pardot elevate 2011: social selling

Tips for the Social SaleHow Pardot Leverages Tracking + Social Data

Presented by: Derek Grant, SVP, Sales

Get Social

#Pardot2011

I’m Derek Grant• Sales Manager at

Pardot• With Pardot

since 2007• Motto: Be Brief,

Be Brilliant and Be Gone

Who The Heck Are You?

Rock Stars from Mars?

Leveraging Behavioral DataKnow What, When and Why

Used for:• Validation of Efforts• Lead Generation

Assign Visitors• Check CRM• Use Letters

Tip:• Opt In To

Appropriate States / Countries

Visitor Capture

Do:• Find Your Ideal Prospect(s)• Note Search Terms• Search for Other Visits• Send a Tracked Email

Don’t• Identify that you are watching

them

Turn Down the Creepy Factor

Used for:• Priority Pages• High Value Forms

Tips:• Configure Page

Rules• Twilio for Phone

Alerts• Exclude tagged

prospects

Email Alerts

Used for:• Real time feedback

Tips:• Limit Columns &

Alerts• Use the Installed App

LeadDeck Alerts

Turn Down the Creepy Factor

Do:• Be Timely• “Thanks for Downloading”• Note Search Terms

Don’t• Note Specific Page Views• Disclose Too Much

Used for:• Gaining Visibility• Tracks Links to Any

Site

Tips:• Only 1 Recipient• Use Anchor Text

Email Plug In

Turn Down the Creepy Factor

Do:• Link to third party sites• Remove the HTTP://• Note the specific link

Don’t• Disclose that you tracked

their click• Respond too quickly

Rep Driven NurturingFaking Sincerity With Longtail Prospects

Use When:• They won’t Engage:• Don’t Want to Talk• If You Lost a Deal• They use a Competitor

Nurture Longtail Prospects

Used for:• Staying In Touch• Reconnecting with Lost

Opps

Tips:• Mark as “Visible in CRM” • Only a few options• Stop on Opportunity

Created or Opportunity Won

Prospect Nurturing

Sales Captures Data About Their Current:• CRM• Email • Marketing Automation Vendor• Other Marketing Tools

Personalize with CRM Data

Send “Light” HTML

Not “Heavy” HTML

“Forward” Emails

Nurturing Works

The Social SaleRecommended Do’s and Don’t

Social Selling

Social Selling - LinkedIn

Social Selling - LinkedIn

Social Selling - LinkedIn

Social Selling - Twitter

Social Selling - Facebook

Questions?

Derek GrantSVP of Sales

derek.grant@pardot.com

@derekgrant

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

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