New Strategies for DrivingRevenue GrowthPardot and Data.com
Presented by Salesforce and Nuvem Consulting
Aug. 5, 2015
Welcome from our sponsorMatt Dillon, Co-Founder, Nuvem Consulting
Sponsor Snapshot - Nuvem Consulting
• Founded and HQ in Omaha
• Full service Salesforce consulting partner
• Certified Pardot consulting partner
• Services include implementation, optimization, custom app development, integration, Communities portals, mobile development
• Transform and streamline marketing and sales through people, process and technology
• Focus on giving businesses a 360-degree view of their customers, prospects and partners
Rethinking Marketing and Sales
Businesses experiencing exciting revenue growth today are using radical new approaches to engage customers and ensure the complete process from prospecting to long-term customer retention is streamlined and customer centric.
Building Your Salesforce Roadmap
We recommend clients think of the big picture when considering new sales and marketing technologies:
1. How do you achieve a complete view of your customer?
2. How do you provide a customer-centric experience through streamlined processes?
3. How do you achieve greater productivity with less effort?
4. How can you leverage other products, apps and platforms to compliment and enrich your solution through integration?
Grow Faster with Salesforce:Pardot + Data.comZach Byk
Katherine Lannom
Buyers Are More Connected to Information Than Ever Before
Website
Social Media
References
Community
The Impact: Sales is less productive & it’s harder to close deals
Sources: Business2 Community, Leap Job, Ovation Sales, Group, Sirius Decisions, TopRankMarketing
of buyers want to wait to connect with a
company until they’re ready to buy
90% of cold calls result in an appointment with
a customer
2%
average sales cycle increased 22% due to more people involved
in buying process
22%on average, sales
people invest 6.25 hours to set one appointment
6.25
Current state at your company today?
1 Not enough quality leads, huge volume of sunk-cost leads in ‘lead graveyard’
Lead volume
No way to segment for industry-tailored content
Segmentation
Manual follow-up with every lead – takes days or weeks and yields few opportunities
Lead Follow-up
Multiple, disparate systems adds cost but also inefficiency
Workflow and Cost
Can’t accurately report on return on Marketing investment
ROI reporting
2
3
4
5
Industry Data17% of leads convert into
opportunities. -Bridge Group Study
77% indicate that their most compelling reason for implementing marketing automation is to increase revenue.
-Gleanster
78% of leads go to the company that responds first. -Source
Harvard
80% of Sales Leads are mishandled by Sales. -Forrester Research
Companies that excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost. -Forrester Research
Only 25% of leads are legitimate and should advance to sales.
-Gleanster Research
Lead Generation CampaignsThe Sales Funnel
80% of contacts who express an interest to buy today but do not, will do
so in the next 24 months. -SiriusDecisions
Dead Leads
Common Situation without Marketing Intelligence
Sales Funnel
How You Measure ROI?
INPUTS
Total Spend:
Leads Generated:
Cost per Lead:
$100k/yr
10k/yr
$10
How do you capture user data?
How do you pass leads to sales?
How do you follow up with non-sales ready leads?
OUTPUTS
Leads:
Cost Per Lead:
Sunk Cost:
8k
$10
$80k
20%Lead Conversion
The Sales Funnel
Lead Generation Campaigns Dead Leads
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
Salesforce Solution
Lead Generation CampaignsDead Leads
Landing Pages
Forms
Google Adwords
Social Posting
Video/Event
Automated Lead Transfer
from Marketing to Sales
Engage Alerts
Lead Scoring/Grading
Activity Tracking
Closed Loop ROI Reporting
Drip Nurture
Campaigns
With Pardot, dead leads are returned to the funnel and put into nurture campaigns, where we see a 3x conversion rate.
Demo – Pardot + Engage Alerts1. Understand every interaction, so you can sell smarter.
2. View a real time feed of prospect engagement right within Salesforce CRM or on the Salesforce1 mobile app.
3. Customize the feed with activities that are important to your sales cycle.
4. Know exactly when to reach out with real time alerts.
Click for Demo
Local Customer StoriesKelly Marrs, Associate Manager – Customer Marketing, ConAgra Foods
Erik Dague, Director of Marketing, Valmont Industries
Customer Story Q&A Summary1. Pardot is a journey. You will always be finding ways to be more effective the more
data you get and the more features that are released or discovered.
2. Marketing automation is most effective when integrated with CRM
3. Pardot doesn’t take a large staff to support. Even enterprise level companies are finding success with 1-2 Pardot / integrated marketing specialists.
4. Small and mid-market businesses can use the same technologies as large businesses to gain a competitive edge
5. Features enable you to prove marketing ROI
6. Variety of use cases for managing unique partner / distributor / end customer relationships
7. Develop a strategy before your implementation – discover the capabilities
8. Assess your big picture technology needs that will compliment Pardot – Sales Cloud, Service Cloud, Pardot Communities, etc.
Thank you