CRM Best Practices

Derek Grant, Vice President

Pardot Marketing Automation

CRM Platforms Are Inherently Similar

• Whether you utilize NetSuite, SugarCRM, Salesforce.com, Microsoft Dynamics CRM, or some other brand, the tools are generally similar.

• These similarities are grounded in the basic functionality of any Customer Relationship Management System

• Salesforce Automation

• Master Database• Contact Information

• Demographics

• Pipeline Management

• Sales Rep Effectiveness

• Customer Service (optional)

Mining Your Own Gold

• Since the CRM is the master repository for all prospect and customer data, it can be mined to locate prospects for an initial sale or cross sale.

• This repository is likely one of the most valuable commodities your organization has when you consider:

Each Lead in your DB has a Cost (e.g., $50)

Time erodes the value of the Lead DB

• So Why Not Mine for Gold in Your Database

Is Your Rep a Hunter, Farmer, or Farmer with a Gun?

Hunter

New Business Development

Always about the next deal

High Cost of Customer Acquisition.

Farmer

Account Executives

Upsell existing customers surrounding an existing product

Low Cost of Customer Acquisition

Farmer with a Gun

Titles Vary

Cross Sell existing customers

Medium Cost of Customer Acquisition

Farming Your Existing Customer Base

Your CRM Must Be Configured to Capture:

• Product Type

Stored at Opportunity or Prospect (Lead / Contact / Customer) record

Multi-Select pick list containing available products

• Relationship Status

Drop Down pick list containing Good, Neutral, or Bad

• Miscellaneous

Competitive Products in the Account

Related Products in the Account

Hunting for New Business

• The Internet is filled with terrific resources to help you find and appropriate targets for your marketing

Hunting for New Business

• All of these sources provide the ability to filter the search results to locate the correct person at the appropriate type company

• If Vertically-focused, leverage Jigsaw’s “Find Companies” or LinkedIn’s “Advanced People Search” feature and filter based upon Industry and Sub-Industry

Hunting for New Business in the Social-Sphere

The buying process has changed, and people are beginning to crowd-source questions.

• Why Not Ask You? – You’d only have great things to say about your solution

Tapping into the Social Sphere:

• TweetDeck / HubSpot / Salesforce.com for real-time Twitter alerts

• Join Relevant LinkedIn Groups

• Google Alerts (Captures Blogs)

Let’s Grab Their Attention

Sales Outreach Via Phone

Inside Sales, Lead Qualification Team, Etc…

Tough to determine who is interested

Marketing Email Blast

“Fishing with Dynamite”

Provides Maximum Reach

Will Likely Turn Off Prospects (e.g., they didn’t opt in)

May Lose The Opportunity to Contact Again (Opt Out)

Now That You’ve Found The Right Size Company and the Appropriate Contact:

Are They Engaged?

Voicemails should have a call to action

Can we schedule a Demo?

Check out our Online Demo, ROI Calculator, Trial, etc…

Track with Outlook Plug-In

Emails Should Link to Web Content

Whitepapers (early stage)

Content Library

Third Party Blogs

The Destinations Don’t Have to be your web properties

Did They Seem Interested?

Click Path

In this example, the prospect viewed the pricing page 3 times.

What Brought Them To Your Site?

Were they searching for your brand?

• A competitor?

• A feature?

• A product?

Search provides insight about what is important to a prospect

Are They Even Qualified?

Have a Method to Separate the MQLs & SQLs from Suspects

• Explicit Factors• Demographics for MQL• Budget, Authority, Need and

Timeline (BANT) for SQL

• Implicit Factors• What did they do?

• Don’t Chase Bad Leads• Little Interest• Wrong Demographics

If Not An MQL, Nurture

• Forrester Estimates that only 20% of Marketing-sourced leads actually engage with Sales.

• Prospect Nurturing delivers relevant content to prospects to move them forward in the sales process.

• Marketing Nurturing

• Education to MQL

• Automatically

• Sales Nurturing

• Stay top of mind

• Trigger from CRM

Ideal Customer Profile for MQL

The “Jigsaw Rule” of Finding MQLs:

Can you complete the “Advanced Search” feature of Jigsaw to narrow your scope?

Key Considerations:

* - May focus on the number of key personnel rather than total company size

Factor Value

Location US?Southeast?

Industry Manufacturing

Sub Industry Automotive

Company Size* 5-100 Employees

Title EngineerEngineering ManagerChief Engineer

Department Engineering

BANT Model for SQL

Are You Trying to Get Blood from a Stone?

They are just a suspect / lead until you are able to determine some of the BANT criteria:

We require 2 of 4 to convert to an opportunity

Factor Value

Budget Confirmed or has seen our pricing page

Authority Is the sole decision maker or willing to introduce to others

Need Understands the value proposition or states a need

Timeline Closing within the next 60 days

Questions?

Thank You For Your Time Today

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

Derek GrantVP of Sales

derek.grant@pardot.com