shorten your sales cycle using pardot & sugarcrm
Post on 14-Sep-2014
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DESCRIPTION
Webinar presented in partnership with SugarCRM in August 2011.TRANSCRIPT
Shorten Your Sales Cycle:How Pardot and SugarCRM empower Sales
Presented by: Derek Grant, SVP of Sales, Pardot
A Little About UsA Team of 12 sales pros and only 2 marketers.
• Marketing automation company founded in 2007
• More Than 750 clients
• Target SMB companies with a complex sales cycle
• 100 % inside sales
Shorten Your Sales Cycles13 Practical Steps
Visitor Report • Lead generation• Validation of responseScan Quickly• Number of pages?• Location?• Search Term?Who do you call?• Your target champion
1. Capture
Sales Drinks From a Fire Hose:
1. Eyeball
2. Score• Implicit Activities
3. Grade• “Ideal Customer” Profile
2. Qualify
Use 3rd Party Data• Jigsaw• Social
• Facebook• Twitter• LinkedIn• Klout
3. Augment
Exceptional Activities:• Search Terms• Key Content• Buying Signals
• Pricing Page• ROI calculator• Trial Registrant
4. Identify
Assign Exceptional Leads• Exclude Tire Kickers • Combination of Activity, Recency and Intent
5. Assign
Review Comments, Referrer and Activity
6. Notify
Pass relevant touchpoints to Sales• Search Terms• Online Activities
7. Enlighten
Once a lead passes to the CRM, adjust your Lead / Contact View• Add Score, Grade, Last Activity as sorting criteria• Suggestion - Start with Grade, then Score, then Activity Date
8. Prioritize
Track Ad-Hoc Emails• Accompany voicemail with
email• Link to value added content• Online Demo, Analyst
Reports, Conference, etc…• Independent Sites
Best Practices:• Mask the Link • 1 Recipient per email
9. Communicate
Alert Sales when Prospects re-engage• In SugarCRM, LeadDeck and Email Alerts
10. Alert
Standardize Prospect Data• Create Fields for +/-10 things that help you sell• Unified Sales & Marketing Data• Rep-supplied data points help target email campaigns• Things you wouldn’t get on a form
11. Supplement
Prospects hate sales• Nurture non-responsive
leads• Give sales access to
campaigns
Fake Sincerity• Appears to be from sales
Automate Closed/Lost
12. Nurture
Accountability• Sales & Marketing work
together• Track the “Status” and
“Created Date”• Identify ignored leadsSome bad still get through…• Mark as Unqualified
• This syncs with Pardot• Stops nurturing
13. Measure
Run a couple of campaigns
Don’t Expose too soon
Phase-in Reports• Visitor Reports • Prospect Reports / LeadDeckSales-Proof• Simple OptionsFind a success story
Tips for Success
Sales Do’s and Don’tsDo
• Focus the conversation on the prospect’s interests
• Respond in a timely manner
• Nurture leads who are not ready to buy today / don’t engage
• Leverage the CRM as the primary way to get data
Don’t• Be creepy
• Let the prospect know that you are responding because of their activity
• Jump on anonymous visitors
• Give info to Sales too soon
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
Thanks for Your Time
Derek GrantSVP of Sales
@derekgrant