salesforce data.com + pardot

Data.com + Pardot

Smarter Marketing. Better Results.Supercharge your B2B Marketing and Sales results with Pardot and Data.com

From Leads to CustomersPersonalization is crucial for effective nurturing, but difficult to do well at scale

http://www.neustar.biz/resources/whitepapers/activation/personalized-marketing-glossary.pdf

Top Marketing Priority: Turning Leads into Customers

Increase Marketing Personalization Reduce opt-outs Improve prospect engagement

VP, Demand Gen

Expedite Qualified Leads to Sales Accelerate lead progression Improve conversion rate

Marketing Challenge 1:More Effective Campaigns

Marketing Challenge 2:Better Alignment with Sales

From Leads to CustomersImproving alignment between Marketing and Sales brings significant benefits

Source: Demand Metric, 2013http://www.demandmetric.com/system/files/templates/sales__marketing_alignment_-_benchmarking_report.pdf

57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)

CompleteInsight

NurturePipeline

Generate Better Leads

ImproveClose Rates

More Sales

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Optimize lead generation and marketing efficiency to increase sales

Drive Results from Lead to Close with Salesforce

Benefit #1: Generate Better Leads

Optimize the Web-to-Lead Process • Easily create campaigns and tactics to find new prospects• Connect and interact with leads across multiple channels• Ask for less information up-front to increase response

rates, then append/enrich relevant data• Standardize key information, such as company name,

industry classification, company size, etc.

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Data.com Clean enriches your leads with detailed individual and company details

Deliver Intelligent, Personalized Interactions• Automate personalized multi-touch content at scale• Send emails that cater to specific prospect needs• Leverage industry and revenue and title details to deliver

more targeted marketing• Standardized data enables more reliable segmentation to

route leads into the most relevant campaigns

Benefit #2: Nurture Pipeline

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Pardot allows marketers to easily set up and deliver engaging content

Benefit #3: Improve Close Rates

Enable Sales to Pursue the Best Leads• Ensure reps focus on top leads with lead scoring and grading• Manage leads through the entire sales cycle with native Sales

Cloud integration• Additional company context about leads enables more

sophisticated up-front scoring/grading • Use corporate hierarchy information to make sure qualified

leads are routed to the right reps/teams

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Reps get sales alerts in real time through Pardot LeadDeck

Benefit #4: Complete Insight

Make Smarter Marketing Decisions• Measure revenue contribution and track ROI to justify

marketing spend and quantify campaign success• Establish accountability between Marketing and Sales• Understand your addressable market opportunities• Discover new trends in your customer and prospect data

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Both Pardot and Data.com include extensive reporting capabilities

DemonstrationUsing Pardot + Data.com to Improve Marketing Processes

Scenario 1: Automated Routing to Targeted Marketing Campaign

Inbound lead through marketing channel

Enrich with detailed individual and account info

Lead info maps to specific campaign?

Route to targeted marketing drip campaign

Cindy

Pross

cpross@wsgc.com

WSI

A