This presentation describes ways to generate prospects for Hunters, and ways to identify prospects who are available for cross selling. We also cover MQL v. SQL, and how to distinguish each.

1. CRM Best Practices Derek Grant, Vice President Pardot Marketing Automation

3. These similarities are grounded in the basic functionality of any Customer Relationship Management System

4. Salesforce Automation

5. Master Database

6. Contact Information

7. Demographics

8. Pipeline Management

9. Sales Rep Effectiveness

12. Farming Your Existing Customer Base Your CRM Must Be Configured to Capture: Product Type Stored at Opportunity or Prospect (Lead / Contact / Customer) record Multi-Select pick list containing available products Relationship Status Drop Down pick list containing Good, Neutral, or Bad Miscellaneous Competitive Products in the Account Related Products in the Account

15. Let’s Grab Their Attention Now That You’ve Found The Right Size Company and the Appropriate Contact: Sales Outreach Via Phone Inside Sales, Lead Qualification Team, Etc… Tough to determine who is interested Marketing Email Blast “Fishing with Dynamite” Provides Maximum Reach Will Likely Turn Off Prospects (e.g., they didn’t opt in) May Lose The Opportunity to Contact Again (Opt Out)

16. Are They Engaged? Voicemails should have a call to action Can we schedule a Demo? Check out our Online Demo, ROI Calculator, Trial, etc… Track with Outlook Plug-In Emails Should Link to Web Content Whitepapers (early stage) Content Library Third Party Blogs The Destinations Don’t Have to be your web properties

17. Did They Seem Interested? Click Path In this example, the prospect viewed the pricing page 3 times.

18. What Brought Them To Your Site? Were they searching for your brand? A competitor? A feature? A product? Search provides insight about what is important to a prospect

20. Demographics for MQL

21. Budget, Authority, Need and Timeline (BANT) for SQL

22. Implicit Factors

23. What did they do?

24. Don’t Chase Bad Leads

25. Little Interest

27. Marketing Nurturing

28. Education to MQL

29. Automatically

30. Sales Nurturing

31. Stay top of mind

33. BANT Model for SQL Are You Trying to Get Blood from a Stone? They are just a suspect / lead until you are able to determine some of the BANT criteria: We require 2 of 4 to convert to an opportunity

34. Questions?

35. Thank You For Your Time Today Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326 Derek Grant VP of Sales derek.grant@pardot.com 404.492.6848 877.3B2B.ROIwww.pardot.com