicon Valley roots and Global Infrastructure and support

Pronq marketing automation challenge

Yes No

Yes

No

Pronq

Pardot

Pan HP ESP Instance Vertica

Web Link

Marketing tool

SW licensing SAP ERP AutoPass licensing Other systems

If FOD

If Vertic

a Manual work

v Multiple Salesforce systems q Pardot reports drive manual lead drops to multiple Salesforces q Manual approach also bypasses integration to non-Pronq

licensing, ERP and other end-to-end systems

Marketing Automation A

Manual Marketing Automation B

Rapid time-to-market via manual high-touch lead creation

• Couldn’t automate quickly to three SFDCs given massive pan-HP systems context

• Expert off-shore support manages lead flow between Pardot and SFDCs

• Drop new leads • Create campaigns in systems for record • Manage assignment • Produce regular data for metrics input • Produce ad-hoc reporting as needed

Pronq.com

Pardot

Vertica Salesforce

ESP Salesforce

Pan-HP Salesforce

Lead flow

Report by product

Manual lead drop, setting campaign and assignment

Marketing Automation A Manual Marketing

Automation B

Front-loaded selling via Technical Enablement Managers •  Trial/Buy model needs up-front technical support •  TEMs

–  are sales reps with extensive product knowledge –  Serve as account managers passionate about the

customer success story –  help customers overcome technical barriers –  qualify sales –  sell small via Pronq using credit cards/paypal/POs –  pass larger tickets to product inside sales –  are not commissioned---operate synergistically with

inside sales

•  TEMs provide valuable feedback to product managers on ease-of-use and features

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Lindsay Gillies Program Manager, HP Software IT

Pronq marketing automation challenge

No

Yes

Manual

Yes

No

Web Link

Marketing tool

Manual work

Pronq

Pardot

Vertica

SW licensing SAP ERP AutoPass licensing Other systems

Pan HP ESP Instance

If FOD If Vertica

Marketing Automation A

Marketing Automation B

Technical solution

• Two marketing automation systems integrated into one Salesforce

• Pardot connector used • Added trigger logic in Salesforce to tightly funnel changes

• Broad bi-sync capability of connector required Pardot / Salesforce semaphore to prevent side-effects

• Developed by Vamshi Kodithyala, HP Salesforce Center of Excellence

Pardot

ESP Salesforce

MA1 MA1 load logic for Salesforce (in MA1)

Apex triggers implement Pronq lead prioritization, assignment & field contents Flag enables changes to Salesforce

Pardot connector

Reverse sync to Pardot (no flag)

Connector flow (flag)

Pronq HP.com