Shorten Your Sales Cycle Using Pardot & SugarCRM
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Webinar presented in partnership with SugarCRM in August 2011.
![A Little About Us A Team of 12 sales pros and only 2 marketers. ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Shorten Your Sales Cycle Using Pardot & SugarCRM
- 1. Shorten Your Sales Cycle:How Pardot and SugarCRM empower Sales Presented by:Derek Grant, SVP of Sales, Pardot
- 3. More Than 750 clients
- 4. Target SMB companies with a complex sales cycle
- 8. Location?
- 10. Social
- 11. Facebook
- 12. Twitter
- 13. LinkedIn
- 15. Key Content
- 16. Buying Signals
- 17. Pricing Page
- 18. ROI calculator
- 24. Link to value added content
- 25. Online Demo, Analyst Reports, Conference, etc…
- 28. Unified Sales & Marketing Data
- 29. Rep-supplied data points help target email campaignsThings you wouldn’t get on a form
- 33. Track the “Status” and “Created Date”
- 38. Respond in a timely manner
- 39. Nurture leads who are not ready to buy today / don’t engage
- 41. Let the prospect know that you are responding because of their activity
- 42. Jump on anonymous visitors
Notas del editor
- So, let’s start with where the leads come from.Our visitor reports are one way we pick up on interested companies. Scan Quickly:Highest Number of Pages = Most ActiveLocation – Do you exclude specific geographies? (e.g., - Japan)Search Term Do they know your company name (educated consumer) Did they search for a product feature Was it a small feature (e.g., “Landing Page Builder” would not be followed up on).Who do you call?Call who you would normally call. We call up and down the Marketing HierarchyWho gets what?We utilize the Alphabet principle – I have U, N & G. Leads that start with that letter, who are not in the CRM are available to be called.What Next? Click the company name.Does it fit your demo profile?
- Scoring Model:Test Drive / Feedback Form:+50 Bonus PointsTwilio Alert – Calls DG, “Press 1 to connect”Sales Alert via emailPriority Pages – We Only Have 2:Pricing & Demo+5 Points EachScoring rule of Thumb #1 – The Number isn’t as Important as the critical activitiesScoring rule of Thumb #2 – KISS Principle. Don’t over think it. It’s designed to make the cream rise to the topGrade:Simple Automation Rules Grade Prospects:Job Title Contains “Director, Manager, VP, Vice, Chief”Department Contains “Marketing, Operations, Sales”Location is “US, UK, Canada”Some Criteria requires human intervention (e.g., Company Size). Use Jigsaw, LinkedIn (Button by the company name)Some not provided on initial interaction (e.g., Progressive profiling may not get “Job Title” or “Department” on initial pass JS / LI to augment data thru CRM Data sync’s back to WMA Grade Increases
- Lead Tracking:Tracking doesn’t make you a mind reader, but it does help Sales build a hypothesis as to what is of interest to the prospect.Know where the prospect seems to be the most interested, but don’t make assumptionsYou know what happens when you assumeExample – The image shows a prospect who seems cost consciousObvious Activities:Do they spend time in the Knowledge Base – Technical Buyer?What Pages do they visit most frequently, for the longest time – Focus Your MessageBuying Signals:Differ from organization to Organization – Search for Pricing, Quick (Quick Start), Demo, Trial, etc….I don’t care about all the pages in a visitor session – What Priority Pages did they view?Search:If they search for a specific feature, focus on that featureIf they use a specific term (e.g., Demand Generation), use that term If the prospect called it “Email Marketing”, use that term Recent search for “Leading Vendors of Marketing Automation” – Used that in the subject line, sent Analysts reviews of PardotSite Search – That is a complementary item for all Pardot users, so if you do not have a search, Pardot provides one, or can connect with your current search
- Lead Tracking:Tracking doesn’t make you a mind reader, but it does help Sales build a hypothesis as to what is of interest to the prospect.Know where the prospect seems to be the most interested, but don’t make assumptionsYou know what happens when you assumeExample – The image shows a prospect who seems cost consciousObvious Activities:Do they spend time in the Knowledge Base – Technical Buyer?What Pages do they visit most frequently, for the longest time – Focus Your MessageBuying Signals:Differ from organization to Organization – Search for Pricing, Quick (Quick Start), Demo, Trial, etc….I don’t care about all the pages in a visitor session – What Priority Pages did they view?Search:If they search for a specific feature, focus on that featureIf they use a specific term (e.g., Demand Generation), use that term If the prospect called it “Email Marketing”, use that term Recent search for “Leading Vendors of Marketing Automation” – Used that in the subject line, sent Analysts reviews of PardotSite Search – That is a complementary item for all Pardot users, so if you do not have a search, Pardot provides one, or can connect with your current search
- Tire Kickers:70% of leads who don’t engage sales today will buy from a competitor in 24 months.They educate themselves on your materials, engage sales on their own termsBottom Line:Gartner noted that when greater integration is accomplished between marketing and sales on lead management processes, conversion rates for leads (defined as earning the designation as qualified and/or committed to the sales pipeline) can increase by as much as 50%.Lead Management:Lower the qualification for leads if you have an Inside Sales / Lead Qualification Team Don’t exclude possible great leads. Err on the side of liberal lead qualification If the lead is bad, the Inside Rep will mark as UnqualifiedAlerts v. Automated Lead Assignment:Software does as instructedMarketing / Sales Operations is still criticalHUMAN INTERVENTION - Let an objective eye review e.g., leverage “the Eyeball Test” prior to blindly assigning to outside sales Lead May meet scoring / grading / activity criteria, however not be a “good” lead Dream Crusher – You can’t use WMA to “Market” from Tahiti with an umbrella drink.With high volume, a final human review may not be possibleWith Inside Sales Team – Use Automation to assign
- Scoring Model:Simply - An “A+” with a low score is better than an “F” with a high scoreActivity = Recency. Strike while the iron is hot. Whitepaper – Call same day (Intro) Test Drive – Call immediately (Intro) Return to site – Call same day (LeadDeck) or Next Day – Like talking to a friend after a login hiatus….don’t let it get weird
- To keep the links looking innocuous – Use Anchor TextDon’t send to multiple recipients
- Scoring Model:Simply - An “A+” with a low score is better than an “F” with a high scoreActivity = Recency. Strike while the iron is hot. Whitepaper – Call same day (Intro) Test Drive – Call immediately (Intro) Return to site – Call same day (LeadDeck) or Next Day – Like talking to a friend after a login hiatus….don’t let it get weird
- CRM Data:Passed to PI for more granular segmentationCan also help refine an offline message“Pardot – a Marketing Automation platform that helps you drive more value from your PPC campaigns, and automate your prospect nurturing…something that MailChimp can’t currently do”Or “Pardot’s micro analytics provide actionable sales tracking data that LeadLander or Google Analytics cannot provide”
- Premise:The Lead was a MQL (passed to Sales)Keeps the Sales Rep and Brand Top of MindAutomates the delivery of repetitive, marketing focused contentExamples:Timeframe Based – Delivers messages over a set timeframe (lost deal, educational, etc…)Persona Based – Sends messages based upon the title / role of the recipient (e.g., Technical Titles get tech content, while Executive Titles get ROI content)Vertical Based – Sends out case studies and statistics related to the recipient’s specific vertical Successful v. Unsuccessful – Starts the campaign with “Thanks for your time” or “Sorry I keep missing you”Nurturing with the “Human Touch”Although Marketing Messages may be heavy HTMLSales-driven nurturing programs should appear to have come from OutlookCustom “From” addresses and Signatures keep the appearance of authenticity
- SLA with SalesMkt generated leads are passed to salesSales responsible for tracking the lead status / changing from “Open”MKT has visibility into un-contacted leads Contact Initiated / Contact SuccessfulIf the lead is no good, mark as “Unqualified”Lead source is sync’ed with PIAutomation rule marks “Do Not Email” – No more nurturing / blast emails
- Run a couple of campaignsHave meaningful data available for sales – They are generally the most vocal people in your company, so don’t give them something to complain about. You’ll be identified as the Don’t Expose too soonOtherwise, it’s just an annoying blank section in the CRMPhase in ReportsVisitor Reports may not be appropriate for all sales teamsOnce prospects are tracked, enable Prospect Reports/LeadDeckSales-ProofDon’t make CRM Processes more complex (simple options)Find a success story