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Pardot + Salesforce: Closing the Gap Between Marketing and Sales


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If marketing and sales are working in lockstep, your revenue soars. Hear from experts on both sides of the sales and marketing fence, and learn best practices for closing the gap with the help of marketing automation.

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Pardot + Salesforce: Closing the Gap Between Marketing and Sales

  1. 1. Closing the Sales & Marketing Gap James Kenler Derek Grant Senior Manager, Marketing Technology VP of Sales @jkenler @derekgrant
  2. 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, 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, 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., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Derek Grant VP of Sales, Pardot
  4. 4. A Quick Level Set
  5. 5. What do you mean by “Marketing Automation”? Identify “Hot” Prospects Market to “Suspects” Glean Insights Campaign Design Email Marketing Nurturing Campaigns Measure ROI Make data-driven decisions Behavioral Tracking Lead Qualification Lead Management Sales alerts
  6. 6. Myth
  7. 7. Reality
  8. 8. James Kenler Senior Manager, Marketing Technology
  9. 9. Marketing Automation Myth Busters
  10. 10. Marketing Automation is just a Technology Change
  11. 11. DO Try This at Home! Strategize and Align The framework still needs to be there: • Know Your Customer • Know Your Sales Cycle • Know Your Sales Force Sales Customer Marketing Automation will empower you to operationalize and measure.
  12. 12. Process Improvement Just a webinar?
  13. 13. Lead Quantity > Lead Quality
  14. 14. Try This at Home! Show the Impact • Focused Trials around Best Leads • Show measurable pipeline impact • Create internal success stories • Engage and enable Salesforce power users It’s not about the most leads. It’s about the right leads.
  15. 15. Sales Nurtures Leads
  16. 16. DO Try This at Home! Support your Sales People • Not all funnels and lifecycles look alike • Not all businesses are the same • Marketing Automation can provide value beyond Lead Gen • Customers need nurturing too Use marketing automation to clone your best reps’ secret sauce.
  17. 17. The company understands the VALUE of marketing efforts.
  18. 18. DO Try This at Home! Measure in Sales Focused Terms • Align with Sales’ Goals & Top Level Initiatives – Lead Gen – Retention – Upsell / Cross Sell – Shortening Sales Cycles • Report in terms of $’s, Opportunities Automate, measure, and communicate to sales with the metrics that matter.
  19. 19. The Past At CareerBuilder • Sales Supporting • Batch & Blast • Reactive • Silo-ed • Dependent on others for Skills and Tools
  20. 20. The Present At CareerBuilder • Sales Enabling • Agile & Evolving • Operationalized • Aligned with the rest of the business • Technically Empowered
  21. 21. The Future At CareerBuilder • Strategic Partner with Sales • Proactive & Predictive • Sales Triggered Communication • Center of Customer Experience Management & Customer Intelligence
  22. 22. Questions?
  23. 23. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION Attend the Pardot Keynote for your chance to win a Precor Treadmill. Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis Yerba Buena Salon 9