Roy Keely and Jana Rhyu discussed how their companies, Xcentric and LoopUp respectively, use Pardot marketing automation to scale their marketing efforts with limited resources. They described how Pardot enables them to nurture leads through automated campaigns, integrate marketing and sales data in Salesforce, and measure the impact of their campaigns on pipeline and revenue. Both highlighted how Pardot has helped them increase lead generation, qualify leads more effectively for sales, and engage existing customers through personalized messaging based on profiling and testing of content and messaging.

1. Build Your Army of One: Using
Marketing Automation with Limited
Resources
Roy Keely
Colin Berta
VP of Market Strategy
Principal Marketing Architect
Xcentric
@bertacolin
Jana Rhyu
Director of Marketing
LoopUp

2. Safe Harbor
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3. 1969-2014
There is more power in one Google search than
NASA used to land a man on the moon.

4. Billions
of blogs & communities
Conversations are Exploding
500 million
tweets/day
200 million
hours watched/day
2.5 billion
emails sent/day

5. The Way Customers Find Information Has Changed
Email
Website
Social Media
Community
References
Customer

6. More Than Ever, Customers Are Educating Themselves
Customers contact sales reps
when they’ve completed
60%
of the purchase decision process
Customer
Interest Begins
Customer Purchase
Decision

7. More Than Ever, Customers Are Educating Themselves
More accurately,
60%
of the sales process
just disappeared
Customer
Interest Begins
Customer Purchase
Decision

8. More Than Ever, Customers Are Educating Themselves
By the year 2020,
85%
of the sales process
is expected to disappear
Customer
Interest Begins
Customer Purchase
Decision

9. A Disjointed Approach to Sales and Marketing Doesn't Cut it Anymore
79% of Marketing leads ARE NOT pursued
Limited
Visibility
Poor Lead
Quality
Not Enough
Leads
Low Lead
Conversion
Missed
Revenue
Target

10. “We need to stop interrupting what
people are interested in & be what
people are interested in.”
Craig Davis
Chief Creative Officer, Worldwide
J. Walter Thomson (World’s 4th Largest Ad Agency)

11. What if Marketing could influence the conversation?

12. B2B Marketing Automation for Salesforce
Market Smarter. Sell Faster. Delight Customers.
Single point for marketing execution
Complete visibility into cross channel marketing
Identify truly hot leads, and get them to sales fast
Prove value on all marketing efforts

13. How does it work?

14. Fill Your Pipeline with a Steady Flow of Qualified Leads
Easily create campaigns to find new
prospects
Send emails that cater to specific
prospect needs
Connect to new leads across multiple
channels

15. Enable Sales to Pursue the Best Leads at the Right Time
In-depth prospect tracking and
analytics
Get notified of Sales alerts in real time
through LeadDeck
Access to a complete prospect profile
with Salesforce Integration

16. Leverage Drip Programs for Scale
Drag and drop logic
Immediate efficiencies
Built-in Sales Cloud integration

17. Gain the Insight to Make Better Decisions
Establish accountability between
Sales and Marketing
Measure revenue
contribution and track ROI
Make smarter decisions and justify
marketing spend

18. Pardot Customer Speakers

19. Roy Keely
VP of Market Strategy

20. Who is Xcentric?
• Boutique Cloud Provider to Professional Service Firms (IaaS)
• 80 People
• Offices in Alpharetta, GA + Bozeman, MT
• Avg Contract, 3-5yr agreement, $80k ACV all MRR
• 3.5 Outside Sales Reps, 1 Sales/Marketing Coordinator, Me

21. How are we using Pardot?
• Scoring/Grading to create call list for sales
• All email campaigns (newsletters, client communication pieces, sales emails, drips)
• Website analytics & forms
• Auto-responders
• Lead to Revenue lifecycle reporting
• Social Media posts & analytics
• Marketing calendar

22. Benefits of using Pardot?
• Easy to go from idea to implementation
• Empowers sales
• Creates a flatter, less bureaucratic S&M team
• Integrates with SalesForce really really well
• Extends the life of our content
• Enables us to actually have a methodology

23. Real World
• Lead gen is up by 50%, closing % is higher –
– Warm calling the right people, not calling the wrong people
• More activity = more ‘MO’
• Pipeline goal is 3-4x quota….first time we have gotten there
• Changed our teams mindset

24. Where we are headed
• Improving what we have, continue learning process
• ARPU Expansion…better analytics on how to cross-sell without having to use
inside sales
• Customer loyalty measuring + creating action

25. Jana Rhyu
Director of Marketing

26. About LoopUp
We make conferencing less painful
• About our company:
– Salesforce customer for 7 years
– Pardot customer since January 2014
• About the Marketing Team:
– 3 team members
– Responsibilities include: customer engagement, customer acquisition, brand positioning,
assisting with product design, sales and event collateral, and content marketing

27. How We Use Pardot
• Inbound Lead Nurturing
– Use progressive profiling forms, drip campaigns
– Sales uses individual Pardot emails after qualified (Salesforce button, Outlook integration)
• Drip Onboarding Program for New Customers
– Use Salesforce integration for easy maintenance
– Segmentation based on info from Sales, customer usage
• Customer Engagement Program for Existing Customers
– Use A/B Email Testing to find the best version of the email
– Add winning email version to ‘evergreen’ campaign and/or onboarding campaign

28. Existing Customer Engagement: Example using A/B Testing
• Tested 4 subject lines:
– Your LoopUp account has 1 click screen sharing (27% open rate)
– Your LoopUp account has screen sharing
– Your LoopUp account makes screen sharing easy
– Use your LoopUp account to share your screen (worst – 18% open rate)
• Tested 2 button colors:
– Dark orange performed better (38% more clicks)
• Tested 2 headlines:
– LoopUp makes screen sharing even easier than emailing files (42% more clicks)
– Share your screen with 1 click (even easier than emailing files!)
Open Rate
22%
Delivery Rate
93%
Click-to-Open Ratio
11%
Click-Thru-Rate
3%

29. Coming Up Next
• Full roll-out of Sales functionality
– Add to drip campaigns from Salesforce, additional emails, LeadDeck
• Outbound Lead Nurturing
– Drip campaigns for old prospects in targeted industries, old opportunities closed/lost
• Reworking forms with progressive profiling
• Online advertising campaigns tied to segmented nurturing programs
– Drip campaigns based on geography, job function

30. Questions for Roy and Jana
• What lead you to search for a marketing automation solution?
• Why did you choose Pardot?
• How was Pardot helped you achieve success?
• What aspects of Pardot enable you to scale?
• What other team members are/were involved?
• What are your favorite aspects of leveraging Pardot and salesforce together?
• What advice would you give on choosing a marketing automation solution?

31. 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