1. How Sales Captures the Win with
Marketing Automation
Derek Grant
Director of Sales, Pardot

2. Safe Harbor
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3. I’m Derek Grant
• I manage sales at Pardot,
a salesforce.com company
Motto:
• Be Brief
• Be Brilliant
• Be Gone
Hi, I’m @derekgrant

4. What is Marketing Automation?
At a high level

5. What is Marketing Automation?
Lead
Events
Personalized
1:1 Messaging
MARKETING SALES
Buying Cycle Journey
LEAD
LEAD DATA

6. POLL
Are you currently using
a marketing automation
system?

7. Features and Benefits
5 ways marketing automation adds value

8. Shift from selling to buying
The Internet is changing the buyer’s journey

9. The sales process is changing
• 70% of the buying process is now
complete by the time a prospect is
ready to engage with sales.
(SiriusDecisions)
• By 2020, customers will
manage 85% of their
relationship without talking to a
human. (Gartner)

10. The sales process is changing

11. Give Sales X-Ray Vision
Monday:
• Message Left
• Email
Wednesday:
• Message Left
• Email
• Click Thru Email
• View 4 Pages
• Search “Pricing”
• View “Pricing” Page

12. Give Sales X-Ray Vision

13. Identify “Sales Ready” Leads
Lead qualification drives sales performance

14. Sales Bandwidth is Limited
• Only 17% of leads convert to
qualified opportunities (Bridge
Group)
• 80% of all marketing-sourced
leads are mis-handled by sales
(Forrester Research)

15. Focus on the Most Promising Leads
Activities Determine Interest
• Form Submission +50
• “Contact Me” Form +150
• Page View +1
• Careers Page -30
Demographics Determine “fit”
• US-Based, +$500M A+

16. Focus on the Most Promising Leads

17. Send Sales The Best Leads
Timely follow up drives connect rates & pipeline

18. Being Timely Matters
• For inquiries submitted on the web,
78% of sales go to the first
company to respond (InsideSales).
• 25% of marketers that adopt
mature lead management practices
report that the sales team routinely
contacts the prospects within one
day (Forrester).

19. Strike While the Iron is Hot
Assign The Best
• Automation Rules Assign “Sales
Ready” leads
• Geography
• Industry
• Salesforce lead assignment
rules
• Create SFDC Tasks
• Update Campaign Status

20. Strike While the Iron is Hot

21. Nurture Early Stage “Suspects”
Stay top of mind with all your prospects

22. POLL
Are you currently nurturing prospects?

23. Nurturing Drives Performance
Educate Prior to Sales Engagement:
• Average 20% increase in sales opportunities from the nurtured leads
(DemandGen Report)
Eliminate Repetitive Sales Tasks:
• It takes an average of seven touches to convert a “suspect” to a “prospect,”
which grows to eight touches for enterprise-level accounts (Bridge Group)
Win More Deals:
• Nurtured leads have 47% higher order values than their non nurtured peers
(Aberdeen Research)

24. Stay Top of Mind
Nurture the Rest
• Nurturing stays in front of early
stage prospects
• Warm up “Suspects”
• Sales Driven “Stay in Touch”
• Automated “Recycling”
• “On Behalf Of”
• Fakes Sincerity

25. Show Your Value
Revenue growth garners respect for Marketing

26. Show the Value of Marketing
CEO’s Don’t Trust Marketers
• 80% of chief executive officers admit
that they do not really trust and are not
very impressed by their chief marketing
officers (Fournaise Marketing Group).
It Earns Respect
• 76% of B2B marketing professionals
agree or strongly agree that their
“ability to track marketing ROI gives
marketing more respect.” (Forrester
Research)

27. Show the Value of Marketing
• Perception of Marketing as a “Cost
Center”
• Granular Campaign Analytics
empower data driven decisions:
• Search (SEO, PPC) Email (Blast,
Drip)
• Social Media
• Everything is compared to revenue

28. Show the Value of Marketing

29. Questions?

30. Director of Sales
Derek Grant
@derekgrant
dgrant@salesforce.com