the missing link: mapping pardot to your business - pardot users conference

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The Missing Link Mapping Pardot to your business to drive maximum revenue Erica Ryan Micky Long

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Page 1: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

The Missing LinkMapping Pardot to your business to drive maximum revenue

Erica RyanMicky Long

Page 2: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Audience Poll

How many have used Pardot for less than 3 months?

How many longer than a year?

How many have used Pardot for between 3-6 months?

How many have used Pardot for 6 months to a year?

Page 3: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

So what’s the Missing Link?

Pardot is great, but…

Page 4: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Aberdeen Lead Lifecycle Management Study

Survey Details

Over 200 organizations polled

Wide range of sizes from enterprise to SMB

Titles included Sales, Marketing and Senior Mgt

Industry groups includes technology, manufacturing finance/banking and others

Page 5: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Aberdeen Comparison Laggard vs. Best in Class

Bid to win ratio

Increase in new leads

Revenue Increase

0% 10% 20% 30% 40%

Laggards

BIC

Page 6: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Lead Management Improvement Strategies

Increase # of Sales-ready leads

Develop formal nurture program

Better Segment/Target

30% 40% 50% 60% 70%

Laggards

BIC

Page 7: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

BIC Capabilities

5 = Current capability

1 = Capability does not exist

Track online behavior on individual basis

Determine when leads are sales-ready

Prioritize leads passed to Sales

Best In Class

All Others

Align Marketing content to buy cycle

Deliver Marketing content at buy cycle stages

Score leads based on behavior

1 2 3 4 5

4.0

3.8

3.7

3.6

3.4

3.0

3.1

2.9

3.3

2.8

2.9

2.5

Page 8: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Marketing maturity index

Page 9: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Stage 1 - Basic “Batch and Blast” Marketing

Companies at this stage typically do not have any type of formal lead nurturing program in place. Leads are passed between Marketing and Sales on an ad hoc basis without significant tracking, automation or measurement.

Lead defined as = “any response”.

All leads typically passed to Sales

No passback from Sales on challenging leads

Campaigns run ad hoc or regular but w/o segmentation

Little or no measurement beyond “Dollars expended vs. Revenue Achieved”

Little or no prospect data captured, maintained or available to Sales

No automated tools in place

Page 10: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Stage 2 - Segmentation Marketing

Companies at this stage have usually identified the need to do some type of lead nurturing or management and have taken the first steps to define a process for managing leads. Implementation and refinement is typically sporadic

Lead definition = Marketing Qualified Lead

Prospect segmentation (grading) criteria developed; implementation not routine

Prospect scoring model developed; not in place

Some type of tool in place to drive automated multi-touch campaigns

Marketing campaigns still based on “Batch and Blast” approach

Marketing/Sales closed –loop process defined; enforcement not standard

Activity measurement around email performance, conversion

Page 11: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

How Pardot helps

Builds lead priorities based on prospect activity and profile

Enables prospect segmentation within Marketing and Sales

Begins closed-loop interaction

Lead scoring/grading - based on prospect behavior and profile

Page 12: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Stage 3 - Automated Marketing

Companies at this stage have recognized the need for some type of automated system to help manage the business process around lead management and nurturing. These companies have implemented more detailed methods of identifying prospect profiles and behavior.

Lead Definition = Marketing Qualified Lead

Prospect grading and scoring models in use

Marketing Automation tool in place and integrated with CRM/SFA

Sales handoff threshold in place and followed

Surveys used to capture deep prospect information beyond basic forms

Marketing campaigns designed to nurture prospects

Multi-channel campaigns targeted to prospect activity and profile

Regular performance metrics re: campaign effectiveness developed

Page 13: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

How Pardot helps

Builds lead priorities based on prospect activity and profile

Enables prospect segmentation within Marketing and Sales

Begins closed-loop interaction

Drip campaigns - automated follow-up with intelligence

Page 14: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Stage 4 - World-class Automated Lead Nurturing

Companies at the Best-in-Class level have implemented a completely automated lead nurturing workflow, driven by strong business process, endorsed by marketing, sales and executive management and regularly updated to stay ahead of prospect behavior.

Grading and scoring models approved by Marketing and Sales and in place

Lead definition = Sales Qualified Lead

Closed loop process in place. Non-pipeline leads passed back to Marketing

Marketing messages targeted by pain point, prospect function and Buy Cycle

Regular prospect information capture by activity, survey and form completion

Marketing campaigns follow multi-channel, activity-based process – right message to right prospect at right time

Prospect email preference center in place. Opt in vs. Opt out

Detailed KPIs on Marketing activities reported to executive management regularly

Automation tool and process undergoes regular modification for continuous improvement

Page 15: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

How Pardot helps

Provides detailed activity as well as revenue and opp. tracking

Key focus area for expanded capability within Pardot

Reporting- based on prospect behavior and profile

Page 16: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Lessons from the real world

Page 17: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M.

Background

A.D.A.M. consists of 3 very distinct business units – Health Solutions, Benefits Solutions (Benergy), and Education Solutions, all with completely different audiences, products and clients.

Up to February 2010, all lead generation was handled by the sales organization. Marketing supported lead gen with campaigns, but all leads were directed to lead generation specialists. “Nurturing” was done by the lead generation specialist as one off emails, or their own salesforce

campaigns.

Page 18: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Challenge

In February 2010, the positions for inside lead generation specialists for Benefits and Health Solutions were made redundant.

Where did lead gen go overnight?

Page 19: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Challenge

MARKETING!

Page 20: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Challenge

Marketing was now responsible for:

Acquiring new leads for sales team

Ensuring quality of leads

Nurturing leads

Passing leads to sales team

Reporting on all leads, including:

• Pipeline

• Win/Loss

• Sales Closed

Page 21: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Challenge

Did I mention overnight?

Page 22: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Challenge

What did marketing do?

Page 23: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

A.D.A.M. Solution

Called Derek at Pardot.

Page 24: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Background

Had been trying to convince management to implement a lead nurturing system for almost a year

Leads from our website were difficult to follow – went directly into salesforce and once in sales’ hands marketing had little control

Had to manually set up all forms for all marketing campaigns and for the website

Sales did not want marketing putting marketing leads in salesforce – wanted to keep them separate

We had very few marketing items we could use in emails and drip campaigns (only 4 case studies)

Page 25: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Implementation

Even More Challenges at Implementation

Education business unit not using Pardot

Health Solutions business unit implemented with no internal support from IT and little to no support from sales

Benefits Solutions business unit marketing director not even in place yet when implementation began

Health Solutions sales team only wanted qualified leads – people ready to buy

Benefits Solutions sales team wanted ALL leads

Page 26: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Implementation

Pardot was great! Within first 3 months we had set up:

Sales inquiry form on website

Multiple Case study forms Multiple

Demo forms

Custom email communications with forms and landing pages

Conference invitation

emails and landing pages

Page 27: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Implementation

“It was so easy we went NUTS setting up campaigns, forms, landing pages, emails…”“It was so easy we went NUTS setting up

campaigns, forms, landing pages, emails…”

Page 28: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics

(May not have thought that through completely at the beginning…)

CEO – Now report on all of it!

Page 29: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics

Page 30: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Pardot Metrics

Page 31: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics

What defines a “good” lead?

Hard lead?

Nurturing-worthy lead?

Scoring?

Grading?

Soft lead?

Page 32: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics - What Marketing Measures

  Prospects Assigned Leads Soft leads Hard leads

Email Campaigns - Soft leads = anyone who opened the email; Hard leads = someone who contacted us or viewed a document

       

Campaign 1

Campaign 2

Campaign 3

Campaign 4

Campaign 5

Web Forms - Prospects = people who viewed landing page, Soft leads = people who filled out the form, Hard/Assigned Leads = leads sent to sales

       

Sales inquiry form

Online Demo

Case Study 1

Case Study 2

Case Study 3

Case Study 4

Conferences - Assigned/Soft leads = people who clicked through to adam.com for more info or Assigned/Soft leads = people who came to booth, Hard leads = good leads

       

Conference 1 Pre-Show Email

Conference 1 Booth Leads

Conference 2 Booth Leads

Conference 3 Booth Leads

TOTAL

Q2 Marketing Campaign Metrics

Page 33: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics - Issues Found

Sales not always setting opportunity even after pricing provided

Sales not always setting opportunity amount even though opportunity has been created

Marketing can assume at least an amount of $10K per deal, but not true pipeline

Just started including lead source on all online forms so we can report from salesforce in addition to Pardot

Just started grading prospects based on activities in Q3, will start reporting for Q3

Sales cycle can be anywhere from a few months to SEVERAL YEARS

Page 34: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics - What the CMO and CEO Want

 Assumed Pipeline

Opportunities Created by

SalesOpp Amt Closed Amount

Oppty conversion

rate# Closed Won

Email Campaigns - Soft leads = anyone who opened the email; Hard leads = someone who contacted us or viewed a document

           

Campaign 1  

Campaign 2

Campaign 3  

Campaign 4  

Campaign 5  

Web Forms - Prospects = people who viewed landing page, Soft leads = people who filled out the form, Hard/Assigned Leads = leads sent to sales

           

Sales inquiry form

Online Demo

Case Study 1

Case Study 2

Case Study 3

Case Study 4

Conferences - Assigned/Soft leads = people who clicked through to adam.com for more info or Assigned/Soft leads = people who came to booth, Hard leads = good leads

           

Conference 1 Pre-Show Email

Conference 1 Booth Leads

Conference 2 Booth Leads

Conference 3 Booth Leads

TOTAL

Page 35: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Moving Forward

Still a work in progress

Grading Lead SourceDrip Campaign

Testing

Implemented for Q3

Planned for Q4

Work more closely with Sales Team to develop

lead scoring and prioritization

First true drip campaigns to be

implemented

Benefits Pardot forms on website

Page 36: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Last Words

Page 37: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Metrics – The who and the what

CMO Marketing Director Campaign/Activity Mgr.

ROMS Quarterly Return on Spend

Return on Campaign Email click-throughs

Lifetime Total Value Return by Channel Web visits

Net Present Value Return by Progam Page Views

Monthly # of Leads toCustomers

Form Submits

#Marketing Qualified Leads Demos Conducted

MQL-SQL Conversions Webinar registrations

SQL-Close Webinar attendance

Overall Revenue Attainment from MQLs

Page 38: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Roadmap to SuccessEv

alua

te w

here

you

are

(no

chea

ting)

Buy your Sales

(or Marketin

g)

team a beer Love thy customer

(or at least accept that they’ve won)

Elephant-eating is a marathon, not a sprint

When you get

it right, d

o it

over again

Page 39: The Missing Link: Mapping Pardot to Your Business - Pardot Users Conference

Questions?

Thank you.

Erica Ryan Micky [email protected] [email protected]