Pardot + Data.com: Deliver Personalized Marketing at Scale
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This document discusses how Pardot and Data.com can be used together to deliver personalized marketing at scale. It provides two scenarios of how enriched lead data from Data.com can be used in Pardot to improve marketing processes. Specifically, inbound leads can be enriched then automatically routed to targeted marketing campaigns or fast-tracked to assigned account executives for strategic accounts. Case studies show how companies have improved lead generation and sales cycles by using Pardot and Data.com together.
Pardot + Data.com: Deliver Personalized Marketing at Scale
- 1. Pardot + Data.com: Deliver Personalized Marketing at Scale Brett Stineman Product Marketing Director, Data.com @jbstineman #datadash14 Billy Cripe CMO, Field Nation @billycripe Chris Heiden Sales Engineer, Pardot @chris_heiden #pardotdf14
- 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Top Marketing Priority: Turning Leads into Customers Marketing Challenge 1: More Effective Campaigns Marketing Challenge 2: Better Alignment with Sales Increase Marketing Personalization § Reduce opt-outs § Improve prospect engagement VP, Demand Gen Expedite Qualified Leads to Sales § Accelerate lead progression § Improve conversion rate
- 4. From Leads to Customers Personalization is crucial for effective nurturing, but difficult to do well at scale http://www.neustar.biz/resources/whitepapers/activation/personalized-marketing-glossary.pdf
- 5. From Leads to Customers Improving alignment between Marketing and Sales brings significant benefits 57% of B2B organizations identify “converting qualified leads into paying customers” as a top funnel priority Source: MarketingSherpa % Achieving Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems Source: Demand Metric, 2013 http://www.demandmetric.com/system/files/templates/sales__marketing_alignment_-_benchmarking_report.pdf
- 6. The Keys to Optimizing Your B2B Marketing Processes Improve the Effectiveness of B2B Marketing Interactions Improve the Quality of B2B Account and Contact Data Both natively integrated with the #1 sales app
- 7. Chris Heiden Sales Engineer, Pardot
- 8. Demonstration Using 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
- 9. Cindy Pross cpross@wsgc.com WSI
- 11. Let’s look at this inbound lead in Pardot leadmanager@pardot.demo *********
- 22. Now we will enrich the lead using Data.com leadmanager@pardot.demo *********
- 33. Let’s look at the enriched lead in Pardot leadmanager@pardot.demo *********
- 38. A
- 39. Demonstration Using Pardot + Data.com to Improve Marketing Processes Scenario 2: Fast-track Routing to Account Exec Inbound lead through marketing channel Enrich with detailed individual and account info Lead info maps to strategic account? Route to assigned rep. for follow-up/next steps
- 40. David Berk david@topsy.com Topsy Labs
- 42. Let’s look at this inbound lead in Pardot leadmanager@pardot.demo *********
- 51. Now we will enrich the lead using Data.com leadmanager@pardot.demo *********
- 52. David Berk
- 58. L
- 60. L
- 61. Now let’s look at the lead as the Sales Exec elliotexec@pardot.demo *********
- 74. Let’s look at the enriched lead in Pardot leadmanager@pardot.demo *********
- 75. David
- 82. Billy Cripe CMO, Field Nation @billycripe
- 83. “With Pardot we can synchronize, amplify and expand our marketing reach p ainlessly and quickly.” Billy Cripe, CMO, Field Nation Field Nation Shortened their Sales Cycle by 110% • Online service work marketplace named Inc.com’s 43rd Fastest Growing Company in 2013 • Shortened lead-to-close cycle from 18 months to 2 months using Pardot engagement data • Increased sales insight with Pardot prospect profile + appended information from Data.com
- 84. Growth Hacking With Salesforce Outbound + Inbound Marketing Campaigns Website Integrated With Sales Cloud Capture Intent & Timeliness With Data.com & Pardot Landing Pages Assignment & Workflow in Sales Cloud Nurture Segments with Pardot Drips Engage & Grow With The Salesforce Ecosystem Inbound Leads Enrich with Data & Scoring Drive into Nurture Segment Deliver MQL To Reps
- 85. Improving Lead-to-Revenue Management ü Optimized web-to-lead ü Improved response rates ü Automated personalization ü Targeted segmentation ü Detailed lead tracking/scoring ü Expedited lead routing Capture Nurture Sell + $
- 86. Learn more at the Sales Hub § 20-min session on improving customer data quality at 11:30 § Data.com info station open all day § Marriott Marquis, Yerba Buena Salon 9 § Wednesday, 12:45 § Marriott Marquis, Yerba Buena Salon 9 § Come find us in the campground for demos Learn more Accelerate Pipeline with Pardot: Salesforce B2B Marketing Automation Solution