Marc Benioff Chairman & CEO

Align Sales and Marketing The Marketing Automation Advantage

Corporate Pres – PowerPoint Template – 16x9 FY14.pptx

Derek Grant Director of Sales

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Hi, I’m @derekgrant

I’m Derek Grant •  I manage sales at Pardot,

a salesforce.com company

Motto: •  Be Brief •  Be Brilliant •  Be Gone

What is Marketing Automation? At a high level

What is Marketing Automation

Lead

Lead Events

Buying Cycle Journey Personalized 1:1 Messaging

Lead Data

POLL Are you currently using a marketing

automation system?

Features and Benefits 5 ways marketing automation adds value

Shift from selling to buying The Internet is changing the buyer’s journey

The sales process is changing

•  70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions)

•  By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner)

The sales process is changing

Give Sales X-Ray Vision Monday:

• Message Left • Email

Wednesday:

• Message Left • Email

• Click Thru Email • View 4 Pages

• Search “Pricing” • View “Pricing” Page

Give Sales X-Ray Vision

Identify “Sales Ready” Leads Lead qualification drives sales performance

Sales Bandwidth is Limited

•  Only 17% of leads convert to qualified opportunities (Bridge Group)

•  80% of all marketing-sourced leads are mis-handled by sales (Forrester Research)

Focus on the Most Promising Leads

Activities Determine Interest • Form Submission +50 • “Contact Me” Form +150 • Page View +1 • Careers Page -30

Demographics Determine “fit” • US-Based, +$500M A+

Focus on the Most Promising Leads

Send Sales The Best Leads Timely follow up drives connect rates & pipeline

Being Timely Matters • For inquiries submitted on the web, 78% of sales go to the first company to respond (InsideSales).

• 25% of marketers that adopt mature lead management practices report that the sales team routinely contacts the prospects within one day (Forrester).

Strike While the Iron is Hot

Assign The Best • Automation Rules Assign “Sales Ready” leads

• Geography

• Industry

• Salesforce lead assignment rules

• Create SFDC Tasks

• Update Campaign Status

Strike While the Iron is Hot

Nurture Early Stage “Suspects” Stay top of mind with all your prospects

POLL Are you currently nurturing prospects?

Nurturing Drives Performance Educate Prior to Sales Engagement: • Average 20% increase in sales opportunities from the nurtured leads (DemandGen Report)

Eliminate Repetitive Sales Tasks: • It takes an average of seven touches to convert a “suspect” to a “prospect,” which grows to eight touches for enterprise-level accounts (Bridge Group)

Earn More of their Budget: • Nurtured Leads have a 47% higher order value than their non-nurtured peers (Annuitas Group)

Stay Top of Mind

Nurture the Rest • Nurturing stays in front of early stage prospects

• Warm up “Suspects”

• Sales Driven “Stay in Touch”

• Automated “Recycling”

• “On Behalf Of”

• Fakes Sincerity

Show Your Value Revenue growth garners respect for Marketing

Show the Value of Marketing

CEO’s Don’t Trust Marketers • 80% of chief executive officers admit

that they do not really trust and are not very impressed by their chief marketing officers (Fournaise Marketing Group).

It Earns Respect • 76% of B2B marketing professionals

agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” (Forrester Research)

Show the Value of Marketing

• Perception of Marketing as a “Cost Center”

• Granular Campaign Analytics empower data driven decisions:

• Search (SEO, PPC) Email (Blast, Drip)

• Social Media

• Everything is compared to revenue

Show the Value of Marketing

Questions?

Director of Sales Derek Grant

@derekgrant

dgrant@salesforce.com