How Pardot Uses Pardot for Sales - Pardot Users Conference
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Derek Grant presented tips and tricks for how the Pardot sales team uses Pardot to maximize sales effectiveness. The sales team uses features like lead qualification, activity tracking, social profile building, sales alerts, and rep-driven nurturing campaigns. They also integrate Pardot with their CRM to prioritize leads and track marketing-generated leads that are handed off to sales. The presentation provided best practices for using these tools to focus on engaged prospects while avoiding being creepy or giving sales too much information too soon.
How Pardot Uses Pardot for Sales - Pardot Users Conference
- 1. How Pardot Sales Uses PardotTips and Tricks to Maximize Sales EffectivenessPresented by:Derek Grant, VP of Sales
- 2. We Drink Our Own Kool AidSales is a Power User of:Lead QualificationLead Activity TrackingLead ManagementSocial Profile BuildingSales AlertsVisitor AlertsProspect AlertsLeadDeckRep-Driven Nurturing CampaignsEmail Plug-inWe Drink Our Own Kool Aid
- 3. A Little About UsA Team of 7 awesome sales pros…and me.It’s Easy Being GreenAll Pardot sales people have under 3 years experience
- 4. No bad habitsOpen Territory Model:Like herding cats
- 7. Can be a management headacheTotal Professionals
- 8. Lead QualificationNot Just Score… Score+GradeIdentify the most active / best “Fit” prospectsScoring Model Simple Customizations such as “Test Drive Form”
- 9. Priority Pages + Score Increases GradeOur “Ideal Customer” profile
- 10. Not all grading data is automatedLead Activity TrackingPardot Doesn’t Make You a Mind Reader…..Focus sales cycles on the most obvious activities
- 11. “Buying Signals”Search:What did they call it?
- 12. Captures Intent (e.g., “Pricing”)Lead ManagementNot All Leads Should Go to SalesExclude Tire Kickers / Suspects
- 13. Sales is drinking from a fire hose
- 14. ROI will impact your bottom lineSimple Lead Management:Send an Alert when a lead meets the definition of MQL / who show “Buying Signals” The “Eyeball Test”
- 15. Assigned Lead AlertsCheck out Comments and NotesComments are Prospect provided
- 16. Notes are Lead Management ProvidedHandoff to CRMYou’ve got the lead…now what?We track the “Lead Status” of each marketing generated lead
- 17. This is compared to the “Pardot Lead Created” Date
- 18. If not changed from “Open”, Why did we not follow up on Marketing Generated leads?Just because Marketing says they are qualified…Take a look at the lead
- 19. If not good, mark UnqualifiedThis syncs with PardotNo more nurturing
- 20. Lead PrioritizationOnce a lead passes to the CRM, adjust your Lead / Contact ViewAdd Score, Grade, Last Activity as sorting criteria
- 21. Suggestion - Start with Grade, then Score, then Activity DateCRM Provides More Data PointsWe sync CRM data to PardotData points gleaned by Sales can help target email campaignsThings you wouldn’t get on a formProvide a single location for call informationSocial Profile BuildingBetter Understand the ProspectCheck Out their Profiles
- 22. Validate Information through LinkedIn & JigsawSocial provides another Touch Point:Twitter – Follow ThemLinkedIn – School & Prior Positions?Facebook – Family?
- 23. Sales AlertsRespond to Prospect ActivitiesLeadDeckDid you call and they not answer?Jump into CRMProspect Report Did the Prospect Respond to a Nurturing Campaign?Did they return unsolicitedBest Practice for AlertsNever Indicate that you “Saw they were active”Creepy
- 24. Sales Alerts – Visitor CaptureVisitor Report Used as a Lead Generation Vehicle
- 25. Validation of responseScan QuicklyNumber of pages?
- 26. Location?
- 27. Search Term?Who do you call?You know your prospectsWho Gets What?First Letter of NameRep-Driven Nurturing CampaignsTriggered inside the CRMNon-Responsive / Longtail prospects
- 28. Examples of CampaignsUse Light HTMLReps don’t create HTML messages.
- 29. “From” address branding, makes it appears to have come from Outlook
- 30. Brian Carroll – Nurturing with the “Human Touch”Heavy HTML is for Marketing
- 31. Email Plug-InTrack Ad-Hoc EmailsOur Rule:All Voicemails must be accompanied by an email
- 32. Links Include:
- 33. Demo
- 34. Analyst Report
- 35. 3rd Party Sites (Blog, ecosystem)Best Practices:Mask the Link with Anchor Text
- 36. Only 1 Recipient per emailGaining Sales Buy-InRun a couple of campaignsHave meaningful data available for salesDon’t Expose too soonOtherwise, it’s just an annoying blank section in the CRMPhase in ReportsVisitor Reports may not be appropriate for all prospects
- 37. Once prospects are tracked, enable Prospect Reports/LeadDeckSales-ProofDon’t make CRM Processes more complex (simple options)Find a success story
- 38. Sales Do’s and Don’tsDoFocus the conversation on the prospect’s interests
- 39. Respond in a timely manner
- 40. Nurture leads who are not ready to buy today / don’t engage
- 41. Leverage the CRM as the primary way to get dataDon’tBe Creepy
- 42. Let the prospect know that you are responding because of their activity
- 43. Jump on anonymous visitors
- 44. Give Info to Sales too soonThanks for Your TimePardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326Derek GrantVP of Salesderek.grant@pardot.com404.492.6848877.3B2B.ROIwww.pardot.com