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Drive Sales withIntelligent B2B Marketing by SalesforceYonatan Weic Senior Account Executive Salesforce Pardot
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Today’s Expert
Yonatan Weic Salesforce Pardot
Marketing
The B2B Marketing Playbook is Being Rewritten
Sales
Marketing
Sales
Marketing
Today, B2B Buyers Forge Their Own Paths
Sales
Product / Service Information
Salesperson CloseBuyer
Buyers are Making Purchase Decisions in a Black BoxSalespeople are fighting to see through this box
through buying process
60%through by 2020
85%
Sources: Earnest Agency / Gartner Research
Product / Service InformationBuyer
Salesperson Close
But There’s Opportunity for Salespeople
purchase from vendor who
engages first
50%appreciate being
approached if relevant and contextual
83%
Sources: InsideSales.com / IDC survey
SalespersonBuyer
Buyer
How Do You See Through the Blackbox to Better Connect to Buyers?
Salesperson Close
Who
What
When
HowProduct / Service
Information
…But Are Those Paths Ending in Purchase?Almost half of B2B marketers and sales reps are struggling to stay relevant
of marketers are struggling to personalize customer
interactions
of sales reps feel they do not have the right information
before making a sales call
48% 42%
Source: Forrester Research, Lattice Engines/CSO Insights
You Must Speak the Language of the CustomerKnowing your buyer is key to agile marketing and selling
Smart Timely 1 to 1Execute adaptive
marketing campaignsEngage buyers before
they engage youMake every touch point relevant and
contextual
Industry Data17% of leads convert into
opportunities. -Bridge Group Study
80% of Sales Leads are mishandled by Sales. -Forrester
ResearchOnly 25% of leads are
legitimate and should advance to sales.
-Gleanster Research
Lead Generation CampaignsThe Sales Funnel
Dead Leads
Your Current Situation?
Sales Funnel
How You Measure ROI?
INPUTS- example
Yearly Marketing Spend
New contacts / year:
Cost per contact:
€500,000
1,000
€500
OUTPUTS‘Cold/old’ contacts/leads :Cost Per contact:
Sunk Cost:
16,000
€500
€8M
20%Lead Conversion to Opportunities
The Sales Funnel
Lead Generation Campaigns
Dead Leads
Website ,Events, Google Adwords, PR ,Webinars, Social, Datasheets
Total leads in the CRM on average
20,000
80% of your leads end up in the recycling bin
Pardot Solution
Lead Generation CampaignsDead Leads
Landing Pages
Forms
Google Adwords
Social Posting
Video/Event
Automated Lead Transferfrom Marketing to Sales
Engage AlertsLead Scoring/Grading
Activity Tracking
Closed Loop ROI Reporting
Drip NurtureCampaigns
With Pardot, dead leads are returned to the funnel and put into nurture campaigns, where
we see a 3x conversion rate & 34% lift in revenue.
78% of leads go to the company that responds first. -Source
Harvard
Website ,Events, Google Adwords, PR ,Webinars, Social, Datasheets
Your Success Is Our SuccessPardot customers of all sizes see results at every stage of the sales funnel
+38% in prospect
engagement
+37% in campaign effectivenes
s
+34% in marketing
ROI
+34% in sales revenue
Source: Salesforce Pardot Customer Relationship Survey conducted February 2015 – March 2015 on 460+ customers randomly selected
Pardot B2B Marketing Automation by SalesforceDrive sales with intelligent, adaptive marketing
Target the best leads with your most relevant offers
Bring sales & marketing together onto one platform
Create marketing messages buyers want to receive
Boost close rates and increase marketing ROI
+
Reach Prospects at the Right Moment with Salesforce EngageEmpower sales to sell anytime, anywhere with mobile marketing tools
Help sales better understand when to reach out — and with what message
Accelerate sales response times with real-time insights
Enable sales to proactively connect with personalized nurture campaigns
Uncover trends that close deals faster
Demonstration
Customer Stories
Stanley Black & Decker Increases Market Share with Pardot
“Pardot gives us a 360-look, from our marketing assets to our sales cycle and even our customer service team.”
$11-billion global provider of diversified tools, storage, and securitySimultaneously personalize the buying process and give the sales team insight into the buyer Reduced the sales cycle for industrial storage by 30% in 1 year, and an additional 25% in year 2 Improved lead follow-up by quickly identifying MQLs - 34% of the leads in their database
Alan English, Senior Brand Manager, Automotive and Industrial
EPAY Gets Results as a Team with Data.com and Pardot
“Data.com lets us unlock the potential of the sales team and make them part of the process.”-Michelle Lanter Smith, CMO, EPAY Systems
Marketing identifies top accounts to target, and Sales finds the contacts they need in Data.com. Marketing nurtures leads with Pardot drip campaigns so Sales can focus on prospecting and closing. Incoming leads are cleaned with Data.com, tracked and scored in Pardot, routed to reps to close.
Mimeo Drives Annual Revenue Goals with the Help of Pardot
“Pardot enabled us to activate part of our existing database and drive hidden revenue to close.”- Gina Spero, Marketing Automation Manager, Mimeo
Global online, on-demand print and distribution companyGenerated a 20% increase in new customer revenue with lead nurturingNurtured existing contacts with relevant content and simultaneously cleaned the prospect database Completed 400 new product demonstrations and shortened the sales cycle 10-15% with marketing campaigns
FXall Drives Marketing Execution & Sales with Pardot
“Pardot provides our marketing team with a complete view of leads from creation to sales qualification.”Nye Simmons, Marketing Specialist, FXall
Fxall is an international online foreign exchange trading platform for institutional buyers and banksEmail segmentation used by marketing & support teams to cultivate better customer relationshipsImproved lead quality increased marketing qualified lead (MQL) close rates to 10% Integrated Salesforce & Pardot reporting aligns the sales and marketing teams
Click to addlogo
NTT Europe Aligns Sales & Marketing to Drive Deals
“Using Pardot we have driven marketing accountability across sales, partners, prospects and customers.”Neil Curtis, Marketing Manager, NTT Europe
The infrastructure division of one of the world’s leading telecommunications companies Improved marketing accountability by tracking lead/demand gen and ROI to the business Gained real-time sales insights into the buyer journey with prospect and campaign tracking
The Services ExperiencePardot Customers – You ROCK!!
Questions?
Thank you