salesforce data.com + pardot
TRANSCRIPT
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
A