The Top 5 Benefits of Marketing Automation

• Dell Cloud Business Applications

• August 29, 2012

2 Dell Cloud Business Applications

Agenda

• Introduction

• Guest Speaker – Adam Blitzer, Pardot Marketing Automation

• Dell Cloud Business Applications – Bill Odell

• Q&A

• Helpful Resources

3 Dell Cloud Business Applications

Asking a Question

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the presentation

This Webinar is being recorded and a replay link will be emailed to all registrants

4 Dell Cloud Business Applications

Today’s Webinar Panelists

Host: Bill Odell

Sr. Marketing Director

@bodel

Presenter: Adam Blitzer

Co-Founder and COO

@adamblitzer

Top 5 Benefits of Marketing Automation:What’s all the fuss about?

Presented by: Adam Blitzer, COO, Pardot@adamblitzer

#1: Improving lead qualityLook like a genius with smart web forms

Web leads – the problems• Forms are too long – high drop off• Forms are too short – not enough data for sales• Duplicates• Free email addresses (Gmail, Yahoo!, etc.)

Progressive profiling• Forms remember the prospect• Asks for additional data points with each interaction

• Allows your forms to stay short and maximize conversions

Progressive profiling example (1/3)

Progressive profiling example (2/3)

Progressive profiling example (3/3)

Maximizing touches

Keep forms short – then append!

Don’t hate, deduplicate• Key off email address• Keeps junk out of your CRM• Builds a complete profile on an individual

Validating emails (no free rides)• Free emails shows a low interest level (usually)• Sales reps hate following up with these• You eventually need a business address• Case by case

#2: Real‐time activity alerts:Striking while the iron is hot

Real‐time alertsResponses within 5 minutes are 100 times as likely to succeed as those within 30 minutes.

MIT study on inquiry response times

Real‐time alerts

Don’t be creepy

#3: Lead recycling:Everyone needs a little nurturing

Cold prospects

• “This lead never picks up the phone.” 

• “This lead is not ready to buy.” 

• “This lead is not a good fit.” 

Cold prospects

Lost opportunities• You win some, you lose some• Don’t despair – the lead is still an asset• Learn everything you can about the winner• Nurture!

Lost opportunities

#4: The right message at the right timeMarketing isn’t just for prospects

Dynamic content• You know a lot about clients – use that!• One website – many variations• Gives the right message to the right person without self‐selection

Tailoring to a segment example (1/3)

Tailoring to a segment example (2/3)

Tailoring to a segment example (3/3)

#5: ROI analysisDid any of this actually work?

Where do you start?• Calculating ROI is crazy hard with long sales cycles

• Juggling systems• Source campaign or influencing campaign?

Tying everything togetherCampaign system

• Cost

• Clicks

• Cost per click

Marketing automation system

• Prospects

• Assigned prospects

• Cost per assigned prospect

CRM system

• Opportunities

• Sales

• Revenue

Marketing nirvana• Cost per opportunity• Cost per sale• ROI!

The Dell Cloud Business Applications Advantage

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35 Dell Cloud Business Applications

Leads Opportunities Quotes Orders Invoices Collections Support

Complete Front Office Automation SolutionMaximize Customer Lifetime Value

Dell Services

• Complete best-of-breed solution from a trusted provider

• Single point of contact for all implementation, training, support, and vendor management

• Start where it makes sense for your business and add as you grow

ServiceSales FinanceMarketing

Up-Sell/Cross-Sell

Boomi

Accounting/ERP Integrations

36 Dell Cloud Business Applications

Rapid Time to Value, Customer SuccessComprehensive services from a trusted partner

• Turnkey implementation packages for Salesforce

• Best practices consulting

Pre-packaged implementations

• Monthly billing

• Pay by credit card

• Financing through Dell Financial Services

Flexible Financing

• Single point of contact for all assistance

• Support portal and community

• Training, tutorials, and knowledge libraries

End-to-end support

Q&A

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38 Dell Cloud Business Applications

Helpful Resources

Dell Cloud Business Applications Website:

www.dellcloudapplications.com/solutions/marketing-automation

– Marketing Automation Free Trial

– Marketing Automation Demo

– Marketing Automation Buyer’s Guide

Thank youDell Cloud Business Applications

1-877-857-2364

www.dellcloudapplications.com